Two ways to build it. Two ways to keep it working.

If you're paying for traffic, sending it to your homepage wastes most of it. A landing page gives a visitor one thing to look at and one thing to do. No menu to wander off into, no six other services competing for attention. Just the offer, the reasons to believe it, and an easy way to say yes.

Most people will check your website before they call you. They're not reading it closely — they're deciding in a few seconds whether you look like a real business worth phoning. A good site answers that fast: here's what you do, here's the area you cover, here's what it costs, here's the button to call. That's most of the job.

Websites decay. Software goes out of date, forms silently stop sending, a plugin update breaks a page and nobody notices for two months. Care is the boring, useful stuff: keeping it updated, backed up, and working — plus a bit of time each month for the small changes you'd otherwise never get around to asking for.

Launch day is a guess — an educated one, but a guess. Growth is what happens after: looking at what people actually do on the site, changing the things that are losing them, and doing it again next month. It's slower and less exciting than a redesign, and it's usually where the money is.