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 also have 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 especially if you’re running advertisements. Landing pages are almost always better at generating leads and making sales than homepages. Just compare the 2% – 4% conversion rate of ClickFunnel’s Homepage. 

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

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.