PIPELINEGuide
Landing page: comparing providers — what really matters
Offers for landing pages are hard to compare because everyone writes something different into them. The questions that reveal the differences — and the warning signs.
When comparing providers for a landing page, what matters less is the stated price than the question of what happens afterward: who maintains the system after launch, and what does a later adjustment cost. That's the difference that only shows after a few months.
01 — 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.
02 — Questions
Questions you should ask
- What happens if the project becomes more expensive than estimated — who bears that?
- Who owns data, access, and, if developed, the source code?
- What does operation cost in the second and third year?
- What does the documentation we receive at the end look like?
- How would you measure whether the project was successful?
- Is there a case in which you would advise us against this?
03 — Warning signs
When to be skeptical
- Guaranteed results. Anyone promising top Google ranking or a specific revenue increase is selling something they can't deliver.
- No pushback. A provider who thinks every project is a good idea has either not listened or is only selling.
- Time pressure. Limited-time discounts on project prices are a sales tool, not an offer.
- Unclear ownership. Anyone who won't clearly say who owns data and access doesn't have your interests at heart.
- No contact with technical expertise. If only sales sits in the first meeting, that's where misunderstandings arise.
04 — 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
05 — Questions
Frequently asked questions
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.
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.
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.
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 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.
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.
06 — Next
Related pages
- Landing page — Overview
- Landing page — Timeline
- Landing page — Team and acceptance
- Landing page — Alternatives
- Landing page — Pros and cons
- Landing page — Small businesses
- Landing page — Costs
- Landing page — Cost-effectiveness
- Have a website created
- Google Ads
- SEO
- All guides
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Next step
We'll look at your starting position.
Tell us what's eating up time today. That becomes an assessment with effort and benefit — and only then an offer.