Two kinds of page
Both carry an owner, a conversion action, a review date, and a record of what points at them. They differ in how they come into existence: a campaign page is briefed and built through the process below, a standing page predates it.
Building a landing page
1
Check the library first
The landing page library is the register of every published page. An existing page that fits beats a new build.
2
Follow the process
Building a landing page runs from brief to published and registered page.
3
Fill in the brief, then the skeleton
The landing page brief records the decisions; the page skeleton holds the structure and final copy. The template directory lists both, plus the registers the finished page gets filed in.
What governs the page
Pages and articles are different things
A landing page exists to produce one action from traffic you paid to send. An article exists to be found by someone searching. They’re briefed differently and measured differently. If the page has to rank, it’s an article: see write an article and SEO.Connect it back
A landing page that isn’t linked from its campaign brief becomes an orphan nobody can attribute. Record the live URL on the campaign brief in the campaigns library.Related resources
- Template directory Every website and landing page template in one list.
- Site pages register Standing pages: homepage, pricing, product, contact.
- Landing page block library Block structure and copy length guidance.
- Landing page brief concepts The reasoning behind each brief section.
- Event tracking plan Where a page’s conversion action is defined.
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