Sep 3, 2019
Shopfront
Thirty years ago, your shopfront was key. Vital. A crucial part of your customer acquisition process.
If your shopfront bred confidence and exuded trust, then you’d succeeded in making that part of your sales process just that bit more slippery.
But times have changed.
In a world where mortgages can now be done online and bank accounts can be set up with five minutes and a mobile phone, physical interaction is less important than ever.
But you still have a shopfront. It just doesn’t physically exist.
Instead, it’s the first webpage that your prospects see, which is typically a specific landing page or a homepage.
And one of the things I’ve realised recently is that there’s a lot of confusion around the difference between these two pages, which has resulted in plenty of financial services companies creating pages that don’t do the job they’re intended to do.
So, I thought I’d take two minutes just to clear the issue up.
What is a homepage?
A homepage exists to give your prospect an overall view on what your business does and how it helps people, as well as containing links to other important pages on your website.
What is a landing page?
A landing page is specific to one product or service and exists to get visitors to take a clearly defined action.
Generally landing pages are best used if you’re running some form of paid traffic campaign – when you’ve paid to drive people to your website, you want them to take a specific action, rather than just have a quick look at your homepage and head off in a different direction.
Get the two confused, and you end up driving specific traffic with buying intent to a generic page, or sending people who want to know more about your business to a page that only gives them very detailed information about one topic.
If you’d like us to take a look at your homepage and landing pages and give you the benefit of our expertise, please contact our branding team or email dave@financestream.co
