PIPELINEGuide
Landing page for small businesses and sole proprietorships
Most examples come from companies with their own IT departments. What can be transferred to a business with three to fifteen people — and what cannot.
For businesses with three to fifteen people, a landing page is often more effective than for large companies, because the same person has multiple roles. But the design must be different: small scope, few moving parts, maintenance without technical expertise — not a solution designed for growth to fifty employees.
01 — Business size
What this means for small businesses
Most examples online come from companies with their own IT departments. In a business with three to fifteen people, different rules apply: there's no one to maintain a system on the side, and every hour spent on implementation is taken directly from day-to-day operations.
This does not mean that a landing page is unsuitable for small businesses — on the contrary, the impact is often greater there because the same person has multiple roles. It means the design must be different: small scope, few moving parts, maintenance without technical expertise.
A sole proprietorship doesn't need a solution designed for growth to fifty employees. Anyone who buys something like that pays for complexity that will never be used.
02 — Fit
When it's worth it
- The process in question occurs at least weekly.
- It follows rules you can write down — even if there are exceptions.
- Today it's manual work that no one enjoys doing.
- There's one person who decides, not three who need to coordinate.
- You can name what would tell you it worked.
03 — Calculation
How to calculate it
Four numbers are enough: How often does the process occur? How long does it take? What does an hour cost internally? And what does the solution cost — one-time plus operation over three years?
An example: A process that occurs twice a week and takes 40 minutes each time ties up around 69 hours per year. At an internal hourly rate of 45 euros, that's roughly 3,100 euros per year locked in there. If a solution reduces this effort by two-thirds, it often pays for itself — depending on the actual quote — within one to two years. We'll give you the exact figure for your case after the initial meeting.
This calculation is deliberately conservative: it only accounts for the time saved, not the errors avoided or the orders that come through due to faster response. In practice, the benefit is usually higher — but you shouldn't count on it before you've measured it.
04 — Questions
Frequently asked questions
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.
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.
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 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.
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.
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.
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 — Where to start
- Landing page — Process
- Landing page — Pros and cons
- Landing page — Ongoing operation
- Landing page — Team and acceptance
- Landing page — Checklist
- Landing page — Risks
- Have a website created
- Google Ads
- SEO
- All guides
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