PIPELINEGuide
Landing page: process, approach and what's needed from you
The process for a landing page from the first question to live operation — including what you need to contribute for it to work.
A landing page project runs in 4 steps: from “goal and target audience” to “refinement”, 1 to 3 weeks total. Each step ends with a clear approval before the next one begins.
01 — Process
The steps in detail
Goal and target audience
Who arrives here, from where, and what should happen.
Building the argument
The order of arguments is more important than their wording.
Build and measure
Implementation including measurement. Without measurement, a landing page is a claim.
Refinement
After the first few hundred visitors, you see where people drop off.
02 — Participation
What we need from you
- A contact person who can make decisions — not just forward them.
- Access to the affected systems, in time and not on launch day.
- Real examples from daily business — the messier, the more useful for testing.
- Two to four hours for coordination, distributed over the project duration.
- An answer to the question of what success means. Without it, nothing can be assessed afterward.
03 — Scope
What's included
- Structure based on the questions standing in the way of a decision
- One goal per page, no competing offers
- Evidence: references, numbers, answers to common objections
- Measurement through to the inquiry, not just to the click
- Load time under two seconds even on mobile networks
- Variant testing when there's enough traffic for reliable conclusions
04 — Questions
Frequently asked questions
What if the landing page doesn't convert?
Then we look at the drop-off points before we rebuild anything. Usually it's a single section, not the whole page — you find it through measurement, not guessing.
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.
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 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.
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.
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.
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.
05 — Decision
How to move forward
The most affordable next step is a conversation, not a quote. Twenty minutes is usually enough to clarify whether a project makes sense, what scope it involves, and whether we're the right fit.
If we're not, we'll say so. An honest no costs less than a project you abandon after three months — for both sides.
06 — Next
Related pages
- Landing page — Overview
- Landing page — Cost-effectiveness
- Landing page — Provider comparison
- Landing page — Pros and cons
- Landing page — Checklist
- Landing page — Small businesses
- Landing page — Where to start
- Landing page — Contract and ownership
- Have a website created
- Google Ads
- SEO
- All guides
Landing page by region
Next step
Let's talk briefly about whether this makes sense for you.
A twenty-minute conversation is usually enough to clarify whether a project makes sense. If not, we'll say so — that's cheaper for both sides than an offer nobody needs.