What Are The Differences Between Landing Page And Website?

 Difference between landing pages and websites

Key Takeaways

• Landing pages focus tightly on one specific conversion goal through streamlined, short-form content. Websites provide a broader introduction to the brand and navigation between multiple informational sections
• The goal of a landing page is to prompt a singular action, while websites aim to balance awareness-building, education, and various conversion opportunities across a more holistic online presence.

In this article, we’ll cover the difference between landing pages and websites. While they may seem alike, there are essential distinctions in their structure, purpose, and goals.

Landing Page vs Website: Quick Comparison

In summary, landing pages are concentrated tools for driving short-term campaign outcomes through testing, while websites provide a lasting representation of a brand across coordinated long-form content on numerous interconnected pages for ongoing awareness over time.

Landing Page vs Website: Detailed Analysis

Landing Page

When to build a Landing Page?

Launch a promotional campaign

Marketing campaigns are strategic efforts focused on a specific goal. They aim to raise awareness, drive trials, or motivate purchases. Campaigns use a “trigger” like new products, discounts, or codes to get people interested. 

The target audience can range from broad segments like all US men/women to very niche groups defined by traits like age, interests, and behaviors. For example, Shopify’s landing page and webpage goals are to encourage new store creation. 

The trigger is a 14-day free trial offer combined with key Shopify features. The target is anyone looking for an e-commerce solution who hasn’t used Shopify. During a campaign, a landing page is important as it separates the message from other information and allows tracking success. The focused single-page format minimizes distractions to help the campaign effectively reach its goals.

Own more than one product, traffic source, or customer segment

Even without a specific marketing campaign, landing pages can still be helpful for businesses in certain situations, particularly when compared to a traditional Hubspot landing page vs a website page: 

• For companies offering multiple Stock Keeping Units (SKUs) that are not significantly related to each other. A landing page allows each product to be showcased individually with detailed specifications and information for potential customers interested in learning more. This is better than cramming diverse products onto a single Hubspot website page. 

• Where distinct customer segments require customized experiences, such as targeting different countries/languages or specific cultural groups. It can be difficult for a Hubspot website page vs a landing page to cater to varied needs on a single page. 

• When leveraging multiple digital marketing channels or traffic sources simultaneously. People clicking from platforms like Instagram versus search engines may have diverse preferences best optimized for separate landing pages. A Hubspot website page would struggle to accommodate such diverse preferences. 

So, in summary, even without an active campaign, landing pages provide advantages over a standard Hubspot website page for businesses selling diverse, unrelated products to various audiences navigating from various online touchpoints. Landing pages’ focused, customizable nature makes them well-suited for these use cases.

Top 7 Popular Types of Landing Page

Squeeze Page 

Use persuasive copy to encourage customers to provide their email addresses

Squeeze pages, a type of landing page, use persuasive copy to encourage customers to provide their email addresses. This collected data is then used for lead nurturing programs to convert them into users. 

However, email addresses are very personal, so people hesitate to share them. What makes squeeze page content so appealing that it convinces visitors to do so when a regular webpage may not? The answer lies in the value offered in exchange for their subscription interest. Standard squeeze page formats provide gated content like ebooks, templates, recipes, design packages, or courses once the visitor enters their email. 

Therefore, it’s crucial to introduce the incentive upfront and include an enticing call-to-action that addresses what’s preventing visitors from sharing their email on a regular landing page vs a webpage. The incentive should be compelling enough for people to opt in. 

It’s also crucial to consider the browsing experience – make entering the email and accessing the promised content straightforward so people aren’t discouraged from completing that action. This builds trust that their personal information will only be used as described. 

Well-crafted incentives are key to extracting email addresses from potential customers on a squeeze page landing page format versus just putting a generic signup on a regular webpage.

Splash Page 

Landing pages in this usage do not necessarily serve the core business objectives. Some marketing teams utilize them as an intermediary step when customers click on campaign links rather than sending visitors straight to the end destination. 

In these instances, landing pages act as a transit point where visitors land briefly before continuing. The content on these intermediate landing pages can be tailored to the specific campaign. For example, polls to determine preferred languages, notifications of recent updates, short previews of what’s ahead, or clarifying privacy policies before proceeding further.

Lead Capture Page

Typically collects more extensive data about the user

A lead capture page is similar to a squeeze page but typically collects more extensive data about the user. An extensive form with many required fields could give a negative first impression that the brand is needy. 

However, if the user arrives at the lead capture page after displaying genuine interest, like downloading an ebook, asking for additional profile details is more acceptable. This helps qualify and route engaged leads to the appropriate next steps to move them further down the funnel. 

The key is tailoring the level of information requested based on how far into the process the potential customer has progressed to guide them without frustrating or losing them.

Long-form Page

Time is valuable to customers, so a Long-form Landing Page focuses on fast sales through a concise product/brand overview. This reduces exploration time and avoids frustration from overload, speeding up the purchase process. 

To optimize this page type, think from the customer’s perspective rather than what you want to showcase. Answering key questions can help determine important content: 

• Who is the target audience, and what problems do they face? 
• Why choose your brand/product over others? 
• Who has benefited from using it? (Testimonials) 
• Convey a sense of urgency if applicable 
• Address frequently asked questions and concerns 

While it may seem lacking in minimalism, the goal remains closing the sale by simplifying the journey and directly tackling relevant considerations. Focusing on high-value information through an empathetic lens guides customers efficiently toward a decision. It’s about qualifying leads through persuasive but concise messaging tailored to their needs and mindset at that funnel stage. 

Click-through Page 

Click-through pages give customers this benefit without pressure to “Buy Now” like on a homepage

All marketers know delivering value is key before soliciting a sale. Click-through pages give customers this benefit without pressure to “Buy Now” like on a homepage, which customers may not be ready for. 

A typical example is a landing page that highlights the benefits and features of a product/service along with calls to action to join a free trial. When users click the trial button, they are brought to another click-through landing page containing the pricing and payment information needed to start the trial process. 

By this point, customers have been introduced adequately to why continuing with the trial is worthwhile through engaging with the initial informative landing page. The initial landing page primed them without seeming too “salesy” like placing a purchase prompt directly on a homepage may. 

The subsequent payment landing page approach still educates customers but moves them further in qualifying for the next step versus randomized content on a homepage that hasn’t won them over yet. This staging of click-through landing pages delivers value. It builds understanding before confronting customers with a payment request, aligning the ask with where they are in the buying cycle.

Thank-you Page

While thank-you pages commonly just state the obvious, like “order placed”, this post-conversion page presents an opportunity not to be wasted. Instead of a basic confirmation, provide the customer with an “Aha!” moment by including additional value. 

This could mean offering related products or services, giving chances to win prizes, or thoughtfully personalizing the message. By giving more to these already engaged, high-intent leads, you increase the likelihood they will return again in the future. Don’t let the thank you page be a one-and-done acknowledgment. 

This is a moment to delight customers further and reinforce why they made the right choice. With some creativity, you can strengthen relationships and build loyalty from an interaction that often provides no lasting impact. Make it a priority to end on a high note that keeps customers wanting more from your brand.

Coming-soon Page 

Tease people with what the offer will involve without revealing all the details

If you are preparing to launch a new product or service but aren’t ready to fully promote it or its landing page, a “Coming Soon” page can be an excellent interim solution. This allows you to start generating interest and demand ahead of time. 

On the coming soon page, tease people with what the offer will involve without revealing all the details. Provide a launch date if you have one set already. Most importantly, include a clear call-to-action requesting visitors’ email addresses in exchange for a reminder notification when the product is fully available. 

This builds anticipation and allows potential customers to opt-in to be informed directly once it’s time to launch. It’s a great way to start garnering emails and positioning your new offering even before the actual landing page is complete. A simple coming soon template can pay off in cultivating an early crowd of subscribers raring to use your new offering upon launch.

What to do with a Landing Page?

Get the right one

Defining clear objectives for any marketing campaign, including those utilizing landing pages, is vital for success. Marketers must first determine why a Hubspot landing page is required and what goal the campaign aims to achieve, rather than just using a standard website page.

Get to know the page flow

Visibility and ease of consumption are critical factors. 

When designing the content structure for a landing page, it’s important to remember that the entire experience should take place on a single page. Visibility and ease of consumption are critical factors. 

While the content can be broken into distinct sections or blocks to improve scannability, the essential elements must be above the fold where visitors’ eyes immediately land.

Set up the page assets 

While landing pages may seem less complex than full websites, thorough preparation is still necessary, given the content, functionality, and variables involved. Taking the time to audit and organize informational sources properly, check for accuracy and appropriate tonality, and ensure all details directly support the defined goals will save headaches down the line.

Create an irresistible copy

Your landing page is all about your target audience, not about you. Instead of merely stating the offering, concentrate on how it will help them. At the top of the page, use a striking headline. 

Visitors should be able to comprehend what you’re giving in seconds, why it benefits them, and how to join up. More importantly, choose a CTA wisely that is brief, direct, and action-oriented. This is a tough competition, where you must strictly judge every word, image, etc., to determine what works best for your Landing Page.

Design a powerful visual  

Use attractive and memorable visual components like photographs and video to capture your audience’s attention

Use attractive and memorable visual components like photographs and video to capture your audience’s attention. Although bright graphics are essential for a successful landing page, avoid cramming too many photos, phrases, boxes, buttons, symbols, clip art, movies, and other elements onto the page. 

To make your material easier to read and digest, leave lots of breathing area around the pieces on your page. Don’t forget to add social share buttons to encourage visitors to spread the word. You get even more exposure when others share your page on their social media feeds.

Notice the human touch 

Just as warmly welcoming dinner guests into one’s home aims to foster meaningful connections between people, landing pages, too, should focus on cultivating genuine human relationships with visitors. 

Greeting users politely and making their needs and preferences felt from the start helps them feel at ease. Acknowledging common pain points demonstrates thoughtful empathy.

Conduct multiple testing

While it may be tempting to assume that getting the landing page perfect right out of the gate is possible, the reality is continuous experimentation and iteration usually provides the best results. Landing pages present a valuable opportunity to test diverse concepts from varying copy and design elements to different targets. 

Rather than betting the campaign’s success on a single approach, marketers are encouraged to develop several versions, testing new ideas and permutations of headlines, images, calls-to-action, and more.

Website

Benefits of Having a Store Website

Enabling a fully integrated digital customer experience

A professionally designed website allows businesses to seamlessly meet customers wherever they are in their shopping journey – whether browsing products online, performing research on mobile, or inquiring about services via desktop. 

This omnichannel integration future-proofs companies as consumer behaviors continue shifting online. A consistent brand experience across all digital touchpoints significantly boosts conversion rates over segmented campaigns or temporary landing pages. 

 Store websites offer unlimited potential for creatively showcasing every dimension

Creative expression of your unique brand identity

Unlike more straightforward landing pages, store websites offer unlimited potential for creatively showcasing every dimension of a brand through varying content like blogs, videos, and multimedia. 

Dynamic design customization options allow characteristic personalities to shine through. This helps cultivate stronger emotional connections with customers and a differentiated positioning from competitors. A match between online identity and brand message builds trust. 

Actionable analytics for continuous optimization

By housing all digital shopping and discovery processes within one centralized site, businesses gain profound insights into customer behaviors and pain points at every stage of the purchase funnel. 

Detailed web analytics accurately reveal what drives high performance versus what needs improvement. This fact-based approach removes assumptions, empowering data-driven decisions and ongoing performance improvements. Problems can be predicted and solved proactively through testing and iteration.

In conclusion, the time and effort invested in building an online storehouse for prospective customers truly pays off in the ability to seamlessly guide journeys, authentically represent identity, and actively refine operations based on actual user data for long-term sustainable growth.

Basic Structure of a Store Website

Homepage

An effective homepage must clearly define the company’s core purpose and value proposition so visitors instantly understand their reason for visiting within seconds. Rather than merely portraying the brand positively, the page should directly engage and communicate with potential customers through content that explains the mission, beliefs, and uniqueness in a manner that resonates with them. 

Optimizing the user experience is also paramount, with an interface that is easy to navigate, read, and browse to lower bounce rates and impress visitors. To remain continually relevant, the homepage content needs regular updates, responding to the evolving interests and questions of the target audience over time. 

While homepages generally introduce the brand and build broad awareness, landing pages focus more on motivating a specific call-to-action through customized messaging. The former informs visitors and aims to directly prompt them to take action through optimized campaigns.

Product page

A product page aims to help customers make informed purchase decisions. It should provide clear and detailed information to guide the buyer’s journey. Professional quality product photos are essential for showcase appeal. 

Dynamically rotating, zoomed, or detailed views can enhance the visual experience. Related or “customers also bought” recommendations introduce complementary offerings. Where applicable, immersive virtual/360-degree imagery allows virtual try-ons that build confidence. Instruction manuals or guides help demonstrate proper product use.

Authentic customer testimonials lend social proof to real users. These optimizations create compelling, interactive experiences that address inquiries and simplify purchasing. A well-optimized product page equips visitors with the insights to make purchase decisions quickly.

Blog/ News page

Blogs have increasingly become essential for businesses to implement helpful inbound marketing strategies

Blogs have increasingly become essential for businesses to implement helpful inbound marketing strategies. Companies can drive traffic and lead by consistently publishing new, relevant content on their website while improving search visibility over time. 

Regular blogging allows the organization to establish itself as an industry expert by sharing knowledgeable perspectives and information on essential topics within their field. Each new post gives readers a compelling reason to revisit the site and potentially be converted into leads.

About us page

While the primary goal of an About Us page is to inform visitors about the company’s vision, mission, offerings, and essential details, it also presents an opportunity to connect with viewers through inspiring brand storytelling authentically. 

Rather than feeling overly pressured to optimize for analytics, the focus should be crafting an authentic narrative that conveys feeling and voice above all else. creative elements like videos and images can enhance engagement when complementing the shared story. 

Customizing the tone through a relatable lens helps resonate with target personas. Editing the content to highlight why the team and brand values matter most to customers cultivates resonance.

What to do with a Store Website (Shopify store)

Familiarize yourself with the platform. For new users, get comfortable setting up accounts, creating products/collections, and launching your primary online store. Level up design with page builders. 

Third-party page builder apps offer more flexible and robust design features than default Shopify tools. They allow fully customized web pages. Leverage the app ecosystem. The extensive array of free and paid Shopify apps represents a universe of possibilities to augment the platform, like automating marketing, analyzing sales, and integrating social media campaigns. Downloading applicable apps enhances functionality.

Landing Page vs Website: FAQs

Final words

For Shopify merchants, balancing landing pages and websites can be a tricky distinction as business needs evolve. Rather than overly focusing on technical differences, merchants are best served to assess their most immediate priorities – whether a targeted marketing campaign warrants optimizing landing pages at that time or website-building lay stronger foundations.