Corporate website or lending page: what to choose for your business?

There is a long-standing debate in the world of web development: which is better - a corporate website or a landing page? The choice is far from as simple as it seems, and each of these formats has its own strengths and weaknesses. Let's find out who each option is suitable for, what their goals are, and why sometimes a one-page site is too little too late.

How a corporate website differs from a landing page 

What is a corporate website?

A corporate website is a kind of digital "office" of your company. It is multitasking, contains several pages with detailed information about the brand, services, products, mission, vacancies, corporate culture and much more. In essence, it is the face of your company, which creates trust and builds reputation.

Key features:

• Multi-user structure and comprehensive menus.
• Ability to update and add content (news, blogs, articles) on a regular basis.
• Adaptability for SEO promotion: corporate websites often rank high in search engines due to rich content.
• Integration with various services: from CRM to chatbots and analytical tools.

 A corporate website often creates the first impression of a company, and it takes an average user only 50 milliseconds to decide whether to stay on the site or close it.

What is a landing page?

Landing page is a one-page website with a high concentration of information. Its main goal is to stimulate the visitor to a targeted action: leave an application, buy a product, subscribe to a newsletter.

Key features:

• Narrow focus on a specific offer.
• Minimalist structure and "point-to-point" presentation.
• High conversion rates thanks to a smart UX design and focus on a single offer.
• A clear CTA (call to action) that attracts attention and motivates clicks.

 Landings were particularly popular in the mass marketing era of the early 2010s, but they remain a powerful tool today. 

Who needs a corporate website and in what cases 

• Medium and large businesses: Companies with a wide range of products or services, branches and a team of employees almost always need a corporate website. It is not just a sales channel, but a universal platform for informing and interacting with clients, partners and employees.
• Startups with growth prospects: If your business is just growing, but you already have a lot of potential or a complex structure (like a tech startup or education platform), it's better to invest in a corporate website right away.
• Brands with an emphasis on image: For premium goods and services, not just a good website is important, but a real WOW-effect, which only a well-designed corporate resource can create.
• Companies operating in specific niches: Organisations offering highly specialised services or products often need a corporate website to showcase their competencies, certifications and cases.

Statistically, companies with corporate websites receive an average of 62% more leads through organic search than those using only a landing page.

When it's worth choosing a landing page 

• Local promotions or events: Promoting a new product line, running a promotion or webinar? A lending site is perfect for your specific purpose.
• Hypothesis testing: Want to test how a new business idea works? Create a landing page, launch an advertising campaign, and you'll quickly get the first results.
• Small business or freelancing: For hand-made masters, photographers, freelancers and small cafes, one page is enough to attract the attention of the target audience.
• Seasonal or temporary offerings: If you have an offer with a limited time frame, the landing page will work perfectly because of the focus on urgency.

A properly configured landing page can increase conversions up to 30%, whereas the average corporate website gives 10-15%.

Which to choose?

The choice between a corporate website and a lending site depends on your business and objectives:

• If you're launching a product or testing a hypothesis - start with a landing page. It's fast, effective and inexpensive.
• If you're planning a long-term growth strategy or scaling your business, invest in a corporate website. It will become your online business card and bring you customers for years.

According to the study, 57% users would not recommend a company with a poorly designed website, making the choice between a lending site and a corporate resource even more significant.

And lastly, a funny thought: "Landing is like a sprinter, and a corporate website is like a marathon runner. While the former aims for a short-term win, the latter scores points over the long haul. Take your pick depending on your tactics."

Now that you know what's right for your business, it's time to take action. Good luck creating your perfect web resource!