PIPELINEGuide
Landing page: what alternatives exist
Not every problem needs a landing page. What simpler routes exist, where ready-made standard solutions are enough, and when the right answer is: do nothing at all.
Before a landing page comes into question, it's worth looking at simpler routes: a more clearly written page, a different phone protocol, a streamlined process. Ready-made standard solutions cover some ground and hit limits where your own data and integrations come into play. Doing nothing is also a legitimate answer.
01 — Alternatives
What else is out there
Before a landing page comes into question, it's worth looking at simpler routes. Sometimes a clearly written page, a different phone protocol, or a streamlined process solves the same problem without any system.
Ready-made standard solutions cover part of the use cases and are quickly available. Their limit lies where your own processes, your own data, or integrations come into play — and in the question of who ultimately owns the data.
The third option is to do nothing. That's a legitimate answer when the process in question happens rarely or when the real bottleneck lies elsewhere. We'll say so if that's the case.
02 — Boundaries
When we advise against it
- The process is still changing. As long as you're adjusting the process itself, manual work is more flexible and cheaper.
- Exceptions outweigh standard cases. Then you're automating exceptions, and that gets expensive.
- There's no data foundation. Without digitally available source data, the basis is missing.
- Volume is too low. With five transactions a month, no system pays off — not even an affordable one.
- The real bottleneck lies elsewhere. If you don't have enough inquiries, you don't need faster processing.
03 — Criteria
How quotes differ
- What exactly is included. Two quotes with the same total can cover completely different deliverables. Ask for scope as a list, not as running text.
- Who delivers what. Content, images, data, access — if it's not specified, it becomes a point of conflict later.
- What operation costs. Calculated over three years, including licenses, hosting, and support.
- What happens if you want to switch. Do you get access, data, and documentation? The answer to this question says more about a provider than any reference.
- Who actually does the work. With small providers this matters: who sits in the meeting, and who then does it.
04 — Questions
Frequently asked questions
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.
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.
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.
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.
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.
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.
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.