Short answer
- Website: many pages, many goals. Builds trust and brings in free search traffic over time.
- Landing page: one page, one offer, one action. Built to convert paid traffic or a specific campaign.
- No website yet? Start with the website. A landing page alone rarely ranks on Google or answers everything people want to check.
- Running ads? Add landing pages for your main offers instead of sending ad clicks to the homepage.
The difference in one table
| Website | Landing page | |
|---|---|---|
| Pages | Several: home, services, about, contact, more | One |
| Goal | Inform, build trust, get found, many paths to contact | One action: call, book, claim the offer |
| Navigation | Full menu | Usually minimal or none, to avoid distractions |
| Main traffic source | Google search, Maps, word of mouth, social | Ads, emails, a QR code, a specific campaign |
| SEO value | High over time, many pages for many searches | Limited: one page, often temporary |
| Lifespan | Years, updated as you grow | Weeks to months, per offer or season |
When you need a website
- You want to show up on Google for your services, not only through ads.
- Customers compare you before buying, and need prices, photos, reviews, areas and answers.
- You offer more than one service, and each deserves its own explanation.
- Your Google Business Profile needs a website link that backs up what it says.
- You want something you own, not just a social profile that a platform controls.
For most local businesses, this is the first thing to get right. My Website design page shows what I build in for $397.
When a landing page is better
- You're running ads for one offer. "Free roof inspection" ads should land on a page about free roof inspections.
- You're testing a new service before building it into your full website.
- Seasonal or event promotions, like a holiday menu or January gym trial.
- Print and QR codes: a flyer sends people to a page that continues the exact message.
- Lead magnets: a checklist or price guide people download in exchange for an email.
Why ads convert better on a landing page: the person clicked because of one specific promise. A page that repeats that promise and shows one button keeps the momentum. A homepage asks them to start searching again.
What to put on that page is covered in PPC landing pages.
How they work together
A setup that works well for many local businesses:
- The website holds your full story and a page per main service. It earns search traffic and supports your Google profile.
- Landing pages sit alongside it for ad campaigns, built for one offer each, often hidden from the main menu.
- Both share the same branding, phone number and tracking, so customers feel they're in the same place and you can see which ads work.
A good service page on your website can sometimes double as an ad landing page if it's focused, fast and has a clear call to action. If it's long and covers several services, a dedicated page usually does better.
What each costs
| Option | My price |
|---|---|
| Full small business website with setup bonuses | $397 one-time |
| Landing page for one offer, added to your site | $149 |
| Extra website page (service, area, gallery) | $49 |
Agency prices for both vary widely; my Marketing agency costs guide covers typical ranges. Whatever you pay, make sure the page is yours, loads fast on a phone and has tracking set up.