Landing Page Vs Website: What’s the Difference?

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As a small business owner, you might wonder whether you need a fully functional website or a landing page to showcase your business’s online presence. Websites and landing pages serve various purposes and have different uses.

Understanding their differences means you'll use each for their intended purpose, ensuring better business outcomes. This article outlines everything you need to know about landing page Vs. website.

What is a landing page?

A landing page in digital marketing is a standalone web page designed specifically for advertising, lead generation, or marketing campaign.

Landing Page Vs Website What's the Difference

It is where your visitors land upon clicking on ads from Bing, Google, Facebook, Twitter, Instagram, a link on an email, or other places on the internet.

Unlike website pages, which encourage exploration and have multiple goals, landing pages are created with a single goal or focus called call to action (CTA).

This focus makes a landing page the best alternative for increasing your marketing campaign’s conversion rates and reducing the cost of acquiring a sale or lead.

For instance, if your company provides accounting software for small businesses, your landing page should be dedicated to converting these businesses into paying customers.

A landing page minimizes distractions that might take users away while offering them all the details required to take action.

What is a website?

A website is a collection of related web pages sharing a unique domain name and details about your business.

It describes your brand, what it's about, and the products or services it offers to prospective customers

A website may have specialized pages, including blog pages, discussion forums, login pages, contact us, about us, products, services, and more.

These website features are presented via navigation bars which help users browse your site to learn more about business. A website's primary function is to describe your business to potential customers and offer products and services.

How does a website differ from a landing page?

Unlike a landing page, a single page with one goal, a website has several pages of information with various purposes and goals. On a landing page, the focus is on increasing conversions. However, not every website page focuses on conversions.

For instance, a brand website might want potential customers to get details about all the services and products they offer.

It can also give users several CTAs to select from, including making purchases, asking for quotes, following on social media, joining an email list, and more.

Different types of businesses will have varying objectives, and a website offers them different ways to engage with their audience.

Additionally, your website can be supported by several landing pages for its marketing campaigns, including a subscription plan landing page or an upcoming product pre-launch landing page.

When to use a website

A website is an excellent way to tell users about your brand, increase brand awareness, improve search rankings, and more. Here are a few website use cases.

1. Describe your products and services

When users search through the web for general terms such as dentist, interior design, real estate, and others, chances are they require more details before purchasing.

This could be because they want to weigh the various available options or don’t know precisely what they need.

Here is where your website comes in as it’s the perfect place to showcase what you offer while providing comprehensive details that users might need. Note that the aim here is offering information, not selling. You can do so using:

  • Service pages that describe the services you provide
  • Location pages showing the geographical areas you serve, or
  • An online store where you organize your services or products by brand, type, and category while describing the essential features

2. Tell your brand’s story

Your website is an ideal platform for telling your brand’s story, including how you started your business and your motivation for providing your services or products.

It's also a perfect place to respond to customers' and prospects' questions about your company. Unlike a landing page where the details will be cramped into one page, a website has enough room to tell your brand story, which you can do through:

  • About page which explains your brand’s values, missions, and motivations
  • Contact page for helping users get in touch with your business
  • FAQ page where you respond to the common questions customers and prospects have about your business. Here’s an example
Tell your brand’s story

3. Enhance search engine rankings

SEO (search engine optimization) is crucial to any business site. It enables users to locate your brand via SERPs by optimizing blog posts, and web pages using phrases and words users are likely to search for. 

While websites can target many search terms, landing page search terms are limited. You can optimize your website pages for:

  • Product keywords: These are keywords relating to your brand's unique offerings. Potential customers use product keywords to find your specific products or services
  • Question keywords: They’re used when users type complete, specific questions into search engines. These questions relate to your business, and you can answer them on your site
  • Location keywords: These are location-specific phrases or words that generate results relating to a specific geographic area. They help enhance local SEO

4. Offer functions to users

If your brand lets users make orders, appointments, or download content, you'll require various website pages to support this functionality.

A landing page is an ideal place for sign-up forms. However, you'll require several web pages to provide these functions to your website visitors. Your website can offer functions like:

  • Forums where users begin discussions, leave comments and post on your site
  • Members area specifically for providing content restricted to your website subscribers
  • Appointment booking for allowing users to book in-person or online services

When to use a landing page

You can use a landing page for:

1. Advertising

Consider linking your ads to landing pages when running a business marketing campaign with ads. When users click on your ad, they'll be directed to a landing page that offers all the details required to compel them to convert. 

For consistent user experience, ensure your landing page branding and design is similar to your ad. You can use your landing pages for various ad campaigns, including:

  • Social media: You can create landing pages for Instagram, Twitter, or Instagram, targeting potential customers on these channels
  • Banner ads: These display images on other sites directing prospects to your landing page upon clicking on them
  • Pay-per-click ads: PPC ads are used to showcase ads in SERPs associated with your landing pages. These ads appear top on search results to make it easier for potential customers to find what they’re looking for

2. Test new ideas

Since landing pages have one focus, they're easier to assess than a whole website. This implies that you can test various pages quickly to determine the ones with the best results and conversion rates.

Testing your pages consistently ensures your website is as user-friendly and compelling as possible. Consider testing your landing page with:

  • Page elements: If you want to focus your attention on your offering, remove your menu items and contacts from your landing page to limit distractions
  • Media: Consider experimenting with various types of images, social proof, and videos to enhance engagement and improve conversions
  • Copy: Try different copy lengths, writing styles, and headlines. Lengthy pages with a lot of copy might not be as effective as precise, action-oriented copies

3. Showcase user-friendly notices

A landing page isn't only limited to sales. You may sometimes require user-friendly pages to communicate vital things to your audiences, such as temporarily unavailable for maintenance or a website under construction. 

Using these situations, you can gather leads while engaging your audience. Consider making a:

  • Maintenance mode page explaining your website is temporarily unavailable and requesting visitors to subscribe to get notifications when it’s up again
  • Coming soon page telling your customers and prospects that a new site is coming soon and request them to sign up for more details
  • Custom login page for users and for promoting your other services, products, and social media profiles
  • 404 page for your broken links and redirecting your audience to other parts of your website that they may be interested in

4. Lead magnets

Lead magnets enable you to convert website visitors into qualified leads. They refer to the types of valuable content you can offer your site visitors. They can fill out opt-in forms with their names and email addresses in exchange for free content.

A converting landing page for lead magnets focuses on the copy, headline, CTA, and form. Lead magnet landing pages can also be known as lead capture pages.

A landing page is more targeted than a website. You can create various landing pages for your offerings, meaning you won't have to update your entire website for every offer. You can offer lead magnets like a:

  • Free trial: Consider enticing undecided users with free trials and nurturing them to convert into paying customers. Here’s an example
Lead magnets

In the above example, clicking on “Get the Free Guide” will take users to the website’s landing page to download their free guide as shown below.

Get the Free Guide
  • Webinar: You can discuss vital topics and respond to questions in live, pre-recorded sessions
  • Ebook: Consider sharing your knowledge and expertise on particular issues in free-to-download eBooks

Can a landing page be used as a website?

Landing pages and websites serve varying purposes, goals, and audiences. This means you can’t use a landing page in place of a website. Use both for better results.


A landing page has different uses from a website. Familiarize yourself with their differences and how to leverage each for your business's benefit.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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