What’s the difference between a landing page, a homepage, and a website?

Let’s talk fundamentals.

Landing pages, homepages, and websites… you’ve heard these terms a million times before, but what does each actually mean? What are the differences, which ‘tool’ should you pull from the belt and when?

Each page type has a unique role, and using them right can make a huge difference in the success of your marketing campaigns (and how people interact with your brand).

So, what’s are the real differences between them? Let’s skip the jargon and break it down in simple terms.

What are landing pages, homepages, and websites?

Before we ask bigger questions like “What is the difference between a homepage and a landing page?” and “Is a homepage the same as a landing page?” and “What is the meaning of life?” we have to dive into what landing pages, homepages, and websites actually are and get to know their individual traits.

Here’s the elevator-pitch version first:

• Landing pages: These are focused pages made for a specific goal, like getting people to sign up or buy something. They have one main message and very few distractions.
• Homepages: The “front door” of a website that introduces the brand and helps visitors find different parts of the site.
• Websites: A collection of all the pages connected to a brand. Websites include lots of information, like products, services, and contact details, and help people explore and interact with the brand.

What is a landing page?

Landing pages are the surgical tools of online marketing, designed with a laser focus on a specific campaign or offer. Unlike homepages and websites crafted for exploration, landing pages are meticulously customized to guide visitors toward a singular call to action.

The primary goal of a landing page is conversion, whether it’s making a purchase, signing up, or any other desired action.

Key attributes of a landing page:

• One goal, or call to action: A landing page concentrates on a singular objective, streamlining the user experience towards a defined goal.
• Minimal distractions on the page:Extraneous information and navigation options are stripped away, ensuring that visitors remain focused on the intended conversion.
• Messaging and design match: The content and design of a landing page align precisely with the specific campaign or advertisement that led the user to the page.
• Audience targeting:Landing pages can be tailored to different audience segments, providing a highly customized experience based on demographics, preferences, or other factors.

What is a homepage?

Knock knock, who’s there?

The homepage serves as the “front door” to a website, offering a broad introduction to a business’s brand, products, services, and values.

Homepages are great for what they do, which is to provide general information and encourage visitors to explore. They’re a jumping off point. As the main gateway to a website, a homepage acts as an introduction to that business’s brand, product, services, values, who and what it’s for, who to contact—you name it. It’s meant to set a “first impression,” encompass all a company has to offer, and direct visitors to learn more throughout different site sections.

Key attributes of a homepage:

• General information: Homepages encompass a wide range of information about the business, catering to a diverse audience, including those unfamiliar with the brand.
• First impression: Homepages aim to create a positive initial impression, presenting an overview of the company’s offerings and encouraging visitors to explore further.
• Multiple page goals: Unlike landing pages, homepages may have various goals, directing users to different site sections for further information.

What is a website? 

In the simplest terms possible, a website is a collection of multiple pages connected to your business. But a website is far more than just a bunch of different pages linked together. It’s the digital headquarters of your brand where users can explore, engage, and discover everything about your products and services.

Key attributes of a website:

• Information hub: It provides comprehensive details about your brand, including products, services, and mission.
• Navigation backbone: Navigation menus and links help visitors easily explore different areas of your site.
• Multifunctional platform: A website can serve as a blog, online store, portfolio, or more, adapting to your needs.
• Branding showcase: Your website communicates your brand identity through visuals, messaging, and design.
• Interaction hub: Users can connect with your brand by leaving comments, participating in forums, or contacting you.

A website is the comprehensive hub where your brand’s story unfolds. While landing pages are tactical tools for specific campaigns and homepages are welcoming entrances, a website is the entirety—the space where all elements of your digital presence come together.

Landing page vs homepage

It all comes down to what a landing page and a homepage are designed for. The key difference between them is focus, and the proven lift in conversions—sales, signups, leads, or whatever action you want visitors to take—that results.

Unlike landing pages, homepages are not designed for a singular call to action but rather aim to provide general information and encourage exploration. 

Focus is why landing pages are so effective for marketing. While homepages and websites are designed for exploration, landing pages are customized to a specific campaign or offer and guide visitors toward a single call to action.

In short, landing pages are designed for conversion.

That’s because the focus of high-converting landing pages applies to several elements of a visitor’s experience:

1. One goal or call to action
2. Minimal distractions on the page
3. Messaging and design matched precisely to a campaign or ad
4. Audience targeting

While great for an entry point, the exploratory nature of homepages can hinder marketing campaigns. The multitude of links, buttons, and navigation options may dilute the messaging and redirect visitors away from the targeted conversion goal. While homepages are essential for providing comprehensive information and guiding traffic, landing pages excel in focused, high-conversion campaigns by eliminating distractions and providing a seamless user experience.

Being tasked with that high-level introduction means a homepage must speak to the broadest audience—including those who may have never even heard of the company, let alone know what it does and why it’s valuable. All of this makes for relatively generic messaging, multiple-page goals, and a whole lotta links, buttons, and navigation for visitors to take various actions.

While that’s perfectly aligned with a homepage’s goal of exploration (go homepage!), ummm not so much for effective marketing.

Exploration = distraction. When it comes to marketing, that distraction erodes your campaign’s focus with diluted messaging, competing links, and options to stray away from a specific conversion goal. In other words, if that PPC ad for 15% off hamster bowties sends people to your homepage, the chances they’ll end up on the About Us page instead of making a purchase (and wasting ad spend) are a lot higher.

Simply put, homepages can’t do it all. Let them focus on informing and directing traffic—and landing pages focus on turning traffic into conversions.

Landing page vs website

Now that we’ve got the key differences between landing pages and homepages covered, are websites just as different? 

Unlike the laser-focused nature of landing pages, a website provides a broader canvas, catering to a wide audience’s diverse needs and interests.The fundamental differences between websites and landing pages can be summarized to the following:

1. Purpose: Landing pages are designed for a specific conversion goal, while websites serve as comprehensive hubs for information, interaction, and various functionalities.
2. Longevity: Landing pages are temporary, tied to specific campaigns, whereas websites are permanent fixtures providing an enduring online presence.
3. Focus: Landing pages are laser-focused, stripping away distractions, whereas websites offer a broad range of information and functionalities.

While landing pages are the tactical maestros of conversion, websites are the versatile foundations where the complete story of your brand unfolds.

Homepage vs website

Now, this is where things can start to feel a little confusing. So, let’s clear up all the gossip around the key differences between a homepage and a website: 

In the simplest terms, a homepage is the top-level page of a website and is usually the first page visitors will see when they arrive at a website. The homepage typically contains an overview of the website and links to the other pages. So yes, homepages are a part of websites. It’s kind of a trick question.

Web pages vs websites

Real quick, we haven’t focused heavily on “web pages” in our comparisons so far, but there’s a reason. The term “web page” is just a broader definition within which both landing and homepages can fit. Rather than focusing on the broad comparisons, we wanted to go narrower on this page.

Still, you can think of it like this:

Your website is a collection of multiple web pages.

Those web pages can take on different shapes like a home page or landing page, but also they could be a blog post, careers page, a collection page for an online store, an ecommerce product page, and so on. So rather than comparing a single web page to a single landing page and so on, we’ve drilled a layer deeper here.

Which is best for converting visitors into leads?

First, the short answer:

Landing pages.

You’ve probably already figured that out though, so let’s break down why exactly a landing page converts the best.

We’ve talked about focus being the key factor in the difference between a homepage and a landing page. But let’s go over why that focus is so important for turning traffic into sales, leads, and customers.

On average, a great headline or cool page design isn’t what makes a visitor click that “Buy Now” button. It’s the overall experience from that very first ad, email, or social media click. The more customized and, yep—focused—that experience, the more compelling it is.

Let’s go back to the hamster bowtie example (if only for the mental image). If you get an email promoting 15% off hamster bowties, your expectations are aligned with that offer. Clicking through to a landing page dedicated to that exact promotion, with a gallery of bowtie designs, and call to action to buy before the sale ends, not only meets those expectations but guides you directly to the offer you’ve already expressed interest in by clicking through in the first place. Whereas if you’re sent to the Clothe Ur Rodent homepage, that customized, streamlined experience is instantly broken and puts it on you to locate the offer amongst all of the other information, links, and calls to action. That interrupted momentum and lack of focus makes it way more likely you’ll abandon the offer out of confusion, frustration, or simple distraction.

Again, several elements of focus give landing pages their conversion power. The three most notable are:

1. A single goal, or call to action

Think of a web page as a bucket and the traffic you send it as water.

• A landing page bucket has one hole drilled into the bottom, so the stream of water naturally flows through that specific hole (call to action) and can be directed to your chosen spot.
• A homepage bucket has multiple holes in the bottom and around the sides. You can choose which tap that water is sourced from—Instagram, email, a Google Ad—but once it enters the bucket, you can’t choose which hole it’ll flow through or where it will land.

Those extra holes are conversion “leaks” in your bucket.

Landing pages zero in on one chosen conversion goal, giving you more control over where traffic flows, and ultimately, where your marketing efforts and ad dollars go.

2. Minimal distractions

As discussed above, what’s necessary for a homepage is inherently distracting in the context of a marketing campaign. Website navigation, extra links, information unrelated to your offer, and multiple different calls to action to encourage exploration compete for attention and draw it away from your conversion goal.

You don’t want to leave it up to chance that visitors will take a specific action despite all of the other options they’re given. You want to guide them directly to your offer with a clutter-free page dedicated to that offer alone.

3. A customized experience

One of the biggest differences between a homepage and a landing page is the ability to completely customize a visitor’s experience from ad, to click-through, to conversion. So you can apply that necessary focus on a really granular level, down to the very last pixel.

Sending people to a landing page customized to match the ad, email, or social media post—with targeted messaging, cohesive design, tailored information, and that single call to action—harnesses the interest they’ve already expressed and gives them the exact experience, or better, they subconsciously expect from that initial click.

That focused, flowing experience leaves less room for pause, fewer chances for distraction, creates more opportunity to showcase your offer, and shows visitors that you respect their time and attention by giving them exactly what they want. Which adds up to a far more compelling experience overall. And bonus—the more customized and relevant your landing page is to your ad, the more Google will reward you through Quality Score and cost-per-click.

4. Audience targeting

That customized experience lends itself to more precise audience targeting, too. One landing page can be duplicated, tweaked, and even A/B tested to speak to different members of your audience and hone in on what’s relevant to them.

For example, if you’ve created an ecommerce landing page promoting a sale on running shoes, that offer can be further dissected by audience segment with different landing pages for women’s, men’s, or children’s shoes, type of running shoe, brand, or whatever your audience may be searching for. (Dynamic Text Replacement is specifically designed to match a landing page’s copy to a visitor’s search query, while Smart Traffic uses AI to send people to the page that’s most relevant to them based on individual attributes.)

When should I create landing pages?

Now that we’ve explored the nuances between landing pages, websites and homepages, you might be wondering, “When do I need to use landing pages?” Fear not,intrepid digital explorer, because we’re about to get into exactly where and when you should create landing pages.

The broad answer is this:

Landing pages are great for virtually any targeted marketing campaigns. A dedicated landing page that speaks to one target audience about one specific offer during one specific marketing campaign will almost always convert better than hoping visitors navigate your digital storefront (ahem, website) in the exact way you need them to.

To get more specific, here are six common uses cases for landing pages:

1. Specific campaigns and promotions

You’re launching a flash sale, a limited-time offer, or a targeted promotional campaign. Landing pages are your digital commandos for such missions. They’re designed to focus alllll attention on a singular call to action, ensuring that visitors are swiftly guided toward making a purchase, signing up, or taking the desired action. When time is of the essence, a landing page streamlines the user journey, leaving no room for distraction.

2. Product launches or new offerings

Imagine you’re introducing a new product, service, or feature and want to create a lil’ buzz. Landing pages allow you to tailor the entire page to the specifics of the launch, providing a dedicated space to showcase features, benefits, and that irresistible value proposition(…hopefully.) By eliminating distractions and keeping the focus on the new offering, landing pages can maximize the impact of your launch.

3. Lead generation campaigns

You’re running a campaign to capture leads, gather information, or build your email subscriber list. But you’re not kickin’ butt if you don’t bring in landing pages. By presenting a clear and compelling value proposition with a targeted call to action, they encourage visitors to share their information willingly. The focused nature of landing pages minimizes friction, making visitors more likely to convert into valuable leads.

4. Paid advertising campaigns

You’re investing in paid advertising on platforms like Google Ads or social media. And when you’re paying for each click, you want to ensure that those clicks convert into tangible results. Why use a landing page here, you may ask? Because landing pages provide the perfect destination for your paid traffic, aligning seamlessly with the ad content and offering a customized, distraction-free experience. This ensures that your ad spend translates into meaningful actions, be it a purchase or sign-up.

5. Event or webinar registrations

If you’re hosting an event, webinar, or virtual gathering and want attendees to register, landing pages are the RSVP stations for your digital events. You can streamline the registration process by creating a dedicated page highlighting event details, attendance benefits, and a clear registration call to action. The focused environment ensures higher conversion rates as visitors express interest and commit to attending. And hey, it’s never too late for a good webinar.

6. A/B testing and optimization

Your results might be feeling stale (god forbid,) and you want to experiment with different messages, designs or calls to action to optimize your conversion rates. Landing pages allow you to isolate variables and test different elements systematically. Whether you’re tweaking headlines, adjusting imagery, or refining the call to action, landing pages provide a controlled environment for A/B testing to identify what resonates most with your audience.

Recommended reading: Why Should I Use Landing Pages?

When should I use a website? 

While landing pages rock (ahem, you know who we are, right?), there are still times when you’d need to use a website over a landing page for plenty of reasons. Here are the most common scenarios:

1. Immersive brand presence

So you want to establish a solid online presence and are considering offering a one-stop destination for users to explore every facet of your brand (go you!) Websites excel at presenting your complete story. From your history and mission to the full range of your products, services, and values, a website can act as the digital headquarters for your brand, accommodating a diverse audience with varied interests (and lots of options on where to go.)

2. E-commerce platforms

If you want to run an online store, showcase multiple products, and facilitate transactions, a website is your guy. In fact, it has to be. For e-commerce, a website is non-negotiable. It provides the infrastructure to display a catalog of products, manage inventory and facilitate secure transactions. Websites for e-commerce are multifunctional, offering features like shopping carts, secure payment gateways, and order tracking—all seamlessly integrated.

3. Content publishing and blogging

You want to regularly publish content, articles, or blog posts to engage your audience. Maybe you’re a little inspired by us; who knows? Websites are the editorial headquarters for content creators. They allow for creating a blog or news section where you can consistently share valuable content. A website provides the space to organize and categorize articles, improving discoverability for your audience.

4. Interactive platforms

If you’re developing an interactive platform, such as a forum, community, or social network, websites can provide that canvas as they can have many destinations and navigation options. You can facilitate user engagement, discussions, and the creation of user-generated content, fostering a sense of community around your brand.

5. Educational platforms

Are you in the business of education—offering courses, tutorials, or knowledge resources? Websites are pretty ideal for educational endeavours. They can host a range of educational content, facilitate user enrollment in courses, and provide a structured environment for learners. Plus, they offer the flexibility to integrate multimedia content, quizzes, and discussion forums. School ’em.

When should I use a homepage?

As we learned earlier, homepages are a part of websites. They’re essentially the digital front door of your website, and there are a few reasons to perfect them. 

1. Create a brand introduction

Ideally, you’d want to make a positive first impression and introduce your brand to visitors with a homepage. They’re crafted to be the warm handshake, providing a snapshot of your brand’s essence. It’s the ideal space for presenting your brand’s story, values, and a comprehensive overview of what you offer. If you want to leave a lasting impression on first-time visitors, a homepage is the digital foyer you need.

2. Provide general information

Visitors may have varied interests and want to explore different facets of your brand. A homepage can be your information hub, designed for exploration. If you offer a diverse range of products, services, or information, a homepage serves as the starting point for your audience. It provides an organized navigation structure, directing users to different site sections based on their interests.

3. Have a hub for updates and announcements

If you frequently update your audience with news, announcements, or featured content, homepages can act as central notice boards. Make your homepage the go-to place for visitors to catch the latest information. It allows for dynamic content areas that keep your audience informed and engaged.

What about SEO? How websites and search engines work together

Search engines like Google play a critical role in helping potential customers find you online—whether it’s your website, homepage, or a landing page.

Great SEO efforts start with your entire website.

We won’t go in-depth here, but you should first and foremost try to implement some basic SEO best practices across your site. Focus on fundamentals like creating a sitemap for search engine crawlers, having fast page load times, and being mobile-friendly.

From there, you can optimize each individual page on your website (like your home page and landing pages) to show up in the search results when prospects are looking for things that relate to the content. Again, how exactly to do that is a (huge) topic for another day.

One important thing to keep in mind though:

Not all landing pages need to be “optimized” for organic search.

Some pages will be built exclusively for specific paid marketing campaigns or will be about topics that people aren’t actively searching for. This is 100% okay. If the objective of the page is to convince visitors to download a gated ebook or report, for example, you don’t necessarily need to over-optimize with SEO in mind and risk watering down the conversion potential of the page.

Get more conversions using landing pages

Ready to power your marketing with landing pages? Choose from over 100 high-converting landing page templates below to get started and check out these landing page best practices while you’re at it.