If you’re trying to provide a call-to-action for your readers, it’s important to know the difference between a landing page and an organic page.
Landing pages are specifically designed for conversions. These pages will have a strong headline with persuasive copy that will compel visitors to take action.
Organic pages on the other hand may not be as focused on conversion rates but instead, draw visitors in by providing quality content like blogs and articles.
So what is the difference?
A landing page should focus primarily on lead generation while an organic page focuses more on building trust with your audience through high-quality content such as blog posts or articles about your industry expertise, tips, tricks, and hacks, etc.
A landing page is a web page that has been designed to convert visitors into customers. It’s typically short and to the point, with limited navigation options on the homepage. Organic pages are any other type of website content that isn’t explicitly marketed as being for advertising purposes, such as blog posts or newsletters. Landing pages have an explicit purpose while organic sites usually do not.
There are a few differences between a landing page and an organic page. One major difference is that organic pages have more content than landing pages, for example, blogs, blog posts, videos, etc. Landing pages usually only contain one or two short paragraphs of text with links to the company’s website where they can buy products/services.
Organic sites also typically rank higher in search engines as they are more relevant to what people search for online.
Another difference is that organic sites take time to build up their traffic because they don’t receive any targeted visitors from ads like landing pages do. Organic sites rely on getting visits from other websites which link back to them or promote them on social media channels like Facebook and Twitter.
The biggest difference between these types of pages?
The most common use of landing pages is during a marketing campaign when you want to drive traffic from your social media channels, email lists, or paid advertisements onto one specific site where you can then capture their contact information and try to convert them into leads or customers (or both). The conversion process often starts with an engaging headline followed by persuasive copy in order to motivate people who
To clear things up, here are the main difference between a landing page and an organic page:
1) A landing page is created with a particular destination URL in mind. It knows what search term(s) it wants to show for that URL, either through tracking or keyword analysis. The primary function of this type of page is direct conversion.
2) An organic page is a general web page, typically with no specific destination in mind. Organic pages will actually show up for any keyword/search term that’s popular enough to get traffic to the site. The main function of these pages is brand awareness and standard conversion (or what we like to call ‘direct response’ conversion).
With that in mind, let’s take a deeper look into each.
Landing pages: what are they used for?
A landing page is an on-site page specifically designed to get visitors to convert. To meet this goal, the main purpose of a landing page is not just to display information.
Instead, it needs to do one of two things (or ideally both):
A landing page will have at least one form — either contact us, newsletter sign up, or add to cart form – and most businesses want visitors who land on these pages to complete them immediately. This means that the copywriting and design elements must be organized in such a way that they clearly communicate their message without losing their reader.
Direct conversion landing pages mainly make their money from eCommerce, lead generation, and sales pages. You’ll commonly see offers such as ‘Buy now, ‘Download now’ or ‘Sign up today!’ accompanied by a CTA at the bottom of the page to do just that. For example, here’s an eCommerce product listing and CTA from Amazon:
They’re designed to be used once for one particular call to action – usually with only one goal in mind: conversion. It could be something as simple as getting visitors signed up for a newsletter or asking them if they’d like more information on a certain offer. These are short-term (only meant to last about 5 minutes) commitment builders – not gateways into larger campaigns.
Landing pages have some big advantages
1) They’re completely focused. Landing pages are designed to direct from the start and usually don’t get distracted by other marketing elements or content that could detract from their goal. This makes them incredibly efficient at driving conversion through a single channel with little time wasted.
2) They can be very inexpensive – particularly if they’re B2C oriented (where page costs are primarily related to SaaS offerings). If your business has multiple offers, you can build landing pages for each one and set up separate tracking codes for each URL destination accordingly. Sometimes these types of conversions offer higher ROI than PPC or display campaigns, so it’s a good idea to track them closely.
3) Discoverability. Due to the direct nature of landing pages, they can be easier to find than standard organic content. This is especially true in B2C industries where a branded keyword (such as ‘TV’) will typically outrank generic terms like ‘television’, or many other things.
Landing pages have some downsides
1) They don’t always convert – often times for one of two reasons. First, the page may not be relevant enough – which can lead people to bounce. Second, the page may look suspect, lack trust cues, and not convey its value proposition effectively, which could cause abandonment issues. If either issue occurs too much, you’ll lose time and money due to traffic that didn’t convert on your site that wouldn’t have been lost on a non-lending page experience. Even if you resolve the issue and get people to convert – oftentimes it’s at a lower rate.
2) They require maintenance. Because they’re designed from the start to get one particular conversion, landing pages won’t take you very far when that conversion goal changes (which it will). Sometimes this is okay, but other times it’s not – particularly in B2B industries where demand is more unpredictable or seasonal than seasonal. This means that they don’t scale very well unless you make them general enough to branch off into something larger (like an organic page would).
3) They have a short shelf life. Standard web pages can stay up forever with little change unless their content ages, which is great because you don’t have to constantly maintain your landing page. However, if a new offer or product comes out that you want your customer base to know about – you’ll need a dedicated landing page for it. This means more maintenance and more time, but ultimately it’s better than using an old page with stale messaging because the conversion rate will be much lower.
The best way to think about landing pages is as short-term commitment builders – they’re designed to immediately get an individual conversion where organic pages are meant for the long-term building of brand awareness and authority. They make sense when used effectively, but not otherwise. Most businesses should plan on having them in their strategy somewhere as they can work well depending on what industry and the niche you’re targeting.