This is a question that often comes up when working with clients. I'm not a website expert, so I posed the question to Jude Wharton, co-founder of Ready Steady Websites. Here's what Jude has to say...
In our business we often have the full website vs landing page discussion with people and the first thing we do is check they understand what a landing page actually is because it doesn’t do the same job as a website.
What is a Landing Page?
A landing page is a web page that you come to directly, often through a link in an email or social media or through an advert and its sole purpose is to get you to sign up for something or to buy something. So, if you have a free resource to get people onto your email list, you will send people to a landing page with a bit of information about that resource and somewhere for them to sign up. If you are running a challenge or you have a course then you would send people to a specific page about those and that would be the challenge or course landing page. So, it’s somewhere that people land for a specific purpose.
What Does a Website Do?
Whereas a website has a bigger job. It’s where people get to know more about what you do, who you help, the services or products you offer, a way for them to get in touch and a way for you to capture leads and make sales. As part of that your website visitor may well end up on a landing page if they want to sign up to something or buy from you.
When people ask whether they can just make do with a landing page, what they actually tend to mean is, is it ok to have a one page website? And the answer to that is yes.
What is a One Page Website?
A one page website should do the same job as a multi-page website but because it’s just one page it takes the pressure off to create as much content or consider the layout and design for multiple pages.
A one page website should include:
· A clear statement about what you can do and how you can help your website visitor. This shows people instantly that they are in the right place and it’s worth scrolling down the page to find how they can find out more or work with you.
· An easy way for people to contact you. Your one page website won’t have as much detailed information as a full website would, otherwise people would be scrolling for a long time, so it’s key that you give people at least two options to get in touch with you to find out more about what you do or to discuss working with you. The reason you should give people an option of ways to contact you is because not everyone likes to use email, not everyone likes to talk on a call and not everyone likes using social media. The easier you make it for people, the more business you will get.
· A way of building your email list. Having an email list is a great way to capture leads from your website. It’s a way of staying in touch with people who like what you offer but aren’t ready to pay for your services or products yet. By sending them emails you can help them get to know you better, help them get a greater understanding of what you do and show them how much of an expert you are in your field.
In this blog post on our Ready Steady Websites® blog we talk about why some people go for a one page website and the benefits of putting one out there.
So, to answer the initial question…
Do I Need a Full Website or is a Landing Page OK?
Just a landing page is OK if you want to get started with an online presence with a specific purpose to build your email list or launch an offer but to truly represent your business online you need a website in the long run but that doesn’t have to be a multi-page website straight away.
When deciding on how to create your website, even if it’s a one pager, it’s worth choosing a platform that you can get started on and then grow your website into a full website in the future so that you aren’t having to start from scratch again.
If you would like any further support or guidance with this please don’t hesitate to get in touch or check out our free resources.
Jude Wharton is one of the co-founders of Ready Steady Websites® an off the shelf website and membership site template service. Jude launched Ready Steady Websites® in 2019 with her husband and business partner, Chris and they have been running a successful digital design company, 2nd Floor Designs Ltd since 2010.