A landing page is one page built around a single action. A website is a set of pages that each answer a different question. The right choice depends on how your customers decide.
A landing page fits when
- You sell one clear thing, or run a campaign with one goal.
- Visitors arrive already knowing roughly what they want, for example from an advertisement or a recommendation.
- You want to test an idea before investing in a full site.
A full website fits when
- You offer several services that people need to compare.
- Trust matters: customers want to see who you are, your work and how to contact you.
- You want search engines to find you for several different questions. One page can rank for a narrow topic; a site can answer many.
Starting small is allowed
Many projects begin as one well-made page and grow. The thing to avoid is a landing page that tries to be a whole website, with every service squeezed into one long scroll, or a website with ten thin pages that say the same thing. Each page should exist because a visitor has a question it answers.
If you are not sure, list the questions a customer asks before buying. If it is one or two, one page can carry them. If it is eight, you are describing a site.