Home Page vs Landing Page: What the experts have to say.

Example 2: home page vs. landing page

I was recently forwarded the following question.

"I am a consultant in Mexico. I heard from the so called 'experts' that the Home-tab of a website should have a narrow focus with no 'distractions' leading the visitor directly to the call to action and something of 'value'. Other Tabs of the website, however, could include more info about services and validate information about my business.

Do you think it is a good strategy to be so narrowly focused on the Home-Tab?"

They wanted to know what this expert had to say on the subject.

So here's my answer:

"I would agree that you want the Home page to be straight forward. It's not where you would put everything you offer; rather it should provide some basic direction to get visitors to the information they're looking for quickly and easily. But I don't generally advocate for a single option for all visitors. Not everyone will be looking for the same information or be in the same frame of mind; some will be looking for info about what you do, some will be looking to learn about how to engage you. Some will be looking to 'buy' right away. Some are still doing their research.

The analogy that I use is this: think of your Home page as an  introduction when you are meeting someone for the first time at a business function. You tell them a little bit about yourself and make it engaging so they want to know more. Then the conversation will flow based on the questions they have.

The sample Home page you showed me is basically a landing page and works to funnel everyone into the same bucket. That is fine if you only do one thing and only work with one type of client; which is unlikely to be the case."

Accreditation Guru is a good example. The home page gives an overview of the services offered and a simple navigation allows visitors to get more information based on their own path. Are they looking for more details about the services? Do they want to know more about who they would be working with? Process? General information about the accreditation process?

Landing pages are used as part of their advertising campaigns and have a much narrower focus since visitors to those pages have arrived - "landed" - in response to a targeted ad.

You can also read more about content for Home pages versus internal pages here.

Still have questions? Please reach out to us directly.

Posted in Blogging & Content Development, Marketing.

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