Landing Page vs. Homepage: What’s the Difference?

The main distinction between a landing page and a homepage is their purpose: a landing page is crafted with a single, specific goal, like capturing leads or promoting a campaign, whereas a homepage acts as the primary entry point to a website, offering extensive navigation options.

In essence, your homepage introduces your brand and directs visitors to explore various sections of your site, while a landing page is intensely focused on conversion.

Confusing the two can dilute your message, reduce conversion rates, and disorient visitors.

This article will dissect the fundamental functions of landing pages and homepages, emphasize their key differences, and demonstrate when and how to use each effectively.

Key Differences Between a Landing Page and a Website

A landing page is a standalone web page designed to drive a specific action, such as signing up for a newsletter or purchasing a product, typically as part of a marketing campaign.

A website, in contrast, is a multi-page experience that introduces your brand, provides detailed information, and encourages users to explore multiple areas.

In summary, a landing page is built for focus and conversion, while a website is built for discovery and engagement.

Here’s a side-by-side comparison of the key differences:

Aspect | Landing Page | Website
— | — | —
Purpose and Goal | Drive a single, focused action | Support multiple goals
Structure | Single-page experience with minimal distractions | Multi-page experience with a broader structure
Navigation | Little to no navigation | Full navigation menus
Traffic Sources | Typically from targeted campaigns | Organic search, branded queries, referrals, and direct visits
Content Scope | Highly focused on a single offer or message | Covers your brand, products/services, blog, contact info, and more
Call to Action (CTA) | One clear CTA without competing links | Multiple CTAs matched with different stages of the buyer’s journey
Design and Layout | Clean, minimal, and optimized for conversions | Designed for usability, branding, and diverse content
User Journey Role | Serves a specific step in a funnel (usually the entry point or decision stage) | Supports the entire user journey from awareness to decision and beyond
Metrics | Measured by conversion rate and campaign-specific goals | Measured by engagement metrics and overall site behavior

Key Characteristics of a Landing Page

A successful landing page is a carefully crafted tool built to drive a single, specific outcome.

Whether used to collect leads, promote an offer, or drive sales, the elements of a landing page all serve one purpose, and that is conversion.

Here are the six essential characteristics that define a high-performing landing page:

1. Singular Goal and Message

Every element of your landing page should work together to guide users toward one clear outcome. The goal should be clear, with one message that supports the action you want users to take.

2. Clear, Actionable CTA

The CTA is the centerpiece of your landing page. It should be visually prominent, easy to understand, and persuasive enough to make users click it.

A well-designed CTA should be actionable and engaging. Instead of just writing “Submit” or “Download,” use phrases like “Sign me up” or “Start my free trial.”

3. Minimal Navigation

Most landing pages remove standard website navigation to keep users focused on the main goal and prevent them from wandering off before completing the intended action.

4. Targeted, Persuasive Copy

The copy should speak directly to your audience’s needs or pain points, then offer a solution.

It’s usually concise, benefit-driven, and crafted to build trust quickly. Bullet points, short paragraphs, and value-driven headlines are commonly used.

5. Visually Clean Design

Good landing pages use whitespace strategically, avoid clutter, and highlight the CTA.

Layouts are designed to draw the eye naturally toward the conversion point using contrast, directional cues (like arrows), or visual hierarchy.

6. Trust Builders

People are more likely to convert if they feel confident in what they’re getting.

Trust elements like customer reviews, case studies, money-back guarantees, or security badges can remove hesitation and increase credibility.

Depending on the goal, we can differentiate between the following types of landing pages:

Lead Generation Pages

The purpose of a lead generation landing page is to collect user data in exchange for something valuable (like a guide or discount).

As seen in the image above, National Sewing Circle uses a lead generation page to offer downloadable sewing patterns in exchange for visitors’ email addresses.

The design is minimal, featuring a simple sign-up form paired with a bright, attention-grabbing CTA.

Click-Through Pages

A click-through landing page serves to warm up users before directing them to a purchase or sign-up.

It doesn’t ask for conversions directly on the page but acts as a bridge in the sales funnel.

The example above shows the College Ave undergraduate loans landing page, which presents the loan offer, highlights key benefits, and features a strong call to action that guides visitors to click through to start their application on a separate page.

Sales Pages

Sales landing pages are created