I get asked about both of these regularly as sometimes people just don’t know what the difference is between them so I thought I would expand for anyone with the same question.
Landing Pages
A landing pages is any page on your website that you want someone to land on, rather than click through to from another page on the site.
It may or may not be listed on the navigation, it may stand on it’s own as what is known as an ‘orphan page’, it may even be part of the sales funnel but ultimately it’s a single web page designed for a specific marketing activity/campaign with the goal of converting visitors into leads or customers.
Sales Funnels
So a sales funnel is the whole process of getting a customer from landing to conversion - this could be done on a single landing page, but often it has multiple steps. It’s not uncommon for sales funnels to have several pages.
The aim is to nurture leads and guide them to whatever is your website goal - it could be to book an appointment, sign up to a membership or buy a product.
(hint: you could have more than one goal, and that’s ok!)
An example of each
A landing page could be a page summarising a specific service or product with a clear call to action at the end. It could be used as a marketing campaign for ads or social media.
A sales funnel could be an introduction page (this indeed could be a landing page), which clicks through to a ‘more about page’ with FAQs, and could even then be taken off-site with a newsletter signup followed up by email offers to get the lead to ‘buy in’.
So generally, they’re more complex that a landing page.
What should be on a landing page?
A landing page should have a compelling title that summarises the page in a short concise sentence. This should be followed by an introductory paragraph explaining the benefits of the page subject i.e. the thing you’re trying to sell.
After this, you’d go into more details, maybe offering some social proof like testimonials.
Both above the fold, and at the bottom of the page, there would be a strong, focused, call to action.
If the page is long then it can be broken up by sections, imagery, and softer calls to action for those who are not yet ready to purchase. This could be a way for them to ask questions, read a case study, or sign up to a newsletter (much like in your sales funnel).
A sales funnel is a lot more complex and should be designed as part of a full marketing plan and customer journey.
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