A landing page looks simple - one page, how hard can it be. But that apparent simplicity is exactly where people go wrong: they either overpay for a "high-converting" page packed with effects that doesn't convert, or they cut corners with a builder and end up with a slow template that brings in zero leads. I build both landing pages and full websites, so let me explain what a landing page actually costs, what drives the price and when it wins over a full site.
What a landing page is and how it differs from a website
A landing page is a single page built around a single goal. Not "tell people about the company", but get a person to take one specific action: submit a request, book, buy, download. Everything on the page serves that goal, nothing extra.
A full website solves a different problem - it presents the whole company: services, case studies, blog, contacts, different scenarios. It has many entry points from search and many goals. A landing page hits one spot.
That gives you a simple rule. If you have one service, one product or one ad campaign, you usually need a landing page. If you have several services, plenty to say and you want search traffic across different queries, you need a website. There's also the combo: a main site plus separate landing pages for ads.
How much a landing page costs
The price range on the market is huge, and behind it sits a real difference in what you actually get.
- Landing page on a builder - 0-300 €. Tilda, a hosting builder, a template. Fast and cheap, but slower in performance, limited in flexibility and often recognizably "templated". Fine for testing an idea.
- Custom landing page from a specialist - 600-1 500 €. Its own structure, design tailored to your product, proper copy, fast loading, forms with notifications, analytics. This is the working option for most cases.
- Complex landing page with integrations - 1 500-3 000 €. Several screens, price calculation, payment, A/B tests, CRM connection, custom design. For when the landing page is your main sales channel.
What drives the price: depth of design, volume of copy and how well the structure is worked out, integrations (payment, CRM, calculators), the need for A/B tests. What doesn't drive it as much as people think: the number of "screens" on its own. Ten identical blocks don't make a landing page more expensive than five thought-through ones - if anything, the opposite.
I build landing pages on a fast stack like Next.js, because for a one-pager speed is a direct percentage of conversion: a page that loads in a second holds the person who came from an ad better than a pretty but slow template. More on the approach in my website development service.
What people overpay for on landing pages
A landing page is a favorite spot for marketing fog. Here's where the money goes to waste.
First - a "high-converting landing page built on a proven formula" for big money, which in reality is the same template with loud words. It's not the formula that sells, it's a clear offer and trust.
Second - animations and complex effects. On a landing page they're especially dangerous: the person came from an ad, they have little patience, and heavy animation cuts speed and pulls attention away from the button. A restrained, fast landing page almost always converts better than a flashy one.
Third - a landing page with no analytics and no goal connected. If you can't see how many people reached the form and how many submitted a request, you can't improve it and you're paying for ads blind.
And fourth - charging for copy as a separate line item. On a landing page the text is half the success, and it should be part of the work, not a "bring your own".
When a landing page beats a full website
A landing page wins in a few clear situations.
- Advertising. For a Google Ads or social campaign, a dedicated landing page almost always brings more leads than a site's home page: it hits exactly what the person was looking for.
- A single service or product. For a tradesperson, a niche specialist, a single product, a landing page covers the task fully and costs less than a website.
- Testing an idea. Before investing in a big site or product, a landing page lets you check for a small amount of money whether there's any demand and leads at all.
- Urgent launch. A landing page takes 1-2 weeks, a website takes a month and up.
And here's when a landing page isn't enough: if you want steady free traffic from search across different queries, you need a website with several pages and a blog. A single page physically can't rank for dozens of different topics.
Landing pages and advertising: why they're a package deal
Most often a landing page is ordered for paid traffic, and here it's important to understand: a landing page and advertising only work together. A good landing page without traffic is a shop window in an empty alley. Traffic sent to a bad landing page is a wasted budget.
So at launch I look at both sides: that the offer on the landing page matches what the ad promises, that the page loads instantly (people leave ad traffic especially fast), that a goal is set up and you can see what a lead costs. If the package is put together right, the landing page pays off on the first campaign. If not, you can spend a long time blaming "expensive ads" when the problem is the page.
Timelines and how I work
A simple custom landing page - 1-2 weeks. A complex one with integrations - 2-3 weeks. The main bottleneck, same as with websites, isn't the code - it's the materials: the offer, photos, access to ad accounts and the CRM.
We start with a short brief: what you're selling, to whom, what sets you apart from competitors, what counts as a lead. Then the structure and offer, design, build, copy, forms and analytics. I launch, check that leads come through, and if needed help connect the landing page to advertising and keep improving it by the numbers.
FAQ
How much does a custom landing page cost? A landing page on a builder is 0-300 €, a custom landing page from a specialist with design, copy and analytics is 600-1 500 €, a complex landing page with payment, a calculator or CRM is 1 500-3 000 €. The price is driven by depth of design, volume of copy and integrations, not the number of screens. I give the exact figure after a short brief on your product.
How does a landing page differ from a website and which one do I need? A landing page is a single page built around one goal: a lead, a booking, a purchase. A website presents the whole company and gathers search traffic across different queries. If you have one service or you're running ads, you usually need a landing page. If you have several services and want free search traffic, a website. Sometimes the best fit is the combo: a website plus separate landing pages for ads.
A landing page on Tilda - is it fine or better to order development? A builder like Tilda is fine for testing an idea quickly and cheaply. But it's slower in performance, limited in flexibility and recognizably templated. If the landing page is your main lead channel and paid traffic goes to it, development on a fast stack pays off through speed and conversion. With ad traffic, speed directly affects the cost per lead.
How long does a landing page take? A simple custom landing page is 1-2 weeks, a complex one with integrations is 2-3 weeks. The main bottleneck isn't the code, it's the materials: the offer, photos, access to ads and the CRM. If those are ready, the timelines hold.
Will a landing page bring in clients on its own? No, a landing page is where traffic lands, not its source. It works in a package with advertising or, less often, with search traffic. A good landing page without traffic won't produce leads, like a shop window in an empty alley. That's why at launch I look both at the page itself and at where the people will come from.
