Page 22 - Demo

22 | August 2024
Website Versus Landing Page
“Find Your Perfect Countertop” “Request a Sample”
“Get Your Free Quote Today!”
• Visual and Interactive Elements
— Incorporating visual elements such as videos and images can also enhance the effectiveness of a landing page.
— Videos, in particular, are highly engaging and can convey information quickly and effectively.
• Reporting
— Monitor performance
areas for improvement.
— Continuously test different
of your landing page to see what works best.
• Social Proof and Trust Signals
— Monitor performance and identify areas for improvement.
— Continuously test different versions of your landing page to see what works best.
Slippery Rock Gazette
— “Including testimonials on a landing page can boost conversions by up to 34%.” — Source: www.VWO.com
Understanding the distinct roles and stra- tegic uses of websites and landing pages is crucial for optimizing your digital mar- keting efforts. By leveraging each for their unique strengths, you can enhance user experience, increase engagement, and ulti- mately achieve your business goals more effectively. So, whether you’re looking to build brand credibility or convert visi- tors into leads, knowing when and how to use these tools will set you on the path to success!
For 16 years, Alyssa and Steve McKenna owned and operated a stone countertop busi- ness. As North Star Productions, they are com- mitted to providing actionable insights and effective marketing solutions. For more infor- mation visit www.northstarproductions.org .
Continued from page 11
Strategic Uses of a Landing Page
• Lead Generation: Landing pages are ideal for capturing leads through forms/ sign-ups.
• Sales Campaigns: They can drive sales by highlighting a specific product or offer with compelling CTAs.
• Event Registrations: Landing pages are effective for promoting events and capturing registrations.
• Ad Campaigns: When running Pay Per Click (PPC) or social media ads, landing pages provide a dedicated destination for ad traffic, increasing the chances of conversion.
Advantages of Landing Pages? Turn Leads Into Customers!
• Focused Content:
— They are crafted around a specific
marketing goal, whether it’s capturing leads, promoting a product, or driving sales.
—By eliminating unnecessary links and distractions, landing pages keep the visi- tor’s attention on the desired action.
• Minimal Distractions:
— By minimizing navigation options and external links, landing pages keep the visitor’s attention, reducing the chances of distraction and improving conversion rates.
• Calls To Action
— Designed to prompt the visitor to take a specific action.
Here are some calls to action:
“Start Your Project Now” “Get a Custom Design Plan”
and identify versions
Table 1 shows the information organized for easy comparison by aspect, between websites and landing pages:
TABLE 1
Aspect Website Landing Page
Purpose
Provide comprehensive information about a business
Focus on a single marketing object (e.g. lead generation)
Structure
Multi-page
Single-page
Navigation
Full navigation menu
Minimal or no navigation
Content
Broad range of content
Targeted, campaign-specific content
SEO
Optimized for search engines, long-term SEO strategy
Not typically focused on SEO
User Engagement
Features like blogs, reviews, samples and social media integration
Limited to conversion-focused elements
Design
Comprehensive, user-friendly, accommodating various content categories
Simple, clean, with strong emphasis on CTA
Call to Action (CTA)
Varies across different pages and sections
Prominent and singular CTA
Strategic Uses
Brand establishment, information hub, customer support, SEO for market visibility
Lead generation, sales campaigns, event registrations, ad campaigns
Best For
Providing detailed business information, engaging customers, long-term growth
Capturing leads. driving sales, measuring campaign effectiveness, guiding single actions
Table 2 shows strategic uses of websites and landing pages, providing a clear reference for when to use each.
Continued from page 13
NTCA Creative Director, Michelle Chapman designed and created the winning piece for Little Hands Little Tiles, an edu- cational trade initiative by the NTCA. This initiative is designed to introduce children to the joy and creativity of working with tile through engaging and educational puzzles. These puzzles are distributed by industry members within their communities or given as gifts to inspire the next generation of tile artisans.
“Michelle’s work on the Little Hands Little Tiles initiative exemplifies the high standards and innovative spirit of the NTCA,” said Bart Bettiga, Executive Director at NTCA. “We are so excited about this well-deserved rec- ognition for her work.”
PIAS represents more than 300 mem- ber companies across a seven-state region, including Arkansas, Alabama, Kentucky, Louisiana, Mississippi, Tennessee, and West Virginia. The association plays a pivotal role in supporting and advancing the graphic arts industry within these states.
Visit the NTCA Little Hands Little Tiles page to learn how your organization can support this initiative and purchase the Little Hands Little Tiles puzzles.
Established in 1947, the National Tile Contractors Association (NTCA) is a
From left: Doug Hederman, CEO, President of Hederman Brothers, the printing company that submitted the award, with Bart Bettiga and Michelle Chapman
of the NTCA.
nonprofit trade association dedicated to the professional installation of ceramic tile and natural stone. It is widely recognized as the largest and most respected tile contractors’ association in the world. For those seeking to improve their tile business, NTCA provides unparalleled educational experiences, sup- portive peer interaction, unique cost-savings programs, to make your business more prof- itable. Find out more at www.tile-assn.com.
NTCA Receives Award for Little Hands – Little Tiles
TABLE 2
Scenario Website Landing Page
Detailed Information
When you need to provide detailed info about your business, products & services
When running a specific marketing or advertising campaign
Online Presence
To establish a strong market presence and build brand credibility
To capture leads or drive sales for a particular product or offer
Customer Engagement
To engage with customers through blogs, forums, videos & other interactive features
Limited to conversion-focused elements
SEO Focus
Focused on long-term SEO and organic traffic growth
To guide visitors toward a single, focused action without distractions