WEB DESIGN & DEVELOPMENT / A PRACTICAL ANSWER
When should you use a landing page instead of a website?
The short answer
A landing page suits a focused offer with one intended next action. A wider website suits visitors who need to understand the business, compare several services or return for different tasks. Choose the destination by the visitor's decision and traffic source, rather than assuming a shorter page always performs better.
What to plan
Write down the promise made by the advert, email or referral. The destination should explain that promise, support it with approved evidence and make the next action clear. If the visitor needs broader context, keep useful routes to the company and relevant service information.
What to verify
Consider how the page will be maintained after the campaign. A temporary offer, an evergreen service and an experiment have different search and retirement needs. Measurement should distinguish a page visit, an enquiry action and a qualified outcome.
ILLUSTRATIVE EXAMPLE / NOT A CLIENT RESULT
Make it concrete.
A product launch email may need a page devoted to that release. A referral to an agency may need a website where the buyer can explore services, approach and evidence. Both journeys can belong to the same business.
Before you commission
- Name the offer and intended visitor action.
- Match the destination to the traffic promise.
- Agree how the page will be measured and maintained.
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FROM THE QUESTION TO THE WORK
A useful next step.
Bring the decision, the existing situation and the information you have. We can help define a scope before you commit to a wider project.
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