Landing Page Vs. Funnel Page

When it comes to taking advantage of landing pages and funnel pages, it’s imperative that we first know the differences between the two, how each is used and for what circumstances, and what’s required to use each one so we don’t waste time or money pursuing a solution that might not fit what we’re trying to achieve in the first place.

Landing Pages Defined

Landing pages for the most part seem to have a bad reputation, and we’re not talking about the kind of “bad reputation” we normally think of.

In the context of effective digital marketing, landing pages are often seen by those new to the profession as quick, painless and super-cheap alternatives to actual business websites that utilize SEO, eCommerce, content marketing, design, email automation, and other practices that turn websites into “portals” through which marketing can move customers (for on that later).

They’re seen as single-page, “one and done” quick websites that basically anyone with a pulse and basic cerebral functioning can create within an hour or two and then magically attract customers in droves to a particular business.

Landing pages actually in marketing were never meant to be full-blown alternatives to digital marketing much less an actual company website, but as an addition to a robust company online presence, a way for consumers to be led to special offers, special sections of programs, limited-time deals, and items that are the equivalent of an online commercial. In other words, the consumer sees a commercial ad on Facebook, for the sake of example here, or hears you being interviewed as an expert on a podcast, is directed to go to a specific URL (website address) in order to get a free ebook that would be relevant to and tie in with your interview or learn more about a new course you created or whatever your special deal or offer is, and they go to a special page representing only that one deal. That single website page guides the consumer through a process of either watching a video, subscribing to a newsletter, downloading something, booking an appointment with you, watching a video, or downloading a coupon.

Landing Page Versus Funnel Design

A landing page is not a website, couldn’t be one even if it cleaned up its act, and was never meant to be one. They were always meant to be an added, extra way to attract traffic to a website, increase conversions, which in turn would boost the number of phone calls, emails, subscriptions, memberships, views, or downloads that take place through your company website. Of course it should go without saying the landing page should visually look like the general website, “feel” the same (design elements, layout), and match the overall branding lest it seem spammy or like some kind of phishing scam website (interestingly, while researching content for inclusion in this piece, I googled landing pages and found a plethora of sites claiming to be landing pages of the grocery chain Winn Dixie).

Landing pages by their very nature have to fit in with the overall brand and identity of the larger parent business or risk not being taken seriously.

Further, landing pages, if not created correctly, can not only negatively impact perception but also your general SEO, so that’s just another reason to look before you leap into the landing page frenzy so many new to digital marketing find themselves embroiled in.

Funnel Pages

Funnel pages on the other hand are simply website pages designed in a particular way. Now, yes funnel pages can be landing pages as well, but the term “funnel page” itself refers to the type of design, usually a landing page specifically (but it can refer to the design standards for an entire website) features.

If we look at an example of a funnel page, we see ideas represented by generic pictures and not so much pretty pictures or even features specifically presented to a customer (there should be two infographics posted below to add depth to this post).

What Are Marketing Funnels?

That’s because funnels by themselves, just like the real plastic funnels you use to direct the flow of water or some other fluid, are meant to force liquid through a more accurate and targeted aim. You want the contents of that funnel to enter into a smaller entrance, like the opening of a bottle. In digital marketing a funnel design is used to (try to) control the flow of the readers’ eyeballs so that they are guided from one point to another point until they eventually take advante of an offer or Call To Action (CTA), whether that’s contacting you directly through email or phone, subscribing, or making a purchase.

Why Funnel Pages and Landing Pages Aren’t the Same Thing

Comparing funnel pages to landing pages to each other is sort of like comparing 747 passenger airplanes to smaller cargo planes. They both can take you where you need to go, although one will provide a much more dangerous and rocky ride for you than the other one will. Funnel pages exist more as an outline or approach for how an actual landing page should be designed. The two aren’t the same since one is basically an instructional approach toward how to build the other. You can find vendors selling landing page templates or funnel page templates and they use the two terms interchangeably (and incorrectly as a result) but by knowing the important difference between the two and how each is used you can be a more informed and more savvy customer yourself.