Landing: one URL, one promise, one CTA. Institutional: multiple sections for people who already want to understand the company.
Choose a landing if…
- You have one clear offer.
- Traffic comes from ads or referrals with context.
- You want conversion measurement without a menu maze.
Choose institutional if…
- Multiple audiences and offers coexist.
- You need cases, team, blog, and local pages.
- The sales cycle is consultative and long.