Landing Page vs Website: What Your Ads Need
Sending ad traffic to your homepage wastes money. What a landing page is, how it differs from a website, and when your business needs one, both, or neither.
You're paying for every click on your adverts. Where those clicks land decides whether they become customers.
Many businesses send ad traffic to their homepage, with its menu, ten services, an about section and a contact page. The visitor came for one thing. They have to hunt for it. Many don't.
What's the difference?
A website is your business's home online. It introduces everything you do, to many kinds of visitors, and helps people find you on Google.
A landing page is a single page built for one offer and one action. It's usually where adverts send people.
| Website | Landing page | |
|---|---|---|
| Purpose | Inform, build credibility, rank on Google | Convert visitors from a campaign |
| Pages | Many | One |
| Navigation | Full menu | Little or none |
| Offers | Many | One |
| Action | Several options | One clear action |
| Best for | Search, referrals, trust | Adverts, promotions, launches |
Why landing pages convert better for ads
- The message matches the advert. Someone who clicked an advert about a leather tote lands on a page about that tote.
- No distractions. No menu leading elsewhere.
- One action. Buy, book, or message.
- Easier to test and improve.
For SneakersINN, a one-product page with lifestyle photos, a size guide, reviews, the price and MoMo checkout was central to the campaign's success. See the SneakersINN breakdown.
What a good landing page includes
- A headline that matches the advert.
- Clear photos or video.
- The main benefits, in short points.
- Proof: reviews, results, client logos.
- Price or price range.
- Delivery, payment and guarantee details.
- One clear call to action, repeated.
- Answers to common questions.
See how to write a product page that sells.
Do you need both?
- Running adverts? You need landing pages, or at least focused product or service pages.
- Want to rank on Google and look established? You need a website.
- Small business selling a few products on social media? A store and checkout link may be enough to start, and can act as your landing page.
- Service business? A website with dedicated pages for each service, plus campaign landing pages when you advertise.
Building landing pages
You can build them on your existing website, with landing page builders, or with all-in-one tools. PayLead includes AI-built sales pages connected to its checkout, which work well as landing pages for products and offers.
Common questions
Can a landing page rank on Google?
It can, but landing pages are usually built for conversion, not search. Your website's service pages are better for SEO.
Should I send ads to WhatsApp instead?
Sometimes. It depends on the product. See click-to-WhatsApp ads.
If you'd like landing pages built for your campaigns, see our website design and sales funnel services.