[Development & Landing Page]

A dedicated landing page is advisable whenever the paid campaign has a specific audience, message, or objective that is not perfectly served by general site pages. For Google Ads traffic on specific commercial keywords, targeted B2B lead generation, product launches, seasonal campaigns. The site page is sufficient when the traffic is generic (brand search, informational organic) or the volume does not justify investment in a dedicated landing page. Typically, above 5-10k€/month of paid on a specific audience, the dedicated landing page pays for itself with measurable conversion rate improvement.

Depends on scale, complexity, and maturity of the internal team. WordPress remains a sensible choice for most Italian SMEs: mature ecosystem, affordable costs, internal team capable of managing content without continuous development support. Headless (Next.js + Strapi/Contentful/Sanity) is justified for organizations with high volumes, extreme performance needs, content distributed across multiple channels (site + app + IoT), structured internal technical team. Headless without a technical team is a common costly mistake.

The Google thresholds for Core Web Vitals are LCP under 2.5s, INP under 200ms, CLS under 0.1. Above these thresholds, the site is “good” for Google, below it is “poor”. But the real market bar is higher: competitive sites perform significantly below LCP 2.0s on mobile. Performance has a direct impact on conversion rate (every 100ms improvement is worth 1-3% more conversion on e-commerce), SEO ranking, and brand perception. It is not just a technical metric, it is a measurable business lever.

Con native integration planned from the start, not as a retrofit. Site forms send data directly to the CRM via API with mapped fields and server-side validation; GA4 and GTM events pass signals to Enhanced Conversions and marketing automation; user consent is consistently propagated across the entire stack. Integration done later, as a patch, produces chronic data discrepancies and fragile processes. Well planned from the start, it becomes a reliable engine for years of growth.

Variable based on scope, complexity, required integrations. Single landing page with advanced tracking and AB testing infrastructure: typically 3-8k€. Medium-sized corporate WordPress site with configured CMS and SEO-ready: 15-40k€. Configured Shopify e-commerce with management integrations and complete tracking: 20-60k€. Enterprise headless projects with custom CMS, multi-market, complex integrations: 80-300k€ and beyond. Before the project, we define the scope and investment based on real objectives, not standard industry price lists.

For minimal projects and initial validation, yes. For projects where the site is the main channel for customer acquisition, no. Consumer builders (Wix, Squarespace, GoDaddy Builder) have strict limits on performance, technical SEO, advanced integrations, scalability, and code ownership. Free WordPress templates provide acceptable results in the short term but produce increasing technical debt over time. The operational rule is: if the site generates direct revenue or leverages significant paid campaigns, investing in professional development pays off quickly; if it is pure brochure-ware without growth ambitions, consumer tools are sufficient.