Landing pages vs websites: What’s the difference and when to use each?

What is a landing page?

A landing page (LP) is a standalone, single web page created to serve a specific marketing strategy or sales goal, such as boosting conversion rates, scheduling product demos, or generating leads. It acts as an important touchpoint in a funnel, where visitors 'land' after clicking a link from targeted marketing campaigns (email campaigns, paid ads, or social media posts). 

The main purpose of a landing page is to guide visitors to click on a call to action (CTA) button and follow through with a desired action. Although there may be multiple buttons on the page, there should only be a single call to action, meaning all the buttons have the same copy and link to the same next step.

If you’ve ever clicked on an ad, you’ve probably seen a landing page. If none comes to mind, have a look at the example below. It’s a landing page with a downloadable resource, called a lead magnet, which collects visitors’ information in exchange for access to ‘gated’ content. 

This landing page type is likely what you’ll end up on after clicking an ad on social media or in search results. 

Pro tip: You can customize this LP template with your branding without a single line of code. Heyflow helps you create interactive, conversion-focused landing pages effortlessly, allowing you to capture leads, track performance, and optimize your marketing efforts, all with an intuitive, drag-and-drop editor.

What is a website?

A website is a digital collection of web pages under a single domain name. Unlike landing pages, which are more direct and serve only one purpose, websites allow for more creative expression in branding, design, and user experience, making each site unique and resonant with its audience.

Many businesses create websites to build an online presence, drive brand awareness, and establish credibility.

A business website can help you:

• Showcase your products or services

• Highlight your team and company culture

• Share news, updates, or promotions

• Educate, inform, and engage with your audience

• Attract new customers through search engines 

• Collect leads through forms and sign-up options

A website is like your brand’s business card on steroids. Take a look at Leantree's website to see what we mean. 

Leantree’s website pages showcase their services, tell the story of the brand, offer contact information, and display social proof through customer testimonials. 

The website helps visitors know what the business does, how it does it, and the benefits of working together. It has all the information you need to get to know a business with a few clicks, scrolls, and searches.

Landing page vs. website: Key differences

Now you understand how websites and landing pages are related, and that they have different purposes, formats, use cases, and structures. Let’s take a look at some of their key differences in more detail.

Format: Single page vs. collection of web pages

A landing page is a single, standalone page that’s laser-focused on one thing: getting visitors to take a specific action. You can create landing pages using tools that host the page for you – no need for a custom domain or any connection to your website.

A website is built from many different pages, like:

• Homepage

• About us

• Product pages

• Pricing pages

• Contact

• Blog

• Careers

• And different landing pages

Purpose: Conversion vs. navigation 

Websites and landing pages work together toward the same ultimate goal: more revenue. 

A website is designed to help users find the information they need. Its user experience (UX) design is focused on intuitive navigation and accessibility. 

A landing page is designed to encourage visitors to click a CTA to:

• Sign up for a free trial or product demo

• Purchase a product or service

• Subscribe to a newsletter or email list

• Download a resource, such as an ebook or guide

• Register for an event, like a webinar or live stream

• Claim a discount or special offer

• Request a quote or consultation

• Join a waiting list or beta program

• Complete a survey or provide feedback

In terms of layout, landing pages might remind you a bit of homepages in the sense that they’re both specifically designed to grab attention. Think of a homepage like a welcome mat, inviting visitors to explore your website on their own, and a landing page like a guided tour that takes visitors on a clear path to conversion. 

Lifespan: Momentary spotlight vs. steady stage

Landing pages come and go with the tides of a marketing or advertising campaign. They’re temporary, and their lifespan depends on the specific campaign goals, such as:

• How long a promotion lasts

• The duration of an ad campaign

• The time needed to achieve a target number of conversions or leads

Websites, on the other hand, are more permanent. They’re your business’s digital home base, designed to grow, evolve, and showcase everything your brand has to offer. 

You might be wondering: Should I use a landing page instead of a website? (No.) Is it worth investing in a website if a landing page gets me the conversions I need with less effort? (Yes.)

Wonder no more: you need both. The question is more about when to use a dedicated landing page vs. when you can rely on your website alone.

When to use a landing page vs. a website

Here’s when to choose a landing page over a website, depending on what objectives you’re trying to achieve.

When to use a landing page

An LP is your marketing spotlight, designed to grab attention and drive action with laser focus. 

Use a landing page as a dedicated space for unique messaging that targets a specific segment of your audience. For example, you can use landing pages to support efforts like:

• Lead generation 

• Focused marketing campaigns 

• Product launches or special events 

• Referral programs 

• Limited-time promotions 

Pro tip: Wondering how to maximize your conversions? Check out our guide on lead generation landing page best practices and learn how to design LPs that turn visitors into leads.

When to use a website 

Think of a website as your brand’s digital stage, where you can showcase your talents, tell your story, and connect with your audience in ways that a simple landing page just can’t.

You can use websites to:

• Establish your brand identity and tell your story

• Offer e-commerce solutions

• Provide useful content to educate your audience

• Generate leads and capture customer information

• Showcase products or services

• Build credibility and trust through testimonials and reviews

Help your leads land in style with Heyflow

To sum it all up, landing pages and website pages are two peas in the same marketing pod, both with distinct roles that complement each other to help your business grow. 

• Use landing pages to capture leads and drive conversions.

• Use websites to let the world know what your business is all about. 

Chances are your business website is live and thriving as we speak. But what about the landing page of your conversion dreams? 

With Heyflow, designing stunning, high-converting landing pages has never been easier. Say goodbye to complicated tech headaches and say hello to effortless customization – without needing a single line of code.

Use Heyflow’s premade landing page templates, or design your own from scratch by dragging and dropping elements onto your canvas. Add your branding elements to your design, and get the leads you deserve! 

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Engage your audience and drive conversions like never before

Create sleek, no-code landing pages that captivate and convert. With Heyflow, building and optimizing your lead funnel is effortless. 

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