Landing pages and homepages look similar from the outside and serve completely different jobs — one is a single-CTA conversion machine, the other a broad orientation page. Mix them up and both quietly under-perform. Here's the side-by-side, with what makes a good landing page (one CTA, audience-targeted, no navigation, offer in the first block) and where most teams blur the line.
The average online business converts about 2.58% of visitors — the lowest in years. Conversion rate optimisation can push that well into double digits, but not every CRO tactic earns its place, and the wrong ones quietly waste months. Here's what actually works to secure conversions, then what to do post-conversion (transactional messages, referrals, reviews) to keep the customers you've earned.
Most B2B homepages try to do everything for everyone, and end up doing very little for anyone. The fix is the unglamorous one: focus on the primary buyer persona, lead visitors down one path, organise the menus around that path, and ruthlessly cut. Here are the steps to optimise a homepage for lead conversion — including how many CTAs is the right number.