Most landing pages are designed to look good. The best landing pages are engineered to convert. The difference is in every decision: the headline, the flow of information, the placement of CTAs, the load speed, the mobile experience, and the specificity of the value proposition.
We build landing pages that convert. Here's our exact process, from brief to live in 5 working days.
Why Most Landing Pages Underperform
The median B2B landing page conversion rate is 3.6%, with top-performing pages reaching 8–12%. First Page Sage's analysis of B2B conversion rates shows that pages with five or fewer form fields convert 120% better than longer forms, and reducing load time from 5 seconds to 1 second increases conversions by 3x.
Most underperforming landing pages share the same issues:
- The headline describes the company, not the outcome for the visitor
- The value proposition is buried below the fold or written in jargon
- The form asks for too much information before the visitor is ready to commit
- Page load time is over 3 seconds, especially on mobile — where 60%+ of B2B browsing now happens
- There's no clear single CTA — the visitor is offered too many options and takes none
Day 1: Brief, Research, and Strategy
We start with a 60-minute strategy session covering: what the page is driving traffic from (paid ads, organic, email, direct), who the target visitor is, what they already know about the company, what objection they most need to have overcome, and what constitutes a conversion (form fill, call booking, download, purchase).
Each of these answers changes the page. A landing page for cold PPC traffic needs to work harder at the awareness and trust level than a page for warm email traffic that already knows the brand. A page optimised for call bookings has a different CTA structure than one optimised for free trial sign-ups.
We also review any existing campaigns — if the client has run paid ads to similar pages before, we analyse heatmaps, scroll depth data, and conversion data to understand what visitors have responded to and what has caused drop-off.
Day 2: Copywriting and Structure
We write the page before we design it. This is the single biggest difference between our process and most agencies.
The structure follows a proven framework: attention-grabbing headline that leads with the visitor's problem or desired outcome → subheadline that clarifies who this is for → social proof (logos, numbers, or quote) to establish credibility → specific description of what you get → objection handling section → CTA → FAQ addressing remaining hesitations → final CTA.
Every line of copy is written for a specific purpose. The headline's job is to make the visitor want to read the next line. The next line's job is to make them scroll. The CTA's job is to remove friction from the conversion action. When the copy is strong, the design serves it — not the other way around.
Day 3–4: Design and Development
Design is built in Figma and reviewed before a single line of code is written. We build to mobile-first, with load time as a hard constraint — every page must score above 90 on Google PageSpeed Insights before it goes live.
Cloudflare's analysis of page speed and conversions confirms that a 2-second load time delay causes a 4% reduction in revenue, and a site loading in 1 second has 3x higher conversion rates than one loading in 5 seconds. Speed is not a nice-to-have — it's a conversion variable.
Development is in Next.js for performance, with CMS integration where the client needs to update content independently, and pixel/tracking setup for whatever analytics and conversion tracking the campaign requires.
Day 5: Testing, QA, and Launch
Full QA across devices (iOS, Android, desktop — Chrome, Safari, Firefox). Form submission testing. Load speed verification on mobile and desktop. Conversion tracking verification (we confirm the pixel fires correctly before the client spends a penny on traffic). Then live.
Post-launch, we provide a two-week monitoring window: conversion rate tracking, heatmap analysis if the client has Hotjar or similar, and one round of revisions based on initial performance data.
What This Looks Like in Practice
An e-learning company needed a landing page for a new corporate training product, timed to a LinkedIn ad campaign launching in 7 days. We had the page live in 5 days. Conversion rate in the first month: 7.2% (industry average for similar pages: 3.1%). The campaign generated 47 qualified leads in the first 30 days.
Speed, structure, and conversion focus make the difference. If you have a campaign launching and need a page that actually converts the traffic you're paying for, our five-day process gives you both.