Why a Landing Page versus a Website?

In the building and construction industry, a landing page and a website serve different purposes. Landing pages act as first points of introduction, providing focused and relevant content based on a highly targeted campaign strategy. They are built with clear and distinct calls to action for prospects and customers – making a purchase, filling out a contact form, or downloading highly relevant information. Creating the proper introduction via a landing page also offers a customer an intuitive path to the website to continue their journey at a deeper level.

On the other hand, a website is meant to provide a fuller story about the brand. It can have multiple pages, each with a specific purpose – from the broader brand story to information on individual products and services. Websites are great for providing an overall and detailed view of your building materials brand.

So, choosing the path of a landing page versus a website depends on a number of factors. For highly targeted campaigns with the goal for a customer to take a specific action, landing pages are usually preferred. If you want the user to experience a broader, more comprehensive story from the onset and want to make all your brand’s tools and content immediately accessible, the website is the right destination for the marketing efforts. But even with broad campaigns, a focused landing page with strong calls to action is the best practice, at least as an introductory page to the broader story.

Landing Page Best Practices for the Building Materials Industry

Creating an effective landing page for the building and construction category is all about capturing attention and driving action. Here are some best practices to keep in mind:

1. Limit to a Single Page and a Single Value Proposition
• Otherwise, it’s a microsite.
• Most important information above the fold.
• Focus on a single content pillar around your building materials brand.
• Focus it on a single target audience. The needs of an architect are different than the needs of an installer.
2. Integration with Marketing Drivers:
• Continue the story from the advertising drivers that triggered the visit.
• Match the advertising message and style to the landing page.
3. Focused, Meaningful UX
• Create a natural message hierarchy.
• Easy to navigate and understand.
4. Clear and Concise Headline:
• Grab attention with a compelling headline.
• Communicate the value proposition or offer.
5. Engaging Visuals:
• Use high-quality, relevant images or videos.
• Visuals should complement the message and enhance the overall story.
6. Succinct, Deliberate Copy:
• Keep the text concise and focused.
• Use a benefit laddering approach: attribute - benefit - value.
• Use bullet points for easy readability.
7. Strong Call-to-Action (CTA):
• Make your CTA stand out visually.
• Encourage action with words like "Download," "Subscribe," or "Request a Sample."
• Provide a meaningful download to increase and track engagement.
8. Mobile Responsiveness:
• Ensure your landing page looks great and functions well on mobile devices.
• Optimize for different screen sizes and resolutions.
9. Form Optimization:
• Keep your registration form simple, and request only essential information.
• Limit forms to three to four fields - name, email, and company.
• Use a multi-step form for longer submission requirements.
10. Proof Points:
• Showcase case studies, testimonials, reviews, data comparisons, or endorsements to build trust.
• Link to website for deeper information that educates, engages, and builds conviction.
11. Consistent Branding:
• Maintain a consistent look and feel with your overall brand.
• Infuse the site with the spirit of your brand positioning and attributes.
12. A/B Testing:
• Experiment with different elements to see what resonates best with your audience.
• Test headlines, CTA buttons, colors, emotional appeal, and other elements – but only one variable at a time.
• A/B test gated downloads vs. ungated.
13. Links to Relevant Sources
• Links to internal content from website and other sources.
• Links to external industry site content to support SEO.
• Backlinks from internal and external content on other sites.
14. Identify Clear KPIs for Performance Tracking:
• Determine clear and meaningful KPIs for measuring performance.
• Select and measure primary KPIs to ensure the content and UX stay true to the goal.
• Also track broader metrics for deeper insights.

The key is to stay focused with both the intended target and message and to keep the experience clean, simple, and inviting. It is also critical to test, monitor performance, and refine content in an iterative manner to ensure the landing page is optimized and generating the best results possible.