When you're establishing your business online, understanding the difference between a landing page and a website is crucial. Both play pivotal roles but they serve distinct purposes that can significantly impact your online success. In this article, you'll discover the nuances that set landing pages and websites apart, why each is important and how they contribute to your overall online marketing strategy.
You might be wondering why it's necessary to differentiate between the two or how each affects your visibility on search engines. Perhaps you're curious about their roles in conversion optimization or what makes engaging landing page copy stand out. These are some of the key questions we'll explore to give you a clearer picture of how to leverage both landing pages and websites for your business.
Understanding these differences is not just about semantics—it's about making informed decisions that can enhance your search engine optimization (SEO) efforts and optimize conversions.
What is a website?
A website is a collection of interconnected web pages under a single domain name, typically produced by an individual, group or organization. Think of it as a virtual headquarters where visitors can learn about your company, explore your products or services and engage with content that reflects your brand's ethos.
The broader purpose of understanding how to create a website for a business can't be overstated. It's the central hub for your marketing efforts, offering potential customers everything they need to know about your business in one place. A well-designed website builds credibility and authority in your industry, serving as a platform for establishing trust with your audience.
Key features of a website
When it comes to creating a website you'll need to consider its:
Navigation: The structure of your website should allow visitors to easily find what they're looking for. Intuitive navigation is key to keeping users engaged and reducing bounce rates.
Content: Quality content is the backbone of any good website. It informs visitors, helps with SEO and enhances the user experience.
Design: The visual aspect of your website should align with your brand identity and be aesthetically pleasing to attract and retain visitors.
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What is a landing page?
A landing page is a standalone web page, created specifically for a marketing or advertising campaign. It's where a visitor “lands” after they click on a link in an email, ads from Google, Bing, social media platforms or similar places on the web. Unlike general websites, landing pages have one primary focus or goal, known as a call to action (CTA).
This focus makes landing pages the perfect tool for driving specific business or marketing outcomes, such as newsletter subscriptions, event registrations or product sales. They're designed to prompt one desired action from visitors, eliminating distractions and guiding users towards your conversion goal.
Essential elements of a landing page
It’s important to understand how to create a landing page that effectively engages visitors. When planning and building it, you should include the following elements:
A clear aim: Every landing page should have a single purpose and CTA to direct the user's next step.
Engaging copy: The text on your landing page should captivate visitors and encourage them to take action.
A simple design: A clean and uncluttered landing page design helps keep the visitor focused on the CTA.
Quality visuals: Use images or videos that resonate with your target audience and complement your message.
Trust signals: Include testimonials or trust badges to reassure visitors of your credibility.
The main differences between a website and a landing page
It's important to understand the distinctions between a website and landing page so as to be able to understand which is the right tool for your online marketing strategies. While both are integral to your digital strategy, they serve different purposes and are structured in unique ways to meet those ends.
The main differences between these two online assets can be broken down like this:
Objective: A website acts as an all-encompassing digital platform for your business, while a landing page is focused on a single goal or campaign.
Navigation: Websites offer comprehensive navigation options to explore various content, whereas landing pages limit options to guide visitors toward a specific action.
Design: The design of a website reflects the brand's overall image and includes multiple elements, whereas landing pages have a more streamlined design focused on conversion.
The context in which user actions take place also varies significantly. On websites, users might browse, learn, and interact with various elements. On landing pages, user actions are more straightforward and goal-oriented—typically to sign up, download or purchase.
Conversion goals and SEO implications
The primary aim of a landing page is conversion optimization. It's designed to turn visitors into leads or customers efficiently. Websites, while they also aim for conversions, serve broader goals including providing information, fostering community engagement or showcasing expertise.
When it comes to SEO, websites have more opportunities to rank for various keywords due to their rich content and numerous pages. Landing pages can be optimized for specific keywords related to the campaign but may not have the same SEO weight as full websites due to their singular focus.
So, is a landing page better than a website for SEO? Not necessarily. They each play different roles in your SEO strategy. A well-optimized website can attract organic traffic through multiple entry points while a targeted landing page can boost conversions for specific campaigns.
Understanding these differences will help you decide when it's best to use each one in your marketing efforts.
Get started with Wix's landing page builder.
Do you need a website if you have a landing page?
This is a common question among business owners who are evaluating their online marketing strategy. The answer depends on your long-term goals and the nature of your business. While landing pages can be incredibly effective for specific campaigns, they're not a substitute for the comprehensive presence that a website offers.
A website is like your online business card, online portfolio and storefront all rolled into one. It's where people go to learn about your company, read content, browse products and get in touch. A landing page, on the other hand, is like a targeted flyer that directs people to one particular action.
Learn more: Small business website statistics
Here's why both are important:
Credibility: A website establishes your business as credible and trustworthy.
Content: Websites allow you to provide in-depth information, which can be crucial for B2B businesses or those with complex products or services.
SEO: A website gives you the platform to optimize for search engines across a range of keywords and topics.
Longevity: Websites can evolve with your business over time, while landing pages might be temporary or seasonal.
When to use a landing page vs a website
Deciding whether to use a landing page or a website depends on your specific business objectives and the nature of the campaign you're running. Here are scenarios that can help you determine which is more appropriate for your goals:
Product launches: Use a landing page when launching a new product to focus customers' attention solely on that item.
Marketing campaigns: For targeted marketing campaigns, such as a limited-time offer, some types of landing pages are ideal for driving conversions.
Business information: If you're providing comprehensive information about your business, services, or products, a website is necessary.
Lead generation: Landing pages are excellent for lead generation efforts, such as downloading an eBook or signing up for a webinar.
Brand awareness: To build brand awareness and provide value through blog posts, news updates, or educational content, utilize a website.
Get started with these landing page templates.
When to use a landing page vs a homepage
A homepage is the central hub of your website designed to guide visitors to sections like services, about pages and contact forms. It gives an overview of your business and works for both new visitors and returning customers. A great homepage combines branding, navigation and content to grab attention and encourage users to explore more. It provides clear paths to key information while meeting different user needs.
A landing page, on the other hand, focuses on a single goal—like capturing leads, promoting a sale or driving sign-ups. It eliminates distractions such as navigation menus and multiple links, keeping the focus on conversion. Every element is designed to direct visitors toward one action, making landing pages especially effective for paid ad campaigns where a clear, relevant message is key to engagement.
User intent helps decide if a homepage or landing page fits your goal. A homepage welcomes a broad audience and guides visitors to different areas. A landing page is more specific—perfect for matching visitor expectations and driving immediate action. Used right, both can be powerful website tools.
Landing page or a full website: Practical tips for different industries
Deciding on a landing page or a full website comes down to your business type, goals and how you plan to connect with your audience. Here’s how to figure out what works best for your industry:
Ecommerce and retail
For eCommerce businesses, a full website is usually the way to go. You’ll need pages for product categories, a shopping cart and checkout. But when you’re running a promotion or launching a new product, a landing page focused on that offer can be a great way to boost conversions. Landing pages should create urgency and include a clear call-to-action (CTA) for that specific offer, while your website covers everything else.
Service-based businesses
Service-based businesses (e.g. salons, cleaning services, consulting) can get a lot out of a landing page if you're focused on one action, like booking a consultation, signing up for a workshop or promoting a discount. But if you offer a range of services, a full website is the way to go. You can include an about us page, service details, customer testimonials and even a blog to share helpful content.
Local businesses
For local businesses like restaurants or gyms, landing pages are great for promotions, events or seasonal offers. A full website is a must for sharing your address, hours, reviews and simple ways for customers to reach you or book reservations. It also improves SEO, making it easier for local customers to find you.
Portfolios and personal brands
If you're a creative professional like a photographer, artist or designer, landing pages are a great way to promote a project, event or special deal. A full website, on the other hand, gives you space to share your portfolio, bio and blog so people can really understand what you do. It also lets you offer services and include a contact form.
Tech and SaaS businesses
For tech or SaaS companies, landing pages are perfect for highlighting features, offering demos or driving sign-ups. Still, a full website is essential to dive deeper into your product, share case studies, add testimonials and include pricing and support pages. SaaS businesses, in particular, gain from multiple pages that explain each feature and benefit in detail.
Event-based or promotional campaigns
Event-based businesses like conferences or festivals can create landing pages to promote events, sell tickets and drive registrations. Focus on event details and include a clear CTA. For ongoing events or promotions, a full website might work better to share updates, schedules and event info.
Nonprofit organizations
Nonprofits can make use of both. A landing page is great for specific campaigns like fundraising or volunteer recruitment when the goal is to drive donations or sign-ups. A full website is important for sharing your mission, telling your story, including donor stories and keeping people updated on programs and events.
Websites and landing pages in action
There are a number of scenarios where either asset works:
Example 1
A tech company uses a landing page to promote sign-ups for early access to their new app. As demand grows, they create a website to truly represent their developing brand.
Example 2
An e-commerce store has a website with multiple product pages but creates a special landing page for their Black Friday sale.
Example 3
A consultant uses their website to host a blog and share industry insights while employing landing pages for workshop registrations.
Be inspired by these landing page examples.
Single-page and landing page websites: The best of both worlds
You don’t have to pick between a full website and a landing page—there’s a middle ground. Landing page websites and single-page websites combine the best features, giving you a sleek, action-driven design without unnecessary complexity.
A landing page website keeps things simple. Everything you need—about, services, testimonials, contact info—is packed into one scrollable page with a clear call-to-action (CTA) that moves visitors toward a single goal.
A single-page website takes it up a notch. It’s still clean and streamlined but offers added flexibility, like anchor links for easier navigation or extra sections like pricing or a portfolio.
Landing page vs website FAQ
Is a landing page better than a website?
It depends on your goals. A landing page is perfect for driving a specific action—like capturing leads or promoting a product. A website on the other hand provides more information, multiple pages and a broader experience, making it great for businesses with a variety of offerings.