"I want to outsource LP production, but I have no idea what the market rate is." "I got quotes and the prices vary wildly—how do I decide who to hire?" These are common concerns among web managers. An LP (landing page) serves as the destination for listing ads and social media ads, making it a critical page that directly impacts revenue. That's why understanding the market rate and choosing the right vendor is key to success.
This article clearly organizes LP production costs by price range, explains the characteristics and selection criteria for both freelancers and agencies, and comprehensively covers the wireframing concepts that form the foundation of LP creation. Whether you're just starting to consider LP production or are already comparing quotes, this guide is for you.
An LP (landing page) is the first web page a user visits after clicking an ad or search result. Unlike typical corporate websites composed of multiple pages, an LP is a single-page format designed to achieve a specific conversion (CV) goal, such as document requests, purchases, or inquiries.
The hallmark of an LP is that its flow is designed so users can resolve their questions and take action simply by reading from top to bottom. Therefore, unlike standard website development, the quality of the content structure from a marketing perspective and the copywriting significantly impact the conversion rate. In LP production, 'information architecture'—deciding what information to present and in what order—is more important than visual design alone.
LP production costs vary significantly depending on the scope of work, design quality, and post-launch support. Here, we break down the characteristics of four representative price ranges.
This range typically involves freelancers or small agencies offering budget plans. Template-based designs are common, and production takes about one week to one month. The scope usually covers design and coding, while competitive research, copywriting, and post-launch optimization must be handled in-house. This is suitable for early stages when you want to 'just get something up' or 'test an LP concept.'
Freelancers and small-to-mid-size agencies handle this price range. Instead of templates, you'll receive original designs tailored to your brand and target audience. Overall page structure proposals can also be outsourced, reducing the burden on the client, though competitive research and post-launch improvements are still typically handled in-house. Production time is approximately two weeks to 1.5 months.
This is the volume zone, handled by small-to-large web agencies. You can outsource competitive research, strategy design, headline creation, asset selection, and coding in one package, resulting in a well-structured LP. If you want to achieve real results with advertising and campaigns, this price range offers the most realistic balance of quality and cost. Production time is approximately one to two months. However, whether post-launch operational support is included varies by company, so be sure to confirm in advance.
This range is handled by established mid-to-large agencies and marketing firms. In addition to all production processes, you receive comprehensive support including post-launch analytics, A/B testing, and ongoing improvement recommendations. It's more expensive because it includes web marketing consulting elements, but it's ideal when you want to thoroughly maximize CVR. Production time is approximately 1.5 to 3 months.
LP production estimates are generally composed of the following items. Since the total varies depending on which processes you outsource versus handle in-house, it's important to check the breakdown of each item when comparing quotes.
First, 'planning and strategy design fees' cover target analysis, competitive research, and messaging decisions. Next, 'structure and wireframe creation fees' include page information architecture and layout design. 'Design fees' cover visual creation, and 'coding fees' cover implementation in HTML/CSS/JavaScript. Additionally, 'copywriting fees' (headlines and body copy), 'asset fees' (photography or illustration), and 'operations and optimization fees' (A/B testing and LPO measures) may be included. Be aware that quotes may mix tax-included and tax-excluded figures, so standardize to tax-included amounts when comparing.
LP production vendors generally fall into two categories: agencies and freelancers. Understand the characteristics of each and choose the one that fits your situation.
An agency's strength lies in maintaining quality through a division-of-labor structure with directors, designers, coders, and writers. Many agencies can handle everything from strategy design to operational optimization, making them strong partners for companies lacking in-house web talent. On the other hand, management costs and margins from multiple team members tend to make costs higher compared to freelancers. Also, since the sales representative and actual production staff may differ, it's important to confirm the production team and their track record in advance.
A freelancer's greatest appeal is cost-performance. Without management costs or intermediary margins, the same quality often costs less than an agency. You can also directly review the creator's portfolio and track record, making it easier to assess quality. Direct communication reduces the risk of misaligned expectations. However, since one person handles all processes, their capacity may be limited, and they may not be suitable for large-scale projects or engagements that include strategic planning.
Before making your final decision, verify these five points. First, 'Do they have production experience in the same industry or genre?' An agency with LP production experience in a similar industry will understand the target's psychology and industry-specific messaging. Second, 'Are the scope and cost breakdown clear?' Align in advance on what's included in the estimate and under what circumstances additional costs arise. Third, 'Communication structure'—confirm communication tools, response speed, and progress-sharing methods. Fourth, 'Post-delivery support'—understand the number and duration of revision support and operational-phase assistance. Fifth, 'Production process transparency'—confirm whether there are opportunities for review and feedback at the wireframe and design comp stages.
An LP wireframe is a 'blueprint' that represents the page layout and content placement using simple lines and shapes. It excludes design elements like colors and fonts, focusing solely on organizing information structure and placement.
The primary purpose of creating a wireframe is to reach consensus among stakeholders on 'what to present, in what order, and how to arrange it' before design work begins. If design proceeds without a wireframe, major revisions—such as rearranging information or adding CTAs—can arise later, wasting time and money. It's no exaggeration to say that the quality of the wireframe significantly influences the CVR in LP production.
An effective LP wireframe typically includes the following elements. First, the 'first view' area with the main visual, headline, and CTA button designed to capture attention at a glance. Next, 'problem identification' empathizes with the user's challenges, followed by 'solution presentation' showing how your product or service solves those challenges. Then 'benefits and features' highlight specific advantages, and 'case studies and testimonials' reinforce credibility. After that, 'FAQ' addresses concerns, and finally the 'closing CTA' prompts action.
This structure follows marketing frameworks like AIDMA (Attention → Interest → Desire → Memory → Action) and the new PASONA formula (Problem → Affinity → Solution → Offer → Narrowing → Action). By arranging information along the user's psychological steps, a natural flow toward action emerges.
The most efficient approach to creating an LP wireframe follows these steps. Start with 'defining the purpose and KPIs.' Set the LP's objective (product sales, document requests, inquiry generation, etc.) and establish specific numerical targets. Next, 'define the target and persona'—visualize in detail who the LP is for. Go beyond age, gender, and occupation to dig into their concerns and information-gathering behaviors to clarify your messaging.
Then, 'list all content elements to include.' Write out everything you want on the LP—headlines, product descriptions, performance data, testimonials, FAQ, CTAs, etc. At this stage, don't filter; list everything that comes to mind. Then 'assemble the structure' by arranging the listed elements according to the user's psychological flow. Finally, 'finalize the wireframe' using tools like Figma, Adobe XD, or PowerPoint to organize it visually. At this stage, focus on information architecture rather than design details.
If you want to reduce LP production costs, several strategies are effective. First, if you can prepare assets (photos and illustrations) in-house, you can significantly reduce outsourcing costs for asset creation. Consider taking product photos yourself and using free stock images.
Next, creating wireframes and copy in-house before commissioning can reduce planning and structure fees. A 'partial outsourcing' approach—outsourcing only design and coding—lets you keep total costs down while leveraging professional quality. Additionally, LP creation tools (no-code tools) allow you to build LPs easily using templates. However, maximizing CVR often requires professional expertise, so make your decision based on the balance of cost-effectiveness.
An LP isn't finished once it's published—post-launch data analysis and improvement are what drive results. Use Google Analytics and heatmap tools to visualize user behavior and identify drop-off points and CTA click rates. Based on that data, iterating A/B tests—such as changing first-view copy or adjusting CTA placement—will steadily improve your CVR.
If you handle operations in-house, you'll need to learn how to use the tools and interpret data, but you'll benefit from lower costs. On the other hand, hiring a specialized operations firm lets you leverage professional know-how for more efficient improvements. Build the optimal operational structure based on your company's resources and skills.
LP production costs range widely—from under 100,000 yen for simple template-based production to over 600,000 yen for comprehensive packages including strategy design and operational optimization. The appropriate budget varies depending on your goals and desired quality. The key is not to judge simply by price, but to clarify 'what you're commissioning and what results you expect,' then choose the most cost-effective vendor.
What separates successful LP creation from the rest is not visual appeal but 'the quality of information architecture.' Thoroughly developing the structure at the wireframe stage and achieving information placement aligned with user psychology is the fastest path to high CVR. Use this article as your guide to make your LP production a success.
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