The primary distinction between a homepage and a landing page is one of emphasis. And the resulting increase in conversions—sales, signups, leads, or whatever action you want visitors to take.
The need for focus is one of the reasons why landing pages are so powerful for marketing. Unlike homepages and websites, which are intended for browsing, landing pages are tailored to a particular campaign or offer and direct users to a single call to action. In a nutshell, landing pages are intended to convert visitors into customers.
This is since the emphasis of a landing page pertains to numerous aspects of a visitor’s experience:
- One objective or call to action
- On the page, there should be few distractions.
- Messaging and design that is exactly suited to a campaign or ad
- Choosing an Audience
What is the Purpose of a Website Homepage?
Homepages are excellent for providing broad information and encouraging visitors to explore.
A homepage, as the primary entry point to a website, serves as an introduction to that company’s brand, product, services, values, who and what it is for, who to contact, and so on. Its purpose is to provide a “first impression,” to contain all a firm has to offer, and to guide visitors to learn more across the site’s many parts.
Being charged with that high-level introduction implies that a homepage must communicate to the widest possible audience, including individuals who may have never heard of the firm, much alone know what it does or why it is important. All of this results in rather generic message, many page objectives, and a plethora of links, buttons, and navigation for visitors to do different activities.
When it comes to marketing, such distraction erodes the focus of your campaign by introducing diluted content, competing links, and alternatives to deviate from a certain conversion objective. In other words, if a PPC ad for 15% off hamster bowties directs visitors to your site. The odds that they will finish up on the About Us page rather than completing a purchase (and squandering ad spend) are much greater.
Why Do Landing Pages Increase Traffic Conversion?
We have discussed how emphasis is the deciding factor between a homepage and a landing page. But first, let me talk about why that emphasis is so critical for converting visitors into sales, leads, and customers.
A brilliant headline or a clever website design, on average, is not what gets a visitor to click the “Buy Now” button. It is the complete experience that begins with the first ad, email, or social media click. The more personalised and, yes, targeted the experience, the more enticing it becomes.
Let us return to the hamster bowtie example (if only for the mental image). If you get an email advertising a 15% discount on hamster bowties, your expectations are aligned with the offer. Clicking through to a landing page dedicated to that specific promotion, complete with a gallery of bowtie designs. And a call to action to purchase before the sale ends, not only meets those expectations. But also directs you directly to the offer you have already expressed interest in by clicking through in the first place. Because of the broken momentum and lack of concentration, you are much more likely to quit the offer due to uncertainty, annoyance, or simply distraction.
Again, there are various components of emphasis that contribute to the conversion potential of landing pages.
A single objective or call to action
Consider a web page to be a bucket, and the traffic you send to it to be water. A landing page bucket has one hole in the bottom. Allowing a stream of water to naturally flow through that single hole (call to action) and route to a location of your choosing. A homepage bucket has several holes in the bottom and on the sides. You may pick where the water comes from—Instagram, email, or a Google Ad—but once it is in the bucket, you cannot choose which hole it flows through or where it lands.
Conversion “leaks” are the additional holes. Landing pages focus on a single conversion objective. Providing you greater control over where traffic flows and, ultimately, where your marketing efforts and ad expenditures.
You do not want to leave it up to chance that visitors will pick a certain action despite all the other possibilities available to them. You want to drive them to your offer with a clutter-free page devoted just to that offer.
A unique experience with homepage
The ability to totally tailor a visitor’s experience from ad to click-through to conversion is one of the most significant distinctions between a homepage and a landing page. As a result, you may apply the appropriate attention on a very granular level, even down to the last pixel.
Sending people to a landing page customised to match the ad, email, or social media post. With targeted messaging, cohesive design, tailored information. And that single call to action—captures their interest and provides them with the exact experience, or better, they subconsciously expect from that initial click.
That concentrated, flowing experience allows less area for stop. Fewer opportunities for distraction, more opportunities to highlight your service. And demonstrates to visitors that you value their time and attention by offering them precisely what they want. As a result, the whole experience is significantly more appealing. Plus, the more tailored and relevant your landing page is to your ad, the more Google will reward you with a higher Quality Score and lower cost-per-click.
This personalised experience also allows for more exact audience targeting. For example, if you have established an ecommerce landing page offering a discount on running shoes. What is the bottom line? The distinction between a homepage and a landing page is one of emphasis. And it is via this emphasis that you will convert more of your visitors into sales, leads, and customers. DigWeb offers one of the best web design services. Check it out now!