If you’re investing in paid advertising, where you send your traffic matters. One of the most important decisions you can make is whether to direct users to your homepage or a dedicated landing page. There isn’t a one-size-fits-all answer because both options have merit depending on the campaign, audience, and goals. This post explores when it makes sense to use your homepage and when a landing page might give you better results.
Sometimes, the Homepage Works Really Well.
We’ve worked on plenty of campaigns where the homepage is the best possible destination. If your homepage is fast, mobile-friendly, and clearly communicates your value proposition, it can perform exceptionally well, especially when it is well-aligned with your ads.
Homepages often work best when:
- You’re running branded search campaigns
- Your homepage is structured for conversion, meaning it has strong CTAs and clear messaging
- You want to introduce the full breadth of your offering
- Your audience is in an earlier research stage and may just be discovering your brand
However, not every homepage is built to convert traffic from every type of campaign.
Landing Pages: A Purpose-Built Alternative
Landing pages are single-purpose pages designed around one clear goal, usually an enquiry, sign-up, or download. They remove distractions, reduce complex navigation, and guide users toward one specific action.
They can be a better option when:
- Your homepage covers too many services or messages
- You’re targeting a specific audience segment (for example, location or industry)
- You want to test offers, designs, or headlines
- The ad message doesn’t align perfectly with your site content
Landing pages allow you to tailor the experience for the user who clicked, keeping them focused and more likely to convert.
Matching the Message to the Destination
The key to performance is usually alignment. If your ad promises a “free quote for a commercial service in Peterborough,” but your homepage covers every product and service you offer, the user might be unsure what to do next. A landing page can provide a much clearer path to conversion.
On the other hand, if your homepage already supports the messaging in your ad and provides trust signals, relevant CTAs, and a strong user experience, there’s no need to reinvent the wheel.
Tracking and Testing
Landing pages also offer advantages when it comes to measurement. With a singular focus, it is easier to:
- Track campaign-specific form submissions or conversions
- Run A/B tests on copy, layouts, or creative
- Identify drop-off points in the user journey and make small, incremental improvements
What We Recommend
There’s no absolute rule. Instead, we advise testing both approaches:
- Start by understanding your goal and audience
- Audit your homepage to see if it meets the needs of the campaign
- If not, build a dedicated landing page focused on conversion
In some cases, we’ve seen homepages outperform landing pages. In others, a campaign-specific page can significantly boost results.
If you’re unsure where to send your ad traffic, we can help you evaluate both options and help you make an informed decision. Whether it is optimising your homepage or building a high-converting landing page, our team is here to support you.
Schedule a free consultation to find out how we can help.