I am Alexey Kuznetsov, Tkan Studio. On the brief we almost always hear one word: “website.” Then it turns out one person means a page for a Yandex Direct ad, another means a seven-tab service catalogue, and a third means “so the client can log in and see order status.” Those are three different orders. Mixing them is expensive: you pay for extras or miss what the work actually needs.
Studio prices — 29 / 49 / 99 / 179 thousand — are a budget cue here, not the decision tree “which digitalisation level.” That tree lives in which level to start with. This article asks a different question: what to order by shape.
Landing: one page, one job
“Create a website” in 2026 often starts here for service businesses. One service or one offer. Ads or word of mouth send a person to the page. The page’s job is to explain the offer and take a real request — not twelve screens about the company since 2012.
Under Yandex Direct this is especially clear: the ad promises one thing, the page must keep the same promise. An empty “call me back” without district or substance costs more than the layout. A calm landing page starts at 29,000 ₽ (Start) or 49,000 ₽ (Lead site) if ads already run. If you have a pricing formula you trust — calculator package from 99,000 ₽. The calculator is a tool, not a reason to buy “solidity”.
A landing does not have to be a “small site for growth.” If tomorrow you need branches and a queue — that is another order, done later. First — a page you are not ashamed to paste into an ad.
Multipage: shelves and process
Several services, directions, branches. People need to choose, not only leave a phone on one screen. Two managers, a craftsperson, the owner in the same chat — and in the morning: “whose lead is this?” Then one long page starts lying: it pretends to be both catalogue and process.
Site for processes — from 179,000 ₽. Multipage: services, estimate where it is truly needed, contacts, a queue. CRM in this package is not a gift and not the point of the purchase. The point is that a lead has a name and a next step. If a night form drops into a shared WhatsApp group, read who picks it up in the morning first.
Do not buy multipage “to look bigger” when you have two clients a week and no ads. A landing is often more honest — and a live talk after the first ten leads.
Client cabinet: return visits
“Personal account on a website” in search often means a tax or bank cabinet. We mean something else: clients or the team come back — statuses, slots, files, a diary. That is no longer a “leave your phone” form. It is a web app by brief.
At Tkan Studio apps = a cabinet extension, not a separate App Store product. First a clear login job: who signs in, what they see, what they change. Screens second. If you only need the first ad lead — the cabinet is early. A form and a person on the other end is cheaper and more honest.
Short: three purchases, not one “website build”
- Landing. Offer → lead. Direct, one service, clear first step. Cue 29 / 49 / 99.
- Multipage. Several shelves and a queue between people. Cue 179.
- Cabinet. Return visits and statuses. Quote by brief; app ≠ app store.
If the site already exists but search and short answers skip you — that is another talk: you have a site; search and AI still do not see you. Visibility does not replace shape. Shape does not replace visibility.
See the scope in services and on pricing. If you already know which path fits — write two sentences: one page, several, or login with statuses. That is enough to stop guessing from the word “website”.
FAQ
How does a landing differ from a multipage site when ordering?
A landing is one page for one offer and a lead. A multipage site is several pages and a process. Different purchases. “More landing sections” rarely becomes a catalogue with a queue.
When do you need a client cabinet instead of a form?
When there is a return visit: statuses, slots, files. A form collects the first lead. A cabinet is when work stops without login.
Where to start if you plan Yandex Direct?
Usually with a landing: offer, form, Metrika. Multipage and cabinet when there is something to show again or leads get lost between people. Package level detail — which level to start with.
Is this the same article as the 29 / 49 / 99 / 179 packages?
No. That one is how you sell today and which service package fits. This one is landing, multipage or cabinet. Numbers overlap; the question does not.