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Why Landing Pages Matter To Jewelers October 08, 2023 (0 comments)


Merrick, NY -- Landing pages can make or break a marketing campaign. In this article, I’ll outline the differences between your standard homepage vs. a landing page.

What Is A Landing Page?

A landing page is a webpage designed to persuade users to take one specific action. For example, having users sign up for your jewelry store’s newsletter, purchase a ring, or RSVP for an in-store event.

Users typically arrive at landing pages via a pay-per-click advertising campaign or another form of your advertising.

Not only is your landing page often the first impression for your customer, but a landing page serves a different purpose - it’s to convert a customer. 

Homepage vs. Other Pages

Homepages contain general information about your company. They’re designed in a way so that a visitor to your site can find and locate anything they need on your website. Therefore, homepages have to be pretty broad because you don’t precisely what the visitor is looking for.

The homepage is a gateway to other pages on your site where the visitor can learn more.

Landing pages, on the other hand, are standalone pages focused on driving conversions. Landing pages are where you turn visitors into leads and customers.

Unlike your homepage - which likely has multiple calls to action (CTAs) - your landing page should be designed to remove all distractions besides the action you want the visitor to take. 

Sometimes you may even want the landing page to have the menu bar removed so the visitor isn’t distracted by other buttons on the site.

Additionally, regular website pages (like blogs, help articles, a pricing page, a careers page, etc.) are typically designed to provide visitors with information about your business, rather than to encourage them to take action.

This is why every marketing expert needs to know the fundamentals of good landing page design if they want to maximize your store’s conversions.


About The Author:

Mike Hauben is the Creative Director and Marketing Director for the Centurion Jewelry Show. He has over fifteen years experience and holds a number of digital certifications (Google, Yoast, Hubspot, and more). Mike has gained recognition among the jewelry industry in recent years as a popular keynote speaker, author, and trusted expert. He’s spoke at conferences like Centurion and JCK at the Javits Center.

He’s received an Award Of Excellence from MMA Business Magazine and is a black belt in Brazilian Jiu Jitsu. He lives with his family in Atlantic Beach, NY.

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