The answer to this may seem obvious, but, as with any business decision, there are multiple variables. While I would generally encourage a business to invest in a full site, there are scenarios where something simpler is both more realistic and practical.
Things to consider:
- Do you have the time?
- Do you have the capital to invest?
- Do you have the people?
What does this look like? For starters, do you have the time to devote to building an in-depth website? The answer may be no and the capital may not be available to pay someone to build it for you. That's when a basic cover page can be useful and practical. Also, you may not have a need for an in-depth website. A local shop around me has a very simple cover page with their basic information (contact, location, etc.) and social media links. It's literally one very well done page.
What to remember: Just because a particular business is doing well doesn't mean that every company should switch to their method. What we have to remember is that every company is different and therefore needs a different plan. We don't want to reinvent the wheel, but trying to copy another business's model just because it worked for them probably isn't wise. Research, gather ideas and then find what works for you company in your particular scenario.