What's the Difference Between a Landing Page and a Sales Page?

Bobby Kennedy

Tuesday, February 18, 2020

Landing Pages, Sales Pages, Landing Pages, Sales Pages

So you have a great product, but you need to make sure the product reaches as many people as possible. Your website “looks” good, but you just aren’t getting as many sales as you were expecting. To more accurately convey information to your prospective clients, there is often no better way than landing and sales pages.

Company websites can have many pages—a homepage, a landing page, a sales page, etc., and it is important to understand the wants and needs of your prospective customers to entice them with exactly what they are looking for. A good landing page can convince a potential customer that your product is exactly what they were looking for. A good sales page can convince them that your product is an absolute steal and needs to be bought right away. No matter what industry your business is in, knowing the difference between web pages and how to use them is key to scaling your business.

What Is a Landing Page?

Kennedy Copywriting
A landing page is typically the first page potential customers see when clicking on an ad for your business. It is usually not part of the primary business website and is built to be independent of your sales website. Sometimes, a landing page can double as a sales page, but we think it’s best to allocate different pages with different goals.

A landing page is a single-page website that has a single mission: get the reader interested. It consists of a header with a headline, a small text description that is short and to the point, and a call to action button that can be clicked on to sign up, buy, or download a product. There should only be a few images or a video to educate the visitor about your product or service. Landing pages can include testimonials, product pitches, reviews, social media posts about the product, or media mentions, but not all the above! The goal is simplicity and reduced clutter. After the visitor responds to your call to action button, it usually directs them down your customer funnel.

What Is the Purpose of a Landing Page?

The purpose of a landing page is to form leads, NOT sales. While the result should always be new sales, a landing page rarely does that all on its own. Instead, a landing page is considered successful if it can get the prospective customer to click your call to action (CTA). Your CTA is what you request from your landing page visitor, such as their contact information, signing up for a newsletter, downloading a product, or registering for an event. Often, effective landing pages have some free or low-cost product (an ebook, cheat sheet, report, video lesson, webinar, free trial, free demo, coupon) that will be available to whoever responds to their call to action.

Everything about the landing page hinges on the CTA, so it is imperative that your CTA is intuitive and begs to be clicked. After you accumulate enough leads, you can use the contact information you got through your landing page to reach your potential customers who are now familiar with your product.

What Is a Sales Page?

A sales page is where your product or service is actually sold and is the threshold where the prospective customer transitions to a paying customer. Unlike a landing page where descriptions should be concise and simple, sales writing can have a long and detailed description of the product that gives more information than a landing page. However, be sure to display all the information appealingly (infographics, comparisons to competitors, etc). You want to remove all of their worries about the product, not overwhelm them with a barrage of information.

In some ways, sales pages are much more nuanced than landing pages. Landing pages are meant to pique curiosity and collect leads, while sales pages are meant to convert the curiosity into a transaction. Knowing the pain points and needs of your customer is integral to creating a good sales page—the best sales pages have an intimate understanding of what the prospect needs before they confirm their purchase.

Why Should I Have a Landing Page Versus My Regular Website or Sales Page?

A landing page consists of conversion copywriting, which differs from copywriting normally written for ads. Think of a landing page as an elevator pitch that is used to educate the potential customer in a simple and timely manner. Landing pages are good for generating business leads by receiving contact details of the site visitor (their name, address, phone, email), and are proven to convert customers more effectively than other techniques meant to gain business leads. By presenting fewer options, prospective customers are heavily encouraged to click the CTA.

Why Should I Have a Sales Page Versus My Regular Website or Landing Page?

A sales page is usually the last step of the customer funnel. You have paid for ads, created videos, and written copy just so they reach this page—without a proper sales page, you are wasting all of your prior work. If a landing page is the elevator pitch, the sales page is the panel interview. The sales page is a place where a good salesperson makes sales, and a great salesperson makes a killing.

The differences between a landing page and a sales page are subtle but important. These pages may serve different functions, but both usher the prospect further down the sales funnel. There is only one thing for certain. Your copywriting can always be improved and it’s up to you to investigate and optimize your pages.

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