Website vs Landing Page: What Actually Increases Leads?

I get asked this question a lot: "Do I need a full website, or can I just build a landing page?" The answer depends on your business model and goals.

The Quick Answer

• Landing pages are better for specific campaigns with a single goal
• Websites are better for businesses that need to build trust and explain multiple services
• Most businesses need both — a website as their home base, with landing pages for campaigns

What's the Difference?

Landing Page

A single page designed for one specific action. No navigation, no distractions, just a focused message driving toward one conversion goal (sign up, book, buy).

Best for:

• Paid advertising campaigns
• Product launches
• Event registrations
• Lead magnets
• Testing new offers

Website

A multi-page site that explains your business comprehensively. Navigation allows visitors to explore services, learn about you, read case studies, and find contact information.

Best for:

• Building long-term brand presence
• SEO and organic search
• Complex services that need explanation
• Businesses that rely on trust
• Companies with multiple offerings

When Landing Pages Win

Landing pages typically convert 2-3x higher than website pages for specific campaigns. Why?

1. No distractions — Visitors can't wander off to other pages
2. Single focus — One message, one action
3. Message match — Copy can match exactly what the ad promised
4. Speed — Often faster and simpler to build

If you're running paid ads (Google, Facebook), landing pages almost always outperform sending traffic to your homepage.

When Websites Win

Websites perform better when:

1. Trust matters — Visitors need to research you before committing
2. SEO is important — Multiple pages rank for different searches
3. Services are complex — People need information before contacting
4. Longer sales cycle — Visitors return multiple times before converting

For most service businesses (plumbers, lawyers, consultants, agencies), a proper website builds the credibility needed to win work.

The Ideal Setup

For most small businesses, the best approach is:

1. Core website — Professional site explaining who you are, what you do, and why you're the right choice
2. Service-specific landing pages — For paid campaigns targeting specific services
3. Location pages — For local SEO targeting specific areas

This gives you the best of both worlds: organic search visibility and trust-building from the website, plus high-converting pages for campaigns.

What to Focus on First

If you're starting from zero:

1. Build a solid 5-10 page website first
2. Once that's driving organic traffic, add landing pages for paid campaigns
3. Test and optimise your landing pages based on data

Don't skip the website and go straight to landing pages — you'll miss out on long-term organic growth.

Need help deciding? Book a free call and we'll recommend the right approach for your business.