3 Key Differences Between Landing Pages and Homepages
Alexander Falossi
Last Update 3 tahun yang lalu
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.
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.
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.
An example would be the FINANCING button on Watkins Construction BluePagesPro listing.
The focus of obtaining a financing application is simple by promoting how easy it is to apply and approvals are obtained in 15 seconds.
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 “BluePagesPro Watkins ,” we’ll see quite a few ads at the top of the results. We are showing up organically in Google.
Since each of those businesses is paying for that advertising space, it’s wiser to drive clicks to a landing page, rather than a homepage.
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 never drive 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!
Where a homepage is browser-friendly and 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.So when we create your BluePagePro landing page, we ditch the navigation. On your homepage, however, navigation is necessary for creating a browser-friendly experience.