The difference in one sentence
A landing page is a single page with exactly one goal, for example a sign-up or an enquiry. A website is your company’s full online presence, with several pages on offers, team, references and contact.
The landing page leads visitors purposefully to one action. The website lets them browse, compare and build trust.
When a landing page is the better choice
Landing pages play to their strengths when visitors are directed to them deliberately, for example via Google Ads, social media advertising, a newsletter or a QR code. Anyone who arrives already roughly knows what it’s about and should move to the next step without distraction.
Because there is no navigation and nothing on the side, landing pages are easy to test and optimise. You quickly see which headline or which offer works better.
A landing page doesn’t have to be short. For offers that need explaining, it can be detailed, as long as every section works towards the same goal: show the benefit, answer questions, remove doubts and offer the next step. What matters is focus, not length.
- Launching a new product or service
- An advertising campaign with a clear call to action
- An event, webinar or registration
- Recruiting for a specific position
- Testing an offer before you invest in a whole website
When you need a full website
As soon as you have several offers, address different target audiences or want to be found on Google, there is no way around a website. Each service gets its own page, which can be aligned with suitable search terms.
A website is also where prospects form a picture of you: who is behind it, what projects are there, how does working together look? Especially for larger contracts, customers check this thoroughly before getting in touch.
Costs and effort compared
A landing page is quicker to build and cheaper. With us, it starts from CHF 3,500. An SME website starts from CHF 7,500 and grows with scope, languages and features. You will find more details in the article How much does a website cost.
The effort shifts depending on the format: with a landing page, a lot of work goes into persuasive copy and a strong offer in a small space. With a website, structure, more content and years of upkeep come on top.
The combination is often strongest
In practice, it is rarely either-or. Many SMEs have a website as their base and add dedicated landing pages for campaigns. The website builds trust and findability, the landing page converts the advertising traffic.
What matters is that the two fit together: the same look, the same tone of voice and clean tracking, so you can see how many enquiries each channel brings.
An example: suppose you run a trade business and want to promote a new offer, such as a maintenance service. On the website, this service sits alongside many other services and is easily overlooked.
So for a regional campaign you create a landing page just for this service: what’s included, who it’s for, roughly what it costs, a few references and a short form to book an appointment. The ads lead straight to this page.
The website remains the first port of call for everyone who finds you via Google, recommendations or your van. It explains the full offer and shows projects and the team. Both pages link to each other, and tracking shows you which route brings more appointments.
Where your visitors come from
A particularly helpful question for the decision is: how do people get to the page? Someone who comes via a paid ad has a specific expectation and needs a page that meets exactly that. Someone who comes via a general Google search wants to get their bearings first.
If you mainly win contacts through advertising, mailings or trade fairs, a landing page has a quick impact. If you want to grow over the long term through search engines and recommendations, there is no way around a well-structured website. More on this in the article SEO for SMEs.
What makes a good landing page
Whether standalone or part of a website, a good landing page follows a few simple rules. It says within the first few seconds what it’s about and makes the next step easy.
- A clear headline with the benefit for the target audience
- A single goal and a visible call to action
- Trust elements such as references, logos or reviews
- A short form with only the necessary fields
- Fast loading, especially on smartphones
- Answers to the most common objections
Key takeaways
Not sure which format suits your plans? In the free initial consultation we look at it together and recommend the solution that reaches your goal most directly.
- Landing page: one goal, targeted traffic, quick to build
- Website: several offers, trust, findability on Google
- For campaigns, landing pages complement an existing website
- A landing page lets you test an offer at low cost
- With both formats, measure how many enquiries come in
Frequently asked questions
Can a landing page replace a website?
For a single offer or a start-up phase, yes. As soon as you have several services or want to be found on Google, a website with its own subpages makes more sense.
Can a landing page rank on Google?
In principle yes, but only for a few closely related search terms. For many topics, you need several pages, each covering one topic thoroughly.
How much does a landing page cost?
A professionally built landing page in Switzerland typically costs from around CHF 3,500, depending on copy, design and features.
Can I expand a landing page into a website later?
Yes, if it is built on a suitable technical basis. Ideally plan for this from the start, so that design and structure can grow with it later.
