{"id":55396,"date":"2017-09-08T06:27:10","date_gmt":"2017-09-08T06:27:10","guid":{"rendered":"https:\/\/blog.glaciermediadigital.ca\/?p=55396"},"modified":"2019-09-06T10:17:00","modified_gmt":"2019-09-06T10:17:00","slug":"landing-pages-vs-one-page-websites","status":"publish","type":"post","link":"https:\/\/blog.lodestardigital.ca\/index.php\/2017\/09\/08\/landing-pages-vs-one-page-websites\/","title":{"rendered":"Landing Pages vs. One-Page Websites"},"content":{"rendered":"<h2>Ever get confused about the difference between a Landing Page and a One-Page Website?<\/h2>\n<p>One of the most common missteps that marketers make with Landing Pages is turning them into a One-Page Website without even realizing it. Generally speaking, Landing Pages are not meant to be overwrought\u00a0or monumental undertakings (there are exceptions but we\u2019ll get to this further down this post).<\/p>\n<p>While both types of webpages are applicable to different campaign scenarios and user flows, this post specifically promotes Landing Pages as part of a brand&#8217;s set of Micro Moments.<\/p>\n<blockquote>\n<p class=\"p5\" style=\"font-size: 1.8em; line-height: 1.5em; margin: 30px 0; color: #2d96d2;\">The mobile revolution has created a new consumer habit, which Google refers to as Micro-Moment behaviour. This behaviour sees users turning to a device to know, go, do, and buy.<\/p>\n<\/blockquote>\n<p class=\"p2\">This shift in consumer habit has helped to position Landing Pages\u00a0as key\u00a0brand touch points because they are effective Micro-Moments when designed to deliver just the right amount of information.<\/p>\n<p class=\"p2\">Experienced marketers have learned\u00a0through many trials that hedging their bets\u2013building landing pages that try to\u00a0cover all of the facets of a business\u2013waters\u00a0down a campaign&#8217;s message impact and\u00a0generalizes\u00a0the performance\u00a0data. In order to win over consumers and stand out from all of the competition, marketers have had to start offering more relevant, personalized, engaging, and assistive brand touch points to each of their targeted audience segments. As data and machine learning become more sophisticated in enhancing everyday consumer experiences, the expectations for these useful Micro-Moments will continue to skyrocket.<\/p>\n<blockquote>\n<p class=\"p5\" style=\"font-size: 1.8em; line-height: 1.5em; margin: 30px 0; color: #2d96d2;\">This is where the distinct advantages of Landing Pages can help create curiosity, build anticipation, drive demand, and guide users along a better path to conversion. On the technical side, efficient\u00a0Landing Pages are faster to build, more easily optimized for mobile responsiveness, and simpler to deploy.<\/p>\n<\/blockquote>\n<hr \/>\n<h2 class=\"p2\"><b>So what\u2019s the difference?<\/b><\/h2>\n<p class=\"p2\"><b>One-Page Websites<\/b> consolidate a full site\u2019s content into a single web page and shares similarities to a full\u00a0website\u2019s <em>homepage<\/em> in that it will have multiple call-to-actions (CTA) and messaging focal points. Some brands might choose this style of website because:<\/p>\n<ul style=\"margin-left: 3em;\">\n<li>they don\u2019t want or have time to build a complex site<\/li>\n<li>they don\u2019t have enough\u00a0content to spread over multiple pages, or<\/li>\n<li>they want to offer a little more engagement but not as much as a full website<\/li>\n<li>a minimalist online presence aligns with their brand, or<\/li>\n<li>they wish to minimize perpetual website maintenance<\/li>\n<\/ul>\n<p class=\"p2\"><b>Landing Pages<\/b> on the other hand, should have a single focus and a single CTA. With 20 links on a one-page website or homepage, your attention ratio per button\/link\u00a0is 5% \u2013 <span style=\"background-color: yellow;\">compared to an attention ratio of 100% with a Landing Page\u2019s single CTA button\/link.<\/span><\/p>\n<p class=\"p2\">This seems like a simple delineation, but marketers and their clients can often lose this strategic focus in the creative\/production process and end up disregarding the key differences. A few other things to note about Landing Pages:<\/p>\n<ul style=\"margin-left: 3em;\">\n<li>they are\u00a0less SEO-friendly than traditional webpages and websites, however&#8230;<\/li>\n<li>their traffic is\u00a0driven by targeted PPC, social media, and content marketing campaigns<\/li>\n<\/ul>\n<blockquote>\n<p class=\"p5\" style=\"font-size: 1.8em; line-height: 1.5em; margin: 30px 0; color: #2d96d2;\">When a Landing Page morphs into a One-Page Website, the lack of CTA focus can result in low conversion in the campaign&#8217;s performance reports.<\/p>\n<\/blockquote>\n<p class=\"p2\">We must continually remind ourselves and our clients of the distinctions between the two in order to build campaigns with laser-focused user flow and user outcomes in mind, or to course-correct a campaign that was perhaps launched on the wrong foot.<\/p>\n<p class=\"p2\">Remember, there\u00a0should be\u00a0a dedicated, promotion-specific landing page for each promotion campaign. Each landing page collects unique insights about your target audience and their behaviours. For example, a landing page with low performance over 3 months can mean that your audience just isn&#8217;t interested in that specific offer. In that case, maybe it&#8217;s time to let that offer go and try a different one.<\/p>\n<figure id=\"attachment_55482\" aria-describedby=\"caption-attachment-55482\" style=\"width: 2862px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-55482 size-full\" src=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/letitgo.jpg\" alt=\"\" width=\"2862\" height=\"1008\" srcset=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/letitgo.jpg 2862w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/letitgo-300x106.jpg 300w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/letitgo-768x270.jpg 768w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/letitgo-1024x361.jpg 1024w\" sizes=\"auto, (max-width: 2862px) 100vw, 2862px\" \/><figcaption id=\"caption-attachment-55482\" class=\"wp-caption-text\">Do we\u00a0even need a caption for\u00a0this?<\/figcaption><\/figure>\n<p>The takeaway might be to tweak\u00a0your offer or messaging, or to completely change up your business&#8217; promotional strategy. Periodically updating and varying\u00a0your marketing message can refresh your\u00a0campaign and prevent ad burnout, so don&#8217;t be afraid of making tweaks\u00a0and adapting your campaign assets along the way.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h2 class=\"p2\"><b>What is the\u00a0right amount of content for a Landing Page?<\/b><\/h2>\n<p class=\"p2\">Landing Pages should provide sufficient information and context to help prospects make informed decisions that they feel good about. This is more effective than simply driving users directly to the end-destination, which is <span style=\"background-color: yellow;\">the equivalent of pushing a customer straight to the checkout counter as soon as they walk into a store for the first time<\/span>. This leads to poor conversion in real life just as much as it does in the digital world.<\/p>\n<p class=\"p2\">This also does not mean you should put an epic novel about your products and services in front of the user. Remember, Micro-Moment behaviour still has a time limit so keep your content focused and concise. Help users\u00a0focus on your <strong>juiciest<\/strong>\u00a0value proposition by only showing information that will serve your campaign goal.<\/p>\n<blockquote>\n<p class=\"p5\" style=\"font-size: 1.8em; line-height: 1.5em; margin: 30px 0; color: #2d96d2;\">Get them excited or curious first. Save the\u00a0full-blown details for when they reach out to ask for it.<\/p>\n<\/blockquote>\n<p class=\"p2\">If they are interested in\u00a0what you&#8217;re selling, they will <em>want<\/em> more to know more before they commit to a decision. That <em>want<\/em> is a powerful emotion that can drive users to seek out products or contact your business. Let them want more. Or better yet, <em>make<\/em> them want more by alluding to\u00a0some details for them to discover\u00a0in follow-up\u00a0interactions.<\/p>\n<p class=\"p2\">Scarcity is good for business, as they say.<\/p>\n<hr \/>\n<h2 class=\"p2\"><b>What are the exceptions?<\/b><\/h2>\n<p class=\"p2\">The exceptions include longer landing pages that ask users to\u00a0scroll-scroll-scroll to interact with\u00a0an abundance of\u00a0info\u00a0and images. Such landing pages often engage users through a combination of art, interaction, and storytelling experience.<\/p>\n<p class=\"p2\">For brand-activation campaigns, the primary goal is to be engaging and to create an emotional connection to the user, which aims to position a brand as top-of-mind in its market category. These campaigns are not simply about serving useful information around\u00a0a product or service. These campaigns are often consumed as entertainment.<\/p>\n<p class=\"p2\">Entertainment value has virability value. If users share your landing page because it makes them look cool, it has virability value. To help make my point, below\u00a0are a few examples of experiential landing pages. While they all have some interactive elements, if you can look past the razzle-dazzle, you&#8217;ll note that they each have one clear goal.<\/p>\n<div style=\"height: 40px;\"><\/div>\n<p><a href=\"http:\/\/happybirthday.wrangler.co.uk\/en-us\/lookbook\" target=\"_blank\" rel=\"noopener noreferrer\">70 Years of Wrangler<\/a><\/p>\n<figure id=\"attachment_55450\" aria-describedby=\"caption-attachment-55450\" style=\"width: 1167px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/happybirthday.wrangler.co.uk\/en-us\/lookbook\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-55450 \" src=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-wrangler.jpg\" alt=\"\" width=\"1167\" height=\"706\" srcset=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-wrangler.jpg 1000w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-wrangler-300x182.jpg 300w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-wrangler-768x465.jpg 768w\" sizes=\"auto, (max-width: 1167px) 100vw, 1167px\" \/><\/a><figcaption id=\"caption-attachment-55450\" class=\"wp-caption-text\">This one appears to have a menu, which makes it feel like a microsite, but it is, in fact, just an interactive content sorter. The single-focus CTA is the \u2018SHOP\u2019 button in the bottom-right corner.<\/figcaption><\/figure>\n<div style=\"height: 40px;\"><\/div>\n<p><a href=\"http:\/\/www.ginventory.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ginventory<\/a><\/p>\n<figure id=\"attachment_55453\" aria-describedby=\"caption-attachment-55453\" style=\"width: 1200px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/www.ginventory.co\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-55453 size-full\" src=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-ginventory.jpg\" alt=\"\" width=\"1200\" height=\"726\" srcset=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-ginventory.jpg 1200w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-ginventory-300x182.jpg 300w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-ginventory-768x465.jpg 768w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-ginventory-1024x620.jpg 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><figcaption id=\"caption-attachment-55453\" class=\"wp-caption-text\">This Landing Page demonstrates the user interface of a new app that helps cocktail lovers find and serve the perfect gin &amp; tonic. It\u2019s primary focus is to convince users to download the app.<\/figcaption><\/figure>\n<div style=\"height: 40px;\"><\/div>\n<p><a href=\"https:\/\/www.campaignmonitor.com\/company\/annual-report\/2016\/\" target=\"_blank\" rel=\"noopener noreferrer\">Campaign Monitor Year in Review<\/a><\/p>\n<figure id=\"attachment_55452\" aria-describedby=\"caption-attachment-55452\" style=\"width: 1200px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.campaignmonitor.com\/company\/annual-report\/2016\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-55452 size-full\" src=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-campaignmonitor.jpg\" alt=\"\" width=\"1200\" height=\"721\" srcset=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-campaignmonitor.jpg 1200w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-campaignmonitor-300x180.jpg 300w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-campaignmonitor-768x461.jpg 768w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-campaignmonitor-1024x615.jpg 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><figcaption id=\"caption-attachment-55452\" class=\"wp-caption-text\">Campaign Monitor shares its milestones in a highly visual experience, boosting it\u2019s brand credibility by promoting the achievements of the company and its clients. The only CTA is the social share.<\/figcaption><\/figure>\n<div style=\"height: 40px;\"><\/div>\n<p><a href=\"http:\/\/jessandruss.us\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jess &amp; Russ Timeline Love Story<\/a><\/p>\n<figure id=\"attachment_55451\" aria-describedby=\"caption-attachment-55451\" style=\"width: 1200px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/jessandruss.us\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-55451 size-full\" src=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-JessRuss.jpg\" alt=\"\" width=\"1200\" height=\"732\" srcset=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-JessRuss.jpg 1200w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-JessRuss-300x183.jpg 300w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-JessRuss-768x468.jpg 768w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2017\/09\/LandingPage-inspo-JessRuss-1024x625.jpg 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><figcaption id=\"caption-attachment-55451\" class=\"wp-caption-text\">Although this is not a marketing piece, it went viral nonetheless. This wedding invite site was created by a multitude of the couple\u2019s designer friends and artists to tell their love story. Users scrolled down to see how each artist interpreted different milestones of their timeline love story. You won\u2019t get bored scrolling, and that\u2019s the key to this Landing Page\u2019s success. The experience culminates\u00a0to an RSVP form.<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>When a Landing Page morphs into a One-Page Website, the lack of CTA focus can result in low conversion in the campaign\u2019s performance reports. So what&#8217;s the difference?<\/p>\n","protected":false},"author":13,"featured_media":55399,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[63,68,156],"tags":[66,75,82,87,88,89],"class_list":["post-55396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","category-design-branding","category-websites","tag-strategy","tag-landing-page","tag-website","tag-click-through","tag-lead-gen","tag-inspiration"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Landing Pages vs. One-Page Websites -<\/title>\n<meta name=\"description\" content=\"The mobile revolution has created a new consumer habit, which Google refers to as Micro-Moment behaviour. 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