Businesses usually boast up to two websites, one for their corporate matters such as investor relations and corporate social responsibility, one the other caters to consumers. However, it would actually benefit them to have a third website, that of their landing page. What exactly are these three types of websites? Should you have all three or a combination of two? In this article we aim to explore the basis of these 3 types of websites.
Often times, the corporate website has a professional feel and a standardised format that allows for easy navigation. Rather than aiming to impress users with fancy graphics, the website instead contains a large amount of content that allows users to quickly attain what they are looking for.
In contrast, consumer websites host the actual products or services that a brand offers. As such, more creativity is employed here in order to entice desired user actions from the target audience. In fact it may benefit your website to have a vastly different layout than that of typical websites. Provided that a strong user journey is still catered for, a unique website would help yours to stand out against the competition.
An Introduction to Landing Pages
A landing page can exist either as a sub domain or a domain on its own, however it serves vastly different purposes from those mentioned above. For starters, as the name suggests, it exists as a single page. As such, all information and actions have to be placed on the page.
The advantages of using a landing page are numerous. For starters, it provides a streamline experience for the user, with minimal distractions. As such, it can be described as a highway funnel or users towards your desired action.
Secondly, since the actions to be taken are controlled to a large extent, web designers can create a page with a specific intended flow. The logic structuring of the page thus can be maximised. For example, while on other websites, it was difficult to control the sequence of information a user would view, the same problem does not exist for landing pages.
Thirdly, given the simpler structure of the page, A/B testing can be conducted at a high level. Changes can be isolated and analysed to determine their exact impact on the success of the landing page.
Finally, the above-mentioned advantages enable the usage of agile methodologies for rapid testing and implementation. In the highly volatile market that exist today, landing pages allow for quick adaptation to new discoveries or changes. This empowers your business to stay ahead of the competition curve.
Interested in creating a landing page for your website? Hire a web design Singapore agency with landing page building experience. This would help to expedite the development phase and more importantly, ensure that it fits in your bigger digital strategy.