Do I Need a Website or a Landing Page? A Guide for Small Businesses
As a small business owner, you know you need an online presence—but should you invest in a full website or is a focused landing page enough? It's a common question, and the answer isn't one-size-fits-all. This guide will help you understand the key differences, benefits, and use cases for both options so you can make the right choice for your business.
Understanding the Difference: Websites vs. Landing Pages
Before we dive into which option is right for your business, let's clarify what each one actually is:
What is a Website?
A website is a collection of interconnected pages under a single domain. It typically includes:
- A homepage
- About page
- Services or products pages
- Blog or resources section
- Contact information
- And potentially many more pages
Think of a website as your complete digital storefront—a place where visitors can learn everything about your business, browse your offerings, and interact with your content in multiple ways.
What is a Landing Page?
A landing page is a standalone web page designed for a specific purpose—usually to convert visitors into leads or customers. Key characteristics include:
- A single page with no navigation to other pages
- One clear call-to-action (CTA)
- Focused messaging for a specific offer or campaign
- Designed to guide visitors toward one specific action
Landing pages are laser-focused conversion tools rather than comprehensive information hubs.
When a Landing Page Is Enough
For some small businesses, starting with just a landing page makes perfect sense. Here's when a landing page might be all you need:
1. You're Testing a Business Idea
If you're still validating your business concept or launching a minimum viable product (MVP), a landing page lets you:
- Gauge market interest before investing in a full website
- Collect email sign-ups from potential customers
- Test different messaging to see what resonates with your audience
Example: A consultant developing a new service package could create a landing page describing the offering and include a "Join the Waitlist" form to measure interest.
2. You Have a Single Offer or Service
If your business currently offers just one main product or service, a well-designed landing page can:
- Explain your offer clearly and concisely
- Showcase benefits and features
- Include testimonials and social proof
- Drive visitors toward purchase or inquiry
Example: A photographer offering holiday mini-sessions or a software company promoting a single app would benefit from a focused landing page.
3. You're Running a Specific Campaign
Landing pages excel for marketing campaigns with clear goals:
- Promoting a limited-time offer
- Hosting a webinar or event registration
- Offering a lead magnet (like an ebook or free consultation)
- Running ads that need a dedicated destination
Example: A tax preparation service might create a landing page specifically for their "Tax Season Special" rather than sending traffic to their general website.
4. You Have Limited Resources
If time, budget, or technical skills are constraints:
- Landing pages are typically faster to build
- They cost less than full websites
- Many user-friendly tools make creation simple
- They require less ongoing maintenance
Example: A startup with bootstrap funding might begin with a landing page to establish online presence while allocating resources to product development.
When You Need a Full Website
While landing pages have their place, many small businesses ultimately need a complete website. Here's when a website is the better choice:
1. You Offer Multiple Products or Services
If your business has:
- A diverse product catalog
- Several service offerings
- Different solutions for various customer segments
A website provides the necessary structure to organize and present these options clearly.
Example: A marketing agency offering branding, web design, and social media management needs dedicated pages to explain each service in detail.
2. You Need to Build Comprehensive Brand Authority
Websites offer more opportunities to establish expertise and credibility:
- Blog content demonstrating industry knowledge
- Detailed case studies and portfolio pieces
- Team information and company history
- Comprehensive FAQs and resources
Example: A financial advisory firm needs to build trust through extensive content about their approach, team credentials, and educational resources for clients.
3. You Want to Improve SEO and Organic Traffic
A multi-page website provides significant advantages for search visibility:
- More pages = more opportunities to rank for different keywords
- Ability to create content clusters around topics
- Internal linking structure improves overall site authority
- Better long-term organic traffic potential
Example: A local bakery benefits from pages optimized for "custom wedding cakes," "birthday cupcakes," "gluten-free pastries," and other specific offerings.
4. You Need Advanced Functionality
Some business needs require the infrastructure of a full website:
- E-commerce capabilities
- Membership portals
- Course platforms
- Appointment booking systems
- Customer account management
Example: A boutique fitness studio needs class schedules, instructor bios, membership options, and an integrated booking system.
The Smart Approach: Start Small, Scale Strategically
Many successful businesses take a hybrid approach that evolves over time:
Phase 1: Launch with a Strategic Landing Page
Begin with a high-converting landing page that:
- Clearly communicates your core value proposition
- Captures leads or generates initial sales
- Establishes your brand presence online
Phase 2: Expand to a Simple Website
As your business grows, develop a basic website with:
- Homepage
- About page
- Services/Products
- Contact information
Phase 3: Add Functionality and Content
Continue building based on business needs:
- Blog for content marketing
- Additional service pages
- Case studies or testimonials
- More advanced features
This approach lets you establish an online presence quickly while scaling your digital investment as your business grows.
Making the Right Decision: Questions to Ask Yourself
To determine which option is right for your business right now, ask yourself:
What's my immediate business goal?
- Generate leads quickly → Landing page
- Build long-term brand presence → Website
How complex is my business offering?
- Single product/service → Landing page may suffice
- Multiple offerings → Website probably necessary
What's my digital marketing strategy?
- Focused on paid ads for specific offers → Landing pages work well
- Building organic search traffic → Website is essential
What resources can I allocate?
- Limited time/budget now → Start with landing page
- Ability to invest in longer-term asset → Website
What does my customer journey look like?
- Simple, direct path to conversion → Landing page
- Requires education and multiple touchpoints → Website
Case Study: The Best of Both Worlds
Consider the approach of a successful small business coach:
- Main website includes service offerings, about page, testimonials, and resources
- Dedicated landing pages for specific programs like "Six-Week Business Accelerator" or "Strategic Planning Workshop"
- Landing pages are linked from the main site but also used as standalone destinations for targeted ad campaigns
This hybrid strategy leverages the strengths of both approaches—comprehensive information and authority-building from the website, with conversion-focused experiences for specific offerings.
Final Thoughts: It's Not Always Either/Or
Remember that websites and landing pages serve different but complementary purposes. The right strategy for many businesses isn't choosing one over the other permanently, but understanding when and how to use each effectively.
A sophisticated digital presence often includes:
- A comprehensive website that serves as your online hub
- Multiple landing pages for specific campaigns, offers, or audience segments
Start with what makes sense for your immediate business goals and budget, but plan for how your online presence will evolve as your business grows.
Need help deciding between a website and landing page for your small business?
At BILD, we specialize in creating both high-performing websites and conversion-focused landing pages for small businesses. We can help you determine the right strategy for your specific goals and implement the solution that will drive the best results for your business.
✅ Strategic guidance based on your specific business needs ✅ Professional design that builds credibility and trust ✅ Copy that connects with your ideal customers ✅ Mobile-optimized and conversion-focused
👉 Contact us today for a free consultation to discuss the best online approach for your small business.
