What Does a Landing Page Cost? What You Get at Each Price Point

“How much does it cost to have a landing page built?”

Even if you look through agencies’ price lists and gather several quotes,
one may come in at 100,000 yen and another at 500,000 yen.
Prices vary from one agency to the next, so the going rate is hard to pin down.

Partly because of that, there is a pull towards making one cheaply and quickly, but cheap is by no means always right. Expensive work is expensive for a reason.

This article covers what kind of landing page you can expect to have built at each price level.

Related article:
What is an LP (landing page)? Advantages and disadvantages explained

1. What you get at each price level

First, here is a summary of the kind of landing page you can have built in each price band.

1.1 Under 100,000 yen

Under 100,000 yen is about the cheapest band for landing page production.
It suits anyone who wants a landing page put together as cheaply as possible and is not fussy about design.
In this band the work is often done by individuals, such as freelancers or one-person companies.
What to watch for is that the build has to follow a template prepared in advance, so you may have little freedom over the design.
The copy and the headline usually have to be written entirely by the client; this is a landing page for keeping costs down above all.

■What you get
・Usually built from a template
・Built by an individual
・Takes about one week to one month
・The client supplies the content
・No support after delivery

1.2 100,000 to 300,000 yen

This band covers individuals through to small and medium-sized production agencies.
The design is better than under 100,000 yen, and it is usually built from scratch rather than from a template.
You still have to supply the content of the landing page, but you can expect the agency to work out the structure to some extent.

What they almost never get involved in, though, is the marketing side: working out the advertising strategy and improving the landing page over time.

This 100,000 to 300,000 yen band is probably the most widely used.

■What you get
・Design that pays attention to structure as well as looks
・Built by a small or medium-sized company
・Takes one to two months
・Some support after delivery
・Some support on marketing as well

1.3 300,000 to 500,000 yen

People who want to take care over structure and design and to think about strategy as they build tend to use this band.
The work will be done by a small or medium-sized production agency.
They will build a landing page whose design takes proper care over structure.
Some will also help with competitor research and strategy before the build, or write the headline for you.

■What you get
・Design that pays attention to structure as well as looks
・Built by a small or medium-sized company
・Takes one to two months
・Some support after delivery
・Some support on marketing as well

1.4 Over 500,000 yen

This band covers small and medium-sized through to large production agencies. Some run into the millions of yen.
As well as the structure and design of the landing page, improvement work and consulting after the build are also on the menu.
Most of these agencies also have a long track record.
It suits anyone who wants to raise the conversion rate above all, or who wants support as well.

■What you get
・They work out the structure for you as part of the build
・Built by a small, medium-sized or large production agency
・Takes one to two months
・Landing page improvement and consulting included
・A long track record

2. What affects the price

That is the rough picture for each price band, but knowing where the costs fall and what they cover will make it easier to commission the work.

2.1 Source material

The cheaper the band, the more the client has to prepare— that is the picture.

2.2 Page length

The length of the landing page also has a big effect on the price.
Some agencies set prices like “150,000 yen up to ● pixels of length, 200,000 yen above that”. (A pixel is the smallest unit holding colour information when a computer handles an image.)
The more there is, the higher the price.

A longer page lets you make more points, but it can also raise the drop-off rate, so decide the length carefully on the basis of the structure.

2.3 Uploading to the server

Whether the client has a server ready, and whether the client can handle the upload, can also affect the price. Check whether your own server is in a state to host the landing page, and whether you have someone who can take that on.

How far the agency will manage the landing page after it goes up also varies from one to another.

2.4 Responsive support

Displaying at PC size when opened on a PC and at phone size when opened on a smartphone is what is called responsive support.
It depends on the service you are promoting, but more people now browse on a smartphone than on a PC, so responsive support is essential.

There is hardly a landing page agency that cannot handle responsive layouts, but it may be charged separately, so it is worth checking to be sure.

2.5 Development work

If you want a high degree of design freedom with carefully crafted movement on the page, or an integration with an unusual database, separate development may be needed, and the price is often adjusted accordingly.

2.6 Lead time

Lead times are generally two weeks to two months.
(It can be shorter or longer depending on the volume.)
If you need the build rushed, there may be an extra charge.

Related article:
Four points for building an effective LP (landing page), explained in full

3. The landing page production process

Knowing how a landing page is actually built, step by step, helps you make sense of the price.

3.1 Design and competitor research

It depends on the price band, but the agency will normally start by interviewing the client.

• What the service or product is
• The target audience
• The service’s price range
• The strengths and weaknesses of your own service or product

and so on

Sharing the purpose of the landing page properly between client and agency in this way is what produces a landing page that works.
Some experienced agencies will take on the strategy work as well, but that pushes the cost up.
But Working out the strategy and designing the landing page around it matters more than anything else for raising conversions.

3.2 Structure and copywriting

At the cheap end you have to supply everything from the body text to the headline yourself; as the price rises, more can be left to the agency.

If you want to leave the content to the agency too, you are safer with one that has a solid track record on revenue than with one focused on how the landing page looks.

Either way, you need to share the basics: the strengths of your service or product, and who it is for.

3.3 Design

The design is built from the wireframe, the copy and the photographs and images you have supplied.
With a relatively cheap agency, the client may have to prepare the wireframe (a hand-drawn layout is enough).

Note that the number of rounds of revision is sometimes fixed in advance.

3.3 Coding

Coding is done from the design, so the client is not normally involved.
A landing page is a single page with only a few buttons and links, so coding does not usually take long.
Do check how it will be laid out on a PC screen and on a phone screen.

3.3 Landing page improvement and advertising management

Improving the landing page and running the advertising are things only the higher-priced agencies will get involved in.

It is also common to commission only the landing page from the production agency and the advertising management from a separate ad company.
But if you give the advertising management to a different company, then when you want to improve the content of the landing page or run an A/B test, you have to go back to the agency that built it.
That costs both money and time.

You need to think about advertising management after the landing page is built, in advance.

4. Points to watch when commissioning a build

4.1 Whether they interview you properly

Be wary of an agency that starts building with almost no interview.
If you are aiming for a landing page with a high conversion rate, an interview from the agency to the client is indispensable.
An agency that asks detailed questions up front about the features and strengths of your service or product and about who it is for is more likely to build a landing page that fits the purpose.

4.2 How it is delivered

Delivery varies by agency: some will upload to the server for you, while in other cases the client has to do it. If the agency uploads, it needs access to the client’s server. There may be information the client would rather not expose, and there are limits to what the agency can do if something goes wrong with other content on the server, so as a rule it is better for the client to upload.
Either way, checking in advance avoids trouble.

4.3 Whether they can handle the advertising management

Web advertising such as search advertising often follows the landing page build, and who runs it matters.

There are three patterns for advertising management.
・Run it yourself, in-house
・Leave it to the production agency
・Leave it to a separate ad company

If you have a team strong in advertising management, running it in-house works; otherwise it is better to commission the production agency or an ad company.

4.4 Whether they can produce banners too

Building a landing page usually means you need banners for the ads as well.
It varies by platform, but you may need as many as ten banners in different sizes.
Before you commission the landing page, check which banner sizes the platforms you will use require. Then check with the agency whether that cost is included or charged separately.

5. In summary

We hope that was useful.
This article has gone through the going rate for landing page production, price band by price band.

Here are the points worth checking before you choose a landing page agency.

• How much of a track record the agency has
• How much of the content and structure you can leave to them
• Whether they can take on the advertising management as well
• Whether they can provide consulting

Check these, then set your budget and look for an agency; the work will go smoothly.

Building a perfectly effective landing page first time is hard, so aim for a high conversion rate by improving it little by little.