Landing pages must have only one conversion goal whereas your website encompasses your entire business.
This goal could be something like:
- Add to shopping cart
- Start a free trial
- Enter your email address
- Subscribe to an RSS
- Download an e-book
You get the point — one single goal.
For a complete look into “Why should my landing pages be separate from my website?” check out our article What is a Landing Page?
When a visitor clicks on an advertisement you placed, for example, they generally have a purpose in mind. They’re looking to accomplish something.
And that’s where a landing page comes in.
The landing page visitor moves down the conversion funnel towards your conversion goal. This could be to buy something or to receive a lead magnet in exchange for their contact information.
Compare this to having a visitor land on your homepage, where a visitor is able to explore your entire website. One of the benefits of having your campaigns’ landig page separate from your website is that it is separate from all of your other pages.
Again, landing pages should only have one conversion goal with only one possible avenue for reaching it. Whereas your website will contain links in the footer, header, and sidebar that can distract the visitor and lead them away from your conversion goal.