Hi, I’m Paige, funnel strategist, conversion copywriter, and founder of The Impact Copywriter. In this video, we’re going to talk about the difference between a website, a landing page, and a funnel.
This is the question I come across a lot in marketing forums, people not understanding what the differences are and most importantly which one they should be using.
I can totally understand the confusion, especially if you don’t have a marketing background. People are often using them interchangeably and you could have funnel pages that are actually hosted on your website like I do. But there are some major differences, and so in this video, I’m going to tackle those, help you draw some boundaries so you understand the differences and what’s the role of each of those. Then at the end, stay tuned because I’m going to tell you what I advise, and what I personally use in my business.
Let’s start with the website. Now a website is your headquarters on the web. It’s where someone can come to find out all the information they need to know about you, or at least the information you want them to know. It can range from one page if you have a super simple product or service, you’re only offering one thing, it’s a super simple business. But it can go all the way up to 20, 30 or even more pages if you have a really complex, big, global business. Most businesses fall within the five, six, or seven-page range. Something like a homepage, services, or work with me page, about, contact, blog, maybe even a portfolio. It really just depends on what kind of business you’re running.
Unlike a landing page or a funnel, a website can have several different goals, that’s because everyone is coming to the same place. So you might have a page that’s selling your services. Or getting them to contact you. Or signing up for your newsletter. Or downloading a lead magnet. So that’s really why a website it doesn’t really do a good job of selling because there are just too many directions to go in. I like to think of them like Grand Central Station, or a big airport hub. Everyone arrives at the same place and splits off in different directions. Make sure you hang on to the end because I’m going to show you how I use a website to direct people to my funnels.
Now a landing page, on the other hand, is just a single page with one goal and no distractions. That means on a landing page you won’t find your typical nav bar with lots of links. You won’t find a typical footer with lots of links. You won’t find buttons going to different places, all your buttons will be promoting the same goal. You won’t find things like sidebars or just general distractions that take away from that one thing you want them to do on a page. Maybe it’s to subscribe, or it’s to opt in for something. Or it’s to sign up for something, or it’s to buy something. Whatever it is, just remember that a landing page has one goal.
Now sometimes you’ll see people kind of talk about landing pages when they’re really talking about web pages. There’s a big difference. So webpage is just a page on a website, like your about page, it has the regular footer, it has the regular nav bar. It might have different buttons to different places. So it’s important to realize that, that is not a true landing page. The landing page has one goal, it has minimal distractions, it’s as distraction-free as possible. That is what we use inside funnels, so it’s impossible to have funnels without landing pages.
So that brings us to funnels, now funnels are nothing more than a system of landing pages and emails. Of course, you might have ads and retargeting ads, and some other elements. But most of your funnels is going to be landing pages, which includes sales pages, and emails. Now you can really sum up the goal of funnels into three major goals. To turn web visitors into subscribers. To turn subscribers into new customers. To turn new customers into repeat customers.
So at this point, you’re wondering, which one do I need to use? Well, my answer is simple: you need all of them. So I use all three, funnels, which includes landing pages, and a website. I use funnels to grow my email list and lead people down specific pathways to specific products and services. That’s the core goal like I said, turn visitors to subscribers to new customers, to repeat customers. But then my website is more like my brand headquarters. As people hear about me or watch a video like you are right now. Or read about me online, or come across my blog post, they’re going to go to my website because they’re looking for information.
So I use my website also as a landing spot for people who are looking for more information, and then make sure that they are presented with the entry points to those funnels. Here let me show you an example on Amy Porterfield’s website. So you can see if we go to her homepage not too far down the page she has three checklists. Each talking about a different topic and if you go through these you’ll see that each of these leads to a different one of Amy’s programs. This is exactly how I like to use a website to direct people to my funnels.
Now some funnel builders promote a funnel only strategy, that means no website. Personally, I do not like this approach because I as a buyer have been in the situation. I went through a funnel, I wasn’t ready to buy yet. I thought about it, I went back looking for more information and I couldn’t find it because there was no website. There was no pricing page, there was no features page. I had to go through the funnel all over again to even get the information. So from a buyer standpoint, this seems really clunky, not smooth, and personally, I just don’t like it.
By this point, I hope you have more clarity and a better understanding of the difference between a website, a landing page, and a funnel. It’s not really a question of which one do you use, but more of how do you use each one to further your business goals. Personally, I use all three, and each serves a different purpose.
So if you’d like help planning, building and launching sales funnels in your business, to grow your email list with the right people and to boost your sales, come on over to theimpactcopywriter.com and start a project discussion with me.