Landing pages close, homepages orient — stop mixing them

What is the short answer?

Homepages orient, landing pages close. The homepage serves every visitor and every question; a landing page serves one visitor with one intent and one action. Mixing the jobs produces pages that do neither. Separate them deliberately.

What belongs on each?

Homepage: who, what, proof, paths. Category, audience, credibility, doors to every major section. Landing page: promise, proof, price, one button. Everything that does not serve the single decision leaves. Different jobs, different ruthlessness.

What is the classic mistake?

Sending ad traffic to the homepage. Paid clicks with specific intent land on generic pages and bounce at your expense. Every campaign deserves its own page matching the ad's promise word for word. Message match is the cheapest conversion lift.

How do you audit yours today?

Pick your best ad, follow its click. Does the page repeat the promise, answer the next doubt, and offer one action? If the visitor must navigate, you donated that click to competitors. Match or lose.