Landing Page or Multi-Page Website: Which One to Choose?
Hi there, WEB ALTERNATIVE here!
Many entrepreneurs face a tough decision: landing page or multi-page website? On one hand, a landing page seems much more cost-effective than a full website. On the other hand, not every business niche is suited for a landing page.
To clear up the confusion, let’s break down the main types of websites and take a closer look at them. Based on the number of pages, websites are divided into two categories:
- Single-page websites
- Multi-page websites
Single-page website
A single-page website is a web page that contains all the essential information in one place. Users scroll down the page to learn about the product or service and then leave their contact details via a form.
Single-page sites are further divided based on the type of content:
- Landing page
- Promo site
- Business card site
Since the landing page is the most common type of single-page site, let’s take a closer look at it.
Landing Page
A landing page is a dedicated web page designed for a specific goal, typically to sell a product or service. It’s the page users “land” on after clicking an ad or a specific marketing link.
In simple terms, a landing page is where you want visitors to take a specific action — like buying a product, submitting contact information, or signing up for an event.
One of the key features of a landing page is minimal distractions. The goal is to guide the visitor, from the very first screen (the main block), all the way to leaving their contact details — without overwhelming them with unnecessary content.
It’s also important to note that landing pages work best for straightforward offers, where the product or service is easy to understand, and the main goal is to collect a phone number or lead, which your sales team can then follow up on.
Landing pages are powerful tools for increasing conversion rates (the percentage of visitors who take the desired action), because they’re specifically designed to capture attention and prompt immediate response.
Key Elements of a Landing Page
Let’s break down the crucial sections every landing page must include to effectively lead a user toward the main goal — submitting a request or leaving contact information.
Hero Section (Above the Fold)
This is the first block the user sees when they land on your page. You only have 3 seconds to capture their attention — so this section must be simple, clear, and focused. It should include:
- Offer (a clear, valuable benefit or deal)
- Visual (image or illustration that supports the message)
- Call-to-action (CTA) Button
That’s it.
Too many elements can overwhelm the visitor. Focus on communicating the most important value for the client in a concise, engaging way.
The goal of this block is to quickly communicate the value of your product or service and motivate the visitor to scroll further or take action immediately.
Service Description
This section should clearly explain to the client what exactly you do. Many users who land on the website don’t fully understand the range of services just from viewing the homepage. Typically, business owners include 3–4 main products or services in this section, each with a brief description.
Service Benefits
If the service description is meant to inform and introduce, then the benefits section is designed to build trust.
This block should clearly convey your expertise, the advantages for the client, and the stages of work. Trust can be earned by including statistics with numbers, unique features of the product, and guarantees offered.
“Trusted by”
This section is especially useful for niches with a long decision-making process. Listing well-known companies as your clients or partners will boost user trust and speed up the purchase or service acquisition.
However, if you don’t have famous companies in your client list, don’t worry. You can still display logos of the companies you work with, and this will also increase buyers’ confidence.
Customer Reviews
It’s important that reviews are prepared in a way that leaves no doubt for the user that you didn’t just write the text yourself and attach a stock photo of a “supposed” client. Video testimonials, photos of real customers, and unique texts that differ from generic reviews work best here.
Call to Action
This is the most important block. Here, the user should leave their contact information so that an administrator or sales manager can start “processing” the client.
Moreover, it’s better not to simply label the block as “Submit an application.” Be creative and try to write something fresh. For example, it could be “Get a free consultation” or “Receive the final price,” depending on the niche.
Depending on the total number of blocks, you can include the call to action more than once. After that, it’s worth adding your company’s contact information so that users can still get in touch with you by any convenient method.
Advantages and Disadvantages of a Landing Page
Although a landing page is a popular choice among entrepreneurs, it has both strengths and weaknesses.
Advantages
Conversion-Focused: A landing page is designed to encourage a specific action (purchase, registration, subscription, etc.), which increases the likelihood of conversion.
Simple and Quick to Build: Landing pages are typically faster and easier to develop, allowing you to launch your campaign more quickly.
Tailored to Target Audiences: Easy to customize for a specific audience or marketing campaign.
Analytics and Testing: Ideal for A/B testing and evaluating the performance of different page elements.
Great for Ads: Landing pages usually work better with contextual and targeted advertising due to their higher conversion rates compared to multi-page websites.
Disadvantages
Limited Content: Not suitable for presenting a large amount of information, which can be a drawback for complex or high-value products/services.
SEO Limitations: Limited potential for search engine optimization because of the small amount of content and keywords.
Restricted Navigation: Lack of deeper structure may frustrate users who want to learn more about your company or explore other offerings.
Multi-Page Website
A multi-page website is a web resource consisting of several interconnected pages, each with unique content and serving a specific purpose. These types of websites are ideal for various businesses and organizations, offering users extensive information and convenient navigation.
Which Niches Are Suitable for Multi-Page Websites?
- Corporate Websites: Ideal for large companies that want to showcase their services, achievements, and company profile.
- Online Stores: Multi-page websites are perfect for organizing product catalogs, providing detailed product descriptions, and integrating e-commerce features.
- Educational Institutions: Universities, schools, and online course platforms can use them to present academic programs, faculty information, enrollment procedures, and news.
- Medical Facilities: Clinics and hospitals benefit from having pages dedicated to doctors, medical services, schedules, and contact details.
- Travel Agencies: Great for displaying tour packages, destinations, customer reviews, and booking contacts.
If you’d like, I can also translate or expand on the next section — for example, the pros and cons of multi-page websites or how to choose between a landing page and a multi-page site based on your goals.
Key Elements of a Multi-Page Website
It’s important to remember that a multi-page website should give the user a comprehensive understanding of your product or service to help them make a quick decision to submit a request.
Homepage
The homepage of a multi-page website should include all the essential elements found on a landing page, as discussed earlier.
The homepage acts as a business card for your company — it should grab the user’s attention and provide a concise overview. This page typically includes key components such as a logo, navigation menu, main offers, and links to important sections.
About the Company
This section provides information about the company, its mission, history, team, and achievements. Such a page helps build trust and demonstrate professionalism. Depending on the product’s cost and the time required for decision-making, the “About Us” page should include more detailed information.
Services
Companies with multi-page websites often offer a wide range of services that can’t be effectively presented on a single landing page. That’s why it’s important to create a dedicated page that includes:
- Information about the product or service
- Benefits of the service
- Advantages of choosing your company for this service
- Value for the client, and much more
Blog/News
Don’t forget to include a section for publishing articles, news, and updates on your multi-page website. This section helps improve SEO and keeps users engaged.
Contacts
If your business has multiple branches, make sure to include contact information for each location: address, phone number, email, as well as a contact form and a location map.
Multi-page websites also commonly include additional sections such as “Frequently Asked Questions (FAQ)” and “Customer Reviews.”
Advantages of a Multi-Page Website
Extensive Content: Allows for large volumes of information, ideal for detailed descriptions of products, services, and company background.
SEO: More opportunities for search engine optimization thanks to multiple pages and rich content.
Navigation: Clear structure and easy navigation help users quickly find the information they need.
Branding: Offers a more comprehensive presentation of the brand and its values.
Disadvantages of a Multi-Page Website
Complexity and Time: Development takes more time and resources compared to a single landing page.
Maintenance and Updates: Requires more effort to keep content updated and relevant.
Conversions: May be less effective in driving conversions, as users can get distracted by other pages.
Conclusion
The choice between a landing page and a multi-page website depends on the entrepreneur’s goals. If the main objective is quick conversion and launching a marketing campaign, a landing page is the better choice. But if your goal is to provide users with in-depth information and improve SEO, a multi-page site is the way to go.
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