If you’re a contractor running your own business, you’ve probably heard the terms “homepage” and “landing page” thrown around a lot. But what do they actually mean? And more importantly, which one should you use to generate leads and book jobs?
Let’s break it down in plain English and figure out what works best for contractors.
What’s the Difference Between a Homepage and a Landing Page?
Your homepage is like the front door of your website. It gives visitors an overview of who you are, what you do, and where they can go next. It’s general-purpose and tries to serve many types of visitors at once.
Your landing page, on the other hand, is like a one-room sales office. It’s focused, specific, and designed for one goal: to get the visitor to take action. That action might be requesting a quote, scheduling a call, or downloading a guide.
Think of it this way:
- Homepage = Intro
- Landing Page = Pitch
When Should You Use a Homepage?
Your homepage is the right tool when you want to:
- Give a broad introduction to your business
- Let people explore your services
- Showcase testimonials, project photos, and general info
- Serve people coming directly to your domain (e.g., www.yourcompany.com)
Most of your organic traffic (Google searches, directory listings, etc.) will hit your homepage first. That makes it a critical piece of your marketing puzzle.
But there’s a downside: it can be distracting. With multiple links, services, and calls to action, visitors might not know what to do next.
Fix: If you’re sending traffic to your homepage, make sure it has a clear headline, an obvious call to action, and easy navigation.
When Should You Use a Landing Page?
Landing pages are ideal when you’re:
- Running paid ads (Google, Facebook, etc.)
- Promoting one specific service
- Trying to get visitors to take one specific action
- Offering something like a free estimate, inspection, or downloadable guide
Example: You’re a roofing contractor running a Google ad for “free roof inspection in [City].” Instead of sending traffic to your homepage, you create a landing page that speaks only about roofing, offers a free inspection, and has a form right at the top.
No distractions. No links to your other services. Just one path: fill out the form.
That’s how landing pages convert.
The Big Mistake: Sending Ad Traffic to Your Homepage
This is one of the most common and costly mistakes I see contractors make.
You spend money on Google Ads or Facebook campaigns. But instead of sending people to a page designed to convert, you send them to your homepage.
Result? Confused visitors, higher bounce rates, wasted ad spend.
Fix: For every ad campaign or promotion, create a matching landing page with:
- A headline that mirrors the ad
- A short description of the service or offer
- A form or click-to-call button
- Zero distractions (no nav bar, no sidebars, no unrelated content)
Which One Converts Better?
It depends on the goal.
| Use Case | Best Option |
|---|---|
| General brand awareness | Homepage |
| Paid ads | Landing Page |
| SEO for a broad set of services | Homepage |
| Special offer or campaign | Landing Page |
| Client already knows you | Homepage |
| New cold lead | Landing Page |
Landing pages usually convert higher because they remove options and friction. But they only work if they’re laser-targeted to the traffic source.
Can You Have Both? (Yes, and You Should)
Smart contractors use both.
- Your homepage is your base. It should be clean, welcoming, and easy to navigate.
- Your landing pages are tools. You use them when you want to turn a specific type of traffic into a lead.
Pro Tip: Build one landing page for each major service you offer. For example:
- /roof-repair-estimate
- /bathroom-remodel-offer
- /gutter-cleaning-discount
Use these in ads, social posts, and emails. Track their performance separately from your homepage.
What Should Be on a Contractor Landing Page?
Here’s the ideal layout:
- Headline that matches the traffic source
“Get a Free Roof Inspection in [City] – Book Yours Today”
- Short paragraph describing the benefit
“We inspect your roof, identify potential issues, and give you a written estimate. No obligation.”
- Contact form or call button above the fold
- Name, phone, zip code, brief message
- Trust signals
- Logo bar, testimonial, or review count
- Call to action repeated at bottom
[ Get My Free Inspection ]
Final Thoughts
You don’t have to choose between a homepage and a landing page. You just have to use the right one for the right job.
Your homepage is your handshake. Your landing page is your close.
Get both working together, and your site will start turning traffic into leads.
Need help figuring out which page is costing you business?
👉 [Request a Free Homepage Review Here]
I’ll take a look and tell you what to fix.
Because a great website doesn’t just sit there.
It sells.
Want to see if your homepage is speaking the right language?
Get a free homepage review and find out exactly what to fix to get more calls, clicks, and conversions.
No strings. Just real advice that helps your site do its job.
