Dedicated Landing Pages vs. Sending Traffic to the Homepage
When running paid campaigns, firms decide whether to send that traffic to a dedicated landing page built for the specific campaign, or to the firm's general homepage.
By submitting, you agree to be contacted by phone, text, or email about your project, including by automated means, even if your number is on a do-not-call list. Consent is not a condition of purchase. See our Privacy Policy and TCPA Compliance page for details.
Assigners CommitmentYour request is only shared with a service provider matched to your project and service area — never sold as part of a bulk or resold list.
Homepage Traffic
Paid campaign traffic is sent directly to the firm's existing homepage.
- No additional page to build or maintain
- Simple to set up quickly
- Homepage isn't focused on the specific campaign's message or offer
- Typically converts at a lower rate than a focused landing page
- Harder to test and optimize a general page for a specific campaign
Dedicated Landing Pages
A page built specifically for a campaign, with messaging, imagery, and a call to action matched to that specific ad and audience.
- Typically converts at a meaningfully higher rate than a general homepage
- Can be tested and optimized independently for that specific campaign
- Message matches the ad that brought the visitor there
- Added upfront cost and time to build each page
- More pages to maintain and keep updated over time
Which one makes sense for you?
Sending traffic to the homepage is simpler and avoids added build cost, but generally converts at a lower rate since the page isn't focused on the specific campaign. For any meaningful, ongoing ad spend, a dedicated landing page usually pays for itself through improved conversion rate, and becomes more valuable the more campaigns a firm runs simultaneously.
Key cost factors.
- Ad spend volume — dedicated pages matter more at higher spend
- Number of distinct campaigns or practice areas being advertised
- Whether conversion rate is currently being measured at all
- In-house or agency capacity to build and test pages
Before you decide.
- What's our current conversion rate from paid traffic to inquiry?
- How many distinct campaigns would need their own dedicated page?
- Who would build and maintain these pages going forward?
Frequently asked questions.
How much of a conversion rate difference does a dedicated landing page typically make?
This varies by campaign and industry, but focused landing pages generally outperform general homepages for paid traffic, since the messaging directly matches what brought the visitor there rather than requiring them to find relevant information themselves.
All figures on this page are illustrative examples for general education, not quotes, appraisals, or guarantees of actual pricing. Actual costs vary by provider, location, project scope, and market conditions — always get a specific quote before making a purchasing decision.
Selling in legal?
Talk to our sales team about sourcing exclusive, real-time leads, warm transfers, and inbound calls.