When you open your HubSpot portal to create new content, you are faced with a choice: Landing Page or Website Page? From a raw HTML/code standpoint, they are technically the same. They both have a title, a URL, and page content.
However, HubSpot separates them for reporting, analytics, and sitemap architecture. Choosing the wrong one can mess up your conversion data and SEO visibility.
Here is exactly how they differ and which one you should use.
At a Glance: HubSpot Landing Page vs. Website Page
| Feature | Landing Page | Website Page |
|---|---|---|
| Primary Goal | Conversion (Leads) | Information & Navigation |
| Navigation | Hidden (No Header/Footer) | Global (Full Menu) |
| Sitemap (XML) | Excluded by default | Included automatically |
| HubSpot Reporting | Analyzed in “Landing Pages” tool | Analyzed in “Website Pages” tool |
What is a HubSpot Landing Page?
A HubSpot landing page is a specific canvas designed for one purpose: Conversion. It isolates the visitor from the rest of your website to focus them on a single offer.
Landing pages generally have no global navigation. By removing the header and footer, you remove the “exit ramps,” forcing the user to either convert (fill out the form) or leave. Common CTA (Call to Action) goals include contact form submissions, ebook downloads, webinar registrations, or meeting bookings.
Key Characteristics:
- Minimal Distractions: Headers and footers are removed to increase conversion rates.
- Split Testing: HubSpot allows easier A/B testing on landing pages to optimize form placement and copy.
- Sitemap Exclusion: HubSpot automatically excludes landing pages from your XML sitemap by default. If you want this page to rank on Google (SEO), you must manually add it to the sitemap in your domain settings.
- Reporting: Metrics focus on Form Submissions and Contact Rate rather than just Time on Page.
Resources: HubSpot landing page templates | How to create a HubSpot landing page from scratch
Top Landing Page Builders (Integrated & External)
HubSpot is a top-tier builder because it connects directly to your CRM, but here is how it compares to others if you have a specific niche need:
- Carrd: Best for simple, one-page personal sites.
- ConvertKit: Ideal for creators focused solely on newsletter growth.
- Unbounce: Great for PPC traffic and high-volume A/B testing outside of a CRM.
- Leadpages: Good for quickly selling low-cost digital products.
What is a HubSpot Website Page?
A HubSpot website page constitutes the core structure of your digital presence. These are your “About Us,” “Services,” “Pricing,” and “Home” pages.
Unlike landing pages, website pages must have a common header and footer. They are designed to encourage exploration. You want the visitor to click around, learn about your brand, and read your content.
Key Characteristics:
- Global Navigation: Includes your primary menu to link all site pages together.
- SEO Friendly: Automatically added to `sitemap.xml` for Google crawling.
- Informational Intent: The goal is usually brand awareness or education, rather than an immediate transactional exchange.
Resources: HubSpot website themes | Best HubSpot Themes Ranked
What is a HubSpot System Page?
System pages are the “utilities” of your website. They are functional templates that HubSpot uses automatically when a user hits an error or performs a specific interaction.
You generally cannot create these individually like a blog post; you design the template, and HubSpot applies it dynamically.
- 404 Error Page: Shown when a URL does not exist.
- 500 Error Page: Shown when the server encounters an internal error.
- Password Prompt: The gatekeeper page for Content Professional/Enterprise locked content.
- Subscription Preferences: Where users manage their email frequency (crucial for GDPR/CAN-SPAM compliance).
- Search Results: The layout displaying results from the HubSpot site search module.
Frequently Asked Questions
Can I use a Website Page as a Landing Page?
Technically, yes. You can put a form on a website page. However, conversion data shows that keeping the navigation bar visible distracts users and lowers conversion rates. It also complicates your analytics, as the data will live in the “Website Pages” report, separating it from your other campaign data.
Does Google rank Landing Pages differently?
Google ranks pages based on content quality and relevance, regardless of whether you call it a “landing page” or “website page.” However, because HubSpot hides landing pages from the sitemap by default, you must ensure the setting “Block search engines” is unchecked in the Settings tab of the editor if you want organic traffic.
Conclusion
The distinction is functional, not just technical. Use Landing Pages when you are running ads or email campaigns and need a specific action taken. Use Website Pages when building the permanent architecture of your business site.
If you are new to the platform, you can master the drag-and-drop builder with my free HubSpot CMS tutorial ebook.
