How Are Types of Website Landing Pages Different?


Published: December 9, 2019 Author: Jason Holicky - Hometown Design Studio Inc.
How Are Types of Website Landing Pages Different?

It may seem like the primary difference between your website’s landing pages is the content they contain. However, each page and type of page serves a very different and important function. For example, your site’s home page serves as sort of a catch-all and should be used to inform visitors who you are, direct new visitors where to go next, and help returning visitors find what they are looking for. What, then, is the purpose of all those other pages and how are they different? Let’s take a look.

Pages vs. Posts: The Basics
Although blog posts are technically individual website pages in that each can be featured separately on their own URL, we generally think of posts as dynamic items that feature current information, news, and updates. Blog posts are communication channels, and many feature a comments section where visitors and companies can have a conversation. While many blog posts are considered “evergreen,” or perpetually useful, the general idea is to visit a company’s blog to see the latest dispatch.

Pages, on the other hand, are considered static or relatively unchanging. The content these pages contain is fixed, not up for discussion in a comments section, and typically isn’t shared around the web on social channels. Of course, we all update static pages whenever it is necessary and some pages--product pages in particular--can gain some traffic traction via sharing, that’s not generally what their purpose is.

Structural Differences
The static pages on your website should be arranged hierarchically. That is, the top level of the structure (usually the home page) will lead to a page containing a few primary options, and each of those options leads to a further selection of options. For example, your home page might direct visitors to your products page which contains different categories of products. Clicking any category will take you to another page listing all the products within that category, and clicking any product will take you to that individual item’s page.

Blog posts, on the other hand, are usually arranged sequentially and again by topic. When a visitor arrives at your blog, the newest post is at the top and the oldest is at the bottom. Plus, most blogs have topic categories and tags that can be clicked to see all the posts that exist on that subject. SEO for Pages and Posts Most people visit web pages to learn about a company or a specific offer from that company, whereas blog posts are visited to learn about a topic. For that reason, the SEO needs and functions are different.

Pages are like the main anchors of your website and should be able to rank for your primary and most competitive keywords. These keywords will be featured on the page, in the title of the page, and in the page’s URL, and probably will not be too heavy on the text. In contrast, blog posts are far more likely to rank for long-tail, niche, and less-competitive keywords and are used to bring traffic to your site from those terms and for closely related terms as they will contain a substantial amount of text.

Blog posts are also used to support the SEO efforts of your pages by linking back to them. This helps search engines like Google know which pages you find to be the most important and increase the likelihood that the search engines (and site visitors) will agree with you. Your blog posts can also be used to appeal to a very narrow slice of your total audience by containing very targeted information which is critical when your main pages need to have broad appeal.

Product vs. Service Pages
The main difference here is that products are tangible items that you ship, deliver, or otherwise hand over to your customers in exchange for payment. Services are things that you would do for payment. For example, web design, accounting, house cleaning, and landscaping are all services.

What consumers want to see when selecting products is very different from what they need to choose a service. In most cases, products should each be featured on their own page with lots of photos, accurate and specific descriptions, and social proof that includes things like customer reviews. Services pages, on the other hand, tend to focus more on your location and building trust in your company with convincing descriptions and testimonials. Similar services should also be grouped together on a page rather than splitting them out individually like products.

Different Pages for Different Jobs
Your entire website should function as a whole to promote your company, your offers, and your crew. To do this effectively, each type of page has a different job to do, much like the various departments in any business. Some need to be the receptionist and welcome everyone to the company and help them with the reason for their visit. Some need to be in marketing and get the attention of lots of different people; others need to be in sales and demonstrate how products and services will solve problems. Each department has its own needs and functions, but when they work together, they can all strive to reach a common goal together.

Categories: Content Marketing
About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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