Home vs. landing pages
April 12, 2023
When it comes to designing a website, understanding the differences between a landing page and a homepage is crucial. While both pages play important roles in attracting and converting visitors, they serve different purposes.
A landing page is designed with a specific goal in mind: to convert visitors into customers. Typically, this is achieved by offering a clear and compelling call-to-action (CTA), such as signing up for a newsletter or making a purchase. The landing page should be laser-focused on this goal, with no distractions or unrelated information. By keeping the visitor's attention on the CTA, a well-designed landing page can increase the chances of conversion.
But creating an effective landing page is not easy. That's where the SB7 framework comes in. The SB7 framework is a step-by-step guide to creating landing pages that convert. It covers seven key elements: Start with a benefit-driven headline, Build interest with a subheadline, Clarify the offer with a hero shot, Craft a convincing message with body copy, Add social proof with testimonials, Offer a guarantee, and End with a strong call-to-action. By following this framework, you can create a landing page that effectively communicates the value of your offer and increases the chances of conversion.
On the other hand, a homepage serves a different purpose. While it may also have a CTA, its main goal is to engage visitors with the brand and offer solutions to their problems. A homepage is often the first impression a visitor has of a brand, and it should effectively communicate the brand's message, values, and offerings. By providing valuable information and a clear path to explore the website further, a homepage can keep visitors engaged and interested in the brand.
And just like with landing pages, using the SB7 framework can help you create an effective homepage. By focusing on the seven key elements of the SB7 framework (Benefit-driven headline, Subheadline, Hero shot, Body copy, Testimonials, Guarantee, Call-to-action), you can create a homepage that not only engages visitors but also helps convert them into customers.
So to wrap up, both landing pages and homepages play important roles in attracting and converting visitors. By using the SB7 framework for both, you can create pages that effectively communicate the value of your brand and offerings and increase the chances of conversion. So next time you're designing a landing page or homepage, remember to use the SB7 framework to maximize your chances of success.
3 examples of business homepages using the SB7 framework:
Squarespace - Squarespace is a website builder that helps individuals and businesses create their own websites. Their homepage uses the SB7 framework by starting with a benefit-driven headline, "Make it Beautiful", followed by a subheadline, "Create a website you'll love", and a hero shot showcasing a beautiful website. The body copy offers more details on Squarespace's offerings, while testimonials and a call-to-action help encourage visitors to start building their own website.
Hubspot - Hubspot is a marketing platform that offers a variety of tools for businesses. Their homepage uses the SB7 framework by starting with a benefit-driven headline, "Grow your business with Hubspot", followed by a subheadline, "All the tools you need to do inbound marketing", and a hero shot showcasing a dashboard with all of Hubspot's tools. The body copy offers more details on Hubspot's offerings, while social proof in the form of customer logos and a call-to-action help encourage visitors to sign up for a free trial.
Slack - Slack, a communication platform for teams, uses the SB7 framework on its landing pages. For example, their landing page for their free trial uses a benefit-driven headline, subheadline, and hero shot to quickly convey the value of their platform. The body copy offers more details on what users can expect from the platform, while social proof in the form of customer testimonials and a call-to-action help encourage visitors to sign up.
