A homepage serves everyone — clients, job seekers, curious browsers — so it offers many doors. A landing page serves one campaign and offers exactly one door: one matched message, one action, nothing else to click.
That focus is why paid traffic converts several times better on landing pages: the visitor who clicked 'emergency water heater repair' sees a page about exactly that, not a menu of everything you do.
Rule of thumb: organic and brand traffic can land on the homepage; every paid campaign deserves a page whose headline restates the ad's promise. If you're paying per click, message match isn't a nicety — it's the economics.