What to choose: a landing page or a multi-page site?

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In today's digital world, where competition for users' attention is extremely high, choosing the right web resource format is key to the success of any business. Two main models - landing page and multi-page site - offer different approaches to presenting products or services on the Internet.

A landing page, often referred to as a "single-page site," is highly guinea b2b leads targeted and focused on one specific offer. A multi-page site, on the other hand, provides more extensive coverage of the business, its activities, and its product range.

Owners and marketers face a natural question: what to choose - a landing page or a multi-page site? The answer to this question determines not only the initial strategy for creating a web resource, but also subsequent efforts to promote and monetize it.

Landing: advantages and disadvantages


A landing page is a separate website that is completely focused on a specific offer - a product, service, promotion or event. The main goal of a landing page is to encourage the user to take a target action, be it an order, registration, subscription or other conversion event.

The main advantages of landing
Targeted focus. The landing page focuses the visitor's attention exclusively on one offer, eliminating distractions.
High conversion. Thanks to thoughtful design, compelling content, and a lack of "noise," landing pages tend to have higher conversion rates than multi-page sites.
Easy to test and optimize. Due to their simple structure, landing pages are easier to A/B test and continuously optimize to improve performance.
However, landing pages also have a number of disadvantages.
Limited information: Since the landing page focuses on one offer, there is limited scope for including detailed information about the business, products, or services.
Difficulty with search engine optimization. Due to the lack of deep structure and internal cross-links, landing pages tend to rank worse in search engines compared to multi-page sites.
Dependence on traffic. Landing pages rely heavily on attracting external targeted traffic, be it contextual advertising, email newsletters or social networks. Organic search plays a less significant role for them.
Thus, a landing page is an effective tool for focused promotion of a specific offer, but its use requires careful planning and constant optimization.

Multi-page website: advantages and disadvantages
Unlike a landing page, a multi-page website is a more comprehensive and versatile web resource designed to reflect the entire range of a company's activities and offerings. Such websites typically have a deeper structure and extensive content.

The main advantages of multi-page sites:

Ability to post detailed information. Multi-page sites allow you to tell in detail about the company, its products, services, team, portfolio and other important aspects.
Improved SEO: Due to their structure, internal cross-links, and varied content, multi-page sites tend to rank better in search engines.
Expanded branding opportunities: Multi-page sites provide more space to reveal the brand, its values ​​and positioning.
At the same time, multi-page sites also have a number of disadvantages:

More complex navigation and structure. Having multiple sections and subpages can make navigation more difficult for users and requires careful consideration of the site architecture.
Potentially Lower Conversion Rates: Compared to concise, targeted landing pages, multi-page sites may show relatively lower conversion rates.
Need for more extensive development and support efforts. Creating and regularly updating a larger, multi-page site usually requires more time and money.
Thus, a multi-page website is an optimal solution for companies seeking a comprehensive presentation of their business on the Internet, but at the same time requires more careful planning and management.

What to choose: a landing page or a multi-page site?


The choice between a landing page and a multi-page site largely depends on the specific goals and objectives of the business. Each of these formats has its own strengths and weaknesses, which should be carefully analyzed.

Landing will be the most appropriate solution in the following cases:

You offer a clearly defined product or service and aim to maximize conversion.
Your business is in its early stages and requires a quick launch and testing of different offerings.
You plan to actively use paid traffic sources, such as contextual advertising or email marketing.
On the other hand, a multi-page website will be a better choice if:

Your business has a wide range of products or services that need to be presented in detail.
You set the goal of long-term organic promotion in search engines.
It is important for you to fully disclose the brand, its values ​​and positioning.
It should also be noted that in some cases the optimal solution may be a combined approach, where a multi-page site is supplemented with target landing pages to promote individual offers.

The final decision should be based on a thorough analysis of business requirements, target audience, competitive environment and available resources. Only then can a choice be made that will ensure maximum effectiveness of the company's web presence.