Landing or corporate website: what to choose

In order for a business to remain profitable and competitive, it is necessary to promote it. One of the online marketing tools is creating your own page on the Internet. And here a logical question arises: what to choose - a landing page or a corporate website. In the article, we will analyze and suggest in which case you need to pay attention to one or another format.

What is Landing Page

LP is a one-page site that is created with the aim of pushing a person to take a certain targeted action: leave mail, order something, sign up for a consultation.

Landing Page development eliminates the creation of a header and navigation menu - as a rule, LP satisfies only one need of the visitor, focusing his attention on it.

When creating, developers are guided by 3 principles:

1. Block structure - structurally everything is divided into blocks with content, each screen has its own purpose. For example, one shows only reviews, while the other shows a description of the benefits.
2. Selling Formulas - Authors often use special writing techniques, such as AIDA, or 4U for headlines. At the same time, simplicity is also characteristic so that the user does not get confused.
3. The presence of a call to action - on each LP there is always a button with a call to perform the desired action, sometimes several at once. As a rule, they are located closer to the middle or end of the structure.

Landing Benefits:

• high conversion - with a competent presentation of the offer to the target audience, CR will be higher than on multi-page portals;
• quick launch and easy implementation of changes - since the LP includes only 1 page, you can change the data on it in 5-10 minutes;
• fast loading - if during the development of sites they are not oversaturated with JavaScript elements, then the page will load quickly even with a rather slow Internet;
• specificity – the lead’s attention is completely focused on one product, which helps to make an effective presentation.

The disadvantages of landing pages include the possibility of selling only one thing, so if you want to show people the entire assortment, it is better to use a different format.

What is a corporate web resource

In short, this is the "face" of the company on the Internet, its business card. Often the creation of a corporate website includes the preparation of dozens of sections and subsections. Maintaining such a portal also requires more effort.

Benefits of a corporate website:

• promotion in search engines - SEO optimization specialists prepare the conditions for people to come from the search themselves;
• selling a large number of products - when you need to show many products at once, a multi-page resource is better for LP;
• personnel search - sometimes you can find specialists without job search services if a separate section for vacancies is prepared;
• image development - a positive reputation is formed among ordinary people and partners;
• the formation of expertise - usually a separate blog is prepared for this, where articles with verified facts are published.

First of all, this option is used as a means of conveying to customers and partners information about the business, its values, services / products offered, and only then a sales tool.

Differences between a landing page and a corporate website

The corporate website and landing page were created to solve different business problems. It is worth paying attention to three key points.

What is the goal - if you need to sell a specific product or collect contacts of the target audience, then it is better to use a landing page, and if you want to maintain your image, then a website is suitable for this.

Where the traffic will come from - you need to understand that without a clear portrait of the target audience and a direct “infusion” of traffic, the landing page is useless, and a multi-page web resource can be promoted using various methods: SEO, SMM, context, guerrilla marketing.

Company development strategy - the choice of page type should be based on the overall promotion strategy, because if you plan to publish content in the future (for example, blog articles), then landing is not suitable for this. Just like a corporate website, it will not be the best option if the company needs to stimulate the user for a specific target action.

Our web studio in Kyiv Megasite specializes in different types of development. If you have not yet fully decided on the type of web resource, our managers will give detailed advice and answer all your questions. Fill in the form and get answers to your questions.