A landing page is different from a homepage. A lot of people claim to know that. However, can you really identify the elements that make one different from another? Don’t worry if you can’t. There aren’t too many who can run down a comprehensive list.

By not taking the time to understand the main differences between the two means you’re not optimizing both for their intended purpose. To that end—and to answer your question—here’s my summary of key differences that you should definitely take note of:

1. Objectives

Your website is meant to inform and provide your visitors with comprehensive information about who you are and what you do. That means you want your visitors to explore your site and go through its different pages. You expect them to read what you have to say across its different sections.

On the other hand, a landing page is meant to engage and capture your audience attention with just a single page. Landing pages have to provide pertinent information in the most concise way possible. Its sole objective is to get your visitors to convert.

2. Intended audience

Landing pages are intended for a targeted audience who you already know are interested in your company or product. This means there’s more opportunity for you to tailor your landing page to a more informed audience.

Homepages, being a reference for information, are likely to draw organic traffic that may or may not know about what you do or have to offer.

3. Links used

Homepages are meant to serve multiple purposes. It’s a repository for information about your company, a go-to page for insight and data. It could even be a platform for selling. It will typically feature multiple buttons that allow you to navigate through the rest of the website.

On the other hand, landing pages have one specific goal: to convert traffic. Your audience’s attention should be focused on your call-to-action so that they actually convert.

4. Content

Certain content for both landing pages and homepages tend to overlap. However, landing pages should always and only include copy that is specific to your offer. Remember, you know that visitors who land on your landing page arrived there because they clicked on an ad. Therefore, your copy should be specific to that ad.

Homepages have the option to offer more information about the company. Again, keep in mind that a homepage has to inform its visitors; especially since they’re likely organic traffic who at best probably know about your industry.

5. Call-to-Action (CTA)

A landing page is action oriented. That’s why a lot of time and effort is dedicated to your CTA—making sure it inspires people to take positive action on your offer.

A homepage doesn’t necessarily have a CTA. If it does, it’s included as part of various other elements. In most cases, even if a CTA is present on the site, it’s not as prominent as it would be on a landing page.

I think the main difference with both pages is that they have different points of focus. Homepages are all about information and spurring people to explore and find out more. Landing pages are specific. It has a specific message, features relevant content, and is tightly focused in order to effectively convert visitors.

If I missed anything in this list, please feel free to leave a comment below so we can discuss further. If you need help creating your own landing pages, we’d be happy to assist. Get in touch with us and I can personally address your questions.