You launch an ad campaign, but the cost per lead is high? Often the problem isn't the creatives but the landing page—slow loading, unclear CTA, lack of personalization. A user leaves within 3 seconds if the page takes longer than 2 seconds to load, and each additional render-blocking resource increases the bounce rate by 15–20%. We develop landing pages that convert traffic into leads from the first screen. Our experience: 10 years, over 200 projects, average conversion rate 7.5%. We guarantee green-level Core Web Vitals. As a result, clients reduce cost per lead by 40% and save up to 30% on ad budget thanks to an improved Quality Score.
What is the structure of a high-performing landing page?
A basic block sequence validated across hundreds of projects:
- Hero (first screen) — offer + CTA fit without scrolling. The headline answers "what and for whom," the subheadline answers "how and why it works." The button is the first CTA.
- Trust — right after hero: client logos, ratings, project count.
- Problem → Solution — specific pain point of the target audience and the mechanism for addressing it.
- Product/Service — what the client gets: list, table, step-by-step process.
- Results — numbers, case studies, testimonials with photos and names.
- Repeat CTA — with different wording.
- Final CTA + form — minimal fields, low barrier to entry.
Why are Core Web Vitals critical for a landing page?
Google Ads and Yandex.Direct factor page speed into Quality Score. A slow landing page increases cost per click by 20–30%. We achieve:
- LCP < 1.5 s (hero image or text)
- CLS < 0.05 (stable layout)
- INP < 100 ms (responsiveness)
After optimizing for one of our clients (niche — online courses), the cost per lead dropped by 40%, and conversion rose from 5% to 9%. This is a typical result: investment in a fast landing page pays off in 2–3 weeks.
How to choose the tech stack for a landing page?
Stack choice affects speed, flexibility, and maintenance cost. Astro delivers LCP 2x faster than WordPress, directly impacting conversion. Compare three popular options:
| Characteristic |
Astro (static) |
Next.js |
WordPress + Bricks |
| LCP (typical) |
< 1 s |
< 1.5 s |
> 2 s |
| Personalization |
Client-side (JS) |
SSR/Edge |
Plugins |
| Editing |
Via code / Headless CMS |
Via code / CMS |
Visual editor |
| DDoS resilience |
High (CDN) |
Medium (Vercel) |
Low (needs WAF) |
| Hosting cost |
Free (Vercel/Netlify) |
From $20/mo |
From $10/mo + support |
Astro — for landing pages where speed and minimal JS matter. Next.js — when SSR is needed for UTM parameters or A/B tests. WordPress — suitable for clients who want to edit content themselves, but requires regular updates.
How does UTM personalization increase conversion?
UTM parameters in the URL allow changing headlines, text, and CTA depending on traffic source. For example, a visitor from Yandex.Direct sees the offer "20% off your first order," while one from Facebook sees "Free delivery." We implement this via SSR on Next.js or JavaScript injections. Result — conversion increase of 15–25% per channel.
Process of working on a landing page
| Step |
What we do |
Duration |
| Analytics and prototype |
Study audience, offer, prepare prototype in Figma |
1–2 days |
| Design |
Create mockups considering brand guidelines and UTM personalization |
2–3 days |
| Layout and development |
Build on chosen stack, integrate form, CRM, pixels |
3–5 days |
| Testing |
Check on all devices, measure Core Web Vitals, adjust |
1 day |
| Deploy and monitoring |
Publish to production, set up alerts for conversion drops |
1 day |
Typical timelines and results
- Landing page with ready design — 3–5 business days.
- With design and content development — 7–10 days.
- With A/B versions, dynamic content, full tracking stack — 10–14 days.
- Average client ROI after launch — 300% in the first month.
What's included
- Prototype and design mockups (1–2 iterations)
- Responsive layout for desktop, tablet, mobile
- Contact form integration (CRM, email, Telegram)
- Setup of UTM personalization for headlines and content
- Analytics integration (GA4, Yandex.Metrica, Facebook Pixel)
- Core Web Vitals testing and optimization to green zone
- Editing guide and code warranty
Optimization checklist for self-check
- Images: WebP/AVIF, width/height, lazy loading
- Fonts: font-display: swap, preload primary, system fallback
- CSS: critical inline, rest deferred
- JS: minimal, all async/defer, no render-blocking in
<head>
- Third-party scripts: load after
load event
Get a consultation for your project — we'll evaluate the stack, timeline, and budget. We guarantee transparency at every stage. Contact us to discuss your landing page.
Choosing a Site Type is a Technical Task, Not Marketing
We see teams waste budget on the wrong stack. A landing page on Next.js with static generation and a corporate site with CMS are fundamentally different infrastructures, even if they look similar. A mistake at the start leads to 5–10x higher hosting costs and slow loading speeds. Core Web Vitals (LCP, INP, TTFB) have different priorities for each site type. Below we break down four types of websites, their typical technical mistakes, and how we fix them.
How to Avoid Mistakes When Choosing a CMS?
Business Card Website
The most compact format: 1–5 pages, minimal dynamics. The main goal is to provide contact information and make a first impression. Technically not complex, but there are traps.
Stack too heavy. WordPress with 15 plugins for 5 pages gives 800ms TTFB on shared hosting. We propose static: HTML/CSS/JS or Next.js with output: 'export', deployed on Vercel or Cloudflare Pages. No PHP, no database — only CDN. TTFB < 50ms guaranteed. Hosting savings up to 50,000 ₽ per year.
No contact form with backend validation. A form with only JS validation is decoration. The backend must validate, rate-limit, and send notifications. For static sites we use Formspree or a serverless endpoint.
Missing Schema.org markup. Google Knowledge Panel relies on LocalBusiness or Organization markup — address, phone, hours. For a business card site this is critical. We embed it in the template.
Development time: 2–3 weeks with design. Order a turnkey development — we will evaluate your project in one day.
Why Does Landing Page Speed Directly Affect Conversion?
Landing Page
A landing page has one goal: conversion. Everything not leading to the target action is unnecessary. Core Web Vitals are critical here because of paid traffic, and Google uses CWV as a factor in Quality Score.
A specific case: a landing page with an 8MB hero video autoplay in MP4 without preload="none" + three third-party analytics scripts synchronously in <head>. LCP 9.4s, INP 780ms. We replaced the video with a poster image loaded lazily on scroll, moved scripts to async/defer and partially to Web Workers via Partytown. LCP 1.8s, INP 140ms. Conversion increased by 23% — solely due to speed, not design.
A/B testing is standard practice. Google Optimize shut down, but there are Growthbook (open source), PostHog, VWO. For Next.js we use edge middleware to distribute traffic at the CDN level without extra JS.
Timeline: 2–4 weeks. Contact us for a consultation — we will estimate timeline and budget in one day.
Corporate Website
A corporate site means CMS, multiple sections, multilingual support, CRM integration. The key question: who will edit the content and how often.
If editors are non-technical, a visual editor is needed. WordPress with Gutenberg or ACF Pro covers this. For complex structures — headless CMS (Strapi, Directus) with a frontend on Next.js. If the site updates infrequently — Markdown in Git with Astro or Next.js. Deploy on push to main — no CMS.
Performance. An "About Us" page with 40 original photos — LCP 12 seconds on mobile. Next.js <Image> component with WebP and srcset solves it without manual work.
Multilingual: Astrotomic Translatable on Laravel or next-intl / react-i18next. URL structure — /ru/about, /en/about with hreflang.
Timeline: 6–12 weeks depending on scope.
Promo Site
A promo site is temporary or permanent for a campaign. Non-standard design, animations, interactivity. Stack: GSAP, Framer Motion, Three.js, Lottie, Canvas API.
The main pitfall — animations that lag on mobile. GPU animations via transform and opacity are fine. box-shadow in animation, filter: blur() on every frame, animating width/height — causes 20fps on iPhone 12. will-change: transform helps pointwise.
Prefers-reduced-motion is mandatory for accessibility. We always add it.
Timeline: 3–6 weeks depending on complexity.
Comparison Table
| Parameter |
Business Card |
Corporate |
Landing Page |
Promo |
| Pages |
1–5 |
10–50+ |
1–3 |
1–10 |
| CMS |
Not needed |
Needed |
Not needed |
Rarely |
| SEO priority |
Medium |
High |
High |
Low |
| Animations |
Minimal |
Moderate |
Moderate |
Intensive |
| Timeline (with design) |
2–3 weeks |
6–12 weeks |
2–4 weeks |
3–6 weeks |
Cost is calculated individually after studying the technical specification. Google recommends TTFB under 0.8s, ours is <0.2s.
What Does Our Work Include?
- Analytics and prototyping (structure, user scenarios)
- Design concept (responsive, mobile-first)
- Layout with LCP, CLS, INP optimization
- CMS selection and setup (if needed)
- Integration with CRM/marketing tools
- Testing (cross-browser, load testing)
- Documentation and access transfer
- Editor training (video + written)
- 3-month warranty (free fixes)
Our Expertise
We have been on the market for 10+ years, completed 200+ projects — from simple business cards to high-traffic landing pages with millions of audience. Every project undergoes Core Web Vitals audit before release.
Second Table: Approach Comparison
| Approach |
TTFB (ms) |
Maintenance Complexity |
Cost |
| Static HTML/CSS |
<50 |
Low |
from 50,000 ₽ |
| Next.js + headless CMS |
<200 |
Medium |
from 150,000 ₽ |
| WordPress + plugins |
500–1500 |
High |
from 300,000 ₽ |
Image optimization: we automatically convert to WebP/AVIF, generate srcset for all resolutions, use lazy loading with Intersection Observer. For background images — progressive loading technique. This alone cuts page weight by 60–80%.
Contact us for a consultation on your project. Order turnkey development — we will estimate timeline and budget in one day.
