Landing page design. Conversion first, aesthetic second.
Conversion-first landing pages for paid campaigns, PR launches, and product debuts. 2-week delivery, benchmark-clearing CVR on launch, second variant included for A/B testing.
A landing page is one question with one answer.
A home page serves every visitor and every intent, which means it serves none of them particularly well. A landing page serves one audience arriving from one source with one objective. The job is to match the ad, answer the question, handle the top 2-3 objections, and ask for the action once — not give visitors a menu. The aesthetic matters but sits second; a beautiful landing page that does not convert is worse than a plain page that does, because the plain page you can improve.
- One audience, one source, one objective per page — never a home-page menu.
- Five structural blocks: matched headline, primary objection handling, social proof, single CTA, FAQ.
- Performance budget: LCP < 2.0s on mobile, < 50KB JS, single hero image < 80KB WebP. Verified per launch.
- Five build shapes: paid-ads landing (5 days), product-launch page (2 weeks), webinar registration (1 week), case-study (1 week), pricing variant (1 week).
- A/B tested via GA4 + PostHog for click + conversion tracking; Microsoft Clarity for session replays.
Five blocks. In this order.
Hero with message match. The headline repeats the ad's promise within the first 5 words. Subheadline names who it's for and why. Primary CTA visible above the fold on mobile.
Social proof immediately after. 3-5 logos of recognizable customers, a metric-driven testimonial, or a trust badge (Trustpilot, G2). Never separate "trusted by" section halfway down the page.
Value props as three concrete claims. Not feature lists; specific before/after statements the prospect can imagine. Pair each with an editorial image or diagram, never stock photography.
Objection handlers inline. The top 2-3 objections (price, trust, complexity, timing) addressed where they naturally arise, not buried in a separate FAQ below the fold.
Final CTA + FAQ. One repeated CTA (not a second distinct action) and 5-7 FAQs that round up remaining objections. This is also the slot for FAQPage schema, which earns a rich snippet.
Three engagement shapes.
Every brand sits at a different stage of the conversion-page maturity curve. A pre-launch DTC brand needs one beautifully-converting page for paid traffic. A scaling brand running Meta plus Google plus TikTok needs a campaign set so each ad platform gets message-matched landing pages. A multi-product brand needs an ongoing retainer because new SKUs and new offers ship every month.
Single landing page
2 weeks. One page, one audience, one offer. Copy + design + build + one A/B variant. Best for product launches, campaign one-offs, PR landing pages, or replacing a homepage hero that's underperforming.
- · Copy interview & first draft
- · Editorial design + build
- · A/B variant for primary hypothesis
- · CWV pass on mobile (LCP <2.5s)
- · Analytics wiring (GA4, Meta CAPI)
Campaign page set
3 weeks. 3-5 coordinated pages for one paid push. Each page message-matches a different ad set. Shared design system across the set means iteration is fast once one page wins.
- · All Tier 01 deliverables × n pages
- · Shared design system + components
- · UTM strategy + attribution wiring
- · Pre-launch QA across browsers + devices
- · First 4-week performance report
Landing-page retainer
Monthly. 2 new pages + iteration on existing + CVR monitoring. Best when paid acquisition is your primary growth channel and your team needs new variants every month.
- · 2 net-new pages per month
- · Continuous A/B testing program
- · Monthly CVR + LCP report
- · Slack channel + 24-hour response
- · Quarterly funnel teardown
Two weeks. Five steps. No theatre.
A landing page that ships in 14 calendar days requires a sprint structure. We named ours after the only thing that matters: shipping a page that converts. Every step is gated — we do not start design until copy is locked, and we do not build until design is locked. Skipping the gates is what makes a six-week landing page that still doesn't convert.
A 45-minute copy interview captures the offer, the audience, the top-3 objections, and the proof points. We map each objection to the section that handles it. Output: a one-page brief and a section list.
First-draft copy in Notion or Google Docs: headline, subheadline, hero, value props, objection handlers, FAQ, CTA microcopy. You review; we revise. The copy locks before any pixel is pushed in Figma.
Editorial design in Figma with mobile and desktop layouts. Real product images or Gemini-generated editorial figures, not stock photography. One review round. Design locks day 8.
Build in your stack: a Shopify section template, a Next.js route on Vercel, a Webflow page, or a WordPress block layout. Hero LCP under 2.5 seconds verified with Lighthouse. A/B variant for the primary hypothesis built in the same commit.
GA4 events, Meta CAPI, Klaviyo form integration if relevant. BrowserStack cross-device QA. Final mobile CWV pass. Live deploy. Slack handover with the variant URLs and the analytics dashboard link.
Tools we use, named.
Named stack, not "industry standard tooling": Figma for design, Framer or Next.js for build, PostHog for analytics, Microsoft Clarity for session replays, PageSpeed Insights for CWV.
A landing page lives across five technical surfaces: design, copy, build, performance, analytics. Here are the tools we reach for first — chosen for stability, real ownership in the client's account, and zero vendor-locked output.
Design & copy
- · Figma — design files, design systems, prototypes
- · Notion — brief, copy doc, project log
- · Adobe Illustrator — vector hero illustration
Build platforms
Performance & QA
- · PageSpeed Insights & Lighthouse — CWV gate
- · BrowserStack — cross-device QA
- · Cloudflare — CDN + image optimization
Seven mistakes that leak conversion.
Seven failure modes appear over and over in landing-page audits. Ad-headline mismatch. Above-the-fold form before value. Multi-objective CTAs. No social proof in the first scroll. Hero image too heavy. Form field bloat. Missing FAQ. Each is preventable in the brief, not the redesign.
If your existing landing page is underperforming the category benchmark, the diagnosis is almost always one of these seven. We will not ship a page that includes any of them.
If the ad promises “clean beauty starter kit” and the headline says “welcome to our store,” the visitor leaves in 3 seconds. The first 5 words must repeat the ad's promise.
A landing page is one question with one answer. “Buy now” plus “Learn more” plus “Sign up for newsletter” is three pages worth of decisions on one. Pick one.
Smiling people in headsets pointing at laptops kill trust. Use real product photography, real customer photos with permission, or hand-drawn editorial figures.
Mobile LCP needs to be under 2.5 seconds. A 1.2 MB hero PNG breaks that without exception. Compress to AVIF or WebP under 200 KB.
A “Trusted by” logo strip 1,200 pixels below the fold means most visitors never see it. Move trust signals next to the primary CTA, not far below it.
Every additional form field drops conversion by 4-7 percent. If you need 8 fields for the eventual sale, capture 3 here and progressive-disclose the rest.
A landing page without GA4 events, Meta CAPI, and at least one server-side conversion event is a page you cannot improve. The first iteration ships with full instrumentation, not as a follow-up task.
Pages that paid back.
Landing page work pays back when the gain × traffic × LTV outruns the build cost. The two industry archetypes below show what that ratio looks like — a paid-acquisition landing that 3x'd a Meta campaign's conversion rate, and a webinar registration page that doubled MQL throughput.
Three engagements where the landing page was the conversion lever. Numbers are the client's figures, attributed in the linked case studies.
Emani Cosmetics
Clean-beauty DTC, Shopify Plus. New PDP-as-landing-page pattern unlocked $2M MRR over 18 months.
Read →Big Game Sports
Athletic equipment, BFCM campaign. 3-page coordinated set drove +420 percent conversion.
Read →Noble Paris
Luxury fragrance, paid-acquisition entry. Single landing page held $420K MRR through ad-platform shifts.
Read →Six answers.
The questions teams ask most before booking a landing page: how to measure success, A/B variant scope, hosting + CMS choice, integration with paid-ads platforms, timeline, and pricing.
What makes a landing page convert?
Five recurring patterns in high-converting pages. One, message match with the ad or source (the headline repeats the promise of the ad within 5 words). Two, one primary action (a single CTA repeated 2-3 times, not a menu of options). Three, social proof near the CTA, not in a separate section halfway down. Four, objection handling inline where the objection arises (price, trust, complexity). Five, hero-load under 2.5 seconds on mobile. Pages missing any of these leak conversion; pages hitting all five usually outperform category median by 40 to 80 percent.
How long does a landing page take to build?
Two weeks end-to-end. Week 1: brief workshop, audience + objection map, copy first draft, design direction. Week 2: copy locked, design locked, build in the client's stack (Shopify section, WordPress page, Webflow, Next.js route), A/B variant built, performance test on mobile, analytics wiring. Shorter than 2 weeks is possible for campaign pages that reuse an existing landing-page template; longer usually means the brief or the copy did not lock by end of week 1.
Do you write the copy or do we?
We write the first draft during week 1 after a 45-minute copy interview. The draft covers headline, subheadline, hero paragraph, value props, objection handlers, and CTA microcopy. You review and edit; we rewrite based on your changes. Most clients land within one review cycle; occasional projects need two. Writing the copy is the hardest part of a landing page that converts, which is why shipping design-first and leaving copy to the client usually produces a pretty page nobody buys from.
Which platforms do you build landing pages on?
Shopify (a new page template or app-based landing builder), WordPress (page builders like Elementor or a clean Gutenberg page), Webflow, Next.js (a new route), Framer, Unbounce, and Instapage. Platform choice depends on where the rest of your site lives and what your team can edit afterward. For paid-acquisition campaigns we frequently recommend a stand-alone deploy on Vercel or Netlify so the page performance is not gated by the main site's weight.
Do you handle A/B testing?
A second variant is included by default for the primary hypothesis (usually headline or CTA). Test runtime and statistical analysis are included at the landing-page retainer tier; ad-hoc tests are quoted separately because robust statistical significance usually needs 4 to 8 weeks at SMB-scale traffic. Tools we work with: Convert, VWO, Optimizely, PostHog feature flags, or client-side split testing via Next.js middleware.
What does a landing page cost?
We work in three tiers. A single landing page (2 weeks, copy plus design plus build plus A/B variant) is the most common. A campaign set (3 weeks, 3-5 coordinated pages for one paid acquisition push) suits product launches. A landing-page retainer (monthly, 2 new pages plus iteration on existing plus CVR monitoring) suits growth-stage brands running 3+ acquisition channels. We do not publish dollar figures because scope drives price more than tier; we send a written quote within 48 hours of the scoping call.
Two weeks. A/B variant included.
2-week ship cycle with an A/B variant included for paid traffic testing. Written scope and fixed-price quote in 48 hours.
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