Let’s settle this: When does a landing page work? When do you need a full website? And how do you know when it’s time to upgrade?
Your website is either working for you. Or working against you. There’s no in-between.
But there is a common question I hear that does need to be considered: “Do I need a full website, or will a landing page do?”
I get why people ask. A website can feel like a big investment. So it’s tempting to delay, cut corners, or just throw up a quick page and hope for the best. But hope isn’t a strategy.
When I do competitor research, I see it all the time—businesses with incredible offers but websites that don’t do them justice. Some look outdated. Some are confusing. And some don’t even exist. That’s a problem. Because if your online presence isn’t helping you, it’s probably hurting you.
No website, no problem? Not quite.
Social media is great, but you don’t own those platforms. Your website is the one place where you have full control over how your audience experiences your brand. (Okay, emails too.)
But just throwing up a website so you can check a box? That’s not the move.
Sometimes, a single high-impact landing page is all you need. But if you’re in growth mode—scaling, pivoting, or looking to build a stronger foundation for your business—a well-crafted website is a strategic (and necessary) asset that helps you connect with the right clients and amplify your impact.
My 16-year-old took one look… and clicked away.
Think not having a website is your biggest problem? Nope. A bad website is worse.
My 16-year-old was researching repair shops to get his phone screen replaced. He landed on a website, took one look, and immediately said:
“This place doesn’t look professional. I’m not trusting them with my phone.”
That was it. No price check. No reading reviews. Just one glance, and he was out.
Then he found another site with AI-generated photos everywhere. Moved on again.
(Yep, I get the irony of my photo choice above. 🤷🏻♀️)
If a teenager making a $100 decision is this picky, imagine what your ideal clients are doing when they’re considering spending thousands.
They’re not just looking at design. They’re scanning headlines, skimming copy, and deciding within seconds if they trust you.
You don’t know how many referrals haven’t turned into clients because someone looked you up, didn’t find a website (or found one that made them hesitate), and moved on.
I even wrote about this on LinkedIn. Check it out here.
Think any website is better than none? Think again.
If your site:
- looks outdated (read: you’re a solopreneur using your 2006 MySpace profile)
- is hard to navigate
- has messaging that’s vague, generic, or confusing…
potential clients will bounce. People need to know, fast, why they should trust you. And if your copy doesn’t do that, they’re out.
Thinking of waiting? Here’s when that’s a smart move, and when it’ll cost you big.
When should you invest in a website?
Not every business needs a full website from day one. If you’re still figuring out your target audience, messaging, or offers, you don’t want to invest in something that may need an overhaul in six months. In that case, a well-optimized landing page might be the smarter choice while you refine your business.
But when you sell premium services, have a high-ticket offer, or operate in a competitive industry, a website isn’t optional. It’s expected.
Your ideal clients expect a certain level of credibility. And, sad but true, if you don’t have a strong online presence, they’ll assume your business isn’t established enough to work with.
Addressing common hesitations
Maybe you’re thinking:
🤔 “I’ll just use social media instead.”
Oh cool, so Mark Zuckerberg owns your business now? Social media is great, but you don’t own it. Algorithms change. Accounts get shut down. Your website is where you control the message.
🤔“I’ll just let AI write it for me.”
AI is great at spitting out words, but connection? Trust? Personality? That’s all you. Audacy Inc. found people are more than twice as likely (55%) to trust a human voice of AI-generated content (23%).
🤔 “I’ll do it later.”
Be honest: later usually means never. And every day without a clear, strategic website is a day you could be losing potential clients.
Your website might be pushing clients away (here’s why)
Whether you go with a full website or a single landing page, it must include:
- Clear, strategic messaging: Your homepage should make it obvious who you help, how you help them, and why they should care. If your visitors have to guess, they’ll leave.
- Conversion-focused copy: Your CTA isn’t just a button, it’s an invitation. “Learn More” won’t cut it. Make the next step clear and compelling.
- Trust-building content: Social proof works best when it’s specific. A vague “She’s amazing!” testimonial? Not helpful. Show real results.
- A brand voice that’s consistent everywhere: Your website, social media, and emails should all sound like you. So clients know what to expect before they even reach out.
When to upgrade from a landing page or a ‘good enough’ website
If you only have a landing page right now, here’s when it’s time to level up:
- You’re getting traffic, but not enough conversions → Your messaging might be too limited.
- You have multiple offers or audiences → A single page won’t cut it anymore.
- You keep answering the same questions on calls → Your website should do this for you.
- Your competitors have full websites, and their messaging is doing the heavy lifting. If your prospects are comparing options and your site is too bare, too vague, or missing key trust signals, they’ll choose someone else.
- Your website looks fine, but isn’t working hard enough. If your site is just there (it looks professional but doesn’t actively bring in leads, answer objections, or guide people to take action), it’s time to rethink your messaging.
🎬 Actionable tip: Visit your website and ask yourself:
- Does this site make it clear why someone should work with me over a competitor?
- Does my homepage copy speak to my ideal client’s pain points and desires, or just list services?
- When’s the last time I updated my messaging? (If it’s been 2+ years, your business has probably evolved, but your site hasn’t.)
If your site looks good but isn’t building trust or bringing in leads for you, it’s time for a refresh.
Reality check: is your website helping or hurting?
Not sure? Quick test: Ask a friend who isn’t familiar with your business to visit your site for 10 seconds. Then close it and ask them:
- What do I/we do?
- Who do I/we help?
- What’s the next step?
If they hesitate, get confused, or give the wrong answer… you know what to do.
Your website should be bringing in leads. If it’s not, let’s fix it.
- Copy audit: Get a fresh set of eyes on your copy to see what’s working and what’s not. Walk away specific, actionable, easy to implement fixes.
- 1:1 strategy session: It’s like therapy for your brand. Get expert guidance on positioning, messaging, or conversion-focused copy.
