PIPELINEGuide
Checklist: preparing a landing page
What you should clarify before requesting offers for a landing page. The more of this is in place beforehand, the more reliable the offers will be.
Before deciding on a landing page, a brief assessment is worthwhile: which process takes the most time, who will maintain the system later, and whether the necessary content is even available. The complete checklist is further down.
01 — Checklist
Clarify before the first quote
- What should improve? In one sentence, no jargon.
- How will you know? One number that should change.
- Who decides? One person, not a committee.
- What budget is available? A range is enough — it makes quotes comparable instead of arbitrary.
- By when? And what the deadline depends on.
- Which systems are involved? And who has access to them.
- What do you already have? Content, data, preliminary work — this reduces the cost.
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 — 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?
04 — Questions
Frequently asked questions
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.
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.
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.
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.
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.