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A landing page first; it directly affects cost per lead.
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Website vs landing page: which do you need?
A website introduces your whole business and supports search and trust. A landing page has one job: turning a specific campaign's visitors into enquiries. If you run paid ads, build a landing page for them, and keep a website for everyone else.
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| Website | Landing page | |
|---|---|---|
| Goal | Inform and build trust | One action |
| Navigation | Full menu | Usually none |
| Traffic | Search, referral, direct | Paid campaigns |
| SEO value | High | Usually low |
| Build time | Weeks | Often one to two weeks |
How to decide
New business
A simple website first, for credibility.
Selling several services
A website, plus a landing page per major campaign.
Frequently asked questions
Can a landing page replace my website?
Only for a single-offer business in its early days. Most customers look for more about you before buying, and a landing page rarely ranks well, so a website remains important for trust and search.
Should Google Ads point to my home page?
Usually not. A page that matches the exact search converts better than a general home page, because the visitor immediately sees what they clicked for.