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Choose a website builder for a lasting, multi-page online home; choose a landing page for a specific campaign with one main action. Many organizations use both: a main site for ongoing information and campaign pages for focused offers, signups, or announcements.
What is the difference between a website and a landing page?
A website is a connected set of pages under a domain, typically serving as an organization’s ongoing information hub. Visitors can explore details about the business, its services, and its content over time. A landing page is usually built for a particular campaign or audience and directs visitors toward a primary action. It often has less navigation and fewer competing links.
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“Landing page” is not a universal technical term. Unbounce, for example, uses it for a campaign-specific page with a single call to action and no website navigation, but other providers may use the label differently. The practical distinction is the page’s purpose: broad, continuing information versus a focused visitor journey.
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Which one should you choose?
| What you need | Better starting point | What to check |
|---|---|---|
| A durable online presence with several pages, business details, and information visitors can explore | Website builder | Page structure and navigation, content needs, ecommerce or booking requirements, custom domain, and publishing conditions |
| A campaign centered on one offer and one main action | Landing page | Whether the message matches the campaign, how forms or buttons work on mobile, tracking and integrations, and whether you need testing tools |
| A permanent site plus separate promotions or lead campaigns | Both | Whether campaign pages can use your main domain, how they connect to the site, and how leads and analytics are handled |
| An announcement, newsletter signup, or coming-soon page | A landing page may be enough for that objective | Whether the page must be public, whether the provider requires a paid site, and whether you expect to need more pages later |
This is a choice of format, not a performance ranking. A focused page does not automatically improve conversions; results depend on the offer, audience, page, and campaign.
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What can a landing page ask visitors to do?
Landing pages can support different goals. Unbounce distinguishes lead-generation pages, which use a form to collect information, from clickthrough pages that move visitors toward a purchase or subscription. Common primary actions include signing up for a newsletter, requesting information, viewing a product offer, or continuing to checkout.
Keep the page’s content aligned with that action. If visitors need substantial background information, policies, service details, or several ways to navigate, those needs may be better served by a main website—or by a campaign page linked from one.
Can a landing page be part of a website?
Yes. A landing page does not necessarily require a separate service or a separate domain. Squarespace documents custom landing pages within a site, including pages placed outside site navigation. Wix documents landing-page tools in its editor. Mailchimp describes pairing a website with campaign landing pages.
Provider conditions differ. Check whether the page needs a paid plan, a public site, a custom domain, or a particular publishing setup before building around it.
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What to compare before choosing a platform
- Scope and navigation: Decide whether visitors need a connected set of pages or a focused route to one action.
- Content and growth: Consider whether you need a content hub, product catalog, booking information, or only campaign-specific copy.
- Lead capture and follow-up: Check where form submissions go and whether the page can connect to the tools you use to manage leads.
- Analytics and experimentation: Confirm which tracking integrations are available and whether you need to compare page variants or route traffic experimentally.
- Domain and publishing: Check custom-domain support, visibility requirements, and plan conditions for publishing.
Examples of provider-documented capabilities
These examples describe features in provider documentation; they are not independent comparisons of performance or a recommendation for a particular plan.
Wix
Wix describes its landing-page builder as a free solution and documents app and product templates, dynamic pages connected to CMS collections, Wix Analytics and Google Tag Manager, and ecommerce or payment-provider connections. Check the current terms for the intended use and publishing setup.
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- Create websites using over 240 templates
- Modular website builder with over 1,000 design elements
- Integrated search engine optimization (SEO) tools
- GB web storage & domain*
- Web design – no programming experience required
Unbounce
Unbounce documents drag-and-drop editing, custom-domain publishing, forms, analytics connections, CRM and automation integrations, and A/B testing. Its feature page also claims Smart Traffic can produce an average of 30% more conversions. That is a vendor-published claim, not an independently established result or a guarantee for an individual campaign.
Squarespace
Squarespace lists newsletter signups, product reveals, coming-soon pages, and announcements as landing-page uses. Its Help Center says custom landing pages can be created on any website plan, but the site must be paid and public. Using a domain exclusively for a customized landing page requires a trial site upgraded to a paid website plan. Confirm current requirements with the provider before publishing.
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Mailchimp
Mailchimp documents campaign-oriented landing pages for uses such as product promotion, with analytics, and describes pairing campaign pages with a website. The fit depends on whether you need a broader, continuing site as well as campaign destinations.
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