“Landing page” and “homepage” don’t mean the same thing.
Though many visitors to your website are bound to first land on your homepage, in the marketer’s lexicon, the two terms are not synonymous. They have different objectives.
I’ll begin with a fundamental idea that sets them apart.
- The primary objective of a homepage is to inspire the visitor to go to another page—a page that satisfies their informational needs.
- The primary objective of the landing page is to be the page that satisfies their informational needs.
It helps to think of a landing page as a “response page.” While a homepage can be deemed successful in a number of ways, and perhaps, also, in varying degrees, the landing page gets a simple pass or fail grade. It passes by achieving a conversion and fails otherwise.
But not so fast. Unbounce, a leading authority on landing pages, claims landing pages come in two varieties:
- Click-through landing pages aim to get visitors to click through to another page. This type of page is commonly used in ecommerce models because visitors are unlikely to buy when first landing on a checkout page. The page is likely to offer product details in hopes that it will inspire the visitor to click and buy.
- Lead generation landing pages are used to capture leads via a form. They typically describe an offer and call for visitors to submit an email address, and possibly more data, to complete a non-financial transaction. Note that the term “squeeze page” is also used to describe this type of page.
A landing page is usually linked (or the destination of) a traffic-building device of some sort from an outside source. Pay-per-click ads, social posts and ads, or emails are common examples.