Advantages and Disadvantages of various types of landing pages
Depending upon the requirement, a landing page can be designed in various ways. From being simple transactional page to one that just shares information, landing pages can have many motives. Each type of landing page has its own merits and its own limitations. However, good a landing page it has some short comings which need to be understood fully before designing the page. Below we discuss some salient features about most used type of landing pages.
A.) Landing page having its own domain name:
Major reason of creating this type of page is to have clients reading the main page directly without having any distractions. Layout of this type of page is set in such a way that call of action is very clearly pushed down to the visitor.
First advantage of this type of landing page is viability of separate branding. Since the domain name is separate than the home page of your business, branding and positioning of this site can be done differently. A catchy name and aggressive marketing can make it on top of visitors mind. Also, additional advantage can be cross promotional activities that can be done for complimentary products.
There are few disadvantages of this type of page. As you are marketing your landing page, this can increase marketing budget. For small and start up businesses where marketing campaign has limited budget, big cost can be a limiting factor. Another restricting aspect of this type of landing page is lower search engine rankings. Search engine give higher rankings to pages that have rich content and are continuously updating themselves. This type of pages has very limited contents are also do not change it regularly, making it difficult to get good page rankings.
B.) Landing page that is integrated to company site:
-This is type of landing page is placed inside the main site only. It can have different lay out and suitable graphics. As the landing page is part of company’s site, you do not need to have special marketing campaign for promoting it. It saves a lot of money and energy at marketer’s part. The landing page can benefit from awareness of the main site and can get a good share of visitors. Also, good rankings of the main site on search engine can benefit your landing page.
As your landing page is not having separate domain for itself, brand identity of your landing page cannot be created. This also decreases chances of having loyal followers that can be used for cross sales for various campaigns.
C.) Making home page as landing page:
This type has properties of both above types. In this case, landing page is designed as the main page and then other pages are added to it making it company site. Major advantage of this type of landing page is – having a good page ranking due to content specifically designed to get a higher number of hits. One limitation of this type of page is not able to put a clear call of action.
Before designing your landing page just keep in mind all above issues and take a decision which is most beneficial to your company.
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