The answer is easy but implementation and catering are complicated.

Landing pages are different from the main site. Landing pages can be targeted to display or to generate leads for different products, targeting different domains.

It is considered a lead conversion page.

A company’s generic website can display different information, different products, different displays of the products, multiple product galleries, and executive members. Landing pages are one-page quick websites that can be created specifically for the purposes of a marketing or advertising campaign. So its design and flow will target the specific demography of the audience and certain products.

For example

If Mr.B has a business selling dog and cat products. He already has a company website. Now he wants to narrow down his audience by targeting some cities. So he targets a few adjacent cities creating a landing page for dog owners and cat owners. It’s better to target audiences in certain areas where a visitor “lands” when they have clicked on a Google AdWords ad or similar.

Landing pages are designed with a single focused objective – known as a Call to Action (CTA).

Mr.B can focus only on CAT or DOG owners with a single focused objective called Call To Action (CTA)

Please check the chart to understand the difference between the home page and landing page

In the following diagram, I show the homepage and a landing page. The links are in the color orange. Notice that it has 43 links, and the landing page has only 1 link.

It is advisable to have fewer links on your landing page to increase conversion rates when it comes to paid advertising, to display the main message to the audience, so visitors do not miss a bit of the promotion.

That’s why our expert marketers from Best Digital suggest always using a dedicated standalone landing page as the destination of ad traffic while doing paid advertising.

Different Types of Landing Page

According to get an effective result from landing pages to get the higher conversion there are two basic structural types of landing pages:

Lead Generation landing pages that use a web form as a Call to Action. We as Digital Marketing strategists want to collect lead data such as names and email addresses. This is the primary type of landing page used for B2B marketing.

Another one is the Click-Through Landing Pages. These kinds of Landing pages are typically used for e-commerce and contain a simple button as the Call to Action.

The following illustration shows the difference in the layout of designing a lead gen landing page and a click-through landing page.