Blog posts and landing pages serve different purposes. A blog post and a landing page are both pages on your website that contain written content for your audience. A blog post contains valuable or informational copy. In contrast, a landing page is sales-focused, intending to convince the reader to take some action (make a purchase, submit a contact form, etc.).
If you run an online business, you likely already know that you need good content as part of your marketing strategy for your website to rank in SERPs (search engine results pages). But how do you know when to use blog posts and when to use landing pages?
Generally speaking, you should use a blog post to teach your audience something new or share knowledge. A blog post should be educational, entertaining, and engaging. You can add blog posts to your website to build authority and improve SEO. Most blog posts will link back to a landing page for the product or service you’re selling so that readers can buy when they’re ready, but the main goal is to provide value to your audience by sharing knowledge.
On the other hand, a landing page exists solely to convert your audience into customers by presenting a specific product or service and persuading them to take action. The copy on landing pages is typically benefit-focused, tells the reader exactly what to expect, and answers their “what’s in it for me?” question (WIIFM).
Even though they serve different purposes, they sound pretty similar, right? This can be confusing to those new to the industry. So now we’ll break down the differences between the two, and share some best practices for getting started writing great content for both.
A blog post is an article that provides detailed information about a particular subject. Blog posts are text-based, but they may also include images, diagrams, videos, and internal and external links.
Blog posts are generally interactive articles that give website users a lot of information or detail. Bloggers include quality text from data or research they have done about a specific topic. Most blogs also have a particular niche and will appeal to a specific audience. Learning your niche is a great way to understand your audience better and to keep them engaged.
If you own an online business (or a brick-and-mortar business with a website), your blog posts should be relevant to your audience. Here are some examples of how companies might use a blog to provide value to their audience:
- A brick-and-mortar clothing brand may have a blog on its website to share fashion tips and trends.
- An online business consulting company may share tips for startup companies on their blog.
- A fresh market could provide at-home recipes on their blog.
- A fitness gym might share healthy eating tips or at-home workout routines.
The blog should be clean, easy to read, and free from spelling errors. Blog posts can range anywhere from 800-3,000 words or more and should contain keywords that the site visitor is actively looking for. Using appropriate keywords will help your page rank on Google and other search engines. If you have blog posts that are frequently read and shared, they’ll continue to rank high over time.
Blogging is an excellent way to expand your audience, make more sales, build credibility and attract new customers to your small business!
Overview of Blog Posts
- Easy to update
- Should be easy to read
- Provide readers with intriguing information
- Should not be “advertising heavy”
- Headings should stick out and grab the reader’s attention
- Use specific keywords and SEO tactics to rank in SERPs
- Can be formatted with pictures, videos, links, or other multimedia content
Landing pages are designed to capture specific information and convert visitors into leads, customers, or participants. Landing pages are generally short – 500-1,000 words – because website visitors who arrive on a landing page tend to scan through the content looking for actionable steps to take.
Your landing page should include a call to action (CTA). This CTA can be as simple as collecting basic info from the reader, like their name and email address. Landing pages tend to include a picture or diagram showing the customer what will be available once they provide the requested information.
Overview of Landing Pages
- Designed with a clear call to action to entice readers to engage
- 500-1,000 words in length to grab and keep the visitor’s attention
- Highly interactive to promote lead generation
- Written to entice visitors into taking action while providing specific product or service information
- Can be formatted with pictures, videos, blog links, or other multimedia content
- Should be clean, easy to read, and free from spelling errors
Tips for Creating Great Blog Posts
Structure Your Blog Post Properly
Your blog post should start with the article title, which is your main heading (H1). Your headline should be around 60 characters or less. Try to keep the title somewhere between 8 and 14 words, and make sure it clearly explains what your article is about. Your H1 should include your primary keyword.
The introduction paragraph(s) are vital for gaining your visitor’s attention, so make sure the information you include is engaging, thought-provoking, and of high value. Again, be sure to use your keyword or phrase at least once.
You should organize the body of your article in an easy-to-read format with short paragraphs that are easy to understand. You can break topics up within the article by using sub-headings (H2 and H3). Your sub-headings can also include additional relevant information about your blog post. Use easy-to-read fonts and font sizes that are easily readable on mobile devices.
Your blog post should end with a summary of what you wrote in your introduction. If you want to provide a call to action for the visitor, this is where you can offer products or services or link to another page within your site.
Choose a Strong Headline
The headline or title of your post should quickly create intrigue and interest for your reader. Headlines that include a number (for example, 11 Reasons to Hire a Marketing Agency) tend to have high conversion rates. Your headline should target your ideal audience and create interest, so they choose to click your article rather than others that show up in search results.
Include Related Internal and External Links
A blog post is a great place to gain inbound and outbound links. Why is this important? Inbound and outbound links build domain authority, which is important for search engine optimization (SEO).
If you are sharing information about a service you provide, be sure to link to that service page on your website. Linking to a service page on your site is an example of an internal link. If you are sharing facts or data, consider providing a link to research that backs up your claim. For example, if you share a statistic, link to a study that proves the statistic where the reader can get more information. Government and educational sites (think .gov and .edu sites) are excellent external links to help build site authority.
Write for Humans, Not Google
A common mistake that people make with content marketing is writing purely for SEO rather than writing for a human audience. SEO is important, but if your post isn’t written with a human person in mind, visitors won’t spend much time on your site. Make sure to focus first on providing resources and value for your reader, and THEN look back at your article to see how you can increase SEO by adding relevant images, sub-headings, and keywords.
Use Social Media to Drive Traffic
Blog posts are a great way to increase traffic back and forth between your website and your social media pages. When you publish a new blog post, share it on platforms like Facebook and Twitter to drive traffic back to each blog post. Alternatively, you can share links to your social media pages within your blog posts, which will lead readers to visit you in other places on the web.
Tips for Creating Great Landing Pages
A strong landing page should be short, direct, and action-oriented. It should have a clear call-to-action at the end that easily allows users to get in touch with you or engage with your company. This is your opportunity to capture leads and turn them into customers.
Keep Your Copy Short & Sweet
The goal of a landing page is lead generation: bring your audience in and then convert them into a customer. If your landing page includes thousands of words of text, the reader will likely exit without reading all the information. Remember, the point of your landing page is to share a product or service that you provide. You can create a good user experience by sharing upfront what your page offers and then giving details about accessing the product or service.
Include Easy CTAs
The less you require your reader to do, the more likely they are to take action. Your CTA should be quick and easy for the reader. For example, if you want them to submit a contact form, require a minimal number of fields. Simply gathering the user’s name, email address, or phone number in the contact form will be enough for you to get in touch with them and collect more information at a later date.
Use Freebies for Lead Generation
If you want your audience to purchase something from you (especially if it’s something like an online course or a subscription), you may want to first provide them with a free resource. You can establish your value by providing them with something free first, capturing their contact information, and following up with them later with your paid resource.
Here are some examples of good freebies to offer:
- a short ebook
- a step-by-step guide in the form of a PDF document
- checklists or cheat sheets
- a webinar link
- a quick, introductory online course
Summary: Blog Posts and Landing Pages Both Provide Value for Your Website
Ranking your online business in SERPs will require a combination of both blog posts and landing pages to reach all your online goals. Whether creating a landing page or a blog post, remember to write for your audience first, and SEO second. Understanding how content marketing tactics can help your business is important, and if you need help with your digital marketing services, we’re always here to lend a hand! Contact Rise Marketing Solutions about our copywriting and content writing services, or schedule a consulting session for more DIY tips.