Have a Landing Page Built: Costs, Purpose and Content, Plainly Explained
You're thinking about having a landing page built and want to know what you're getting into first: what does it realistically cost, do you even need one, and what has to be on it in the end? This article answers exactly those three questions, no beating around the bush. We run seven of our own brands in production and build pages and tools for clients on the side. In other words: we know both sides, the client's and the operator's, the one who has to live with the result afterwards.
What is a landing page and what do you need it for?
A landing page is a single, focused page with exactly one goal. It is not your company website with twelve menu items, but the place where a specific visitor is meant to take a specific action: fill out a form, book an appointment, join a waiting list or buy a product.
You typically need a landing page when:
- you're sending paid traffic (Google Ads, LinkedIn, newsletter) and don't want visitors getting lost in your main navigation,
- you want to validate a single offer before investing in a full website,
- you're collecting leads for a service, a demo or a launch.
Honestly: if you're an established company with a blog, a services overview and several target audiences, a single landing page is often not enough. In that case you're more likely to need a multi-page website. A landing page is a tool for one purpose, not a replacement for your entire web presence.
What does it cost to have a landing page built?
The price range on the market is huge, because very different things are sold under the same word, from a drag-and-drop template for a few hundred euros to a fully designed conversion page. Our fixed prices for a cleanly built one-pager range from 2,000 to 3,000 EUR. That includes more than just looks:
- structure and copy refinement tailored to your specific offer,
- responsive design that works just as well on mobile as on desktop,
- a solid technical foundation: fast load times, clean HTML, meta tags for Google,
- a working form or a booking/payment integration,
- tracking setup, so you can later see whether the page is converting.
If things get more technically demanding, for example because the page needs to be maintained through a CMS, has a login behind it or adds real functionality like a calculator or a database, you move into different orders of magnitude. A multi-page site with a CMS runs from 4,500 to 8,000 EUR, a single custom feature around 9,000 EUR. A pure landing page, however, doesn't need any of that in the vast majority of cases. If someone quotes you a five-figure sum for a simple one-pager, have them explain exactly what for.
What to watch out for on price: ask whether copy, tracking setup and a few rounds of revisions are included, or whether those are all extra line items. This is exactly where the surprises hide.
What has to be on a good landing page?
A landing page thrives on clarity, not on effects. These building blocks belong on almost every one:
- A clear headline: in one sentence, what you offer and for whom. No clever wordplay that nobody understands.
- A concrete value proposition: what problem you solve and what the visitor gets out of it.
- A visible call to action: a clear button that's reachable everywhere on the page. Ideally only one primary action per page.
- Proof instead of claims: real references, logos, numbers or a credible example. Don't invent anything here, it shows and it costs trust.
- Answers to objections: a short FAQ that addresses the typical concerns (price, effort, risk).
- A simple form: only ask for what you really need. Every extra field costs you sign-ups.
What you can leave out, on the other hand: a large navigation that leads people away, a never-ending company history and three competing actions all fighting for attention. A landing page is a road, not an intersection.
What else you should keep in mind
Two things are often forgotten. First, the legal side: an imprint, a privacy policy and, if you use a form, proper consent are part of it. In the DACH region that's not a nice-to-have. Second, measurability: without tracking you'll never know whether the page works. Anyone who hands you a landing page without conversion tracking is giving you a shop window, not a sales floor.
And be honest with yourself about the timeline: the copy and the delivery of your content are usually the bottleneck, not the build. If you have your logo, examples and a clear idea of your offer ready to go, a solid landing page comes together quickly. If you don't yet know exactly what you're offering, even the most expensive agency won't figure that out for you.