For my next feature in the Sales Secrets series, I’ll break down why landing pages will always be senior to websites. That is, if you want prospects to convert.
Look, I’m not telling you that you shouldn’t have a website. Your business does need one as part of your digital omnipresence strategy.
However, there’s a clear difference between websites and landing pages — especially when it comes to sales.
If you’re going after increased conversions, a strategic landing page is the secret ingredient for turning leads into customers.
Landing Pages vs. Websites: What Works for Sales?
First, let’s get websites out of the way by breaking down their purpose.
Essentially, your core website should inform customers about:
- Who you are (About Us);
- What you do (Products & Services);
- How to reach out to your team (Contact).
Depending on your brand and industry, ensure that a lead can find any information they might be concerned about on your website.
For this, do some reverse engineering. What would a prospect Google about your company before making a purchase decision?
Notice the pattern here. The purpose of a website is to be informative, educational, and facilitative.
Does this info help the potential customer learn more about what you sell? Yes. But does it close the sale? No.
That’s where landing pages come in as an essential part of a powerful marketing funnel.
Why landing pages play a huge role in digital closing
So, what’s the deal with this landing page thing?
Well, here are just a few of the countless advantages they have within a virtual marketing and sales strategy:
- Laser-focused on selling one specific product or service;
- Clear objective and single CTA (call-to-action);
- Detailed audience targeting;
- Simplified path to purchase, without background “noise”.
When a prospect reaches a well-structured landing page through an ad, they’ll have all the information they need about that specific product or service at the tips of their fingers.
As a result, you facilitate the entire sales process on one page. The user learns about the offer, then they can instantly check out. It’s as easy as it gets.
To sum up, if you want people to convert more, focus on landing pages instead of websites.
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