Please stop sending your ad traffic to your homepage—it's costing you patients, use landing pages instead. 

In this episode, we tackle a common question that could be costing your clinic thousands in wasted marketing dollars: What's the difference between website pages and landing pages, and when should you use each?


Listen to Podcast Episode - Stop sending your ad traffic to your homepage—it's costing you patients (and how landing pages can fix it)

Key takeaways:

  • Website pages live in your main navigation, educate visitors, and build long-term SEO authority through internal linking.
  • Landing pages sit outside your menu, focus on one clear call-to-action, and prioritize immediate conversions over SEO longevity.
  • Never send paid ad traffic to your homepage—it creates decision fatigue and wastes ad spend.
  • Match your landing page’s headline, messaging, and design to the ad or email that drives traffic there.
  • Track landing-page conversions separately from your core website to measure campaign performance accurately.


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website homepage

Landing Pages vs. Website Pages—Which Should You Use?

When it comes to driving traffic and conversions for your clinic, choosing the right type of page can make all the difference. In a recent Clinic Marketing Podcast episode, we explored exactly when to use a traditional website page versus a landing page—and how misusing them can tank your results.


Website Pages: Your Evergreen Content

  • Purpose: Educate visitors, answer common questions, and boost organic search rankings.
  • Navigation: Included in your main menu, with multiple internal links guiding visitors through your site.
  • Ideal for: Core pages like Home, About, Services, Conditions, and Contact.

These pages live “forever” on your site and help you rank for keywords like “chiropractor near me” or “what to expect at a massage.”


Landing Pages: Your Conversion Machines

  • Purpose: Drive one specific action—book now, claim an offer, or download a resource.
  • Navigation: Stripped-down or absent menu to eliminate distractions.
  • Ideal for:
    • Paid ad campaigns (Google Ads, Facebook Ads)
    • Email blasts or QR code promotions
    • Event sign-ups, downloadable guides, or special offers

Landing pages load quickly, mirror your campaign messaging, and guide prospects straight to the finish line.


Avoid This Costly Mistake

Sending ad traffic to your homepage.
Your homepage has too many links and choices, leading to decision fatigue and wasted ad dollars. Instead, build a dedicated landing page that:

  1. Matches your ad’s promise in headline and visuals
  2. Removes extra navigation and sidebars
  3. Ends with one clear call-to-action
  4. Is tracked separately for accurate ROI measurement


Putting It into Practice

  1. Audit your core site pages—ensure they’re optimized for SEO and user experience.
  2. Create landing pages for each distinct campaign, matching your ads’ look and language.
  3. Set up separate analytics (UTM parameters, conversion pixels) to monitor performance.
  4. Test and refine headlines, CTAs, and page layouts to maximize conversions.


By using website pages for evergreen authority-building and landing pages for targeted campaigns, you’ll guide every visitor down the right path—whether they’re exploring your practice or ready to book today.

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