What Is a Landing Page and How It Differs from a Homepage

A landing page is one page built for one action. That action can be a form, a WhatsApp message, or a payment. A homepage serves exploration. A landing pageLanding pageThe page an ad points to. It carries 1 offer and 1 action, with no menu pulling the visitor elsewhere.What is a landing page? serves a decision.

Landing page compared with homepage

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Pointing ads at a homepage forces the reader to hunt for the offer the ad promised. A landing page puts that promise on the first screen.

The two types used most often

Numbers worth watching

Unbounce publishes a conversionConversionThe action you count as a result, for example a paid order, a sign-up, or a chat that becomes a qualified buyer.Open the glossary benchmark report built from tens of thousands of landing pages. The report states a median near 6.6 percent across industries, with a wide range between them. Treat that as a rough comparison, not as a target.

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When you do not need a landing page yet

• The offer is unclear. A page cannot explain what you have not decided.
• There is no traffic source. A page without visitors produces no data.
• The team cannot answer leads. A lead that waits two days is lost.

Questions and answers

Must a landing page have no menu? A menu may appear on a long page, but limit the number of exit links. Every exit link is a way for the reader to delay the decision.

How long should the page be? Length follows the size of the decision. A cheap offer needs a short page. An expensive offer needs proof, detail, and answers to objections.

Can one page serve two offers? It can, but the measurement mixes. Build one page per offer, then compare the two results. Read the page structure guide before you write.