How much to charge for a landing page
How much to charge for a landing page comes down to one question: what is a lead worth to this client, and how many does the page need to produce? A landing page exists to turn a visitor into an enquiry, a booking, or a sale. That makes it the easiest thing in your service list to price on outcome. Work out what one new customer is worth, agree on how many the page should bring in over its first few months, and quote a fixed fee that is an obvious fraction of that number. Never quote hours. The page might take you an afternoon with Claude Code, and the moment the client hears "afternoon" they will price it like one.
This is the CCC Lead-Value Method, and it exists because the landing page is the job new builders underprice more than any other. It looks small. It is one page. So the quote comes out small, and then the copy, the form, the domain, the three rounds of "can we just move this" and the hosting question all land on you for free. Priced properly, a landing page is a clean, repeatable offer with a high margin and a natural upsell into the client's next page.
Ask what a lead is worth before you say a number
You cannot price a landing page until you know what it is for, so the first conversation is a measurement, not a pitch. Four questions get you there: what should a visitor do on this page, what is a new customer worth to you, how many of them do you need this page to bring in, and what are you doing today instead? The answers give you a value for the page in the client's own numbers, which is the only kind of number they do not argue with.
- Pin the single action. A landing page has one goal: book a call, join a list, buy the thing. If the client wants three goals, that is a website, and it is priced as one.
- Get the customer value from them, not from you. A dentist, a wedding photographer, and a SaaS founder will each give you a very different number, and each number makes your quote look small next to it.
- Ask what they are doing now. A page that replaces nothing is priced against the leads it creates. A page that replaces an agency retainer or a broken template is priced against what that costs them.
- Say the value back before you quote. Once the client has agreed that one customer is worth what they said, the price of the page is a fraction of a number they already accepted.
If you want the full question set, [client discovery questions before you quote](/blog/client-discovery-questions-before-you-quote) has the version I run on every deal, landing page or not.
The CCC Landing Page Price Stack: three tiers
A landing page quote has three shapes, and you present all three. The bottom tier proves you are affordable, the top tier makes the middle look sensible, and the middle is the one you actually want to sell because it is the one that gets the client a result they will talk about.
The CCC Landing Page Price Stack
| Tier | What the client gets | How to price it |
|---|---|---|
| Launch | One page, built from copy the client supplies, designed to their brand, deployed on a live URL, one round of revisions | A fixed fee that is a small, obvious fraction of one customer's value. Fast to say yes to |
| Convert | Everything in Launch, plus copy written from a call with them, a form or booking flow wired into their tool, and basic analytics so they can see it working | The anchor tier. Priced against the leads agreed in discovery. This is where most clients land |
| Grow | Everything in Convert, plus a second variant of the page and a fixed iteration window after launch where you adjust it against real traffic | Priced for the client who already knows the page is a revenue line. Sets up the retainer |
The reason the middle tier wins is copy and the form. A page with the client's own copy pasted in and a form that emails nobody is a brochure. A page with copy written to the goal and a form that lands in their CRM or calendar is a lead machine, and clients can feel the difference even before they see numbers. Put the difference in the table and let them choose it. The three-tier logic is the same one in [how much to charge for a chatbot](/blog/how-much-to-charge-for-a-chatbot); the tiers change, the shape does not.
What moves a landing page quote up or down
- Who writes the copy. Copy is half the result and most of the revisions. If you write it, it is a line on the quote. If the client writes it, the quote says so and the revision round covers layout, not wording.
- Whether a brand exists. A client with a logo, colours, and photos is a build. A client with none of those is a build plus a design decision they will want to revisit, and that time is priced.
- Integrations. A form that emails them is included. A form that creates a lead in their CRM, books a slot in their calendar, or takes a payment is each its own line, because each one is its own thing that can break.
- Domain, hosting, and account ownership. Build on the client's accounts, under their billing. It costs a few minutes of setup, it goes on the quote, and it means the page survives if you two part ways.
- Revisions. Name the number. [How many revisions to include in an AI project](/blog/how-many-revisions-to-include-in-an-ai-project) covers where to set it; on a landing page the answer is fewer than the client expects and clearly written down.
- Speed. A page needed by Friday for a launch is worth more than the same page needed sometime next month, and the client already knows it.
The mistakes that turn a paid landing page into a free website
- Quoting hours. The instant you say it is a small job, you have priced it as a small job. Talk about what the page is for and what a lead is worth, nothing else.
- Not defining "landing page" on paper. One page, one goal, one call to action. The moment there is a navigation bar with five sections that each want their own page, it is a website, and the quote needs to change with it.
- Unlimited revisions, or worse, unstated ones. Every "can we just move this" is a revision. Number them.
- Hosting it on your own account. Now you are the hosting company, forever, for free.
- No line for changes after launch. Text changes, a new offer, a seasonal banner: they will ask, and you need a monthly line that already covers it. [How to price a maintenance retainer](/blog/how-to-price-a-maintenance-retainer) has the shape.
- Letting them watch the build. Claude Code turning a day of work into an afternoon is your margin story. It is not the client's discount. The client is paying for the leads the page produces, and that number did not change because you built it fast. [Why I stopped charging hourly for AI builds](/blog/stopped-charging-hourly-for-ai-builds) is the longer argument.
How to present the number so it closes
Lead with the value you already agreed, then put the three tiers underneath it. "You said a new customer is worth this much, and we agreed the page should bring in this many; here are three ways to build it" is a sentence a client can approve on the spot. Send it as [a one-page proposal](/blog/one-page-ai-proposal-that-closes), never as a list of technologies, and put the scope, the revision count, and who owns which account on the same page. The format in [how to write a statement of work for an AI project](/blog/how-to-write-a-statement-of-work-for-an-ai-project) is more than enough for a landing page.
The push-back you will hear is "we could do it on a page builder for free" or "that seems like a lot for one page." Both are answered by the number you measured together: a free page that converts nobody costs them every customer it did not bring in, and the price of yours is a fraction of one. If they push harder, [the "can you do it cheaper" objection](/blog/can-you-do-it-cheaper-objection) has the exact words, and the honest answer is often the Launch tier.
Put the price stack in front of a real client this week
A landing page is the easiest first sale in this business because every local service, every coach, and every small product launch needs one and most of them have a page they are quietly embarrassed by. Price it on what a lead is worth, quote three tiers, and the second page for the same client is a shorter conversation than the first.
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Frequently asked questions
How much should I charge for a landing page?
Price it against what a lead is worth to the client, not the hours it takes to build. Find out what a new customer is worth, agree how many the page should bring in, and quote a fixed fee that is an obvious fraction of that. Offer three tiers - the page, the page with copy and a wired-up form, and the page with tracking and a post-launch iteration window - and let the client choose.
Should copy be included in a landing page price?
Only if you are writing it, and then it is its own line. Copy is half the result and most of the revisions, so the quote should say clearly who writes it. If the client supplies copy, the revision round covers layout and not wording, and that should be written down before you start.
What makes a landing page more expensive?
Copy you write, a brand that does not exist yet, integrations that push leads into a CRM, calendar, or payment tool, a rush deadline, and extra revisions. Each is a separate line on the quote. Build effort is not the driver; what the page connects to and who has to write for it are.
Should I charge a monthly fee for a landing page?
Yes, a small one. Hosting, domain renewals, and text changes after launch will all come up, and a monthly line means the answer to "can we change the offer" is already paid for. Build on the client's accounts so the page survives if you part ways, and keep the monthly for the work of keeping it current.
What if the client says they can build a landing page for free?
Go back to the number you measured together. A free page that converts nobody costs them every customer it did not bring in, and your price is a fraction of one customer's value. If the objection is really about budget, offer the Launch tier: the page built from their own copy, deployed live, with one round of revisions.
Last reviewed by Duncan Rogoff on September 26, 2026
