Landing Page vs. Website for Paid Social

	Website	Landing Page
Pages	Multiple	Single page
Information	All pertinent information for customers	Singular view
Purpose	Provide a wide variety of information and the ability for customers to get in touch	Generate leads through phone calls or lead form submissions
Navigation	All pages are accessible	One page is accessible
Benefits	Collect audience data across multiple touch points to be integrated into paid media campaigns	Easily identify traffic driven from paid media
Challenges	Deciphering the value of paid media when there are other factors in play such as organic and referral traffic that bring visitors to a website	Limited information, audience data takes time to accumulate, customers may not be ready to fill out a form which results in a lack of quality landing page visits and hinders prospecting audiences

Digital Communications