Should My Wellness Program Sales Page Be on My Main Website or on a Hidden Landing Page?

At some point in promoting your wellness program, you’ll run into this question: 

Where should the sales page live? 

When I say “sales page,” I’m referring to the page that provides all the juicy details and invites people to join, apply, or book into your main service, whether that’s a membership, group coaching program, or a signature 1:1 service. 

When building out your sales page, you have 2 options:

It could be a main page on your website or a stand-alone landing page. 

This may seem like a small decision, but it’s something to consider before fully investing your time and money into building and designing a beautiful sales page—only to find out you wish you had done it differently.  

In this post, I’ll walk you through:

• What a landing page is
• How a landing page is different than a website page
• The pros and cons of each when building a sales page
• Real-life scenarios to help you decide what makes the most sense for your practice
  
  
  

What Is a Landing Page?

A landing page is a standalone page designed to guide visitors toward a specific action. 

That action could be enrolling in your program, signing up for a waitlist, or booking a call.

Unlike a typical website page, a true landing page doesn’t have a navigation menu at the top. That means your visitors can’t easily click away to browse your blog, check out your About page, or get distracted by other links.

You can decide whether you want the page to be totally hidden (only accessible through a direct link) or findable by search engines. That depends on your goals and whether you’re driving traffic from a specific source like ads, email sequences, or social posts.

Why do people use landing pages?

Because they minimize distractions and focus your reader’s attention.

With no sidebar, no nav bar, and no other offers on the screen, your potential client is left with a simple yes-or-no decision. This setup often leads to higher conversion rates, especially when paired with a well-structured funnel.

That said, it’s not always the right choice.

The downside?

Landing pages aren’t easily findable unless someone has the direct link. If someone’s exploring your main website and is curious about your offer, they won’t come across your landing page unless you intentionally guide them there.

When is it best to use a landing page?

Landing pages work best when you’re promoting your offer through a specific funnel—like a lead magnet, webinar, or ad campaign. They’re ideal for short enrollment periods, launches, and any situation where you want to remove distractions and keep the focus tight.

Why Would I Put My Sales Page on My Main Website?

If you build your sales page as a main website page, it’s part of your overall site structure and typically linked in your navigation menu. 

Think: your Services page, About page, or anything else someone can find just by clicking around.

So, why might you put your sales page here? 

It all comes down to user experience.

On a main website page, your visitor can still access the rest of your site. They can read your blog, check out your credentials, or explore your other offers. This creates a more cohesive browsing experience for someone who’s discovering your work for the first time.

And that can be a good thing.

If someone lands on your main website from Google, reads your About page, and starts to feel like “yes, this person gets me,” then clicking through to a program page that matches your brand and layout can build trust. It feels seamless.

But there’s a tradeoff.

The downside?

All those navigation links and sidebar options can also distract your visitor from taking action. If your goal is to guide them to enroll or book a call, giving them multiple places to click can reduce the chances they’ll follow through.

When this makes sense

If most of your client bookings happen directly through your website, like from Google searches or local directories, keeping your program sales page on your site can make things feel more natural. 

Especially if your call to action is something like booking a free consultation, you want that journey to feel as smooth and intuitive as possible.

How to Decide Between a Landing Page or Main Website Page

Now that you know the pros and cons of each, how do you decide what’s right for your wellness business?

The best option depends on your overall strategy, how people find you, and how your offers are sold. Let’s look at two scenarios to help you see which setup fits your business model.

Choose a Landing Page If…

You’re driving traffic through a funnel, and most of your bookings or sales come from email, ads, or a lead magnet.

For Example:

A nutrition coach runs a group coaching program that opens four times a year. 

She promotes a free recipe book between launches through podcast interviews, Facebook ads, and Instagram. 

The main goal of her website is to grow her email list, so the primary call-to-action is to download the free guide.

When the doors open for her program, she sends emails to her list that link directly to a dedicated landing page. This page is clean, focused, and free of distractions.

There’s no navigation bar—just a compelling story, clear details about the offer, and a simple choice: enroll or not.

This setup works beautifully because it keeps the momentum going for someone who’s already warm and ready to buy.

Choose a Website Page If…

Most of your clients find you through Google search or local SEO, and they tend to explore your site before making a decision.

Case Example:

A functional medicine MD offers a comprehensive six-month 1:1 program. She attracts clients through a blog and Google ads that bring people to her website. The call-to-action across her site is to book a low-cost introductory consult.

In this case, it makes the most sense to have her program sales page as a main website page.

It’s part of the natural flow for someone who’s learning about her work, reading her blog, and considering whether to schedule that initial visit. 

The seamless site experience builds trust and makes it easy to take that next step.

It’s All About the Client Journey

There’s no universal rule about where your sales page should live. 

Your business is not the same as every other wellness practitioner’s. 

The important questions to ask are:

How do your clients typically find you? 

And what’s the smoothest path for them to take the next step?

If your marketing is funnel-driven and you’re sending warm leads directly to an offer, a focused landing page will give them a distraction-free space to make a decision.

If most people discover you through your website and like to click around and get a feel for your work first, keeping your sales page as part of your main site may create a better, more cohesive experience.

Whichever route you choose, the key is to align your page structure with the way people move through your client journey.

And if you’re still unsure? 

That’s okay too.

Inside HighVibe Copy, we map out your offers, funnels, and client journey and then write sales pages that match the way your business actually works. 

This program is currently on a waitlist, but you can get all the details and add your name here!