Guide

Landing page 2026: what has changed

What's different about landing pages in 2026 compared to two years ago — legally, technically, and in terms of what actually pays off for small businesses.

Request assessment ↗Landing page

Quote upon request1 to 3 weeksAs of 2026

In short

Two things have changed for landing pages in 2026: the transparency obligations of the EU AI Act have been in effect since August, and search answers more and more questions directly in the results. Technically, reliability has increased above all — which doesn't mean every project makes sense.

01 — Current

What changed recently

Two developments shape the decision in 2026: First, the transparency requirements of the EU AI Act have been in effect since August — anyone communicating with an AI system must be able to recognize it. Second, search itself now answers more and more questions directly, which changes the value of having your own easily findable information source.

For landing pages, this means in practice: labeling is mandatory and not a stylistic device, and the content the system works with is the same content that's also cited in search results and generated answers. If you prepare it cleanly once, you use it twice.

Technically, reliability has improved most of all. What was still an experiment two years ago is today a plannable implementation in many cases — which doesn't mean every project makes sense.

02 — Legal situation

EU AI Act: what applies

Since August 2026, the transparency requirements from Article 50 of the EU AI Act apply: Anyone communicating directly with an AI system must be able to recognize it. We build in the labeling as standard.

The AI Act doesn't distinguish by company size: A sole proprietorship with an AI system in customer contact is affected just as much as a corporation. What matters is purpose and risk, not headcount.

There's also the obligation to ensure adequate AI competence for the people working with it. That's not an examination requirement, but it should be documented — a training session with a participant list is the simplest proof.

03 — Benefits

What it actually delivers

Time that's missing elsewhere. Ad budget runs to the homepage. Everything and nothing is there, and the visitor has to figure out themselves what was meant.
Consistent quality. A system doesn't have a bad day and doesn't skip a step — regardless of who's currently in the office.
Traceability. What runs automatically is documented. That helps with handovers, vacation coverage, and in case of disputes.
Availability outside business hours. A significant portion of inquiries arise in the evening and on weekends — where until now no one was responding.
A side effect hardly anyone plans for: During setup, it regularly becomes apparent that processes in the business are unclear. Clarifying that is often more valuable than the automation itself.

04 — Questions

Frequently asked questions

How many do we need?

One per offer and target group that is advertised separately. If you sell three services to two target groups, six make sense — provided each gets enough traffic to be assessable.

Why not simply advertise the homepage?

Because the homepage is there for everyone and therefore concrete for no one. Anyone who clicks on an ad about a specific topic expects exactly that topic — not a menu with eight options.

Can you also run the ads for it?

That's a separate service that we also offer. Landing page and ad should match in content, but technically they are two separate work steps.

When can you evaluate a test?

As a rule of thumb, a variant test needs several hundred visitors per variant and at least 25 to 30 conversions, otherwise you're measuring chance. With small numbers, it's more honest to decide based on arguments rather than pseudo-statistics.

Does the landing page have to match the website?

Visually yes, structurally no. It may be significantly leaner — often without main navigation, so there's only one way forward.

Can the same landing page be used for multiple ads?

Yes, as long as the promise of the ads aligns. If the offers differ significantly, each ad needs its own page — otherwise the expectation at the click doesn't match.

What definitely belongs on it?

What you offer, for whom, what it costs or at least in what range, who you are, and a single clear next step. Price information scares away less than its absence.

05 — Next

Landing page by region

Next step

Send us a few sentences about your project.

We read every inquiry ourselves and respond personally. No sales team, no callback form into the void.

Send inquiry ↗ office@pipeline-solutions.at OR +43 681 207 64 203