Website contain a lot of information and invite users to navigate to a variety of different locations. If a visitor reaches your website homepage with one specific goal in mind, they might be turned off if they have to look through several different services and product options first. The website homepage’s main objective is to direct users to other pages where they will find the information they want. Landing pages eliminate the intermediary step by being the page the user wants - and stating as much in no uncertain terms.
Your homepage is general where a landing page is focused and specific. While the homepage draws visitors further into your website by presenting all the options your business has to offer, a landing page offers one simple and clear call to action.