PIPELINEGuide
What do you need for a landing page? The requirements
Before a landing page even makes sense, a few things need to be in place in your business. What those are — and which supposed requirements actually aren't.
For a landing page, a business needs three things: a clearly defined process that currently costs time or orders, existing content or data to work with, and a person authorized to make decisions. Technical knowledge is explicitly not required.
01 — 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.
02 — 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.
03 — 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.
04 — 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.
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.
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 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.
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.
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.
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.