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  • Writer's pictureCat Markel

Content vs. Conversion: Choosing the Right Platform for your business

a website, landing, page, and sales page

Having a business means being online. There's just no way around it. But with so many choices out there, figuring out the best platform for your needs can be a bit tricky. Websites, landing pages, and sales pages all have their own jobs to do, so understanding what makes each one special is key to making your online marketing efforts really shine.

The Website: Your Digital Home Base

Think of your website as your digital storefront or headquarters. It's a comprehensive platform that provides a wealth of information about your brand, products, or services. Here's what you'll typically find on a website:

  • Multiple web pages:  Dedicated sections for your company's "About Us," "Services," "Products," "Contact," and other relevant information.

  • Detailed content:  Engaging copy, high-quality visuals, and informative blog posts that establish your brand expertise.

  • Navigation bar:  A user-friendly menu that allows visitors to easily explore different sections of your website.

  • Overall brand identity:  A consistent visual style and tone that reflects your brand personality.

Websites are ideal for graph

Landing Pages: Capturing Leads with Laser Focus

Unlike a website with multiple pages, a landing page is a single, focused page designed to capture leads in exchange for something valuable. Think of it as a digital pit stop with a clear call to action (CTA). Here's what defines a landing page:

  • Singular focus:  A clear and concise message highlighting a specific offer or promotion.

  • Compelling visuals:  Eye-catching images or videos that grab attention and reinforce the message.

  • Lead capture form:  A user-friendly form where visitors can provide their contact information in exchange for an offer, such as an ebook, webinar, or discount code.

  • Strong CTA:  A clear and persuasive call to action that tells visitors what to do next, like "Download Now," "Sign Up Today," or "Get Your Free Trial."

Landing pages are perfect graphic

Sales Pages: Closing the Deal Online

Whereas landing pages aim to capture leads, sales pages are designed to convert those leads into paying customers. They are persuasive documents that showcase the benefits of your product or service and provide compelling reasons to buy. Here's what you'll typically find on a sales page:

  • In-depth product/service information:  Detailed descriptions, features, and benefits tailored to address customer pain points.

  • Social proof:  Testimonials, case studies, and customer reviews to build trust and credibility.

  • Scarcity and urgency:  Limited-time offers or limited quantities to create a sense of urgency and encourage immediate action.

  • Strong CTA:  A prominent call to action like "Buy Now" or "Add to Cart" with clear instructions on how to complete a purchase.

graphic for sales pages and their uses

Don't be afraid to experiment and utilize the right tool for the job to maximize your online success!

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