Imagine this: You walk into a store that doesn’t really force you to buy anything (no hard sell) and you are mostly there either to browse or because you already know what you are looking for. The salesperson is there and you only engage them at minimal e.g. when you can’t find something you’re looking for. Everything is pretty straightforward and easy to understand.

Now, imagine the sales person knocking on your door instead. Or one who lays out all the products on a table in a special prominent corner and basically talks non-stop about the greatness of the product. He pushes the product hard and often takes a few minutes to educate you on whatever it is he’s trying to sell. You can either choose to stay and listen if you are interested, or choose to walk away. No matter what though, they are hard to miss.

What I described above basically explains the user-experience people get when they view a website versus when they go through a landing page.

The Importance of Making the Right Choice

Your choice of having a website or landing page is determined by the actual purpose of the page. Hence, focus in terms of design, content, and call-to-action for each will also be different: 

WEBSITE

LANDING PAGE

Pages are short with not much text, though informative enough to get the point across.

Really long pages with plenty of text that often requires a significant amount of scrolling.

Multiple pages that are crosslinked to each other. Easy to browse through whether on desktop or mobile.

Just a few links to get users to take action. Rarely links to pages outside itself.

Information on multiple products or services, with some information about the business that is providing them.

Focuses on one product or service.

Information is designed to inform and gain trust.

Information is designed to instill desire to buy in and take immediate action.

Purchase decision doesn't have to be made immediately.

Heightened urgency for purchase.

Captures multiple types of target market.

Captures a specific target market.

It's about branding.

It's about sales.

Example

Instapage has a great write up about the difference between the two, which features examples of landing pages vs websites that are done up by the SAME company.

Here’s an example by Zoho.

This is the website

… and here’s one of the landing pages.

Notice how the website format allows users to explore the different information available for their CRM service? You don’t see it on the landing page design, however. What we get instead is a design that focuses on getting the user to do a specific action: Create an account.

You can’t ignore the similarities between the look for the website and the landing page. That’s because it is a conscious choice to maintain the overall branding of the company. That is part of what makes good design. The message may be different, but it helps us remember that this product is by Zoho.

Do you have a website that also have several landing pages connected to it? Maybe you can share it with us so we can get inspired by it, or tell you how to improve it further.

 

 

Armen Rizal Rahman

Founder/Creative Director

Armen has over a decade worth of experience in the creative industry. He is a xennial who prefers PCs over Macs and is both tech savvy and tech phobic. He hates being called the "IT Guy".