Why Writing Landing Pages Is Inherently Harder
Given that a search engine can theoretically serve up any properly keyworded page for the right query, how can there be a difference between a web page and a landing page? Isn’t every page a landing page, since anyone can land on any page at almost any time? Theoretically, yes. Practically, no. If you’re confused, you’ve come to the right place and asked the right question.
Before you read any further, let’s define the terms. Learning the difference between a web page and a landing page requires that you be able to tell the two types of pages apart. Here are working definitions:
- Web pages, according to the TechTerms dictionary, are the documents that make up the World Wide Web. They’re written in HTML (hypertext markup language), PHP, Perl, ASP or JSP. Your internet browser translates the document’s code into what you see on your screen. Every web page needs one or more files stored on a host computer, reached through internet protocols.
- Landing pages, per Hubspot, are standalone web pages, created specifically for a marketing or advertising campaign, that let you capture visitor information and attempt to convert that visitor into a future customer. When an online ad delivers a curious visitor to a targeted landing page, the page calls the visitor to act — usually to purchase a product or a service.
Simple, Right?
Simply put, all landing pages are web pages, but not all web pages are landing pages. But when writing a page, the difference between a web page and a landing page is much more complex. Web pages can be about almost anything. Their purpose can be to:
- Inform
- Entertain
- Persuade
- Sell
- Fundraise
- Pontificate
- Rant
The only purpose of a landing page is to coerce a visitor into action. That’s it. So, the real difference between a web page and a landing page is one of intent. Not every landing page wants to sell you something, but every landing page wants you to take another step toward a goal.
Writing Website Pages
The web pages on your business website (or your clients’ sites) each have a specific goal, based on the page. Web pages may provide office hours and contact information, share your company’s competitive advantages, detail the benefits of your services or products and even identify the type of customers you serve.
Ray Access has written about the techniques for writing specific web pages earlier, and you can catch up on some of our advice here:
- 12 Tips for a Better Business Website
- Does Your Website Trick or Treat?
- 6 Reasons Good Content Makes Websites Better
- The Best Website Content Writing Tip You’ll Ever Read
Writing Landing Pages
Landing pages, on the other hand, may have to do everything a website needs to do — connect with the visitor, build trust and explain the benefits of working with you — on a single page that also persuades the visitor to act. That’s a hefty order and a lot of responsibility for one page. That’s why there are so many poorly constructed and ultimately unsuccessful landing pages online.
Most landing pages, however, have one inherent advantage that other website pages don’t have, and you’re encouraged not to overlook this difference between a web page and a landing page. When you’re writing a landing page, you’re writing to people who already have an interest in the company’s products or services. They did a targeted search or clicked on an advertisement to get there.
Learning the Difference Between a Web Page and a Landing Page
Anyone can write a web page. All you need are a domain, a host and a rudimentary knowledge of HTML. You may need something to write about, but even a vague opinion may be enough to get you started.
Writing a landing page takes skill. Marketing is an inexact art and science. Different experts offer different advice when it comes to writing landing pages vs. writing web pages. Ray Access has its own advice, based on experience for ourselves and for our clients. Your results may vary, but here are our best practices for writing landing page content:
- Length doesn’t matter, but focus does. Each landing page can have just one focus. (But keep it reasonably short.)
- The content has to be scannable, powerful and enticing. This is rhetorical writing, writing to persuade.
- Social proof — testimonials of real, existing customers, complete with photos — helps visitors overcome their doubts.
- The right call to action — a briefly worded phrase that encourages the visitor to act — makes all the difference. Cut to the heart of the matter. What do your visitors want the most?
- Your contact form shouldn’t be too onerous. Ask just for the necessary information, so it’s as short as possible, but no shorter.
- Remove all other links from the page. That means a landing page should have no menus, no sidebar, no extraneous content at all. Its entire focus is to get the visitor to act.
You can learn the difference between a web page and a landing page, but learning how to write for each one takes practice and guidance. An ineffective landing page is a waste of bandwidth. A successful landing page pays for itself in no time. If you’re still struggling with the difference between a web page and a landing page, contact Ray Access for expert content, no matter what your purpose.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
