Business Owner planning, looking at home improvement website

Landing Pages vs. Website Pages: When to Use Each for Home Improvement Lead Generation

March 20, 2025•7 min read

Comparing standard service pages with ad-specific landing pages.

Introduction

If you're running a home improvement business, your website isn’t just a digital brochure—it’s a powerful tool for generating leads. But not all pages on your website serve the same purpose.

Some are built to showcase your work and establish credibility. Others are designed purely to capture inquiries from potential customers. The key is knowing when to use each to maximise conversions.

In this guide, we’ll break down the difference between standard website pages and high-converting landing pages. By the end, you’ll know exactly when to use each one to get the best results from your online marketing efforts.

If you’re looking for an upgraded website that not only looks good, but also generates qualified leads, email us at [email protected] or send us a DM on Facebook or Instagram and we’ll create a bespoke, modern website design for you in a matter of days.

If you like it, you can keep it for free. And if you want us to build it, connect it to your domain and host it, we can handle all this for you too.

This article is part of The Ultimate Guide to Home Improvement Websites: How to Build a High-Converting Site That Gets More Leads and Sales. You can read the full guide for free by clicking the link.

👉 Check out the Home Improvement Business Growth Hub for more expert insights on optimising your home improvement website to generate more enquiries.

Why Every Home Improvement Business Needs a High-Converting Website

These days, nearly every potential customer will check out a business online before making an inquiry. Whether it’s through Google, Facebook, or Instagram, people want to see proof that you're trustworthy before they even consider reaching out. If your website isn’t up to scratch, you’re losing business—simple as that.

On top of that, more than 60% of searches now happen on mobile. If your site is slow, difficult to navigate, or doesn’t work properly on a phone, potential customers won’t stick around. They’ll move on to a competitor with a smoother experience.

Your website isn’t just a box to tick—it’s a direct reflection of your business. A modern, professional site builds trust, showcases your work, and makes it easy for potential customers to take the next step. If you haven’t already, now’s the time to make sure yours is working for you, not against you.

If you want to know How to Make Your Home Improvement Website Mobile-Friendly (and Get More Leads!) - click this link

The Foundation of Successful Home Improvement Websites

Your website is the foundation of your home improvement business’s digital presence. While landing pages are great for capturing leads from ads, your core website pages are what build long-term trust and credibility.

These pages are designed to inform, educate, and convert visitors who are actively researching their options:

Service Pages – Clearly outline what you offer with compelling descriptions and proof of expertise.
About Us – Give potential customers a reason to trust you by sharing your story, values, and experience.
Contact Page – Make it easy for visitors to get in touch with a simple, accessible form and clear contact details.
Portfolio/Gallery – Show off your best work with high-quality images and case studies.
Blog – Educate your audience with valuable content that also boosts your SEO rankings.

A well-structured website helps customers who are in the research phase of their buying journey. They may not be ready to inquire immediately, but a strong, professional site increases the chances they’ll return when they are.

To maximise conversions, these pages should be mobile-friendly, easy to navigate, and include clear calls to action (CTAs) that guide visitors towards booking a consultation or requesting a quote.

For an in depth guide on all the essential pages every home improvement website needs - click here

Landing Pages: The Best Way to Capture Leads from Ads on Home Improvement Websites

Landing pages are specially designed pages focused on converting visitors from a specific ad campaign or product offer. Unlike standard service pages, which cater to a broader audience, landing pages are hyper-focused on a singular goal: getting the visitor to take action.

What Makes Landing Pages Effective?

Dedicated to Specific Campaigns: Landing pages are built for a specific marketing campaign or product. Whether you're running a promotion for loft conversions or a new kitchen installation offer, the page’s purpose is to drive that exact inquiry.
Focused, Distraction-Free Design: Everything on a landing page is there to serve one purpose—conversion. This means no distracting menus, no other offers, and no extra information. Just a compelling value proposition, clear copy, and a call to action (CTA) that leads directly to an inquiry or booking.
Single Goal: The design ensures a simple and clean user experience where the visitor can easily follow through on your offer. Whether you want them to call, fill out a form, or sign up for more information, the CTA is front and centre.

When to Use Landing Pages for Your Home Improvement Business

Landing pages are particularly effective in the following scenarios:

High-Ticket Services: For services like home extensions, conservatories, or bespoke renovations, landing pages are ideal. These services often require more detailed information and education before a prospect is ready to inquire. A dedicated landing page allows you to present this information in a clear, compelling way without overwhelming the visitor.
Paid Ad Campaigns: When you’re running paid ads on Facebook, Instagram, or Google, landing pages help drive immediate inquiries. They’re perfect for ad-specific campaigns where you’re targeting a specific service or customer pain point (e.g., "Get your free quote for a loft extension today!").
Guiding the Prospect: Landing pages guide the prospect step-by-step through the lead capture process. They’re designed to answer key questions and remove any barriers to conversion.

Testing Lead Forms vs. Landing Pages

While landing pages are fantastic for paid advertising, it’s important to remember that they’re not always the best option for every scenario. Testing is key. For example, Facebook and Instagram lead forms are improving, and they can be a strong option, especially for businesses that want to capture leads quickly and with minimal friction. In fact, for many of our home improvement clients, most of the leads we generate come from lead forms, regardless of the product.

Both lead forms and landing pages can be powerful tools. The secret is testing both to determine which works best for your specific business and customer journey. If you want to know more about whether you should use lead forms or landing pages for your home improvement lead generation - click here

Conclusion: How to Get More Leads from Your Home Improvement Website

Every home improvement business needs a solid website for credibility. However, the key to generating more leads is knowing when to use the right tools.

Landing pages are great for specific ad campaigns, especially for high-ticket services requiring more info before the inquiry. Meanwhile, your main website pages focus on long-term engagement, SEO rankings, and building trust.

Use landing pages for targeted conversions and website pages to nurture leads and establish credibility. With the right strategy, you can turn your website into a lead-generating powerhouse.

As mentioned, It's just about adapting to the times, as the ways customers interact with your business are always changing. Business nurture makes it simple to do so. We have clients in many sectors of home improvement and we keep our strategies modern and effective across our portfolio of clients.

If you’ve been looking to get a website made, or have any marketing put in place for your home improvement business, so you can focus on delivering a great service for your clients without having to worry where your next sale is coming from, email us at [email protected] or send us a message on Facebook or Instagram.

👉Go to The Home Improvement Growth Hub to explore more insights and grow your business today!