Landing Page Vs. Homepage: What’s The Difference? (2022)

What’s the difference between a landing page and a homepage?

That’s the topic of this guide — we’ll discuss some key differences, when to use each, and how to make these marketing assets as effective as possible.

Let’s start with some definitions.

What’s the Difference Between a Landing Page and a Homepage?

Here are 4 of the most common differences between a homepage and a landing page:

  1. Landing pages have no navigation — Homepages do.
  2. Landing page traffic comes from ads — Homepage traffic comes from many sources.
  3. Landing pages are separate from a business’ website — Homepages are the front page of a business’ website.
  4. Landing pages have a single goal — Homepages promote website browsing.

To give you a visual idea of these differences, look at the Carrothomepage — a SaaS company for real estate investors and agents…

Landing Page Vs. Homepage: What’s The Difference? (1)

And now look at one of Carrot’s landing pages, promoting one of their free webinars…

Landing Page Vs. Homepage: What’s The Difference? (2)

As you can see, the overarching difference between landing pages and homepages is that a landing page is action-oriented,and a homepage is browser-friendly.

Said a different way, landing pages try to accomplish a single goal — getting the visitor’s email address, selling a product or service, getting registrants for an online event, etc. — to the exclusion of all else. On the other hand, homepages focus on creating a browser-friendly experience (easy website navigation, lots of content, products, services options, etc.).

At first glance, those differences might not seem like they need to be mutually exclusive.

So let’s take a moment to dive into a little more detail about the goal, traffic, and navigation differences between landing pages and homepages.

3 Key Differences Between Landing Pages and Homepages

When the rubber hits the road, there are three key differences between landing pages and homepages.

Those differences have to do with the pages’ goal, the traffic being driven to them, and the on-page navigation options available to visitors.

(Video) Home Page vs Landing Page - What's the Difference?

1. Goal

Landing pages and homepages (should) always start with a goal — but those goals are very different from each other.

The primary goals of a homepage — like a brochure — should be to A) explain the brand, B) build trust with the brand and C) promote engagement with the brand.

Let’s look at an example from HubSpot:

Landing Page Vs. Homepage: What’s The Difference? (3)

HubSpot’s homepage explains its services, shows its expertise, and gently promotes a “Get HubSpot free” CTA.

On the other hand, a landing page has a single-minded focus. Rather than promoting the brand in general (like a homepage), a landing page promotes a single offer.

Here, for example, is one of HubSpot’s landing pages…

Landing Page Vs. Homepage: What’s The Difference? (4)

Notice how the only goalof this page is to get visitors signed up for a demo?

That single-minded focus is a key quality of landing pages — it results in higher conversion rates and, therefore, a better return on ad spend (ROAS).

This brings us to our next key difference: traffic.

2. Traffic

If we do a Google search for “CRM,” we’ll see quite a few ads at the top of the results.

Landing Page Vs. Homepage: What’s The Difference? (5)

Since each of those businesses is payingfor that advertising space, it’s wiser to drive clicks to a landing page, rather than a homepage.

And sure enough, that’s what all of them do (except for KPMG).

Here’s Vendasta…

Landing Page Vs. Homepage: What’s The Difference? (6)

Monday…

Landing Page Vs. Homepage: What’s The Difference? (7)

And Keap…

Landing Page Vs. Homepage: What’s The Difference? (8)

The point is, you should almost always drive advertising traffic to a single-minded landing page with a clear-cut conversion goal — that results in a better ROAS (Return On Ad Spend).

That goes for Facebook ads, Google ads, and any other paid traffic you might be driving to your website.

Conversely, you should probably darn-near neverdrive paid traffic to your homepage. Your homepage’s traffic will come from other unpaid sources — direct traffic as you build brand awareness, organic Google searches, content shares on social media, etc.

The final key difference between landing pages and homepages is all about on-page navigation.

3. Navigation

Have you noticed something different about all the landing page screenshots in comparison to the homepage screenshots?

They don’t have a bar at the top that allows visitors to navigate elsewhere!

(Video) Landing Page vs Homepage, What's the Difference?

Landing Page Vs. Homepage: What’s The Difference? (9)

Where a homepage is browser-friendlyand allows people to visit many different pages on your website, a landing page’s die-hard focus on a single goal means no top-bar navigation.

AmeriFirst, for example, saw a 30% – 40% increase in conversion ratewhen they removed the navigation bar and simplified their landing page…

Landing Page Vs. Homepage: What’s The Difference? (10)

And according to ConversionXL, HubSpot saw a consistent boost in conversion rates when they removed navigation from various landing pages.

Landing Page Vs. Homepage: What’s The Difference? (11)

*In every case, the conversion rate was higher without navigation on the landing page*

So when you’re creating your next landing page, ditch the navigation (or test it for yourself). On your homepage, however, navigation is necessary for creating a browser-friendly experience.

When to Use a Landing Page & When to Use a Homepage

Make no mistake; landing pages and homepages are both important digital marketing assets.

Since landing pages have a higher conversion rate than homepages, you might be wondering why you need a homepage at all.

But homepages serve an important purpose: they allow visitors to experience your brand in a way that landing pages don’t.

People can gain an understanding of your business on the homepage. For instance, they can navigate to other pages — your blog, “About” page, products and services, etc. To summarize, home pages let users get to know your brand in a free-form manner.

For brand awareness (which is sometimes underrated by business owners), the homepage is critical.

In fact,if you have a website, you should alsohave a homepage that acts as the storefront for your business.

You need a landing page (or landing pages), on the other hand, if you’re trying to accomplish a more focused goal…and especiallyif you’re running advertisements. Landing pages are almost always better at generating leadsand making sales than homepages (it’s one reason Linearcreates twin ads andlanding pages for our clients).

Just compare the 2% – 4% conversion rate of ClickFunnel’shomepage

Landing Page Vs. Homepage: What’s The Difference? (12)

…vs. the 30% conversion rate of this ClickFunnel’s landing page…

Landing Page Vs. Homepage: What’s The Difference? (13)

Point is, use landing pages when you’re trying to accomplish a very specific goal and use a homepage when creating the front page of your website.

3 Qualities of a Great Homepage

Now that you understand the differences between a homepage and a landing page let’s talk about 3 qualities that make each effective.

First, the homepage.

1. Clear-Cut Brand Overview

The first thing a homepage should deliver is a clear understanding of what your brand is and does.

This should start with a brief above-the-fold description…

(Video) Landing page Vs Homepage: What's the difference?

Landing Page Vs. Homepage: What’s The Difference? (14)

…that then expands into more detail as visitors scroll down the page…

Landing Page Vs. Homepage: What’s The Difference? (15)

Your homepage should answer some of the most basic questions a new visitor — someone who’s only just learned of your business’ existence — will have about your brand.

  1. Who are you?
  2. What do you do?
  3. Why should I care?

You can answer the first two questions with simple descriptions.

For the 3rd question, though, you might consider enlisting some social proof (testimonials, credibility badges, ratings, service stats, publication features, etc.) as an answer.

Here’s a snippet example of what that looks like from Keap’s website…

Landing Page Vs. Homepage: What’s The Difference? (16)

Whatever you decide, answer those three questions on your homepage, and you should set new visitors off on the right foot.

2. Modern Design

When people visit your website, you want to make a good impression — you want people to feel that they’ve stumbled across a business that takes itself and its customers seriously (in terms of design quality, not necessarily in terms of voice).

The fact is, consumer expectations have advanced almost as quickly as technology.

It’s not just about the words on your homepage. It’s also about the feel.

After all, you’d probably leave a site like this just as quickly as you arrived…

Landing Page Vs. Homepage: What’s The Difference? (17)

That’s an extreme example, of course, but the point is this: design matters.

Compare that clunky mess to Neil Patel’s website

Landing Page Vs. Homepage: What’s The Difference? (18)

Much better, right?

If your website gives off the vibe that your brand or business is underdeveloped, then people are less likely to stick around and see what you have to offer.

So spend a little extra money, take a little extra time — do what you have to do to make your website feel like it’s promoting a brand that’s worth the visitor’s time.

3. Easy Navigation

We’ve already talked about this, so I won’t belabor the point — but your homepage should make navigating around the rest of your website quick and easy.

Look, for example, at the navigation options on our own website…

Landing Page Vs. Homepage: What’s The Difference? (19)

Here are a few navigation options that you should consider, including:

  • “About” Page
  • Blog
  • Features
  • Pricing
  • Main CTA

The navigation elements you include will largely depend on the type of business you’re operating — but make sure that visitors can easily go wherever they want to go.

3 Qualities of a Great Landing Page

Now let’s talk about 3 qualities that make landing pages effective.

1. Singular Focus

This is the heart of a landing page.

(Video) Landing Page Vs Homepage What's The Difference?

With a singular focus — and a die-hard discipline of saying noto navigation options — landing pages drive higher conversion rates and better results for businesses running ads.

So before you create a landing page, you should have a clear answer to the following question: why are we building this landing page, and what is the ONE GOAL that it’s going to accomplish?

2. Compelling Copy

To a large degree, a landing page lives or dies based on how compelling its sales copy is.

Design matters, too — but it’s the words that sell.

To understand what type of sales copy you should use, you must understand your landing page’s goal.

Are you trying to sell a high-ticket service? Giving away a free resource to grow your email list? Hosting an upcoming webinar? Wanting to get people on the phone?

This makes a huge difference.

If you’re giving away a free resource, then dead-simple sales copy like this might do the trick…

Landing Page Vs. Homepage: What’s The Difference? (20)

But if you’re selling a high-ticket service, then you’re probably going to need a lot more copy — you’ll need room to explain your offer, add social proof and risk reversal, and create urgency or scarcity.

In my time as a copywriter, I’ve found the following format to be very effective for longer sales pages…

  1. Hook
  2. Features/Benefits
  3. Social Proof
  4. Urgency/Scarcity
  5. Risk Reversal
  6. Call-To-Action

But ultimately, howto write compelling copy goes beyond the scope of this article — check out our guide over here for more detailed advice.

3. Eye-Catching CTA

It might seem petty, but there’s quite a bit of evidence that CTAs that stand out on the landing page drive more conversions than CTAs that are easily missed.

One famous study by HubSpot, for instance, found that a red button converted 21% better than a green button.

Landing Page Vs. Homepage: What’s The Difference? (21)

Optinmonster’s blogmakes the argument that this is because of color contrast — CTAs that get lost on the page because of too little contrast (like the green button above) are easier for visitors to ignore and click on less.

Landing Page Vs. Homepage: What’s The Difference? (22)

*Typically high contrast CTAs will convert better than low contrast ones*

Of course, you don’t want to go overboard and make your CTA look ridiculous for the sake of “catching the visitor’s attention.”

But it is a good idea to make sure the CTA stands out on the page and catches the eye as people peruse.

A Quick Note About Improving Conversion Rate

Some common ways to improve conversion rateare increasing load speed and adding social proof, scarcity, urgency, or risk reversal.

But ultimately, the best way to find out what increases your homepage and landing page conversion rates is to run your own split tests.

Every business is different, and every offer is unique — so it’ll be up to you and your marketing team to determine which of the above strategies work and which ones fall flat.

Conclusion

You should now have a clear understanding of the difference between landing pages and homepages, when to use each, and how to engineer them so that they effectively serve their different purposes.

(Video) 5 Key Differences Between Landing Pages Vs Websites

From here, it’s just a matter of building pages, driving traffic, running tests, and measuring results — the typical marketing go-around.

Along the way, you’ll learn more specifically what works for your business. Of course, we can help.

And that’s when things get exciting.

FAQs

Landing Page Vs. Homepage: What’s The Difference? ›

The major difference between a landing page and a homepage is the goal: Landing pages drive one main conversion, while a homepage is a map through your website to encourage leads to self-guide their buying journey.

What are the differences between a homepage and a landing page? ›

The fundamental difference between a landing page and homepage is, you design the two with completely different goals or purposes in mind: The homepage of your site sets the stage. A landing page allows visitors to accomplish a specific goal.

Is landing page or homepage better? ›

Landing pages are almost always better at generating leads and making sales than homepages (it's one reason Linear creates twin ads and landing pages for our clients).

How is landing page different than main page can this be different than the main company website? ›

While a home page attracts organic traffic, a landing page is specific to the ads or specific searches. There are some ads and search terms that bring visitors to your landing page.

What is landing page answer this question? ›

1. Landing pages aim to increase conversions. Having a targeted page that directly ties back to an offer or next step is critical to providing value upfront. This can also encourage new site visitors to provide their information in exchange for an immediate, tangible reward.

What landing page means? ›

A landing page is a standalone web page that a person "lands" on after clicking through from an email, ad, or other digital location. Once they're on your landing page, users are encouraged to take an action, such as joining your list or buying your products.

What is the purpose of landing pages? ›

Landing pages convert more traffic because they are focused on one goal or call to action by providing information about a specific offer or item. It has limited navigation, and the simplicity keeps a visitor focused on the goal rather than being distracted by multiple links taking them away from the page.

Does Google like landing pages? ›

Google doesn't dislike landing pages; in fact, they consider them essential to a good sales funnel. The thing is, Google has a set of specific rules to follow to make a good landing page, and will actually rank your landing pages when it crawls them.

Do landing pages affect SEO? ›

Aside from optimising for user action, Landing Pages can make it easier to track/analyse visitor actions, and modify as required. So the key aim of a Landing Page is to optimize the user experience when visiting a site, especially for the first time. This in itself is a good reason to apply them in SEO.

What comes before a landing page? ›

The “before” of landing pages

While landing pages are not about you — your company, your product, or your service — the “before” stage is because you first have to establish your goal. As Demian Farnworth said: “[Landing pages] force readers to focus on one thing — and one thing only.”

What are landing page design principles? ›

In essence, a landing page really only needs a few simple elements: a headline and a CTA button or link. Of course, that may not be the world's most effective landing page—although depending on the context, simplicity might really be key.

Is a landing page considered a website? ›

In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It's where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

What were 3 of the key elements to a landing page? ›

Read on to learn more about each of these key components of a landing page:
  • Strong headlines. That may seem a little like stating the obvious but often headlines don't get the attention they deserve. ...
  • Eye-catching imagery and media. ...
  • Engaging copy. ...
  • Unique selling proposition (USP) ...
  • Social proof or testimonials. ...
  • Conversion goal.
Sep 25, 2020

How long should a landing page be? ›

The average session duration for desktop users is 150 seconds. For mobile, 72 seconds. Short form post-click landing pages tell a simple story, and they do so quickly, so the visitor gets his or her questions answered speedily.

Should landing pages have navigation? ›

With that said, you should know that it is okay to include navigation links on landing pages when the links keep the visitor on the page and optimizes their experience. Longer landing pages use a sticky navigation bar to help visitors navigate through the page and move from one section to the other with ease.

How do I create a responsive landing page? ›

Let's walk through the best practices for creating responsive landing pages.
  1. Smartphone's landscape viewport for designing. ...
  2. Spinning to check. ...
  3. Scrolling to verify. ...
  4. Build finger-friendly forms. ...
  5. Boost interaction with content. ...
  6. Choose images that convey powerful messages. ...
  7. Choose your navigation route wisely. ...
  8. Responsive to touch.

What are the six web design principles? ›

6 Usability Principles for Effective Web Design
  • Every page element should fulfill a purpose. ...
  • Calls to action should be clear. ...
  • Conversions should always be a top priority. ...
  • Navigation should make sense. ...
  • Designs and page elements should stand out and be memorable. ...
  • Elements should facilitate engagement.
May 30, 2012

Can a landing page be a homepage? ›

The Landing Page vs Home Page: Definitions

A Landing Page is a standalone page, designed for a specific campaign. Landing pages have a call-to-action and there should be nothing to distract your clients from converting. A homepage exists as a single page of a larger website.

What is another name for landing page? ›

A landing page also goes by many names, but it is still a landing page in the end. Other names for a landing page include a capture page, a splash page, a squeeze page, a lead magnet page, an opt-in page, a gift page, a preview call invite page, and a free offer page.

Can you have a landing page without a website? ›

You can have a landing page without a website since landing pages are individual, standalone pages. Plus, the tools to create landing pages no longer rely exclusively on technical knowledge, so you or anyone on your team can build a landing page, host it on a domain, and start converting your web traffic.

How many landing pages can a website have? ›

According to research, business websites with 10 to 15 landing pages will increase conversions by 55%. Additionally, websites with over 40 landing pages increase conversions by over 500%. A single landing page won't cater to an entire target audience, and there's no limit to how many landing pages you should have.

What do you call a landing page? ›

A landing page also goes by many names, but it is still a landing page in the end. Other names for a landing page include a capture page, a splash page, a squeeze page, a lead magnet page, an opt-in page, a gift page, a preview call invite page, and a free offer page. Whew, that's 8 other names for a landing page.

What is the difference between page and landing page in Google Analytics? ›

While ordinary pages keep track of 'pageviews' (the number of visitors to the page), landing pages keep track of 'sessions'. This metric refers to the overall visit to the website, instead of just that one page.

What is the landing page of a website called? ›

In online marketing, a landing page, sometimes known as a "lead capture page", "single property page", "static page", "squeeze page" or a "destination page", is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email or an online ...

How long should a landing page be? ›

The average session duration for desktop users is 150 seconds. For mobile, 72 seconds. Short form post-click landing pages tell a simple story, and they do so quickly, so the visitor gets his or her questions answered speedily.

What comes before a landing page? ›

The “before” of landing pages

While landing pages are not about you — your company, your product, or your service — the “before” stage is because you first have to establish your goal. As Demian Farnworth said: “[Landing pages] force readers to focus on one thing — and one thing only.”

What are the key components of a landing page? ›

8 Essential Components of a Successful Landing Page
  • A main headline and a supporting headline.
  • A unique selling proposition.
  • The benefits of your offering.
  • Images or video showing context of use.
  • Social proof.
  • A reinforcement statement.
  • A closing argument.
  • A call to action.
Jun 5, 2015

What is Landing Pages in Google Analytics? ›

In Google Analytics, a landing page is the first web page that users see when they enter your site. Unlike a marketing team's definition of a 'landing page'—a web page that has been designed to convert—GA's definition includes any first page of a session, regardless of the purpose of the page.

Where are Landing Pages in Analytics? ›

A landing page in Google Analytics is the page a user first sees (or “lands” on) when visiting your website. For example, if you found this article you're reading right now on Google and clicked on it there, this page is your landing page on our website. MonsterInsights is the best WordPress Analytics plugin.

What is a Facebook landing page view? ›

From Facebook: "Landing page views let you know how many times people loaded your website, after clicking your ad. You can compare landing page views to link clicks to understand how many people clicked on your ad but left before your website loaded.

Can you have a landing page without a website? ›

You can have a landing page without a website since landing pages are individual, standalone pages. Plus, the tools to create landing pages no longer rely exclusively on technical knowledge, so you or anyone on your team can build a landing page, host it on a domain, and start converting your web traffic.

How many landing pages can a website have? ›

According to research, business websites with 10 to 15 landing pages will increase conversions by 55%. Additionally, websites with over 40 landing pages increase conversions by over 500%. A single landing page won't cater to an entire target audience, and there's no limit to how many landing pages you should have.

Videos

1. What's the difference between a landing page and a homepage
(TaleistTV — Copywriting That Makes Your Phone Ring)
2. Homepage Vs Landing Page
(Unbounce)
3. Difference Between Landing Page and Homepage | Sales Page vs Landing Page vs Homepage
(HMA WebDesign)
4. Difference between a Homepage vs a Landing Page vs a Squeeze Page
(Debbie C Fowler)
5. Landing Pages vs. Web Pages...What's the difference?
(Sandbox Media)
6. LANDING PAGE vs. WEBSITE? What is the difference between a landing page and a website?
(The Creative Impact)

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