Landing page or full website? Which one your business needs

This question comes up on nearly every first call, so here's the plain answer.

What a landing page is for

A landing page is one page with one offer and one action. No navigation, nowhere to wander. You use it when you're sending paid traffic somewhere: an ad campaign, a seasonal promotion, one specific service you're pushing.

Because there's nothing else to click, a much higher share of that traffic does the thing you wanted: call, book or request a quote.

What a full website is for

A website is what people find when they look you up. It has to work for many different visitors: someone who got your name from a neighbour, someone searching at 11pm, someone comparing you with two competitors.

It needs to cover what you do, where you work, proof that you're good, and how to reach you. It's also what Google and AI assistants read to understand your business, so it's what helps you show up in search for each of your services.

The rule of thumb

If you're buying the traffic, build a landing page for it. If you're earning the traffic through search, referrals, your Google profile or the sign on your truck, you need the website.

The most common expensive mistake

Spending money on ads and pointing them at your homepage. The homepage has to serve everyone, so it serves the ad visitor poorly. They arrive expecting the offer from the ad and find a menu with eight options instead.

It's also one of the cheapest mistakes to fix: one focused page that matches the ad, with one clear button.