PIPELINEGuide
Landing page: Contract, ownership, and exit
Who owns the data, access credentials, and outputs in the end? The answer to this question says more about a provider than any reference list — and belongs before the signature, not after.
Before commissioning a landing page, the following should be clarified in writing: data and access belong to you, in what format and timeframe they will be handed over upon termination, what a later change costs, and that documentation is a line item in the quote and not a verbal promise.
01 — Contract
What needs to be clarified in writing
- Ownership of data and access. They belong to the client. If a provider won't clearly confirm this, that's the most important information from the conversation.
- Handover upon termination. In what format, within what timeframe, at what cost.
- No minimum term without consideration. Lock-in is justifiable if something is delivered in return — otherwise not.
- What a later change costs. The total cost isn't determined by the project price, but by the hourly rate in year three.
- Documentation as a deliverable. Not as a promise, but as a line item in the proposal.
02 — 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?
03 — Warning signs
When to be skeptical
- Guaranteed results. Anyone promising top Google ranking or a specific revenue increase is selling something they can't deliver.
- No pushback. A provider who thinks every project is a good idea has either not listened or is only selling.
- Time pressure. Limited-time discounts on project prices are a sales tool, not an offer.
- Unclear ownership. Anyone who won't clearly say who owns data and access doesn't have your interests at heart.
- No contact with technical expertise. If only sales sits in the first meeting, that's where misunderstandings arise.
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.
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 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.
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.
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.
Next step
Initial assessment, no obligation.
Briefly describe what you need. You'll get an honest answer about what's realistic and what it will roughly cost.