You're not alone if you’ve ever spent hours perfecting a website page only to watch it sit there, gathering digital dust with zero visitors from Google. In fact, a staggering 90% of all web pages receive no organic traffic from search engines. But before you start panicking—we’re here to help you break into that successful 10% with some tips on how to leverage landing pages to boost your online visibility and conversions.

What Is a Landing Page Anyway?

First things first: What’s all the fuss about landing pages? In the simplest terms, a landing page is a standalone web page specifically designed for a marketing or advertising campaign. It’s where visitors “land” after clicking a link in an email, ad, or social media post.

The key thing about a landing page is that it has one clear goal. Unlike regular website pages that might have menus, links, and distractions, a landing page is like a one-room cabin in the middle of nowhere—completely focused on getting visitors to take a single action, whether signing up for your service, purchasing, or downloading a resource.

Why Do Landing Pages Work So Well?

Landing pages are conversion powerhouses because they keep visitors laser-focused. Let’s compare this to a typical scenario:

  • Your Website’s Homepage
    It’s the digital welcome mat featuring links to your blog, services, about page, and maybe a contact form. There’s a lot to explore, but it’s also easy to get distracted.

  • A Landing Page
    Think of it as a high-stakes sales pitch. It’s got a compelling headline, targets a customer’s pain points, outlines benefits, a few persuasive images, and one big, shiny call-to-action button. There’s nothing to do but engage with the offer or close the page.

Example

Let’s say you’re a personal trainer promoting a “7-Day Home Workout Challenge.” If someone clicks on your ad, they land on a page dedicated to that challenge, highlighting things you’re struggling with, showing the benefits, a few glowing testimonials, and a clear “Sign Up Now” button. No distractions, no rabbit holes—just a straight path to conversion.

What’s the Difference Between a Landing Page and a Website?

Here’s where things get a bit clearer. Your website is like your digital headquarters, with pages for everything: your services, your team, your blog, and more. People can navigate around, learn about your brand, and hopefully, get in touch or make a purchase.

A landing page, on the other hand, is hyper-focused. It’s like a spotlight on one offer or action. No menus, no extra links, no fluff—just a targeted message and a call to action.

Example for Small Business Owners

Imagine you own a boutique store in Brisbane. Your website showcases your full range of clothing, your brand story, and maybe a blog about fashion trends. But when you run a special promotion, like a flash sale on summer dresses, you create a landing page just for that. The landing page features beautiful photos of just your dresses, a countdown timer, and a big “Shop the Sale” button.

Do I Need a Website If I Have a Landing Page?

This depends on what you’re trying to achieve. If you’re running a short-term marketing campaign or promoting a specific offer, a landing page might be all you need. But if you want to build your brand, engage visitors over time, and optimise for search engines, you definitely need a full website.

When a Landing Page Is Enough:

  • Running a limited-time sale or event
  • Collecting email sign-ups for a free resource
  • romoting a webinar or online class

Why You Still Need a Website:

A full website provides long-term credibility, a home for your brand, and a way for visitors to learn more about you and your services. It’s essential if you want to show up in search results and engage people over time.

Is a Landing Page Cheaper Than a Website?

Landing pages can be more cost-effective and quicker to set up than a full website. However, while platforms like Unbounce, Leadpages, or Wix make it easy to create a basic landing page, they often lack the customisation, flexibility, and unique branding that a professional web developer can provide.

Example

Imagine you’re a photographer. Sure, you could set up a simple landing page offering a free downloadable guide on “How to Take Perfect Family Portraits” to capture leads. But a web developer can take things to the next level. Instead of a cookie-cutter design, they can build a fully customised website that showcases your portfolio in the most stunning way possible, seamlessly integrates client testimonials, and offers a streamlined booking experience.

Investing in a web developer not only gives you a polished, one-of-a-kind website that stands out but also ensures that your site is optimised for performance, user experience, and long-term growth. It’s about making your online presence memorable and professional—something pre-built platforms often can’t achieve.

Having a graphically stunning website or landing page means nothing if no one sees it. That’s where SEO (Search Engine Optimisation) comes in. Did you know that 90% of web pages get zero organic traffic from Google? 

So how do you get seen? By creating high-quality content and using quality SEO tools that regularly monitor how your page is performing and ensuring you know when there are changes to your SERP (Search Engine Results Performance) you can counteract a drop in rankings, or understand where there are opportunities for you to capture traffic.

Tip

If your landing pages aren’t ranking, try optimising them with keywords, adding relevant meta descriptions, and creating high-value content that addresses your audience’s needs.

Breaking into that top 10% of web pages that get organic traffic isn’t easy, but it’s definitely possible. By understanding the difference between landing pages and full websites, and by using each strategically, you’ll be on your way to a steady stream of landing or website visitors.

Whether you’re promoting an event, launching a new product, or simply trying to boost your online presence, make sure your landing pages are focused and your website is optimised. This will turn those clicks into conversions.

Whether you’re promoting an event, launching a new product, or simply trying to boost your online presence, make sure your landing pages are focused and your website is optimised. This will turn those clicks into conversions.

Ready to get started or ensure you’re within the top 10% of landing pages that get traffic, book a discovery call with Wendy now.