Corporate website or landing page: what to choose in 2026

A corporate website and a landing page solve different problems: the first builds brand and SEO, the second converts ad traffic. We explain how to choose and when you need both.

A corporate website and a landing page solve different problems. A website builds brand trust for years ahead and collects search traffic. A landing page closes one specific scenario: a visitor arrives from an ad and should leave a request. Let's figure out what to choose for your situation and when it's worth doing both.

Picture an optical store in a shopping mall and a stall at a fair. The optical store has dozens of models, a consulting doctor, the brand's history on the wall, a warranty. The fair stall has one model at a special price, a sign saying "30% off today only" and a seller who writes out a receipt on the spot. Both spots are needed, but their jobs are different. The same logic applies to websites.

What a corporate website is and why you need one

A corporate website acts as a company's public face online. People come here when they want to understand who you are, what you offer and whether they can trust you. The structure usually covers several typical tasks: tell about the brand, list services or products, show case studies and contacts.

The basic set of sections looks like this:

• Home: a short intro about the company and navigation to the main sections
• Services or catalog: detailed information about what you sell
• About: team, history, values
• Case studies or portfolio: proof that you can deliver
• Blog: for SEO and expertise
• Contacts: phone, form, map

The main difference from a landing page is that a website solves several tasks at once. One visitor came to read about a service, another is looking for your phone number, a third is browsing the blog. Each has their own path, and the website has to serve them all.

What a landing page is and how it differs

A landing page works as a one-pager built around a single task. The user arrives here from an ad, a newsletter or a specific link. The page's goal is simple: get one particular action from them. A request, a registration, a purchase, a price list download.

The anatomy of a landing page is described by Unbounce, the global leader in this niche, and comes down to a few blocks:

• A headline with a concrete promise
• A subheadline that clarifies: who it's for and why
• A main visualization of the product or service
• 2–4 blocks with benefits or features
• Social proof: testimonials, client logos, numbers
• One primary call-to-action, repeated 2–3 times across the page

The key word here is one. One audience, one offer, one button. On a landing page, the menu and extra links are deliberately removed: anything that distracts from the target action cuts conversion.

When you need a website, when a landing page, and when both

A simple rule of thumb: look at the task you have and where the traffic comes from.

You only need a website if: you have several service lines or a large catalog, your main channel is search traffic from Google, you're building an expert brand and publish content regularly. A store with 200 products, an agency with five services, a law firm with different practices. These are all websites.

You only need a landing page if: you're promoting a single product, launching an ad campaign for a specific offer, testing demand for a new idea. A course, an event, a free consultation, a new product model. These are all landing pages.

You need both a website and a landing page if: you have a core business with a website, but you're running additional ad campaigns. The website works for organic and trust, the landing pages handle paid traffic for specific promotions and segments.

How this ties into SEO and Google Ads

For SEO you need a website, not a landing page. Search engine optimization works on the long run, requires dozens of pages targeting different queries, regular blog content and internal linking. A single page won't survive in the results — it will be outranked by competitors with dozens of articles on the topic.

For Google Ads the situation is exactly the opposite. Paid traffic is more expensive than organic, so each click should have a high probability of turning into a request. A landing page with one button and a focused message converts 2–5 times better than a website's home page.

On top of that, Google looks at landing page quality and calculates a Quality Score. The Google Ads help center explains this in detail: the more relevant the page is to the query and the better the user experience, the cheaper the click and the higher the ad position. A high Quality Score reduces the cost per click by 20–50%. A landing page tailored to a specific query almost always delivers a better Quality Score than a generic website page.

A small example from practice

We recently ran ads for a small language school. Before that, Google Ads traffic was driven to the website's home page with a list of all courses. The conversion to a request held around 1.2%. We built a separate landing page for the "English for Beginners" campaign: one offer, one curriculum block, one form. The conversion rose to 4.8% on the same ad budget.

The website stayed in place — it still works for organic and trust. The landing page was added as a tool for paid traffic. If you need help with such a setup, we offer website and landing page development tailored to specific business goals.

Common questions about choosing between a website and a landing page

Can you use just a landing page without a website?

Yes, if you have one product and you're not counting on search traffic. Many startups and info-business projects start with a landing page because they need quick tests and paid advertising. As the business grows and several directions appear, a website becomes inevitable.

How much does a landing page cost compared to a website?

A landing page is usually 3–5 times cheaper than a full website. A simple one-pager on a builder can be done starting from a couple of thousand zlotys. A good corporate website with a CMS and blog costs from 10–15 thousand and up, depending on scope and complexity.

What's faster to launch: a landing page or a website?

A landing page comes together in a week or two, a website takes 4 to 12 weeks. A landing page is one page, simple logic, minimal integrations. A website requires designing the structure, developing templates, filling it with content, setting up SEO and testing.

Can you later turn a landing page into a website?

Technically yes, but it's usually not the best path. A landing page and a website are built with different logic: different information architecture, different templates, different navigation. It's often easier to launch a website from scratch alongside the landing page than to rebuild a one-pager into a multi-page structure.

Do you need a blog on a landing page?

No, a blog on a landing page doesn't work. A landing page is built to convert ad traffic, not for search engine promotion. A blog only makes sense as part of a website, where it supports SEO and reinforces the brand's expert positioning.

What should an online store choose?

A store is always a website, not a landing page. It has a catalog, a cart, a customer account, filters, product pages. Landing pages in e-commerce are used as an add-on: for individual products, promotions or segment campaigns.

In short

A website builds trust, collects SEO traffic and serves several tasks at once. A landing page converts traffic from a single ad campaign around one specific offer. If you're running Google Ads and still sending traffic to the website's home page, try a dedicated landing page for the campaign — the difference in conversion is usually several times.