Pages are added at the end of the landing page process, with their owner and next review date. A page with no row will not be found by the next person building a campaign, who will brief a near-duplicate instead.
The register
The first two rows are examples using Doughnut Labs, a company that sells Doughnut Technology. Delete them and fill in your own.Which page to use
Match on two things, in this order:- The offer. A page built for a free trial will not work for a demo booking, whatever else it has in common.
- The customer profile. A page speaking to one profile’s objections usually reads as irrelevant to another.
Campaigns pointing at each page
Knowing what points at a page is what makes it safe to change.Reviewing a page
Every page carries a review date, in the same way an article does. A landing page is not finished when it ships. At review, check:- The offer is still current. An expired offer on a live page is the most common failure here.
- The conversion action still fires, confirmed with a test submission.
- The proof is still true: statistics current, testimonials still permitted, logos still customers.
- The page still gets traffic. A page nothing points at should be retired or redirected rather than left to age.
- Performance against the target recorded in the landing page brief.
Retiring a page
When a page is retired, keep its row and mark it retired rather than deleting it. Record where the URL now redirects. A deleted row means the next person cannot tell whether a page existed and failed, or never existed at all, and those lead to different decisions.Related resources
- Building a landing page The process that adds a row here.
- Landing page brief The workbook behind each page.
- Page skeleton Where structure and final copy get filled in.
- Asset directory Every asset location in one index.
- Event tracking plan Where each conversion action is defined.