One of the most expensive habits in paid advertising is sending every click to the homepage. A dedicated landing page usually converts far better. Here's why, and when to use each.
The homepage has too many jobs
A homepage serves everyone: browsers, existing customers, job seekers, the curious. That makes it a poor fit for a specific ad with a specific promise. Too many options and exits mean people wander off instead of acting.
A landing page has one job
- One message that matches the ad.
- One offer, front and centre.
- One clear action, with distractions removed.
- Fast loading and mobile-first.
Why it converts better
When the page mirrors the ad and removes everything that isn't the next step, more visitors take that step. It's common for a focused landing page to convert two to three times better than the same traffic sent to a homepage.
When the homepage is fine
For brand searches, where someone typed your name, the homepage is the right destination, they want you specifically. For everything cold or campaign-driven, build a landing page that matches the promise you made in the ad.
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