What is a landing page and do I need one?

Short answer: A landing page is a single, focused web page built around one action, getting an enquiry, a sign-up, or a sale. It strips away the usual menu and side-routes so the visitor has one clear thing to do. It is a campaign tool, not a replacement for a proper website.

What a landing page actually is

Most web pages give people options: a menu, links to other pages, things to explore. A landing page deliberately does the opposite. It has one message and one call to action, and it removes the distractions that would let someone wander off.

The name comes from where people "land" after clicking an advert, an email, or a specific link. Because you know exactly why they arrived, you can tailor the whole page to that reason, and to the single next step you want them to take.

A good landing page is tightly matched to its promise. If the ad says "20% off garden clearances this month", the page opens with exactly that, backed up with proof and a clear button, and nothing that pulls attention away. That focus is what makes it convert well.

When a landing page is worth it

Landing pages earn their keep when you are running something specific: a paid ad campaign, a seasonal promotion, a single service you want to push, or a sign-up drive. Sending ad clicks to a busy home page usually wastes money, people arrive, get distracted, and leave. A dedicated page keeps them on the one action you paid to get them to take.

They are also handy for testing an idea. Spin up a focused page for a new service, point some traffic at it, and see whether people bite before you build out anything larger.

If you want to understand how this fits with getting people to act more generally, what is a call to action is a good companion, since a landing page is essentially one big, well-aimed call to action.

When you need a full site instead

Here is the honest bit: most businesses need a proper website before they need a landing page. A single page cannot introduce your whole business, show your range of work, answer the questions people have, or build the broad trust that turns browsers into customers.

If someone searches your name and lands on a bare one-action page with no context, it can look thin or even suspect. A full site does the job of establishing who you are, what you do, and why you are credible. What makes a good business website covers what that looks like, and our work page shows real examples.

The usual order is: get the website first, then add a landing page or two for specific campaigns once you are driving paid or promotional traffic. Doing it the other way round tends to leave gaps.

What it costs and how to get one

Because a landing page is often part of a wider campaign, we usually build it as part of your site rather than in isolation. A basic BuiltWeb website is a one-off £300, an online shop is £750, and there are optional add-ons from £60 if you want extra campaign or landing pages added. Hosting is free, forever, there is no subscription, you own everything, and most sites launch in two to four weeks.

If you are running ads or a promotion, a focused page paired with a solid site behind it will convert far better than sending clicks to a general home page. A tidy web design job makes sure both pull their weight.

Not sure whether you need a landing page, a full site, or both? Get a clear price.