How much should a single landing page cost?

It also depends on the vertical, the content involved on the landing page, the maintenance of the page itself, etc. But yeah based on your post, that’s way too high.

Is there A/B split testing involved? Copywriting with the split testing?

If they’re just copy pasting design and content and building out a form with email campaign integration that shouldn’t take more than 30 minutes.

Seems high at first glance, but like anything, devil is in details.

Careful with low quotes from here. Like anything manual work, corners can be cut.

If they need to perfect every pixel, it could. Or if they need to pull in data from elsewhere. Or if they’re designing a component that has layers and animations. Or if it’s really complicated, has its own menu system, etc.

Usually a landing page is simple because it has one main focus with different sections to help sell the main focus.

But it can cost as much as your company is willing to pay.

I have charged this. But the “page” was a one page website fully custom and just the design cost thousands by a professional designer who took weeks to get it perfect. Back and forth with the client adding and changing things. It’s not that strange to get to those numbers. We can all do a $300 page, but they just cut different and aren’t up to the same par as professional custom designs with revisions.

There are two parts to this answer, one simple, the other wide open:

1) Simply building/coding a page in WordPress generally takes less than an hour and really shouldn’t cost more than an honest hourly rate. If that was all there was to it you could probably find someone on Fiverr to do it for twenty-five bucks.

2) Coming up with *what* to put on the page — the colors, imagery, design elements, call to action, plus whatever market research, writing skill, and consumer savvy, *plus* whatever writing, image creation or curation, etc., *PLUS* all the work needed to be done to get someone to visit your landing page (e.g. ads, SEO, product placement, maybe even TV or radio spots or billboards), plus everything else that all goes into making an *effective* landing page can be all over the place.

If you’re the only roadside-service company in town then an effective landing page is going to be quick, easy, and inexpensive. If you’re trying to stand out against any of the other 10,000+ dentists in New York City $3700 might not be enough.

Either way, though, once you’ve got the content part worked out, actually building or coding the landing page shouldn’t be hard at all — research shows that too many bells and whistles are more likely to bounce visitors than get them to convert.

Are they including a site-wide accessibility audit and compliance?

$3,700 seems a bit steep for what you describe, but we also don’t know the details of the project and we don’t know the agency you’re working with.

I’ve worked for some boujee agencies in my day, and that seems at the upper boundary of their pricing. Never personally worked on a landing page worth $3,700 though.

I would ask them if they can do anything on the price if you feel like you’re being screwed over. Personally, I would rather lose $700 than $3000 but I definitely know others would feel differently.

For an agency, this is a reasonable cost. You may have sales, an AR, a PM, some other management, a sr. developer, and a jr. developer touch it, all at agency hourly rates including discovery meetings, status meetings, and overlaps. At maybe $150/hr you’re at less than 25 hours of time. By the time a dev gets it, you may already be through half of that or more. Then of course there is a huge range for the effort to build your page. Maybe you want a different behavior that has to be custom coded for each individual section of the page. Maybe you have a proprietary marketing API that involves dealing directly with their support. Maybe you want it edited and managed by your staff, adding an admin layer that needs to be created. Maybe your site’s theme needs some cleanup to prevent reduntant styling or code. Maybe there are access issues. Lots of factors go into something like that.

For an agency or developer who already maintains your site, knows the code, and has full access, this typically shouldn’t be more than a few hours of work.

Your best bet may be to go with a contract developer who doesn’t carry all that overhead. You assume a little risk for a lower cost. When you find a good one, stick with them.

I personally would have quoted $500-1000 depending on the design volume.

Scope, Consultation, Wireframe, Graphics, Development, Review, Launch.

Depends.

Have you developed the ads and campaign from the ground up, or is the person also responsible for doing those things as well?

A landing page doesn’t live in a bubble. It all has to go together.

But if all you’re asking is for them to make a page with the copy, images, and structure you’ve giving them and nothing else…then yeah $3700 on an existing website seems steep.

Many times, when I was a web designer people would contact me about a “Landing page” but had done no work, knew nothing about running ads, but expected me to build a page that alone would make their ads work and capture leads or sales. And they expected that guaranteed success as part of the landing page build.

It just doesn’t work that way and I’ve seen many people waste thousands of dollars thinking all they need is a landing page and magic would happen.