Before you start
The path
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1. Read the concepts once
Landing page brief concepts explains what a landing page brief is deciding and why. Read it the first time.
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2. Fill in the brief
Work through landing page standards: the one action the page exists to produce, the traffic it receives, the objections it has to answer, and the proof it carries.The objections come from the optional section in messaging if you filled it in.
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3. Lay out the page
Use the landing page skeleton for section order. The skeleton decides what appears and in what sequence; the brief decides what each section says.
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4. Write the copy
Each section gets written against the brief. Voice comes from brand voice and tone. Claims come from the approved claims table in messaging. See write copy for the fuller path.
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5. Apply the visual system
Type scale, spacing, color pairings and imagery all come from visual identity. Check the contrast pairings rather than choosing color combinations freshly.
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6. Wire up tracking
The page has to record what happens on it. Add any new events to the event tracking plan using event naming conventions, and make sure inbound links are tagged to UTM standards.
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7. Review and publish
Run the creative review checklist on the built page. Anything with a claim, price, or comparison also goes through legal review.
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8. Link it back
Record the live URL on the campaign brief in the campaigns library, so the page and the traffic driving to it are findable from each other.
If you’re testing the page
A landing page is one of the most common things to test. Don’t build variants ad hoc: give the test an ID from experiment ID and brief it properly. See run an experiment.Related resources
- Landing page standards The workbook.
- Landing page skeleton The section order.
- Landing page brief concepts The reasoning.
- Write copy For the writing itself.
- Run an experiment If the page is being tested.