Many operators beginning to market their limo company online question whether they need a website, a landing page, or both. While the topic may seem straightforward, there are actually many functional differences between these two options.
I had a recent experience with a client that made me realize how important it is for people marketing their businesses to understand these differences. This client was an Uber Black driver looking to start his own company. He was deciding whether or not to use a landing page as his website.
While I would have loved to give him a simple answer, the path to finding the right solution is more complex. Let’s go over all the differences between websites and landing pages so you can decide which is a better strategy for landing more leads and bookings.
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Check out the video version of this post if you prefer:
The Benefits of a Website for Limo Companies
There are many differences between a website and a landing page. The first one is the purpose.
Websites serve a similar purpose to business cards. They legitimize your business, communicate what services you provide, and offer contact information for potential clients. Because of this, websites are essential for capturing online leads and bookings for your business.
The eventual goal of a website is to generate organic traffic to your business through search engine optimization (SEO).
SEO is the process of helping Google and other search engines index your website in search results.
When your website ranks on search engines, it will appear under the ads in either the map or the search results section. Both are valuable positions for your website to be in, so it’s worth investing time and effort into getting there.
To show on the map, businesses must have an account with Google My Business. This will improve your chances of being visible to local customers and in location-specific searches.
When your website appears in the search results, it means a customer has searched for something, and Google has recognized that your website is optimized for keywords relevant to that search. Ideally, the customer will visit your website through this result and make their way through a funnel.
Here’s an example:
My client, who was an Uber Black driver, wanted to start his own business. He created a website that was optimized for the phrase “luxury car service Chicago.” In order to improve his website’s ranking in searches, he started a blog where he answered commonly searched-for questions.
One customer in Chicago searched for “luxury car service for prom” and found a blog post on my client’s website that addressed this topic. Once she was on his website, the customer located the contact page and booked my client for the job.
Creating an SEO-friendly website involves time and technical know-how. A lot of strategy is necessary before clients see results. But ultimately, it is the best long-term investment a company can make in its marketing efforts.
The most established companies in the industry are ranked high in Google organically. They show up on the map as well as in the organic listings. This helps their business appear more legitimate and trustworthy, which results in more leads and bookings.
The Benefits of Landing Pages for Limo Companies
Technically, a landing page is any page a user lands on after they click a link. However, in this case, we will discuss how marketers use services like Leadpages or Unbounce to set up landing pages to capture leads from pay-per-click (PPC) ad campaigns.
These landing pages have very specific funnels that are typically catered to an ideal customer. Unlike websites, they don’t have additional pages, and they encourage users to complete a single action, such as booking a ride online, filling out a form, or calling the office for more information.
Limo operators can use their websites as the landing page for an ad. In this case, the website page needs to be designed with simplicity and user experience in mind to guide the visitor to the desired action.
Typically, landing pages are ideal for presenting the following information:
- Prices
- Contact information
- Features and services
- Reviews
Another way landing pages differ from websites is that they are not intended to rank in search results or on the map.
Is a Website or Landing Page Better for Limo Companies?
Both websites and landing pages have unique benefits and capabilities. So, which one is ideal for your needs?
The best strategies can involve both organic and paid traffic coming to your website and landing pages. However, it isn’t always possible for small transport operator businesses to invest in both.
Some clients never build a website and they are able to generate a significant amount of traffic from landing pages and PPC ads. There’s nothing wrong with this strategy.
I see a lot of small and beginner operators making similar mistakes. They focus on too much at the start and get overwhelmed. Business cards, websites, and SEO strategies are important, but the most important priority is finding new clients as quickly as possible.
I recommend smaller operators start with a landing page and PPC ads. A successful SEO campaign could take months and thousands of dollars—an investment many businesses can only afford once they’ve established a steady, reliable stream of clients.
Landing pages can offer an immediate return on your marketing investment when combined with a solid ad strategy.
Larger providers, however, should focus on developing and redesigning their websites for SEO. This is the path toward scaling and establishing your operation as a leader in your location.
Get Professional Websites and Landing Pages with ITechGloble
A great online marketing strategy begins with understanding your goals and target audience. Ultimately, the goal should be to obtain leads. So, narrow your focus and select an option that will provide an immediate return on investment.
If you want to start or grow your operation, work with ITechGloble. We specialize in providing excellent marketing support exclusively for transportation providers such as limo drivers and shuttle services. Our proven track record demonstrates our commitment to excellence in customer service.
