Static Landing Page: Benefits and Drawbacks

A landing page is a webpage designed for an advertising…

A landing page is a webpage designed for an advertising or marketing campaign. It is where an individual “lands” on after clicking through a social media ad or an email. Businesses use landing pages to generate leads, increase conversions and promote a particular product or service. Static landing pages appear the same for every visitor and only change when a developer modifies the source files. 

The type of landing page a business will need varies depending on the business’s goals, resources, and audience. This guide discusses static landing pages in detail.

What is a Landing Page?

A landing page is a web page designed to capture leads and increase customer conversion. It is a standalone web page that provides a high-value offer to its visitors.

Landing pages provide visitors with essential information about a business and entices them to take a specified action. These actions could be to make a purchase, subscribe to an email list, or provide contact information. 

Lead generation landing pages typically offer prospective customers e-books, free trials, or contest entries in return for their contact details. Landing pages differ from a company’s main website but can also be incorporated into business websites.

There are broadly two landing pages: dynamic/interactive and static. The best type for your business will depend on your brand’s specific goals and needs and the audience you’re targeting.

What is a Static Landing Page?

A static page is a webpage that presents the same content to every user. The content is fixed or hard-coded on a page so that every page visitor is shown the same thing. The content on static pages does not change to offer a personalized experience based on the visitor’s search history. 

Static pages use persuasive elements like social proof, testimonials, and engaging media to convince visitors to take action. The action could be to buy a product, sign up for a newsletter, download an e-book, or subscribe to an email list.

Benefits of Static Landing Pages

Here are some of the top benefits of static pages.

  • Cost-effective. When building a static website, you don’t have to connect pages to a database to generate content; hence they’re inexpensive to set up. You can move them across directories or servers with a few clicks.
  • Low-maintenance. Static landing pages are a low-maintenance solution for businesses that aren’t interested in providing an interactive experience for their visitors.
  • Quick loading speed. Since static landing pages are always the same for each visitor and are pre-rendered, they generally have a fast loading speed. This fast load time is vital when interacting with prospects. It also makes it easier for static landing pages to rank higher on search engines.
  • Quick to build. In addition to being inexpensive, static landing pages take a lot less time to build and deploy because of the simplicity of their software.
  • Design flexible. While static landing pages are ‘static’ in nature, they’re also adaptable. The layout and design of each static webpage of a website can be different without being too tasking for a designer.
  • More secure. Unlike dynamic landing pages, static pages have less exposure to the internet. Also, it doesn’t need to access any database; there’s no risk of making malicious requests. It is also pretty easy to fix a static landing page if a server is hacked.

Drawbacks of A Static Landing Page

As with advantages, some drawbacks come with creating a static page. Here are some of the disadvantages of static pages:

  • No customization: Static pages are pre-rendered and appear the same for every visitor. It does not customize its content according to the user’s search history.
  • Difficult to update: Static pages can only be updated when a developer modifies the source files. This involves changing the site’s code, which can be pretty challenging.

Static Vs. Dynamic Pages — Know the Difference

While a static landing page presents the same information to every user, a dynamic website appears differently to different visitors. Dynamic web pages offer a personalized experience to the user based on their search history and location. They change based on a user’s request, customizing their experience on the page. 

Dynamic pages allow visitors to interact directly with the webpage. Users can choose between different products, answer prompted questions, and play games. Dynamic pages are successful because they allow for dialogue between the business and the page visitor.

More than ever, prospects want to feel like they’re connecting with companies, not just receiving products or services from a distant, unknown source. This personalized experience provided by dynamic landing pages adds to the prospects’ overall image of your business, building a much stronger personal relationship. 

Which Is Best For You – Static or Dynamic Page?

Your business goals, budget, and target audience will determine the landing page that is best for you. However, a static landing page is best if you need a few pages to deliver information to your audience. Static pages also work best for sites that do not need content personalization. Most businesses use a static landing page for their marketing and campaign objectives. 

On the other hand, a dynamic website is best if you want to prolong visitors’ time on your page. Such pages are typically used for e-commerce sites that constantly change according to the needs of their visitors.

A dynamic page allows you to recommend products to your prospects based on their past purchase. They also remind prospective customers about their abandoned shopping carts, so they can complete a purchase.

person wearing wristwatch using a laptop on brown table
Photo by Crew on Unsplash

Wrapping Up

A static page uses persuasive elements like testimonials, social proof, and engaging media to get visitors to take the desired action. These actions include purchasing a product, downloading an e-book, or signing up for a newsletter. The content on a static page appears the same to every user. It offers no personalized experience based on the visitor’s location or search history.

Static Landing Page: Benefits and Drawbacks

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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