What’s the Difference?
A homepage is your digital storefront. It tells the full story—who you are, what you offer, why people should care. It’s meant to serve everyone. Navigation menus, multiple CTAs, full product range—it’s all there. This is where people land when they’re looking for your brand. When they want the full story of what makes your company unique and awesome.
A landing page is crafted with one purpose in mind: conversion. Whether it’s collecting emails, booking demos, or selling a product, a landing page removes distractions and focuses on one clear action. It tells a singular story based on the content your users are actively searching for. These pages are about testing, and solving for a pain point or aspiration that your users have or feel.
Why Landing Pages Are So Powerful
Landing pages let you test. Messaging, CTAs, visuals, pain points and more. You can build one in a day and start collecting real market data the next. That kind of feedback loop is incredible, whether you’re validating a new product or tweaking messaging on an existing one.
Don’t mess with your homepage, keep that stable while you run experiments off to the side. If you find something that works, then consider brining that messaging back to your home page.
When Should You Use a Landing Page?
Always. Landing pages are a great way to continue to test and refine your product or messaging, but are critical when you’re:
- Launch a new product or feature
- Run a paid ad campaign (Google, Meta, etc.)
- Target a niche audience or segment
- Want to test new messaging without altering your main site
- Create a focused opt-in or lead magnet flow
It’s the best way to control more variables in the real world and get data that has a huge impact on your business.
Real World Examples
In the video above, we looked at couple of examples showing what would come up if you searched for “Task Management” or “Portable Speakers” and how that impacts brands like Monday.com and Bose.
The B2B focused “Task Management” query is a little more straight forward but you can see how the landing page if focused explicitly on the search query. That congruence is key. You want the ad and landing page to feel like they’re part of the same sentence. Users are looking for answers, your landing page should be a continuation of that search and re-assure them they’re in the right place.
For “Portable Speakers” we found 2 types or landing pages. One owned by the brand, and one owned by an affiliate marketer. If you weren’t already aware, I’m going to share a secret! Most of those review sites that rank products are commission driven. The top product is always the one that gives the biggest kickback! These are great pages to explore and see what they’re using as good messaging, but probably not your focus.
D2C / B2C businesses need to follow the same process. Your users are searching for something. Help them find you, and be the answer. Want to learn how to find the right messaging? Head here. We’ll show you how!
For both brands you can see that the homepage tells a broader story. They talk about the brand, all of the products they support and what separates them from their competition in a broad sense, where the landing pages are focused on the solution the user searched for.
Data Makes All the Difference
Don’t guess. Set up events. Track scrolls, clicks, button taps whatever tells you what’s working. Use those insights to refine and double down on what connects.
If you find something that works, steal it, bring it back to your homepage or your broader messaging.
You don’t need a dev team. You just need a clear idea, a builder like Bricks or Shopify, and the willingness to test. If you’re not sure where to begin, check out our Product Validation Course or some of our tools to help you get started.
Let the data do the talking.
