Your homepage serves every type of visitor and communicates your full business identity. A landing page serves one campaign and one audience, stripping away everything that does not support that single conversion goal. Less navigation, fewer exit paths, one specific call to action.
The result is a page that converts at a higher rate for that specific offer. A homepage typically converts at one to three percent. A well-built landing page for the same offer can reach five to fifteen percent. The difference compounds significantly when paid traffic is involved.