- When should you actually use a landing page
versus say, linking to your homepage, or your website?
Which one is actually better for growth?
Which one should you double down on and iterate on
as you're looking to drive growth for your SaaS business?
Well, here's the thing.
There's a specific reason to use each of them.
And you can use both of them
to drive growth in strategic ways.
So, in this episode, I'm gonna walk you through
the five key differences between a landing page,
and a homepage or a website, and when to use each of them,
so you can actually accelerate the growth
of your SaaS business, intro.
(bright upbeat music)
What's up buddy, welcome to "Unstoppable" I'm TK.
And on this channel, I help SaaS founders like you,
grow your SaaS businesses faster
with an unstoppable strategy.
Now, if you're new to this channel,
be sure to hit the subscribe button and that bell icon
because I drop an episode
like this with actionable strategies
on how to grow your SaaS business two to three times a week,
with the TK energy.
Now, if you're already part of this channel,
if you're part of the community,
if you're part of my SaaS go to market coaching programs,
my people welcome back,
it's really great to see you over here.
Now, I remember in the early days of ToutApp,
my last SaaS company that I founded,
there was no difference
between our landing page and our homepage.
We didn't have a big mission,
we didn't have a big vision, we didn't have a big team.
I was a solo founder when we first started out,
it was just our landing page was our homepage
and it had a one key function.
It was to get people to actually sign up for a free trial.
Now, as we evolved,
as we got to multiple millions in revenues,
we had a sales driven team, we had a self-service business,
we had competitors, there was more complexity
around the space of sales engagement,
we actually had one key homepage
that we put a lot of effort into building,
a website that really told our story.
And then we had multiple landing pages
for the different offers and books and manifestos
that we put out.
And so, over time it got more complicated
and we had to have a clear structure
on what was needed for a landing page,
what was needed for a website,
and when to use each so that we could accelerate our growth
and continue to drive our growth.
And so I'm gonna walk you through
the five key differences between each,
and how to use each one for the right time,
how to use each of these assets in the right way.
So you can actually accelerate
the growth of your SaaS business.
So if you're excited to dig into the first key difference
between landing pages and websites,
go and smash our like button for the YouTube algorithm,
it really likes it when you do that,
let's go to principle number one.
Principle number one, the first big difference
is a landing page has one goal, all right?
Your landing page has one goal.
The one goal is you're trying to get
the name and email of the person on that landing page.
That's it, you're promising them something of value to them,
or you're promising them a demo.
You're promising them your manifesto, whatever it may be.
It really only has this one goal.
And you're looking to get their name and email
in exchange for that one piece of offer
that you're offering.
Whereas on the other side your website, your homepage,
is really about telling the story of your brand, right?
Very, very different purposes.
When someone goes into a landing page,
you really try and talk to them and try to get them to like,
all right, cool can you name an email,
and I'll give you this thing that you value a lot, right?
And here's why you should trust us.
Whereas when you're going to the website,
you're really trying to give them an experience.
You're trying to give them an experience of like,
here's what we're about, here's what we believe,
here's why we exist, here's our team,
here's how you can do business with us.
It's a very different asset that it becomes between the two.
So this is the simplest way
to first start thinking about it, right?
Now, you might say, okay, cool, got it,
that seems simple enough,
landing pages, websites were great.
What are the other four about?
Well, there's some nuances here
and there's some nuances about when to use each
and how to use both of them effectively to drive growth.
So, step number two is one thing you should be clear on
is whenever you're doing anything related to paid traffic,
or you need to have that return on investment,
let's just say you gave Mark Zuckerberg $5 to get a click,
to get a visitor to your webpage,
what you wanna do is give them a landing page.
Because the landing page is hyper optimized
to get some return on investment.
And at that point, your basic base base base
return on investment is name and an email address,
at best it's an actual demo
that you can book or somewhere in the middle
is a trial that they can start.
So you always wanna make sure if it's paid traffic,
if you're paying for the traffic coming to these pages,
you're always directing them to the landing page.
On the other hand, if you're getting organic traffic,
and if you are speaking at a conference,
if you're on a webinar, if you're talking to a VC,
you're listing your website in a social profile,
and you want to drive traffic, send them to your website,
you're better off sending
organic free traffic to your website,
because then it maximizes the chances
that they'll find something
that it really resonates with them.
Now in a subsequent step,
I tell you about how to optimize a website,
so you can actually still get ROI
and I'll get to that in a second,
but that's step number two.
Step number three is your landing page
should not link to anything else.
There should not be a single other link anywhere else,
except all roads needs to lead to that form
and the name and the email, that's how you get their ROI.
Because we're humans,
we all have some level of attention deficit disorder,
so, as soon as you know like, "Oh, I wonder what that does."
And you forgot where he even ended up
and you closed all the tabs,
and you hit the back button and you move on,
instead of actually engaging with your brand.
Whereas on a website,
you should actually link to your other landing pages.
Meaning if you have a great landing page,
it has your manifesto.
Like for us, we have our five point
SaaS growth strategy guide, it's our manifesto.
Well, in our homepage, we wanna link to that.
So if you're on your website,
a website, it's a huge opportunity
to actually catalog and make it the hub
of all the other landing pages that you offer.
So that way, when you get organic traffic
and they're exploring,
one of those things is gonna peak their interest
and they'll get into a landing page
and actually become a lead.
You also wanna be referencing to other regular pages,
such as your team page, your pricing page, your about page,
whatever your mission page, whatever it may be.
So, landing page should not link anywhere else.
Websites should in fact, link back to your landing pages
because then you can start to pull them into the funnel,
and start to pull them into a certain
customer journey, super powerful.
Now, I have two more of these there's four and there's five,
but let me, before I go there,
let me just pause here for a second.
Are you start to see the power in this?
Are you starting to see the power
especially with this third one
where the website can link to the landing pages
and drive traffic to your landing page?
If you're starting to see the power in having both
landing pages and websites and structuring them
in the right way to actually drive (indistinct),
if you start to see the powers,
can I just get a yes in the comments below?
Also smashing our like button for the YouTube algorithm,
it really likes it when you do that, and so do we.
Now, if you're in this stage
where you're looking to figure out the right strategy
to grow your SaaS business and you're looking at well,
where does the landing page go?
Where does the website go?
I actually have two more videos
that go deeper into how to craft a landing page
and how to craft a website, and what are the key components.
It's inside of my "5-Point SaaS Growth Strategy Guide."
I'll link to it below, you don't have to go right now,
let's go to step number four.
Step number four is one of the key differences
between landing page and website
is for a landing page,
you're really promoting one specific offer, okay?
So, if you go to my "5-Point SaaS Growth Strategy Guide,"
it's a landing page, it's just one offer.
You're gonna get my "5-Point SaaS Growth Strategy Guide."
That's it, it's simple.
But if you go to my web page, my home page, right?
And you go to tkkader.com,
there's something completely different.
I'm gonna pitch you my broader vision and my narrative,
my strategic narrative.
You're gonna get a bigger view of what I'm about
and what my world is about,
and how I serve SaaS founders like you.
So, that's two different opportunities
and you wanna take advantage of both.
You wanna have the website
that's pitching the broader vision
and the why, and why you exist
and what the true value you're providing is, right?
But also you wanna have the landing pages like,
hey, you wanna grow your SaaS business?
Well, I serve SaaS founders.
We help you grow your SaaS business,
so here's my "5-Point SaaS Growth Strategy Guide," right?
Do you wanna have promote one specific offer?
That's one core difference.
And hopefully by this one, you start to kneel in on,
it's not one of the other, you wanna use both,
the website links to the landing pages,
but the landing pages are used in specific ways,
a website is used in specific ways,
and they both help you grow your SaaS business,
and actually tell the story,
and helps prospective buyers navigate
their customer journey, that's why this is super powerful.
And then I have one last one, number five,
both landing pages and websites should have friendly URL
so it's easy to communicate, right?
And so, the website is easy
like you should have a simple to communicate domain name.
So mine is tkkader.com, just go to tkkader.com.
I can meet you at a cocktail party,
It could be three drinks in, and I can just say like,
"Hey, go to tkkader.com," and you'll probably remember it.
Same goes for landing pages.
If you meet someone, if I meet a founder and they're like,
"Hey, like I'm looking for help in growing my SaaS business"
I'm like, "Cool, just go to tkkader.com/gtm.
"That's my landing page."
So this is the landing page for my go to market program,
and it's very specific.
If you go there, just go to tkkader.com/gtm
you'll notice it doesn't link anywhere else.
Literally it's a very long landing page,
it does not link anywhere else.
It all roads leads to your email address.
And once you go in there, then we actually book the call.
And so both are important and the fifth thing is,
this is, I guess, less of a difference,
but one is gonna be your domain, but other one,
give it a friendly name
so you can actually refer people to it really quickly.
Another one is my 5-Point SaaS Growth Strategy Guide
I actually have it on a different domain.
One day, I'll tell you why they're on different domains,
and I'll explain the story behind it,
and the plan behind it, it's super exciting.
But you can go to getunstoppable.com/strategy,
that's an example of another landing page,
but not a homepage, super important.
All right, so let's recap here.
Differences between landing pages
and home pages and websites, this is why you need both.
Number one, right?
You wanna actually have the landing page
is actually one goal name and email,
website is a whole bunch of other stuff like exploring.
Number two, landing pages are all about paid traffic,
whereas websites, are more about organic,
number three landing pages
should not link to anything else
whereas website should link to landing pages
to get them into those landing pages.
Number four, landing pages
should promote one specific offer,
whereas website is about your broader vision,
your strategic narrative,
and number five, give friendly URLs for both,
except one is your domain name, the other one is slash,
then you give it a quick, easy thing,
like a GTM type of thing.
Once you do this, you're gonna have both landing pages,
you're gonna have your website,
and both of them work in tandem
to actually educate customers
and educate prospective customers, to discover your brand,
learn more about your brand, and get into a landing page,
and download one of your guides and get into the funnel.
And also if you're running paid traffic,
then you can link to those landing pages,
and those landing pages can then take them
into the lead magnet,
which can then take them to the website,
it starts to become an interconnected web,
where the customer really starts to explore your world.
It's super powerful.
And this is just one of the ways you can drive growth
for your SaaS business.
And now you know, the difference between a landing page
and a website and when to use each
so you can accelerate the growth of your SaaS business.
Now, what you might not know
is what are the other ways you can grow your SaaS business?
How do I actually craft a great landing page?
How do I actually craft a great website?
So this is why I created
my "5-Point SaaS Growth Strategy Guide."
Say that 10 times fast.
I say it all the time, that's why I can say this fast.
Also lots of T.
Now, the "5-Point SaaS Growth Strategy Guide"
is completely free.
And in it, I give you more resources, more videos,
on how to craft a one-page strategy
to drive the growth of your SaaS business.
It's completely free,
just go to getunstoppable.com/strategy,
and you can download it right then and there,
and you'll get access to it,
you'll also get access to two more videos,
on how to actually craft a landing page,
and how to actually craft a website,
the key principles for each of them
to make them exceptional.
Now, if you got value from this video,
be sure to smash that like button for the YouTube algorithm
it really likes it when you do that,
I also drop a video like this two to three times a week
on actionable strategies to grow your SaaS business faster.
So if you haven't already,
be sure to hit the subscribe button
and that bell icon and you'll get notified every single time
I drop an episode.
If you have a fellow founder, or a fellow team member,
that will get value from this episode,
even if it's a member of your marketing team,
if you get value on the landing pages and websites
and this guide, please share this video with them,
it'll mean the world to us,
we put a lot of love into these videos.
And lastly, remember everyone needs a strategy
for their life and their business,
when you are with us, yours is gonna be unstoppable.
I'm TK, I'll see in the next episode.
(bright upbeat music)