Homepage vs. Landing Page: What is Right for Your Business?

The key difference between a landing page and a homepage comes down to their intended use.

A landing page is built around one clear action: signing up, joining a waitlist, downloading a guide, or responding to a specific campaign.

Your homepage does something different. It welcomes people into your brand, gives them a sense of who you are, and helps them move calmly through the parts of your site that matter to them.

Put another way, a homepage opens the door, a landing page points to one next step.

When these two get mixed or used interchangeably, the message can lose focus. Visitors may feel unsure about where to go, which can soften conversion rates.

In this article, we’ll walk through the core roles of each page, the differences that actually matter for your business, and how to choose the right one depending on the moment you’re in.

The goal is to give you clarity, not complicated jargon, so your website can support the momentum you’re building.

What is a Homepage? 

Think of the homepage as the front door to your site. It introduces your brand, explains what you do, and helps different types of visitors find what they need.

Where a landing page narrows attention, a homepage opens options; it’s meant to give a balanced first impression and point people toward deeper pages.

Key attributes of a homepage:

• Broad information: Homepages cover a range of topics about the business, serving audiences who are learning about you for the first time or returning.
• First impression: The homepage sets tone and context, summarizing your main offerings and values so visitors quickly understand whether you’re relevant to them.
• Multiple goals: Rather than a single conversion, a homepage supports several paths, product pages, contact, resources, pricing, or company info, and helps visitors choose which to follow.

What is a Landing Page?

Landing pages are precise marketing pages built to do one thing well. 

They’re tied to a specific campaign or offer and are crafted to move a visitor toward a single action, signing up, buying, downloading, or registering.

Unlike broader site pages, landing pages remove distractions and make the next step obvious.

Key attributes of a landing page:

• One clear goal, or call to action: The page focuses on a single desired outcome and guides the visitor to it.
• Minimal distractions: Navigation, extra links, and unrelated content are kept to a minimum to keep attention on the offer.
• Message and design alignment: Headline, copy, visuals, and the CTA match the ad or campaign that brought the person there.
• Audience targeting: Pages can be adapted for different segments, so the messaging speaks directly to a particular group or need.

Homepage vs Landing Page: A Deeper Look

Homepages and landing pages often sit side by side on a website, but they play very different roles.

The differences come from their purpose, the audience they serve, the level of focus in their design, and the conversions they’re expected to generate.

Understanding these differences helps you choose the right page for the right moment.

Which Should You Use: Decision Flow

Choosing between a homepage and a landing page becomes easier when you consider the project's intended purpose. 

Here’s a practical way to decide what to build for a specific initiative:

Your goal

If you want to build awareness, offer orientation, or strengthen the central hub of your website, focus on your homepage.

If the aim is to encourage one clear action, capturing a lead, signing someone up, selling a product, or offering a download, a dedicated landing page provides the clarity and focus you need.

Your audience

A homepage works well when you’re speaking to a broad mix of visitors arriving through organic search, referrals, or direct traffic.

A landing page is more effective when you’re reaching a specific segment through ads, social posts, or email campaigns. The messaging can be shaped just for them.

Your traffic source

Visitors coming through search or referrals usually expect to explore. They benefit from navigation, context, and depth, which the homepage naturally provides.

Traffic from paid ads or email campaigns performs better on a landing page that continues the story from the ad and guides the visitor to a single next step.

The complexity of the offer

If your offer has several layers, multiple services, product categories, or different paths for different users, your homepage gives visitors space to self-select.

If you’re promoting a single product, event, or limited-time offer, a landing page helps present the value simply and speeds up the decision.

Testing and iteration

Landing pages are campaign-specific, which makes them ideal for A/B testing headlines, visuals, copy, and calls to action.

Homepages should evolve more slowly. They carry long-term SEO value, and too-frequent changes can disrupt clarity or search performance.

When to Use a Homepage

• Showcase your brand identity when launching or refreshing your website. A homepage helps introduce who you are, what you do, and why you matter.
• Build trust with new visitors by sharing your company story, testimonials, certifications, case studies, or helpful resources.
• Offer multiple pathways for users to explore different products or services. A homepage acts like a central map, guiding people wherever they need to go.
• Boost SEO performance by serving as the main hub search engines crawl to understand your website structure and discover other pages.

When to Use a Landing Page

• Run PPC or social media campaigns to achieve higher conversion rates. Landing pages remove distractions and focus on a single action.
• Promote a specific offer, such as a seasonal discount, product launch, webinar, or event, using a clear, targeted message.
• Segment your email audience and send them to a dedicated page tailored to their needs, pain points, or interests.
• Test different ideas (value propositions, images, headlines, or page layouts) to see which version converts best before applying changes site-wide.

How to Send Paid Traffic: Best Practices

Sending paid traffic to the right destination can dramatically affect your marketing return on investment. 

Follow these proven best practices to maximise conversions and reduce wasted ad spend:

Always Use a Dedicated Landing Page for Paid Campaigns

Sending paid traffic (from ads, email, or social campaigns) to your homepage dilutes your message and lowers conversions. Homepages have many links and goals, which can distract visitors and reduce their likelihood of taking action.

Instead, create a focused landing page that matches the ad’s headline and promise. This message continuity reassures visitors they’re in the right place and increases the chance they’ll convert.

Align Messaging and Design

Your landing page should mirror the ad’s keywords, tone, visuals, and offer. If your ad highlights a 20% discount, the landing page headline should repeat the same offer.

Consistent messaging builds trust and prevents confusion.

Remove Distractions

Landing pages perform best when they are simple and focused.

Avoid:

• Navigation menus
• External links
• Multiple CTAs

Use one clear call to action, such as “Start Free Trial” or “Get the Offer”, supported by only the essential information needed to convince visitors to take action.

Use Social Proof and Urgency

Strengthen credibility with:

• Customer testimonials
• Star ratings
• Trust badges
• Data-backed proof

Create urgency with limited-time offers or countdown timers. Use urgency ethically, avoid anything that feels manipulative or inconsistent.

Optimise for mobile and speed

Most users access ads via mobile devices. Ensure your landing page loads quickly, looks good on small screens, and uses large, easy-to-tap buttons.

Test and Iterate

A/B test key elements such as:

• Headlines
• Product images
• CTA wording
• Form length
• Button placement
• Page colours

Even small changes can create significant performance improvements. Use analytics to monitor behaviour, measure conversions, and refine continuously.

Retarget wisely

If someone visits your landing page but doesn’t convert, use retargeting ads to remind them of the offer. Direct retargeted traffic back to the same or an adjusted landing page rather than the homepage to maintain focus.

What about SEO? How Websites and Search Engines Work Together

Search engines discover webpages using automated crawlers that follow links across the internet.

In most cases, you don’t need to take special action for Google to find your content; simply publishing your site and earning links from other websites is often enough for discovery.

However, tools like an XML sitemap or Google’s URL Inspection tool help ensure that your pages are accessible, crawlable, and displayed the same way a user sees them.

SEO and Homepages

Homepages usually rank for branded terms and broad, high-level keywords. They also help search engines understand your site's overall structure and direct visitors deeper into the site.

To support SEO:

• Ensure fast page load times
• Use clear, well-structured headings
• Add descriptive internal links that guide users to key pages
• Include helpful, high-quality content that establishes trust
• Make your homepage accessible to a wide and diverse audience

Because homepages receive traffic from many sources, they must work for users at different stages of the journey.

SEO and Landing Pages

Some landing pages are intentionally built for organic search. When they:

• Target a specific keyword
• Provide valuable content
• Offer a clear, singular CTA

They can rank well and convert effectively at the same time.

For example, a SaaS company may create a landing page targeting “best project management software” and include helpful comparisons alongside a free-trial signup.

These pages should be indexable because they’re designed to attract organic traffic.

Real Examples of Successful Homepages and Landing Pages

Here are real-world examples that show how brands use homepages and landing pages differently, and effectively, to guide visitors and drive results.

Askinosie Chocolate (Homepage)

This artisanal chocolate brand uses a warm, visual-first homepage with clear messaging and rich imagery.

High-quality product photos pair with a concise mission statement, while multiple CTAs invite visitors to shop, explore direct trade, or book a tour.

The mix of visuals and varied navigation paths helps different types of visitors find what they need quickly.

Bed Threads (Homepage)

This bedding and lifestyle brand features a clean, neutral design with standout product photography. Several CTAs appear above the fold, such as “Shop Linen” and “Shop Homewares,” supporting quick exploration.

The homepage also uses social proof (“Every two minutes someone chooses Bed Threads”) to build trust and guide visitors to browse or purchase.

ExpressVPN (Landing Page)

ExpressVPN’s campaign landing page focuses on clarity and reassurance.

A bold headline (“The VPN that just works”) communicates the core value instantly, supported by simple visuals and a single, prominent CTA: “Get ExpressVPN.”

Trust elements, such as a 4.7/5 Trustpilot rating and a link to 24/7 support, address common concerns and help visitors feel confident about taking the next step.

Blue Apron (Landing Page)

Blue Apron’s landing page uses vibrant food photography and a concise message highlighting convenience and variety.

The page keeps copy minimal, sharing just enough detail to encourage visitors to explore available plans.

Its value proposition (“Deliveries cover dinner in 45 minutes or less”) is paired with a clear CTA that guides users to sign up.

These examples show the core difference: homepages serve as broad entry points for exploration, while landing pages are deliberately designed to drive a specific action with minimal distractions.

Conclusion

Homepages and landing pages both play essential roles, but they move visitors forward in different ways.

A homepage works as the centre of your online presence. It introduces your brand, supports long-term SEO, and guides people who arrive with different intentions. Its navigation and multiple CTAs help visitors explore and get their bearings.

A landing page is much more focused. It is built around one offer and one next step, often connected to a specific campaign. Removing distractions helps visitors make a clear decision. This simplicity is what usually makes landing pages convert at a higher rate.

Most businesses don’t need to choose between the two.

They work best together. Your homepage can carry your story and strengthen trust over time, while dedicated landing pages can support individual campaigns, audiences, or offers.

Continually reviewing, testing, and refining both will help you build momentum and improve results sustainably.

Frequently Asked Questions

Can a homepage act as a landing page?

Technically, yes. A homepage can be simplified to focus on a single CTA, but it usually has multiple roles: introducing the brand, providing navigation, and supporting SEO. For campaigns, dedicated landing pages remain more effective.

Do landing pages help SEO?

Some do. SEO-focused landing pages with valuable content, internal links, and a clear CTA can rank for specific keywords. Campaign-focused landing pages are often thin and should use “noindex” to avoid interfering with core pages.

Should landing pages be indexed?

Paid or short-term campaign pages generally should not. Use noindex for pages with thin content, and index only substantial, evergreen landing pages that serve SEO goals. Always index your homepage and key site pages.

How many landing pages should I create?

More targeted landing pages usually mean more conversions. Aim to create a unique page for each major campaign, audience segment, or offer. Also, personalise messaging and visuals rather than duplicating content.

Do landing pages convert better than homepages?

Yes. Focused landing pages remove distractions and match visitor intent, often converting far better than homepages, which have to serve multiple goals and a broad audience.