PIPELINEGuide
Landing page: where to start without losing focus
The most common mistake when starting is not the wrong technology, but the wrong first step. A sequence that has proven itself in small businesses.
Getting started with a landing page doesn't begin with the technology, but with a week of note-taking: What repeats, what costs the most time. Then a single, clearly defined process with a measurable goal — only with clear scope do quotes become comparable at all.
01 — Getting started
Where to begin
Name the bottleneck
Not the most interesting thing, but what takes the most time. A week of tracking what repeats delivers a more realistic list than any workshop.
Define a small scope
One process, one measurable goal. What works gets expanded — what doesn't costs little.
Survey the starting situation
What content, data, and access is available. For a landing page, this is the factor that most strongly influences effort and timeline.
Decide who is responsible
For the implementation and for operations afterward. Without this definition, every system becomes outdated.
Only then request proposals
With a clear scope, proposals become comparable. Without it, you get numbers that have nothing to do with each other.
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 — Checklist
Clarify before the first quote
- What should improve? In one sentence, no jargon.
- How will you know? One number that should change.
- Who decides? One person, not a committee.
- What budget is available? A range is enough — it makes quotes comparable instead of arbitrary.
- By when? And what the deadline depends on.
- Which systems are involved? And who has access to them.
- What do you already have? Content, data, preliminary work — this reduces the cost.
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 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.
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 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.
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.
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.
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.