Use a Landing Page and Not a Website
Updated: Jan 21, 2021
Websites are great. You can publish all types of content and information that can bring your business or creative ideas to life.
You can finally share all those minimalist, artistic photographs you had collecting dust on Tumblr, put them all together, and call it a blog. You can create a site with thousands of products, ranging from dog toys to bottled air (yes, it exists. Google it). The possibilities are endless, but so are the problems. Here's why you may be better off creating a landing page and not a website.
You're only selling one product/service.
Now wait, hold on. Before 'experts' and 'gurus' crucify me, let me clarify. You absolutely can use a website if you are a one product/service business, heck, some even need one. But do you?
You probably know that websites and landing pages each serve their own purpose and are structured accordingly. If your product or service is something that can be easily marketed through a simple to navigate and conversion-centered platform, why would you not do it that way? Think of it like this...
A website is great if you want to thoroughly explain what you offer, its benefits, some company info, warranty information, contact information, product variants, project details, etc. As a matter of fact, if you have this much essential info, you should probably stop reading here and develop a website.
BUT, if what you need is to push a single marketing message with the objective of driving conversions, whether in the form of leads or sales, consider a landing page.
Landing pages give you the perfect setting to set the tone of the interaction the visitor has with you with minimal distractions. You can structure the site accordingly so that their attention is aimed always at where you want it to be; at the necessary content right there in front of them that helps them make that buying decision. That buying decision usually leads to a one product/service destination.
You don't want to/can't share a lot of information
Whether by choice or because you're still figuring some things out in your business, a website can obligate you to share some insight as to who you are or what your business does. But maybe you don't want to do this because it isn't exactly tied with your marketing objectives.
For example, you're launching a new app soon and don't want to disclose any information about it nor your business; only the necessary amount to get people talking about it and interested. A landing page can be structured in a way so that you're only telling visitors what you want them to know, while you collect their emails, phone numbers, and more information for when launch comes around.
Now this one is subjective. There are all types of tools out there that allow you to make a website with little to no money. However, it's what goes on the website that can potentially break the bank.
A landing page is created with simplicity in mind. This means that most of the time, you don't need fancy plug-ins or third-party integrations that will almost always bring up your costs. A website, while it can be made without these elements, sometimes relies on them for proper functionality, depending on what type of business you run. A landing page does not.
While there are many factors that come into play when deciding which is right for you, I hope this article helped in aiding you while you decide if a landing page fits your digital needs.
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