A landing page is a page with exactly one goal, where visitors arrive from an ad or campaign. Unlike a homepage it offers no menu of choices but one clear action: request a quote, call, or fill in a form. That usually produces a higher conversion rate, because the visitor is not distracted. For advertising, a dedicated landing page is almost always more profitable than linking to your homepage.
A landing page is exactly what the name says: the page where someone lands. In practice we mean a page built for one specific campaign or audience, with one goal.
A homepage has to serve everyone: existing customers, job applicants, suppliers and new visitors. That is why it carries a menu with ten options. Sensible for a homepage, fatal for a campaign.
Someone who clicks your ad has one question. If they land on a page with ten possible next steps, they often take none of them. A landing page removes those choices and leaves one.
| Aspect | Homepage | Landing page |
|---|---|---|
| Goal | Serve multiple audiences | Trigger one action |
| Menu | Full navigation | Limited or absent |
| Message | Broad, about the whole company | Matched exactly to the ad |
| Measurement | Hard, many different visitors | Simple, one goal per page |
With Google Ads you pay per click. For a term like "website laten maken" that is over €16 in the Netherlands. Lose half those clicks because people land on a generic homepage and you effectively double your cost per enquiry.
That is why we build dedicated pages for campaigns, matched to the search term. See for example our own pages on professional website design and websites for freelancers.
A homepage serves everyone who arrives at your site: customers, applicants, suppliers and the merely curious. That is why it carries a full menu with many possible next steps. A landing page is built for one audience arriving with one specific question, usually through an ad, and therefore offers exactly one action. That difference sounds small but is large in practice: the more choices you give someone, the more often they make none. For campaigns a dedicated landing page therefore almost always produces more enquiries than linking to the homepage.
They are useful without advertising too, just less essential. Any page written around a specific search question effectively works as a landing page: someone arrives from Google with one question and needs to find the answer there, plus a clear next step. Once you do advertise it becomes more important, because you then pay per click and every lost visitor costs money directly. Our approach is a separate page per key service and per service area, so every visitor lands on precisely the right answer.
As a rule of thumb: one per combination of service and audience you want to be found for. If you sell three services across four service areas, that is already twelve pages. What matters is that each page has genuinely its own content; the same text with only the place name swapped is something Google recognises, and then none of the pages count. For advertising it also helps to build a page per campaign that repeats the promise of the ad literally. That raises your quality score in Google Ads and lowers your cost per click.