/ Marketing
What is a landing page and how is it different from a homepage?
A landing page is a single-purpose page built to convert one type of visitor doing one specific thing. A homepage is a multi-purpose welcome mat.
/ 01
The short version
Homepages try to serve everybody. Landing pages serve one person doing one thing — clicking one ad, opening one email, scanning one QR code. That focus is why landing pages convert 2–5× better than sending traffic to your homepage.
/ 02
When to use a landing page
Any time you're spending money to drive traffic (paid ads, email campaigns, sponsored posts) you should be sending it to a landing page, not your homepage. Any time your offer is specific enough that the homepage would confuse rather than convert.
- • Google Ads or Meta Ads campaigns
- • Cold email outreach campaigns
- • Print or radio campaigns with a QR code or short URL
- • Product launches and pre-orders
- • Lead magnets and gated content downloads
/ 03
What makes a landing page convert
One goal. One audience. One CTA repeated 3–5 times. Copy that matches the ad exactly (message-match). Social proof near the CTA. Fast page speed. Mobile-first design. No navigation menu (or minimal). Every element earns its place or gets cut.
/ 04
Common mistakes
Trying to convert cold traffic with a form asking for 12 fields. Sending paid ad traffic to a homepage. Using stock imagery of laughing office workers. Burying the CTA below three sections of company history. Adding a full site navigation that lets people escape.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get your landing pages right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
How many landing pages do I need?
One per distinct campaign or audience. A Google Ads campaign with 5 ad groups often deserves 5 landing pages.
Should I A/B test landing pages?
Yes, once you have 100+ conversions a month. Below that, the sample size isn't statistically meaningful.
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