Landing pages convert better than websites when they match where visitors came from, lead with a curious headline about your unique value, and tell people exactly what happens next. Three tactics that work together.
Which is better, a landing page or a website? Well, I've seen that a landing page can get you to convert more customers, a lot higher of a percentage, when you follow these 3 specific things. First, you need to make sure that the origin and destination are congruent. If you're sending someone from an ad, post, video, or email list, you need to make sure that where they land on your landing page is congruent to where they're coming from. The second thing is you need to make sure that the headline at the top of your landing page draws curiosity in, and conveys your unique value proposition. A website can't necessarily always just lead with a really, really big headline when you can do it, but it's a lot easier to do so on a landing page. And finally, future pacing. On your landing page, if you can pace people for what's going to come in the future, whether that's a sales call, a roadmap call, whether that's just selling them a simple product, or even giving them something for free, make sure you tell people what's next in their journey.
