Landing Page vs Home Page: What’s the Difference?

Most people use “landing page” and “home page” interchangeably. They shouldn’t.

These are fundamentally different tools with different jobs. Understanding the distinction helps you build the right page for your actual business goals.

A home page welcomes all visitors and directs them to different parts of your site. A landing page focuses on one specific action and nothing else.

Let’s break down exactly when to use each one.

What is a home page?

Your home page is the front door of your website. It’s where people land when they type your domain into a browser or click a general link to your site.

Purpose of a home page:

• Introduces your business – who you are, what you do, why you exist
• Serves multiple audiences – existing customers, potential clients, partners, job seekers
• Provides navigation – directs visitors to different sections of your site
• Builds brand awareness – establishes your identity and credibility
• Offers multiple paths – portfolio, services, blog, contact, about page

A home page is a gateway, not a sales pitch. It acknowledges that visitors arrive with different intentions and guides them to the right place.

What a home page typically includes:

• Clear headline explaining what your business does
• Brief overview of services or products
• Navigation menu to other site sections
• Visual branding (logo, imagery, colours)
• Links to key pages (about, contact, work, blog)
• Trust signals (testimonials, client logos, certifications)

Good home pages are welcoming but purposeful. They don’t try to do everything at once, but they don’t force everyone down a single path either.

What is a landing page?

A landing page is built for one specific goal: to convert visitors into leads, customers or subscribers.

Unlike a home page, a landing page deliberately removes distractions. No navigation menu. No links to other pages. Just the message and the conversion goal.

Purpose of a landing page:

• Drives one specific action – sign up, purchase, download, book, enquire
• Targets a specific audience – focused on one customer segment with one problem
• Matches a specific campaign – aligns with an ad, email or promotion
• Maximises conversions – every element is designed to guide visitors toward the goal
• Removes decision fatigue – limits options to yes or no

Landing pages aren’t browsing experiences. They’re conversion tools.

What a landing page typically includes:

• Compelling headline that matches the traffic source (ad, email, etc.)
• Focused copy explaining one clear benefit
• Strong visuals supporting the message
• Social proof specific to the offer (testimonials, reviews, case studies)
• Clear, prominent call-to-action button
• No navigation menu (reducing exit options)
• Form or conversion mechanism (sign-up, purchase, contact)

The entire page is structured around persuading visitors to take that one action. Everything else is stripped away.

Key differences: Home page vs landing page

Let’s compare them side by side.

The structural difference is significant. Home pages are designed for exploration. Landing pages are designed for conversion.

When to use a home page

Use a home page when:

Your business serves multiple customer types. If you’re a plumber who handles both residential and commercial work, your home page can branch visitors to relevant sections.

You want to build brand authority. Home pages establish who you are, showcase your work, and build trust over time.

Traffic comes from various sources. When people find you through search, social media, word of mouth or direct visits, a home page handles that variety.

You offer multiple services or products. A design studio offering branding, web design and consulting needs a home page to explain everything.

You’re building a long-term online presence. Your home page is the permanent foundation of your site. It evolves slowly.

Most small businesses need a clear, purposeful home page that explains what they do and guides visitors toward booking, contacting or learning more.

When to use a landing page

Use a landing page when:

You’re running paid ads. If you’re paying for Google Ads or Facebook clicks, send traffic to a focused landing page, not your home page.

You have a specific offer or promotion. “20% off first service” or “Free consultation this month” deserves its own landing page.

You’re launching a new product or service. A dedicated landing page lets you test messaging and gather sign-ups before a full launch.

You want to capture leads. A landing page with a simple form (name, email, phone) converts better than sending people to your general contact page.

You’re targeting one audience segment. If you’re running a campaign specifically for electricians, build a landing page that speaks directly to electricians.

You need to measure campaign performance. Landing pages let you track exactly how many visitors took the desired action, making it easy to calculate ROI.

Landing pages work because they remove distractions and focus visitors on the one thing you want them to do.

Common mistakes small businesses make

Mistake 1: Using the home page for everything

Sending paid ad traffic to your home page wastes money. Visitors who clicked an ad about “affordable website design for plumbers” don’t want to explore your site. They want the thing the ad promised.

A focused landing page that matches the ad converts significantly better.

Mistake 2: Adding navigation to landing pages

The moment you add a navigation menu to a landing page, you give visitors an excuse to leave without converting.

Navigation is useful on home pages because exploration is part of the goal. On landing pages, it’s a leak in your conversion funnel.

Mistake 3: Building vague landing pages

Generic landing pages don’t convert. “We build great websites” isn’t compelling.

Effective landing pages are specific: “Fast, mobile-friendly websites for tradespeople in Derby. Built in 14 days. £479.”

Specificity builds trust and attracts the right audience.

Mistake 4: Overcomplicating home pages

Some businesses cram everything onto their home page: every service, every testimonial, every case study, six different CTAs.

The result is overwhelming. Visitors don’t know where to look or what to do next.

A good home page is clear and focused, even if it links to multiple areas of your site. Prioritise the most important message and action.

Mistake 5: Not matching the message

If your ad says “Free website audit”, your landing page headline better say “Free website audit”. Don’t send people to a generic contact page and expect them to figure it out.

Message match is critical. The landing page must continue the exact conversation the ad started.

How this relates to Mapletree’s one-page website approach

Most small businesses don’t need complex multi-page websites. They need one clear, focused page that does the job.

This is where the line between home page and landing page gets interesting.

Our one-page sites function as both

A well-built one-page website serves as:

• A home page – it introduces your business, explains what you do, and builds credibility
• A landing page – it’s focused on getting visitors to contact you, book or enquire

The key difference is that Mapletree’s one-page sites don’t try to serve every possible audience. They’re built for your primary customer with your primary offer.

If you’re a local electrician, your one-page site isn’t trying to attract commercial contracts, residential clients, job seekers and industry partners all at once. It’s built to convert your core customer: homeowners who need an electrician.

That focus makes it perform like a landing page while functioning as your main site.

When you need a separate landing page

Even with a one-page website, you might need dedicated landing pages for:

• Specific promotions (“Free safety inspection in March”)
• Paid advertising campaigns targeting different segments
• Seasonal offers or limited-time services
• Lead magnets (downloadable guides, checklists, etc.)

Landing pages are temporary and campaign-specific. Your one-page site is permanent and general (within your niche).

The advantage of starting simple

Many businesses overcomplicate things from the start. They build multi-page sites with separate service pages, case study sections, blog archives and resource libraries, when what they actually need is one clear page that converts visitors.

You can always add complexity later. But you can’t simplify a messy site without starting over.

Our Launch Package gives you a clean, focused one-page site that works immediately. If you later need dedicated landing pages for campaigns, we can build those too. But you start with something that actually works.

Practical examples: Home page vs landing page

Let’s look at real-world scenarios.

Scenario 1: Local plumber

Home page approach:

• Headline: “Reliable Plumbing Services in Burton-on-Trent”
• Sections: Emergency repairs, bathroom installations, boiler servicing
• Multiple CTAs: “Call now”, “Request a quote”, “See our work”
• Navigation: Services, about, contact, reviews

Landing page approach (for Google Ads campaign):

• Headline: “Emergency Plumber in Burton – Available 24/7”
• One message: Fast response times, no callout fees, local and trusted
• One CTA: “Call now for emergency service”
• No navigation, no distractions

The landing page converts better for emergency calls because it’s laser-focused on one specific need.

Scenario 2: Web design studio

Home page approach:

• Headline: “Minimal Web Design for Small Businesses”
• Sections: Our approach, services, portfolio, how we work
• Multiple CTAs: “View our work”, “Start your project”, “Read our blog”
• Navigation: Work, services, blog, contact

Landing page approach (for Facebook ad promoting Launch Package):

• Headline: “Get a Professional Website in 14 Days – £479”
• One message: What’s included, why it’s perfect for small businesses, what happens next
• One CTA: “Start your project”
• No navigation

The landing page is built specifically for people who clicked an ad about affordable websites. The home page serves a broader audience discovering the studio through various channels.

Scenario 3: Online course creator

Home page approach:

• Headline: “Learn Web Design Without the Overwhelm”
• Sections: Free resources, paid courses, coaching, about the instructor
• Multiple CTAs: “Browse courses”, “Join free community”, “Book coaching”
• Navigation: Courses, resources, coaching, blog, about

Landing page approach (for email campaign launching new course):

• Headline: “Build Your First Website in 30 Days – New Course Now Open”
• One message: What you’ll learn, who it’s for, testimonials from beta testers
• One CTA: “Enrol now”
• No navigation, countdown timer to create urgency

The landing page converts email subscribers into course buyers. The home page nurtures visitors who aren’t ready to buy yet.

How to decide which one you need right now

Ask yourself these questions:

1. What’s my primary goal?

• Build long-term brand awareness → home page
• Convert traffic from a specific campaign → landing page

2. Where is my traffic coming from?

• Organic search, social media, word of mouth → home page
• Paid ads, email campaigns, promotions → landing page

3. What action do I want visitors to take?

• Explore my business and choose their path → home page
• Take one specific action immediately → landing page

4. Who is my audience?

• Multiple customer types with different needs → home page
• One specific segment with one specific problem → landing page

5. How long will this page exist?

• Permanent foundation of my online presence → home page
• Temporary campaign or promotion → landing page

Most small businesses start with a home page (or a one-page site that functions as one). You add landing pages later when you’re running targeted campaigns.

Best practices for each type

Home page best practices:

• Start with a clear headline. Visitors should understand what you do within 3 seconds.
• Prioritise one primary CTA. You can have multiple actions available, but emphasise the most important one.
• Keep it scannable. Short sections, clear headings, visual hierarchy.
• Build trust immediately. Testimonials, client logos, credentials near the top.
• Make navigation obvious. Don’t hide your menu or make visitors hunt for key pages.

Landing page best practices:

• Match your traffic source. If your ad says “Free audit”, your landing page headline should too.
• Remove navigation. No menu, no footer links. The only exit is the back button or the conversion.
• Focus on benefits, not features. Explain what visitors gain, not just what you offer.
• Use strong, specific CTAs. “Get your free audit” beats “Submit” every time.
• Add urgency where appropriate. Limited-time offers, countdown timers, scarcity can boost conversions.
• Test and optimise. Landing pages should be constantly refined based on conversion data.

Both types of pages benefit from fast load times, mobile-first design and clear, purposeful copy.

Final thoughts

Home pages and landing pages aren’t interchangeable. They’re different tools for different jobs.

Your home page is the permanent foundation of your online presence. It welcomes diverse visitors and directs them to the right place.

Your landing pages are temporary, focused conversion tools. They strip away distractions and guide visitors toward one specific action.

Most small businesses start with a strong home page (or one-page site). You add landing pages later when you’re ready to run campaigns, promotions or targeted ads.

The mistake is trying to make one page do both jobs. A home page cluttered with aggressive conversion tactics feels pushy. A landing page with too much navigation fails to convert.

Build the right tool for the job.

If you’re not sure where to start, our Launch Package delivers a clean, focused one-page website that functions as both your home base and your conversion tool. It’s simple, fast and purposeful.

No navigation clutter. No confusing structure. Just one clear page that works.

Need a website that actually converts visitors? Let’s build something focused and effective.