PIPELINEGuide
Build a landing page yourself or have it built?
Much of what goes into a landing page can be built yourself — the question is whether it pays off. When internal effort makes sense, where the limit is, and which path is the most expensive.
Building a landing page yourself pays off when the project stays small, someone in your business has time for it, and no one depends on it running by a specific date. As soon as other systems need to interact or someone is liable if it fails, external implementation is usually cheaper — the most expensive path is the half-finished one.
01 — In-house effort
Build yourself or have it built?
- Building yourself makes sense when someone in the business has the time and interest, the project stays small, and no one depends on it being live by a specific date.
- Ready-made platforms get you to a first result quickly, but hit limits where custom processes, custom data, or integrations with existing systems come into play.
- External implementation pays off as soon as the landing page needs to communicate with other systems, as soon as someone is liable if it doesn't work, or as soon as the internal effort becomes more expensive than external implementation.
- The most expensive path is the halfway one: built in-house for months on the side, then abandoned and rebuilt externally. If you decide on in-house effort, set a time budget and an abort point.
- Hybrid approach: Concept and setup external, maintenance internal. For a landing page, this is often the most economical path — provided the handover is documented.
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 — 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
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.
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.
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.
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 — Costs
- Landing page — How it works
- Landing page — Process
- Landing page — Checklist
- Landing page — Provider comparison
- Landing page — Contract and ownership
- Landing page — Case studies
- Have a website created
- Google Ads
- SEO
- All guides
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