Understand arrival intent
List the audiences and questions a homepage must serve. For a campaign page, identify the specific promise that brought the visitor there. The page should continue that conversation without making the person search for the relevant offer.
Desktop and mobile design review
Review desktop and mobile layouts together before implementation.
Choose the next action
A homepage may direct people to several services or resources. A landing page usually benefits from a more focused decision. Keep useful supporting information available without filling the page with unrelated options.
Compare by purpose
Do not judge the two pages using the same click target without considering their roles. Review whether visitors reach an appropriate destination and whether the resulting enquiries are suitable. A narrow page is useful only when the audience and offer justify it.
Put the guidance to work
Capture your starting point, assign an owner to the next action, and decide what evidence will confirm that it worked.
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