Having a landing page without a website is not only possible, but it might also be the best way to develop your online presence.
The old way of thinking of your website as the sun to your digital media solar system is outdated. Social media has become one of the most important tools at your disposal to develop both a network of clients and trust.
Landing pages are there to direct your traffic towards both your social media and website. Most importantly, landing pages are objective-driven. In other words, you tell your clients exactly what you want them to do.
This allows you to drive sales, subscriptions, or any other goal. A landing page without a website is perfectly fine.
Firstly, what is a landing page? A landing page is a singular page that is independent of a website. It contains no internal, external, or affiliate links. The point of a landing page is to ‘convert’ clients. In this context, conversion means that the client follows through on a call to action (CTA).
These are employed for marketing campaigns with a clear and self-contained purpose. Examples here would be encouraging users to subscribe to your monthly newsletter, or short time seasonal offers of goods and services.
A website acts as the epicentre of your online presence. Your website allows the user to explore your brand. It includes all the information you want to share with your clients. There are generally multiple pages with internal, external, and affiliate links. Links to social media pages and company blog posts are also included.
Technically, you can have a landing page without a website. You can host a landing page independently of a website. So, it’s easy to have one without the other.
Marketing strategies always depend on what you are trying to communicate with your clients. Using a landing-page-only approach may be quicker to set up in the short term. There is one major problem with the landing page only approach - building trust.
The act of buying a product or service is one of good faith. When a customer purchases a product or service, they are essentially saying ‘I believe this product can meet my needs’. In other words, they trust that you offer what they are looking for. Branding is essential in building customer trust.
The internet is filled with any number of scams and fraudsters. This makes getting the trust of your potential customers more difficult than in face-to-face settings. The best way to build trust is by showing the brand is established.
If other people are satisfied with your product, you become a ‘safe bet’. Building a website is one of the first steps a business takes in constructing an online presence. By not having a website, you risk customers thinking, ‘well they don’t even have a website, why should I trust them?’ This is not the case anymore.
The website-first argument is one-sided. As social media keeps evolving, many businesses may choose to drop the traditional website-centric online strategy. Many now favour a more social media-driven approach.
Building your social network is the fastest and surest way of building trust. If clients are connecting with you across different platforms, it signals to new customers that you are who you say you are.
A half-hearted Facebook page is not going to cut it. For a social media-centric approach to be successful, you need a solid campaign. This is where landing pages help you build your audience.
Native social media ads and PPC ads linked to a landing page have shown to be effective, both in converting new customers and growing a social media following.
Landing pages should focus on one conversion goal. In this light, it makes sense that one landing page is not enough.
Each goal needs its own independent landing page. Having a singular landing page is not helpful. Landing pages should be used as a part of a well-thought-out campaign.
When a customer clicks on your ad, they have already shown interest in your product. Imagine the client as a shopper at a market. They have walked through the crowded market and arrived at your stall. They have shown interest, it is now time to make the sale.
A Consistent Message. Make sure your ad and landing page gives the same message. The headings should be the same and the formatting similar enough to show continuity. A user clicking on an ad for watches does not expect to find a landing page with a selection of fridges. The reaction would then be to back-click. This is called bouncing.
Deliver on Your Promises. This brings us back to trust. If you promise a free e-book with each subscription to your blog and no e-book is delivered, you will lose trust.
Optimise for Better Conversion. With a PPC ad campaign, you pay for each and every customer visiting your landing page. If you aren’t converting, you are losing money. By employing metrics and tests, you can monitor how well your landing page is doing and make changes accordingly.
Directness. Ensure your landing page is direct. Your copy should be direct and to the point. Remember not to compromise on quality for clarity. Your words should still be exciting and draw the reader in.
Use Multi-Media Platforms. Employing images and videos help to keep your copy short, while showing your product at its best.
Say Thank-You. Converted customers can be redirected to a thank-you page. This gives you a chance to link to social media sites and display more of your product. Make sure to use every chance you have to connect with your clients.
There are millions upon millions of people conducting web searches every minute of every day. Picture them as potential clients browsing a market. It’s your aim to direct them to your stall. The most logical sales tactic would be to set up a stall in the busiest part of the market and direct traffic towards it by telling potential clients about you, your brand, and what you offer.
This is the purpose of an SEO landing page in a nutshell. You want to rank highly on the first page of Google (or another search engine, Google just happens to be the most popular).
This is the page with the most traffic, and should be the location of your ‘stall’. Your SEO landing page then tells your story - the sales pitch. The page then aims to convert the customer - the sale. With SEO landing pages, the conversion isn’t as important as introducing your client to your brand.
Multiple landing pages will also help with your SEO scoring. If a customer searches for your business and a landing page comes up, this will be seen as trustworthy as a website. Ideally, you should target multiple keywords. But targeting multiple on the same page does not work.
By using the multi-landing page approach, you secure your SEO ranking. Each landing page targets its own keyword, building your rank. Some key things to remember when designing your SEO landing pages are:
Selecting Your Keywords. You are targeting specific keywords related to your business. The goal is to be on the first page of Google when a user searches your chosen word. You want to ensure that your keywords are well thought out. High search volume keywords are great, but it is very difficult to rank organically for them. PPC for these words can be very expensive. A good variety of medium volume and high volume keywords is best.
Semantic Quality (SQ) Density. This is the term for how often your keyword is found in your text. It is good to use it often, but too often and Google will dismiss it as being low-value content. It is also important to find related keywords and use them in your text. This greatly increases your SQ density.
Page Loading Speed. The faster your landing page loads, the higher you will rank. Google Page Speeds is a useful tool for comparing your page loading speed to industry standards.
Black Hat’ Tactics. These are a serious no-no. These techniques are illicitly employed by users trying to boost their rank. If you are caught using them, your page (or even your whole website, if they are hosted in the same domain) may be removed from Google completely.
This is a blow that can take years for your brand to come back from, if it ever does.
A microsite is a middle ground between a website and a landing page. A microsite is a short, singular page introducing the reader to your company. These microsites can be a hit and miss. Often, readers don’t like scrolling through one very long page. If well-designed, without too much text, these microsites can be effective.
Using videos can help keep the microsite short while still providing all the information your clients need. Videos can help to reduce the amount of text used whilst not compromising on detail. These microsites can be a nice step for businesses that aren’t ready to launch a full-scale website but want some more detail added to the landing page campaign.
Can you have a website without a landing page campaign? Ultimately, “not if you want to be effective”.
A website is a great addition to any business. Even though they are technically not dependent on each other, websites on their own are not enough. If we carry on with our market analogy, just setting up a website without landing pages or social media is the equivalent of just setting up your stall without a sign or salesperson.
Many businesses need a website, particularly those who work in E-commerce. Web traffic doesn’t just find its way to your site on its own, however. This is where a landing page comes in. The internet has grown far beyond what anyone could have predicted. It seems obvious that your online presence needs to grow too.
Doing a quick Google search for “best landing page builder” or “free landing page builder” will return a flurry of hits. The task, however, can be daunting for a person who is new to the digital marketing scene.
There are still many technical questions to be answered, such as “do I need a domain name for a landing page?” These can be figured out on one’s own, but they are only the tip of the iceberg. Often, even if you use landing page examples, it may not be enough.
As we have emphasised, you want more than just a singular landing page. You want a digital marketing strategy. This is no small task. Coming up with a digital marketing strategy is complex and requires multiple levels of expertise, from technical to design to content. Apexure is a well-established voice in the digital marketing industry.
At Apexure, we focus on producing conversion-driven, user-friendly landing pages. Our team of experts has assisted over 300 businesses from all around the globe. In addition to designing landing pages, we will help you to monitor and test your pages. Trust us, a landing page without a website is no problem!
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