The homepage answers ‘who are you?’
A homepage introduces the business, the problems it solves, its main services, proof, places it serves, and the ways to continue. It should help a first-time visitor find the right path without becoming a brochure full of every detail.
Use a clear hierarchy: offer, audiences or services, proof, process, and contact. Link to deeper pages when a service deserves its own explanation.
A landing page answers ‘is this for me?’
A landing page is built around a specific intent: a campaign, service, audience, event, or place. It can repeat the essential offer, proof, objections, and action without sending people through a general menu.
The page should match the promise that brought the visitor there. A paid ad about emergency plumbing should not land on a generic company homepage and force the visitor to hunt.
Choose based on the next business decision
If your offer is still broad, start with a homepage that makes the position clear. If you already know the service, audience, and action, a focused landing page can validate demand faster. If one page cannot answer both jobs without confusion, build a small pair and connect them.
Think in journeys, not page counts. The right page is the one that removes the next uncertainty.
- Homepage: orientation, trust, navigation
- Landing page: focus, relevance, conversion
- Service page: depth, proof, search intent
- Contact page: low-friction next step
Keep the system maintainable
Give every URL an owner, purpose, canonical relationship, and update plan. Avoid near-duplicate city or service pages. When a campaign ends, redirect or archive its page thoughtfully instead of leaving stale promises online.
A compact, linked set of pages is easier to keep accurate than a large site created to fill a proposal. Build the next page when a real customer question or measurable opportunity justifies it.