landing pages h2o creative examples

The difference between a landing page and a website page

People often use these terms interchangeably. But they’re not the same, and mixing them up can cost you results.

Here’s the difference, why it matters, and when to use each one.

Let’s start with definitions

Unipart website page
The website we created for our client Unipart.

Website page

This is a standard page on your own website, like your homepage, about page, service pages, or blog posts. It’s usually accessible from your main navigation and built for discovery, information, or exploration.

Think of it as part of your core website ecosystem that helps generate organic traffic and improves your search engine results.
Harley-Davidson landing page
A custom landing page we made for the Harley-Davidson Eco Race campaign.

Landing page

A landing page is a standalone web page with a single, focused objective. It’s where someone “lands” after clicking on an ad, email, or call-to-action. Unlike a website page, it’s stripped of distractions.

Its only job? Get the visitor to take one specific action.

Key differences at a glance

Feature Website Page Landing Page
Purpose Inform, explore, or build trust Drive a specific action (conversion)
Navigation Includes menus, links, footers Often minimal or completely hidden
Audience Broad, anyone visiting your site Targeted, from ads, emails, social
Content Covers a topic in depth or breadth Focuses on one offer, one message
CTA May include several Usually one clear call-to-action

Why it matters

Mixing the two up can lead to:

  • Lower conversion rates (too many choices = decision fatigue)
  • Inconsistent messaging (from ad to page = disconnect)
  • User frustration (they came for one thing, but found everything)

If someone clicks on an ad for “Free Social Media Audit” and lands on your homepage full of menus and service options... they’ll bounce.

 

When to use each

Use a landing page when:

Creating landing pages is best when you want the visitor to take one clear, measurable action. 

For example:

  • Signing up for a free trial
  • Downloading a guide or eBook
  • Booking a demo or consultation
  • Registering for an event
  • Claiming a discount

They’re built for campaigns. Your ad promises something specific and your landing page delivers it fast.

Use a website page when:

Your regular website pages help users learn, explore, and move at their own pace.

Use them when you want to:

  • Build trust over time
  • Improve SEO with valuable, long-term content (evergreen)
  • Explain your services or story
  • Offer multiple navigation paths

These pages are more flexible and essential for a strong long-term web presence.

 

Simple example

Let’s say you’re promoting a free eBook.

Imagine you run a digital marketing agency.

You’re offering a free SEO audit to generate leads.

Showing Cadonix Landing page
Landing page example for our client Cadonix.

Your landing page would:

  • Highlight the audit’s value in a headline
  • List 3–5 benefits or outcomes
  • Have a short form: name, email, website
  • Strip away the menu, footer, and links
Showing Magna GP's website
Website example for our client Magna GP.

Your website page (e.g. “SEO Services”) might:

  • Explain how SEO works
  • List your full range of SEO packages
  • Include testimonials, pricing, blog links
  • Offer general navigation and multiple CTAs

Both have a role. But only one is built to convert now.

 

Bonus tips 

1. Don’t just design differently, write differently too. 

Landing pages require tighter, more persuasive copy. Every word should point toward the action you want the user to take.

  • Use direct language
  • Focus on benefits, not features
  • Remove anything that could distract or confuse

2. Choose the right platform

Your website platform matters, especially when it comes to how (and how fast) you can build the pages you need.

For your main site, platforms like  WordPress and Strapi are great for managing content, keeping things organised, and improving SEO over time.

But for landing pages? You’ll want something more focused. Tools like HubSpot, Unbounce, and Leadpages are built to convert — with drag-and-drop templates, A/B testing, and built-in analytics to help you tweak and improve as you go.

Use the right tool for the right task, and you’ll get better results with less friction.

Final thoughts

Landing pages and website pages both have a job to do. But their jobs are very different.

Use landing pages to convert.

Use website pages to educate, guide, and build trust.

Mix them up, and you risk doing neither well.

Need some help crafting that perfect content piece?

At h2o creative, we design and write landing pages that don’t just look great but convert. Whether you need a one-off campaign page or a complete content revamp, our in-house team can support you at every stage.

Here’s how we have done just that for Harley-Davidson®, creating a custom Salesforce landing page for their Africa Eco Race campaign. 

Ready to get started? Let’s chat.