PIPELINEGuide
Implement a landing page: step by step
The path from decision to live operation — in the order that has proven effective in small businesses, including the points where projects typically get stuck.
A landing page is implemented by first identifying the bottleneck, then narrowing down the scope, and only then executing. The implementation itself takes 1 to 3 weeks; a project is almost never delayed by technology, but by missing content, access, and decisions.
01 — Getting started
Where to begin
Name the bottleneck
Not the most interesting thing, but what takes the most time. A week of tracking what repeats delivers a more realistic list than any workshop.
Define a small scope
One process, one measurable goal. What works gets expanded — what doesn't costs little.
Survey the starting situation
What content, data, and access is available. For a landing page, this is the factor that most strongly influences effort and timeline.
Decide who is responsible
For the implementation and for operations afterward. Without this definition, every system becomes outdated.
Only then request proposals
With a clear scope, proposals become comparable. Without it, you get numbers that have nothing to do with each other.
02 — 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.
03 — 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.
04 — Bottlenecks
What typically causes delays
- Content and deliveries. By far the most common cause of delay. Text, images, price lists, access credentials — what's missing blocks progress.
- Decisions. When it's unclear who approves, the project waits. A named contact person with decision-making authority noticeably shortens the timeline.
- Access to third-party systems. Getting access to inventory management, phone systems, or CRM regularly takes longer than the integration itself.
- Endless review rounds. Two correction rounds are normal, five are a sign that the goal wasn't clear at the start.
05 — 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.
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.
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.
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 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.
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 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.
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.