If getting leads from your website is priority for you (we bet it is), then the appropriate use
of different type of web pages is absolutely mandatory. This is where knowing the
difference between a landing page and a website home page assumes great significance in
the modern world. Content pages and landing pages have much diverse goals as compared
to home pages. If you want to generate high quality leads from your website, every single
page needs to have a focussed business orientation and specific quantitative goals.
Every customised web development company in mumbai strives to maximize the leads from
its client’s website by strategizing every page of the website and assigning a specific role to
every page in the prospect’s journey as a buyer. Every stage of the buyer’s journey, from
Awareness to Consideration to Decision making needs specific pages and this is where
Home, Landing and Content pages play their individual roles.
These pages have to be capable of responding to the prospect’s queries at every stage till
they reach the point of conversion. Watch your search engine rankings go north and a
quantifiable increase in leads as this strategic approach is applied.
A home page is like the entrance to your home where visitors judge as soon as they arrive. If
first impressions mattered, this is where one has to be most careful as at this point, guests
will try to look around for familiar things or faces, get to know you and relate to you.
Research studies have indicated that most users spend less than 10 seconds on the home
page of a website before they decide to leave or explore the site further. This tiny window is
crucial for the visitor who has to find out a lot to make a decision and for the website
owner, who needs to make the right impression on the visitor.
During this short time duration, your visitor is trying to understand what your business is
about and how you could be useful to him/her. Your site should come across as a solution to
their problems and as one that understands their challenges. A visitor is always looking for
vital signs that tell him what makes you different from your competitors and clues to how
other people like him have benefited from your services. Ensure the home page is centred
on their needs, not yours.
The challenge lies in emotionally connecting to the website visitor, guiding them towards a
buying decision and urging them to explore your site in further detail. Quite exhaustive, isn’t
it? If you create a website that delivers results by taking the users past the awareness stage
and helped them to move ahead up the decision making ladder, then the purpose of the
page has been achieved.
The first major objective of a Landing page is to convert website visitors into qualified leads.
At this stage, visitors have already explored your website a bit, read your story and all the
additional content that was designed for them. The landing page now has the challenge to
take them through the final phase of converting them into a lead that can be cultivated into
The page is designed with conversion as a focus. The page gives them an insight into what
they should expect as they move further into the website and gives a short crisp narration
so that they know what they are getting into. This page needs to be as compelling as a
thriller movie without any major navigation needed since you do not want them to be
veering off the course.
The conversion rate expectations of home pages and landing pages are quite diverse where
landing pages are expected to convert in the range of 20% to 40%. By including them in the
optimization initiative, these rates can be expected to rise up month over month.
Search is a landing page’s objective as they are great resources for onsite SEO. It makes
sense to have these pages highly optimized. People reach these pages through the search
that they conduct and you would want to quickly convert them into leads with a short and
effective visit to the landing page. Remember that the higher the number of visitors convert,
the better is the search engine rank which means that creating great landing pages does
help in this direction too.
As a leading organization or as the best logo designer in mumbai, if you have plans to
optimize your website, set your main concern on the pages that will get first priority. Select
the pages that get the most number of visitors and tweak them to improve the conversion
rates. If every page is designed and written with conversion as a focus, you won’t be off the
target by a large margin by the end of the financial year.