Having an online presence is no longer a luxury. As everything becomes more digital, it is becoming a necessity for any company.
Whether you want to sell, gather contacts, or simply raise awareness of your brand, having an online presence is the first step towards attracting customers and achieving sustainable growth.
However, it is natural to have questions about the best option for you.
Is it preferable to have a landing page or a website? Website or online shop? Landing page or online shop?
It is easy to confuse the terms because they all involve “having an online space”. However, each has different objectives, varying levels of complexity and very specific outcomes.
And the wrong choice can cause you to invest time and money in a format that does not serve your objectives.
In this article, you will clearly understand:
- What is a landing page, a website, and an online shop?
- In which situations should you choose each one?
- The advantages and disadvantages of each option;
- How to make the right decision, without complications.
What is a Landing Page?
A landing page is a single page created with a single purpose: to get visitors to that page to perform a specific action.
This action could be purchasing a product, registering for an event, filling out a form, or downloading a free resource.
Unlike a traditional website with multiple pages, a landing page eliminates distractions and guides the user directly to what matters. It is simple, straightforward, and highly effective when you want quick results.
When to Use a Landing Page (with examples)
These are the main questions you need to answer to determine whether a landing page is the best option for what you are looking for:
- Do you need a page dedicated exclusively to presenting a single product or service?
- Do you want to encourage immediate action, such as a purchase or registration?
- Is your primary objective rapid conversion?
- Are you planning a campaign with a very specific goal (such as collecting emails or downloads)?
- Want to optimise your advertising investment with a page focused on a single CTA?
When you want to launch a specific new product or service
Imagine you are launching a new online service about productivity. Your goal is to present only this new service without people continuing to visit other pages.
In addition, you want to include on this page:
- Service description;
- Social proof;
- Offer a bonus to the first customers;
As the goal is for each person to take quick and concrete action, the landing page is the best option.
Specific Marketing Campaign
If you are planning to invest in an advertising campaign on Instagram and Google to promote your company's product or service, it is best to create a page that summarises the main points.
It is important that everything is focused on converting those who click on the advert, without distractions.
Event or Registration
Whether you are organising an in-person or online masterclass, a prize draw, event, or even a recruitment process, you will need to collect data such as name, email address, telephone number, and perhaps one or two additional questions.
As these events are one-off, there is no need to create an entire website. A simple and effective landing page explaining the proposal and allowing registration is sufficient.
Advantages and Disadvantages of a Landing Page
| Advantages | Disadvantages |
|---|---|
| Total focus on conversion | Limited to a single objective |
| Low implementation cost | Little flexibility to present different services or create navigation |
| Quick to develop | Less (or no) impact on SEO compared to websites with diverse content |
| Easy to test and optimise | – – |
| Ideal for campaigns with a single, clear objective | – – |
When to Create a Website
A website is a structure with several interconnected pages. It is like your company's digital address: a space that anyone can use to learn more about what you do, who you are, what services you offer, and how they can contact you.
Unlike a landing page, a website allows you to explore multiple pieces of content. It is the right choice when you want to build your brand, share knowledge, and create a more complete and lasting online presence.
When to use a website (with examples)
These are the main questions that can help you understand whether you need a website or landing page:
- Do you need to present more than one product or service?
- Would you like to share your portfolio, team, history, or vision?
- Are you planning to invest in SEO and create content such as a blog?
- Will your visitors want to explore and compare information before making a decision?
- Do you want to convey authority and credibility in the long term?
Professional Services Company
If you have a professional services company (consultants, solicitors, designers), for example, and want to present yourself comprehensively, including:
- Your value proposition;
- The services it provides;
- Your team;
- Case studies;
- And also share articles on a blog with practical tips
Then creating a website is the best option for you.
It will enable you to create pages organised by theme, demonstrate authority, and attract customers seeking trust and professionalism.
Small and Medium-sized Enterprises
Imagine you have a restaurant. You want to show the menu, opening hours, photos of the space, and even share events or news. You may also want to include a booking form or link to delivery platforms.
In this case, as you are not promoting a single service but an entire experience, a website is the most advisable option.
This ensures a page with a clear structure, multiple pages, and accessible information.
Professionals with Portfolio
In the case of professionals who use portfolios, such as photographers, architects, designers, etc., their work speaks for itself.
Therefore, you need a space to display it.
In this case, creating a website will enable you to
- Organise the portfolio by category;
- Have a contact page with a form for quote requests;
- Writing articles or sharing behind-the-scenes stories;
- Be found on Google by those looking for your services.
If you are deciding between creating a landing page or a website, consider this: the more varied and rich the information you need to present, the more sense it makes to create a website.
Advantages and Disadvantages of a Website
| Advantages | Disadvantages |
|---|---|
| Enables you to build brand and authority | Higher cost and development time than a landing page |
| Ideal for SEO and content creation | Requires more maintenance and regular updates |
| Flexible structure with multiple pages and features | May be too complex for very specific actions |
| Suitable for portfolios, various services, and companies | – – |
What is an Online Shop?
An online shop is a complete sales platform where you can showcase products, manage orders, receive payments, and automate shipping in one place.
It is essentially the digital version of a physical shop. It is always open, can sell anywhere in the world, and allows you to scale your business much more efficiently.
If you are unsure whether to create a landing page, a website or an online shop, bear in mind that the latter is the ideal option when your main goal is to sell physical or digital products directly from your website.
When to Create an Online Shop (with examples)
Consider these questions to determine whether you need an online shop or a more institutional website:
- Will you be selling products (physical or digital) on a regular basis?
- Do you require a shopping cart, payment and shipping system?
- Would you like to automate processes such as stock, invoices, and deliveries?
- Do you want to boost sales with marketing and remarketing campaigns?
- Will you be working with catalogues, categories, filters, promotional campaigns?
Sale of Physical Products
Imagine that you own a shop selling handmade jewellery and want to sell it directly to customers.
You need an online space to present your pieces, show photos, manage orders, calculate shipping costs, and receive payments.
In this case, an institutional website or landing page is not sufficient. What you need is an online shop with:
- Product page;
- Shopping trolley;
- Fast and secure checkout;
- Integration with carriers and payment gateways.
Sale of Digital Products
If you have created an ebook about your business area and want to sell it online, it is important to ensure a space where people can:
- Know the product;
- Purchase the product;
- Receive this product easily (and quickly);
- Receive your invoice easily.
Even though it is a digital product that does not require physical shipping, it is important to have a system that allows you to automate delivery and ensure a professional shopping experience without relying on manual processes.
Advantages and Disadvantages of an Online Shop
| Advantages | Disadvantages |
|---|---|
| Sales 24/7, without geographical limits | Greater technical and operational complexity |
| Allows you to sell physical and digital products | Higher implementation and maintenance costs |
| Integration with stock, invoicing, and shipping systems | Requires active management: products, orders, payments, returns |
| Complete shopping experience for the customer | Requires special attention to data security and protection |
| Automation of the entire sales process | – – |
Requires special attention to data security and protection
| Feature | Landing Page | Website | Loja Online |
|---|---|---|---|
| Main Objective | Quick conversion (1 specific action) | Brand presentation, portfolio, services | Sale of physical or digital products |
| Number of Pages | 1 single page | Multiple interconnected pages | Multiple pages with categories, products, and features |
| Complexity | Very low | Average | High |
| Cost | Low | Medium | Medium to high (depending on the project and sales volume) |
| Development Time | Quick (a few days) | Intermediate (1 to 3 weeks on average) | More time-consuming (depending on the platform and integrations) |
| SEO | Limited or Non-Existent | Strong potential with blog and optimised structure | High, if well structured and with optimised descriptions |
| Product Sales | No | No (or only with external redirection) | Yes, with shopping cart, payments, and full automation |
| Examples of use | Lead capture page for new service | Consultancy website or restaurant | Jewellery shop, ebooks or beauty products |
Conclusion
Choosing between a landing page, a website or an online shop is, above all, a strategic decision.
The right choice always depends on the answer to this question: what is your main goal at this moment?
If you want quick results, such as registrations or one-off sales, a landing page is probably the best choice.
If your focus is on building your brand, authority, and presenting different services, a website will give you the structure and flexibility you need.
But if the goal is to sell products (physical or digital) in an automated way and scale your business, then there is no doubt: an online shop is the right way to go.
Revisit the questions we have posed throughout this article, analyse the practical examples, and think clearly about your project. This decision could save you months of frustration and ensure that you are investing in the right format from the outset.
If you still have questions about what to choose and need assistance, talk to an Apollotec specialist.
FAQ'S
What is the main difference between a landing page, a website and an online shop?
A landing page is a single page focused on a specific action (such as a registration or purchase). A website is a structure with several pages designed to present the brand, services, and content. An online shop, on the other hand, is a complete sales system that allows you to sell physical or digital products, manage orders, and automate payments.
When should I opt for a landing page?
A landing page is ideal when it has a single conversion goal, such as capturing leads, promoting an event, or launching a specific product. It is especially useful in digital marketing campaigns where you want to guide the user to take direct and quick action.
In what situations does it make the most sense to create a website?
A website is the best choice when you need to present various services, share content (such as a blog), showcase your portfolio, or build online authority. It is suitable for companies, professionals, or brands that want a solid and structured digital presence.
Why choose an online shop instead of a website or landing page?
If your main goal is to sell products (physical or digital) in an automated way, then an online shop is the best solution. It allows you to manage stock, receive payments, issue invoices, and deliver products, all in a single system.
Does a landing page help with SEO?
Generally not. As it is a single page with little content, the impact on SEO is reduced. If you want to work on organic positioning, the best option is a website with a blog and optimised pages.
Is it possible to start with a landing page and then evolve into a website or online shop?
Yes. Many companies start with a landing page to test an idea or validate an offer, and then expand to a website or online shop as the business grows and objectives change.
