Homepage vs. Landing Page: What’s Better for Conversions?

If you’re serious about turning website visitors into paying clients, there’s one big question you’ve likely asked:

“Should I send traffic to my homepage or a dedicated landing page?”

Both have their purpose, but if your goal is conversion — getting someone to sign up, book a call, or make a purchase — the answer isn’t always obvious.

Let’s break down the difference between homepages and landing pages, explore real-life examples, and help you decide which is better for YOUR business goals.

What Is a Homepage?

Your homepage is the front door to your website. It’s designed to introduce your brand, offer general information, and help people navigate to other parts of your site.

Think of it like the reception area of a hotel — it gives you a taste of everything but doesn’t push one action.

Key Elements of a Homepage:

• Navigation bar with links to all key pages
• General company overview
• Multiple calls-to-action (e.g., “Learn More,” “View Services,” “Read Blog”)
• Testimonials and trust elements
• Footer with contact, links, legal info

Example: Apple UK Homepage gives you an overview of products, updates, and pathways to shop, learn, and explore.

What Is a Landing Page?

A landing page is a focused, standalone page built for one specific goal — often used in paid ads, email campaigns, or product launches.

Unlike your homepage, it removes distractions and guides the visitor toward taking ONE desired action.

Key Elements of a Landing Page:

• Headline that matches the traffic source
• Clear explanation of the offer or value
• One call-to-action (e.g., “Book Your Free Call” or “Get the Ebook”)
• Minimal or no navigation
• Persuasive copy, testimonials, urgency/trust

Example: HubSpot CRM Landing Page is built for one purpose — getting you to start using their CRM. No distractions.

Homepage vs. Landing Page: Key Differences

Feature	Homepage	Landing Page
Purpose	General brand overview and navigation	Focused conversion for one offer
Audience	Anyone exploring your business	Targeted visitors from ads, emails, or specific campaigns
Design	Multiple sections, links, and CTAs	Minimalist, no menu, one CTA
SEO Benefit	Ranks for brand name and service keywords	Not built to rank; used for paid/targeted traffic
Conversion Rate	Lower (due to distractions)	Higher (focused, action-driven)

When to Use a Homepage for Conversions

While landing pages are great for focus, there are cases where your homepage can convert effectively:

• You offer one service or product (e.g., coaching)
• Your homepage has a strong, clear CTA above the fold
• You rely mostly on organic or branded traffic

For example, if you’re a personal brand or consultant, your homepage might be enough — as long as it’s focused and optimised like a landing page.

When to Use a Landing Page for Conversions

If you’re running paid ads, offering a lead magnet, or promoting a specific service or offer, always use a dedicated landing page.

Why?

• Better control over the message
• Cleaner, distraction-free layout
• Easier to A/B test for improvements
• Higher ROI on ad spend

One of our clients at Websitedesigninlondon.com increased their leads by 213% after switching from homepage traffic to a laser-focused landing page campaign with a single call-to-action.

How to Optimise Each for Conversions

Optimising a Homepage

• Use a clear headline above the fold
• Add trust signals (testimonials, logos, stats)
• Have one primary CTA (with secondary options lower down)
• Ensure mobile speed and design are flawless

Optimising a Landing Page

• Match the message to the traffic source (Google Ads, email, etc.)
• Eliminate the navigation bar
• Use psychological triggers (urgency, scarcity, proof)
• Place CTAs strategically: top, middle, and bottom

Which Converts Better: Homepage or Landing Page?

Landing pages win — nearly every time — when it comes to conversions.

In fact, studies show that landing pages convert 2x to 5x higher than regular homepages when used in targeted campaigns.

That said, your homepage can still work as a conversion tool if it’s designed with intent, simplicity, and strong CTAs.

Best of Both Worlds: Funnel Strategy

At Websitedesigninlondon.com, we recommend a hybrid approach:

• Use your homepage to educate and build trust
• Drive traffic to landing pages for specific offers
• Set up your homepage with CTAs that link to different funnels

This way, you’re maximising both your organic presence AND your conversion potential.

Conclusion: Make the Right Page Work Harder

Use your homepage as your brand’s welcome mat — and your landing page as your top-performing salesperson.

Whether you're a service-based business, eCommerce brand, or coach, understanding when and how to use each is the key to higher conversions, lower bounce rates, and more booked calls.

Frequently Asked Questions