What does a landing page really cost?
Three questions that expose a cheap-but-good one.

Start shopping for a landing page and the first thing that throws you is the price. One studio says a few tens of thousands of yen; another says millions. “What on earth is the difference?” — it's the question I hear most often in consultations.

Today, from the maker's side of the table, I'll explain honestly what that gap actually is. By the end, I hope you'll be able to look at a quote and judge it not by “is this expensive or cheap?” but by “is this right for me?”

What landing pages cost — three rough bands

There are exceptions, but LP production broadly falls into three price bands. My studio works in Japan, so these are the going rates here — rough, general figures, in JPY.

Band	Typical price (JPY)	Who does what
Budget / template	Tens of thousands – ¥150,000	Your text and images poured into a ready-made template. The writing is usually left to you, the client.
Custom-built	¥150,000 – ¥600,000	Freelancers and small studios. Structure, copy, and design are built specifically for your product.
Strategy & ongoing ops	¥600,000 – several million	Includes ad management, market research, A/B testing. A team divides the work and keeps improving the page.

The important part: this gap is not a scale of “who's overcharging.” The amount and kind of work included is simply different.

Only three things drive the price

Take any quote apart, and the differences come down to three places.

1. Who builds it, and how many people. A director, a writer, and a designer each get paid. A maker who can do everything alone costs less — for that reason and no other.
2. Whether the words are part of the job. Is the structure and copy designed from zero, or is your own draft poured in? This, quietly, is what decides whether an LP performs.
3. Whether anyone looks after it afterward. Publishing, revisions, keeping the form working, watching the numbers and improving. “Built and gone” or not — that's what changes the monthly cost.

So a cheap LP isn't bad, and an expensive one isn't automatically good. Whatever work is left out of a quote still has to be done by someone — most often, by you. If you can genuinely take that on, the budget band is a perfectly rational choice.

Three questions that expose a cheap-but-good LP

With that in mind — if you want to keep the budget down without getting burned, ask these three questions before you commit.

Question 1: “Who writes the structure and the copy?” — If the answer is “please supply the text,” the hardest job in the whole project stays with you. If a professional writer will understand your product and write it, that quote is carrying real value.

Question 2: “What exactly is included in the quote?” — Mobile layout, a contact form, the actual publishing work, how many rounds of revisions. Leave this vague, and the “I'm afraid that's extra” line items pile up later.

Question 3: “What happens after launch?” — When something needs changing, or breaks, who do you turn to? If you're handed the files and waved goodbye, every small fix becomes a hunt for someone willing to do it.

Full disclosure — there's a reason I'm under the going rate

My studio builds LPs with structure, copy, design, and the contact form all included, from ¥180,000 (JPY). For custom-built work, that's the low end of the band.

The reason is simple: I build everything myself. Writing is my first trade, so the structure and the copy are never outsourced. No divided payroll, no agency margin in the middle. That's the whole story — the work itself isn't thinned out.

Conversely, if you want ad management and A/B testing handled too, the strategy-and-ops band will suit you better than I do. What matters is choosing the band that fits the stage your business is at right now.

In short — choose by what's included, not by the number

Landing pages run from tens of thousands of yen to several million. That isn't a ranking of quality; it's a difference in the work included. When a quote lands in front of you, ask the three questions before you weigh the amount. Who writes the structure and copy? What's included? What happens after launch?

Anyone who answers all three gladly and clearly — in any band — is unlikely to let you down badly.