If you’re building an online presence for your business or project, you’ve probably faced this classic dilemma: “Do I need a full-blown website, or will a single landing page do the trick?”
It’s a crucial question. Getting it right means more sign-ups, more sales, and a better return on your marketing spend. Getting it wrong? Well, that often means wasted time, money, and a lot of confused visitors.
So, let’s clear this up once and for all. No confusing jargon, I promise, just plain talk, with a killer example from right here in Kenya.
The difference between a landing page and a multi-page website
Think of it this way:
- Your Multi-Page Website is your entire office building. It has a reception area (Homepage), meeting rooms (Services), an “About Us” wall (About Page), and a contact desk (Contact Page). It’s where people go to learn everything about your company.
- A Landing Page is a dedicated sales kiosk for one specific product at a busy mall. Its only job is to get people who are already interested to stop, learn about that one product, and make a purchase right there and then. No distractions, no exits.
Both are important, but they serve completely different purposes.
When You Absolutely NEED a Landing Page
A landing page is a standalone web page, stripped of navigation menus and other links, designed for a single, focused objective. It’s your digital closer.
Here are the top scenarios where a landing page is your secret weapon:
1. You’re Running Paid Ads (Facebook, Instagram, Google)
This is non-negotiable. If you’re spending money on ads, you need a dedicated landing page.
- Why? Imagine your ad says, “Get 50% Off Our New Organic Coffee Blend.” If you send that click to your general homepage, the user has to search for that coffee blend. They might get distracted by your “About Us” story or your blog. A landing page will be only about that organic coffee blend, with the same imagery and copy from the ad, leading straight to a “Buy Now” button. This continuity skyrockets your conversion rate.
2. You’re Promoting a Specific Offer or Lead Magnet
Launching a new ebook, webinar, online course, or discount code? A landing page is your best friend.
- Why? Its only goal is to capture an email address or make a sale. By removing all other navigation, you guide the user through a compelling story straight to your call-to-action (CTA). No escape routes!
3. You’re Hosting an Event or Webinar
Whether it’s a physical workshop at The Sarova Stanley or a virtual finance webinar, a landing page is perfect.
- Why? It can hold all the essential information, the what, when, where, why, and who—and feature a giant, can’t-be-missed “Register Now” button.
4. You’re Testing a Business Idea
Got a startup idea but not sure if there’s a market? A landing page can be a low-cost validation tool.
- Why? You can create a page describing your “future” product or service and include a “Join the Waitlist” button. If you get significant sign-ups, you’ve validated the demand before writing a single line of code.
Case Study: “Tujenge Sana” – A Kenyan Construction Startup
Let’s make this real with a fictional but highly relatable example.
The Business: “Tujenge Sana,” a new startup in Nairobi offering affordable, pre-designed architectural plans for homeowners.
The Challenge: They have a basic website (tujengesana.co.ke) with a homepage, about page, and a gallery of their plans. They want to run a Facebook ad campaign to promote their new “3-Bedroom Bungalow Plan Package,” specifically targeted to young, first-time homeowners in Kiambu and Kitusuru.
The Mistake: They initially ran their ads linking to their website’s homepage. The results were poor. Why?
- Visitors landed on the homepage and were overwhelmed with options.
- They saw links to other house plans, the about page, and the contact form.
- The specific “3-Bedroom Bungalow” offer wasn’t immediately front and center.
- The conversion rate was low, and their ad spend was wasted.
The Solution: They created a dedicated landing page: tujengesana.co.ke/3-bedroom-bungalow-offer
What was on the landing page?
- A headline that matched the ad exactly: “Your Dream 3-Bedroom Bungalow Plan, Ready in 14 Days.”
- A compelling video walkthrough of the plan.
- Beautiful, relevant images of the bungalow design.
- A list of benefits and what’s included in the package.
- No main website navigation menu. The only link was a clear, green WhatsApp button saying “Yes, I Want My Plan!” and an email signup form for a free PDF guide on “5 Things to Know Before You Build.”
The Result: Their cost-per-lead dropped by over 60%. They generated more qualified WhatsApp inquiries and built a targeted email list of potential customers, all because they gave their audience a focused, frictionless path.
When You NEED a Full Multi-Page Website
So, when is the multi-page website the right choice? Almost always for your core brand presence.
You need a full website when your goal is to:
- Build Brand Authority: You need an “About Us” page to tell your story and a “Blog” to share valuable content and improve your SEO.
- Showcase a Range of Services/Products: You’re a consultancy, a law firm, or an e-commerce store with multiple categories.
- Provide Ongoing Customer Support: You need a dedicated “Contact” or “Support” portal.
- Be Found on Google: A multi-page site with a blog is essential for a long-term SEO strategy, allowing you to rank for dozens of different keywords.
The Simple Checklist to Help You Decide
Still unsure? Ask yourself:
Create a LANDING PAGE if your answer is “YES” to:
- Is this for a specific marketing campaign or ad?
- Do I have one primary goal (e.g., get emails, sell this one product)?
- Am I targeting a specific, narrow audience?
You need a MULTI-PAGE WEBSITE if your answer is “YES” to:
- Do I need to establish my overall brand credibility online?
- Do I have multiple services, products, or sections to display?
- Is my goal for people to explore and learn about my entire business?
The Final Word
Think of it as a “Yes, And” situation, not an “Either/Or.”
Your multi-page website is your permanent, 24/7 online headquarters. It’s your foundation.
Your landing pages are your special, targeted campaign microsites. They are the spearhead of your marketing efforts.
By using them together, you create a powerful online ecosystem. You drive broad awareness to your website and use targeted landing pages to convert interested visitors into paying customers and loyal fans.
So, what’s your next campaign? Maybe it’s time to build that landing page.
Need a hand crafting a high-converting landing page for your Kenyan business? Let’s chat! on +254706926943