A homepage is a directory: many audiences, many paths, navigation everywhere. A landing page is an argument: one audience, one promise, one button. When you send paid traffic to a homepage you pay for clicks and then hand each one a menu; message match, where the ad's promise is the page's headline, is the single cheapest conversion win in paid marketing.
One headline that repeats the promise the visitor clicked. Proof right under it, real numbers, real names, because claims are wallpaper. The offer stated plainly, the form asking for the minimum, and no navigation to wander off through. Every element either moves the visitor toward the action or it is friction wearing a design award.
One per campaign and one per distinct offer, not one per whim. A seasonal promotion, a specific service in a specific city, a partner referral offer: each deserves its own page with copy in that audience's language, measured on one number. We build them on the same system as the main site, so they inherit speed, analytics, and design without inheriting clutter.
As many as you have genuinely distinct offers and audiences, and no more. Ten thin pages lose to three sharp ones.
Usually not. They exist for campaign traffic. Keeping them out of the nav keeps the message tight and your measurement clean.
Wildly context-dependent, but a focused page with message match routinely doubles what a homepage does for the same traffic. Measure your own baseline and beat it.
Everything in this glossary, we build and operate for real businesses. Thirty minutes maps it to yours.