Digital Marketing

Landing Page Strategy

Landing pages are the most leveraged surface in any paid programme. We treat them as conversion architecture, not as a one-off design job.

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The problem

Most landing pages are designed by people who never read the campaign brief

A page that looks good and reads well is not enough. The pages that move commercial numbers are designed around the keyword, the audience, the moment and the customer’s real objections.

Mismatch between ad and page

Promise and proof do not line up. Bounce rate climbs. Quality Score drops.

One generic page for every campaign

High-intent searches landing on the same homepage as every other visitor.

Forms that ask too much, too soon

Friction in the wrong places. The right friction in the wrong order.

No research foundation

Copy and structure based on opinion rather than what real customers say.

How we build landing pages

Research, structure, copy, build, test

Pages designed to convert traffic that has been paid for.

Customer research at the centre

Reviews, calls, support tickets and survey data turned into objection maps and proof points.

Built for the campaign

One strategic page per high-intent campaign or audience cluster, not one page for everything.

Sequenced argument

Promise, proof, objection, offer, call to action. The structure does the heavy lifting.

Fast, accessible, mobile-first

Performance budgets and accessibility are not optional. They are competitive advantages.

Tested before scale

New pages run alongside the existing winner. The data picks the survivor.

Integrated with CRO and paid media

Pages share research with the CRO programme and connect cleanly with paid search and social.

Outcomes

What the right landing page produces

30-80%

lift vs. generic pages

Better conversion on paid traffic

Argument structured around the visitor, not the brand.

Lower

cost per qualified lead

Lower CPL and CAC

Quality Score and platform optimisation both reward better landing experiences.

Earlier

budget unlocks

Faster scaling on winners

Strong pages give paid teams confidence to scale without risking the unit economics.

Shared

research with the CRO programme

A foundation for CRO

Every page builds the research library, not just the marketing site.

How we work

A repeatable build process

Strategy first. Design second. Code third.

Research

Week 1

Customer language, objections and proof points pulled from real conversations and data.

Structure

Week 2

Wireframe and copy structure aligned to the campaign and audience.

Design and build

Weeks 2-3

Visual design and engineering delivered to your existing stack, with tracking validated end to end.

Test and iterate

Week 4 onwards

New page launches as a test, not a swap. Winners promoted, losers documented.

Frequently asked questions

Do you build pages on our existing CMS?

Yes. We build into Webflow, Next.js, Sanity, HubSpot, WordPress and most modern CMS or page builders. New tools are introduced only where a measurable gap exists.

Is this the same as CRO?

No. Landing Page Strategy designs new pages. Conversion Rate Optimisation improves existing ones. They share research, hypotheses and an insight library.

How many pages do most clients need?

Typically one strategic page per high-intent campaign or audience cluster. Most engagements start with two to four pages and scale from there.

Can you do design only or copy only?

Generally no. The strongest results come from research, structure, copy and design treated as one process.

Next step

Build pages designed to convert your paid traffic

If your paid programme is working but landing pages are letting it down, the fastest fix is rarely a new design. It is a better argument. Book a consultation and we will map it out.

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