PIPELINEGuide
Connecting a landing page with existing systems
Does everything need to be replaced for this? Usually not. What can be connected to an existing system landscape, where the limits are, and which part typically takes the longest.
For a landing page, in most cases nothing existing needs to be replaced: inventory management, CRM, calendar, accounting, or phone systems are connected via interfaces. The deciding factor is whether the respective system has a documented interface — and the time-critical part is almost never the technology, but obtaining the access credentials.
01 — Integration
Connection with existing systems
The most common misconception is that everything has to be new. In most cases, the existing system landscape remains in place, and the landing page builds on top of it — via interfaces, not replacement.
What gets connected in practice: ERP, CRM, calendar, accounting, phone system, newsletter system, website. What matters is whether the respective system has a documented interface. Where none exists, there's usually a workaround — but that costs effort and needs to be clarified up front, not discovered later.
The time-critical part is almost never the technical integration, but obtaining access credentials. Starting early here noticeably shortens the project timeline.
02 — Requirements
What you need for a landing page
- A clearly defined trigger. Not “we should do something with AI,” but a process that demonstrably costs time or orders today.
- Existing content or data. A landing page works with what's there. The more complete the starting point, the shorter the setup.
- Access to the systems involved. Whoever manages the credentials needs to be involved from the start — this is, in our experience, the most common cause of delays.
- One decision-making contact person. One, not three.
- Willingness to refine after launch. The first weeks in real operation show what was missing in the concept. That's normal and accounted for.
03 — 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.
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.
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.
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.
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.
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.