Use a landing page for a focused action
A landing page is useful when one campaign has one offer and one main next step.
Use a full website for the whole business
A company with multiple services, guides, case studies or customer questions needs a structure people can explore.
A campaign can use both
The full website can establish the business while a campaign lands on a focused page.
Do not turn every keyword into a landing page
Near-duplicate pages created only for similar searches create a weak customer experience.
Choose based on the next decision
If the visitor needs one choice, a landing page may be enough. If they need to compare services, build the broader journey.
