Steal My Processes

Below you’ll find a step-by-step outline of the exact processes I follow (and you can too) when creating work for some of the world’s largest brands as well as fast-moving startups.

My Landing Page Creation Process

The timeline can vary greatly based on the page and subject matter complexity, the speed of internal review and feedback, plus how defined the design systems are. Typically, the more defined the design system, the quicker the creation process. However, the below will serve you well as a starting point.

How to Quickly Create an Impactful Landing Page

*Click here for more information on content models and to see an example.

Landing Page Working Doc

[SAMPLE TEMPLATE WITH EXAMPLE COPY]

Objectives for the page (ranked by priorities):

• Demonstrate to the visitor that COMPANY NAME is a credible, global company and the companies that work with COMPANY NAME are successful, (in part because they work with COMPANY NAME), regardless of size or industry. 

• Make it easy for the visitor to sort or filter to find the most relevant content for them.

• Provide short, one-liner summaries of case studies to make them easy and compelling to share. These summaries are ideally quantifiable results (what changed) and will be sent out by the sales & demand teams via end of an email, tweet, end of a blog post, etc. These summaries will give visitors the option to dive in rather than overwhelm with too much info upfront.

• Neatly showcase full-length customer success stories and use cases from a variety of industries as a way to increase sales effectiveness. 

• Make it clear to the visitor at a quick glance what to do next.

Audiences (ranked by priorities):

• Prospective customers who are known in the database and are actively engaged with a member of the sales team. They are looking for relevant proof before being willing to move forward in the deal. 

• Prospective customers who are unknown leads, visiting the website just to browse and get a better idea of what the product is and how it could solve their specific problems. 

• Existing customers who may consider expanding into other services

Second audiences (if any):

• Members of the sales team who will be sending leads to this page.

• Members of the press who need quick stats and examples to use as a reference in articles. 

• Investors who are doing their due diligence and want to better understand both the opportunity and the progress to date.

Other considerations:

• Source material will primarily come from THIS PAGE, THIS DOCUMENT. 

• Include multiple conversion points for the page

• Use multiple key statistics that are each aligned to a different type of customer use case

• Explore ways to go deeper after a form fill

• Do we have quotes/testimonials we can use?

• Are there any awards or industry certifications we can highlight?

• Will there be any pages linked to or from this page?

• Tell a cohesive story from start to bottom.

More processes hopefully coming soon…

Looking for a strategic copywriter to assist your team in putting these processes into practice?