PIPELINEGuide
Is a landing page worth it for small businesses?
Not every business needs a landing page. When it pays off, when it doesn't, and how to calculate that beforehand instead of finding out afterward.
Whether a landing page is worth it comes down to a simple calculation: how often a process occurs, how long it takes, and what an hour costs at your business. Only when these numbers are available can you seriously say whether it pays off — we check this before every proposal.
01 — 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.
02 — Boundaries
When we advise against it
- The process is still changing. As long as you're adjusting the process itself, manual work is more flexible and cheaper.
- Exceptions outweigh standard cases. Then you're automating exceptions, and that gets expensive.
- There's no data foundation. Without digitally available source data, the basis is missing.
- Volume is too low. With five transactions a month, no system pays off — not even an affordable one.
- The real bottleneck lies elsewhere. If you don't have enough inquiries, you don't need faster processing.
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 — Classification
What experience shows
The most common reason for expensive clicks without results is not the ad, but the page behind it.
05 — Questions
Frequently asked questions
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 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.
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.
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.
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.