Landing Page Vs Homepage: Which Is Right For You.
It’s hard to decide which is best for you as an entrepreneur, startup or big business. Should you create a landing page for each of your services/product or should you stick with a full-fledged website? hence, the reason we want to compare landing page vs homepage side by side.
According to Kara Jansen, “It can be easy to get caught up in the concept of a website and forget about the end-user. A successful website isn’t just a lovely visual piece; it’s a portal for attracting your target audience and giving them the information they need to decide if they want to become a new client.”
In this article, we will show you the core difference between a landing page and a homepage. Also, we will help you understand which is better for you.
Why should you build a homepage?
Almost every company on the internet have a dedicated homepage based on the business or service they offer.
A homepage shows your business brand, product, services, values, who & what it for, contact and lots more.
Most homepage comes with Navigational menus likes about us, contact, services, homes, blog and the likes.
On getting to your homepage, your site visitors are able to get a general feel of your entire company’s offering with multiple navigational button leading them to different aspect of your website.
Why use a landing page?
A landing page offers a completely customized experience for each of your website market segment based on your marketing channel.
A good landing page design starts from your traffic generation source copy and ends when the site visitor becomes a paying customer or a lead as the case may be.
In other to provide a tailored experience, you must follow through on the kind of experience you promised in your paid ads or other traffic source, else your visitors will be disappointed.
When users navigate from a promotional link to your page, it means they are interested in your offering. Remember your interest is to convert a visitor on an offer.
You get it right?
That’s why it’s only necessary to include information that will proof to your visitors your offer is worth claiming.
When using landing pages, the core focus is providing an experience that suits the channel you site visitors are coming from.
Plus, Google rewards you with high quality score and better cost per click for providing a good landing page experience to your site visitors.
Better landing page experience means low bounce rate with high customer retention.
Overcoming homepage leaks
Think of a home page as some very big road with lots of lanes. Vehicle owners can decide to go through any of the lanes, but this time each lanes leads to a different destination. For example, 30 different cars can decide to go through 30 different lanes.
Back to our website homepage, lanes here refers to the different buttons on your website and links to different articles/user stories. When used as a landing page for site visitors coming through your various marketing channels, visitors are presented with too many options, generic messaging, multiple page goals, tons of links that they almost all end up on the about page achieving nothing.
Overcoming leaks with landing pages
A user centric landing page eliminate leaks from a customer’s journey to a very great extent. Users are giving a single action to perform in a page and nothing else.
Back to our road illustration, a landing page has a single road every car must pass through. Also, every car is heading towards same direction. Meaning a road user has a single option and that’s going through the single lane.
Such focused practice will lead to high conversion rate and eliminate bad experience.
According to invisionapp 88% of online consumers are less likely to return to a site after a bad experience.
Another important thing to note, is how easy you can use a landing page to target specific sets of users. For example, a real estate firm can create specific landing pages for high ticket clients, low ticket clients and furnishing services.
When we design landing page for real estate companies, we create separate landing pages for all their different product/service offering.
Learn more about landing page in our Complete Landing page guide for businesses.
Difference between a landing page and home page
Which should you choose?
Whether to choose a landing page or a homepage for your campaigns will depend on your business goals. If your goal is to drive general brand awareness then, drive traffic to a home page. If your goal is to drive conversions to a specific product/service, a landing page is what you need.
You getting it right?
For instance, a Company selling shoes can run a campaign showcasing a new line of red colored sneakers for middle aged men using a landing page.
Doing so will enable them tailor the page messaging, color choices, images, videos and more to middle aged men.
If you run an agency, before coming up with a landing page requirement for a client take them through a discovery phase where you learn more about their company goals, assets, products, target audience and much more.
Conclusion.
There you go.
The choice of building a homepage or landing page depends on the goal you or your company choose. We highly advice you to build homepages to communicate general company value and build building landing pages to showcase a single product or service offering.
