This is a topic that is near and dear to every online marketer’s heart and still confuses some folks. Do you really need both kinds of pages? How do you figure out which to use and when to use them?
Let’s begin with the definition of each:
Home Page: A webpage that serves as the starting point of a website. It is the default webpage that loads when you visit a web address that only contains a domain name.
Landing Page: A standalone webpage created specifically for the purposes of a marketing or advertising campaign that someone “lands” on after clicking an online call-to-action (CTA).
What’s the difference really?
Home Page: Occupies your root domain, provides an overview of your business and links to other pertinent and permanent pages on your website.
Landing Page: Is designed to receive traffic from one or several marketing initiatives (banner ads, emails, etc.) and stays focused on a single topic or offer throughout the page. It prompts prospects to take specific action.
When should you use a landing page vs. your home page?
Short answer: It depends. It really depends on what you are trying to accomplish.
Typically, landing pages work best when you are launching a new product/service or when running Paid Search or Social Campaigns. The reason being that there are less distractions, visitors can focus on the message you are trying to convey and there is a targeted CTA with one purpose in mind.
Targeted, focused, and relevant landing pages are key to high conversions. And, the more landing pages that a company has, the better their conversion rates. Companies have seen a 55% increase in leads when increasing the number of landing pages from 10 to 15 accordingly HubSpot.
Example of a Landing page:
Home pages are perfect for companies trying to establish themselves online. They are also successful when used by businesses that deal with one specific product or service. They are hubs and do not have one goal in mind, they have several, and contain navigation to other topics or products and services.
Example of a Home Page:
Should you decide to go the Home Page route, just make sure that it allows for action on the part of your visitor so that you can connect with them immediately, while they are engaged.
Bottom line: Begin with the end in mind. Determine what you are trying to accomplish and use the vehicle that will best satisfy that end goal. Of course, this isn’t necessarily an “either or” situation on what to create. Given your goals and resources, you are likely to justify creating both a home page and multiple landing pages—and link to whichever best satisfies the immediate goal.
Contact Us! Eclipse Marketing is an award-winning digital marketing and web design agency focused on creating functional, effective, and beautiful digital products that drive business growth. Click here to find out if your site and landing pages are working hard enough.
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