If you want to turn the tide in your marketing efforts, landing pages and home pages are key components that you can’t overlook.
Our guide will go into how to make a landing page and home page effective, what their purpose is, best practices and tips for landing pages and home pages, and how to know which one to use. By the end of this article, you can expect to become a wizard on the topic of all things home page vs landing page!
- Home pages serve as the main entry points to websites, providing an overview and navigation options
- Landing pages are designed for specific marketing campaigns, focusing on conversion rate and a clear call to action
- Homepages focus on varied content and less specific CTAs while landing pages feature minimal distractions and highly targeted CTAs
- Understanding the difference between landing pages and home pages is crucial for effective web design and digital marketing strategies
Purpose and Goals
Within web design and digital strategy, every page on a site should serve a unique purpose.
Homepages serve as the front door to your website. Its main goal is to welcome new visitors and give them a quick and concise summary of who you are and what you do. It’s like the directory of your site that helps guide potential customers to the right information they’re looking for.
So, what is a landing page? Landing pages are more focused on the single mission of conversion. These pages are usually designed for specific marketing purposes, where each element works to channel visitors towards one specific action, like signing up for a newsletter or buying a product. Paid traffic will often be directed to landing pages rather than home pages.
Design and Layout
Home pages are typically packed with lots of content and various elements. They also use branding elements like company logos, brand colors, and taglines, which together set the tone for the website and help to build brand recognition.
Home Page Design Example
A good landing page is designed with a lot more simplicity and is laser-focused towards a goal. That means minimal design and distractions, with no irrelevant information around. Instead of the various content sections on home pages, landing pages showcase the one main offer or message.
For example, a great landing page could focus on a digital marketing course with a bold headline that says “Unlock the Secrets of Digital Marketing” and a subheading that promises, “Master the art of digital marketing with our free, easy-to-follow e-book.”
Landing Page Design Example
Content Depth for an Effective Landing Page and Home Page
Not all webpages will have the same amount of depth of content, and with this comes home page and landing page best practices. The home page provides a bird’s-eye-view of everything where less is more. You want to keep things more surface-level and give users a taste of what you have to offer.
Home pages might touch on many topics, but each piece of information is presented in a nutshell, with options to learn more through internal links. You might have a quick overview of the company’s values with a ‘Read More’ link leading to a more detailed page.
Landing page content will consist of a comprehensive overview of a specific offer, but it also depends on if we’re working with content landing pages or an action-oriented landing page.
Regardless, different landing pages will dissect their own single topic, highlighting the benefits, special selling points, and more. If we’re selling an e-course, we would detail the course components, the methods of teaching, testimonials from past students, and the benefits.
How a user navigates a webpage makes a key difference in shaping the customer journey and how successful the page is in doing its job. Home pages can feature multiple navigation menus, often placed in the header and in the footer. They might have links to an About page, a Contact page, and other pages on the site. The overall goal is to offer an intuitive pathway to explore the website.
But to keep visitors focused on the main call-to-action, landing pages will limit or completely get rid of external navigation options. The journey here nudges landing page traffic to complete the action that the page wants them to take.
Call To Action (CTA)
What’s the importance of a CTA? A CTA is a tool used to prompt people to take a specific action or step. Home page CTAs are usually more generic and focused on exploration of the website.
You might see phrases like “Learn More,” “Discover Our Services,” or “Explore Our Collection.” These aren’t hyper-focused or aggressive and are more so there for users to learn and appreciate what your business has to offer.
Meanwhile, landing pages have a clear agenda that aligns with what’s presented on the page. The language is specific, assertive, and tied to the value proposition, such as “Start Your Free Trial Now” or “Download Free Ebook.” As the goal here is to drive more conversions, we want the next step to be as clear as possible.
Best Practices For Both Home Pages and Landing Pages
- Design for mobile first: With so much internet browsing happening on mobile devices, make sure your website is optimized for all devices and screen sizes.
- Focus on speed and usability: Internet users are impatient – prioritizing page speed and ease of use will help you retain visitors.
- Keep content clear and concise: Be direct and succinct in your messaging, and stay away from jargon.
- Make messaging consistent: Be consistent in your language and visuals to reinforce your message and strengthen your brand.
- Test versions A/B: Compare two different versions of a page to see which performs better.
- Optimize for conversion: Use persuasive language, attention-grabbing visuals, and clear calls to action to motivate users to take the desired action.
These best practices will help ensure that your content is engaging, effective, and successful!
How to Choose Which One to Use
Choosing between home pages and landing pages isn’t exactly an either/or scenario. They usually coexist on a website, but the one to use depends on your goals. Consider these three questions:
- What’s the goal? If your goal is to provide an overview of your brand and guide users to various offerings, a home page is your best bet. But if you’re launching a particular campaign or want to push a particular product, a landing page is a better idea.
- Who’s the audience? A home page is more effective for stirring interest within a broad, more general audience, while a landing page will help speak to a more targeted audience.
- What do you want users to do? If your goal is to provide information and different routes to explore, a home page will align. But if there’s one specific action you want users to take, a landing page will be more effective.
Final Word: Making a Choice
It’s not a competition between a home page and a landing page – it’s all about your specific goals and the user action you’re looking to evoke. Each has pros and cons and serves unique purposes within a broader web strategy. Armed with this knowledge, be sure to make your decision wisely to ensure your online presence is as powerful and effective as possible!
Next Steps: What Now?
- Create a website with our selection of the Best Website Builders in 2023
- Learn How to Make a Landing Page for Maximum Conversion
- Check out this Build a Website Checklist to make sure your website is good to go!
Learn More About Home Page vs. Landing Page
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- What Is a Sitemap? Your Guide to Website Navigation
- Free Landing Page Builder: Your Guide to Making the Right Choice
- Landing Page Design Inspiration: Strategies for High-Converting Pages
- Coming Soon Landing Page: Creating a Powerful Marketing Tool
- How to Create a Landing Page on Wix
- How to Create a Landing Page on Shopify
- How to Create a Landing Page in WordPress That Increases Your Sales