01
Campaign landing pages
One audience, one offer, one action. Quick to launch and measured honestly.
Design · 02.3
A landing page is an argument with a layout around it.
A well-designed page that argues poorly won't convert. We write the claim, its order and its proof first, then design the page to carry it.
01 · Claim
02 · Proof
03 · Objection
04 · Action
Claim, proof, objection, action.
Illustrative example.
Claim
One sentence on what it does and for whom.
Proof
Figures, names, screenshots.
Objection
The doubt that stops the reader, answered.
Action
One button.
01 / What it is
What we build.
Pick one or more.
02
Product pages
Where an interested visitor decides. The hard part is what to leave out.
03
Lead capture and forms
What to ask for, when to ask, and what to give in return.
04
Funnel sequences
Page, confirmation, email and next step. Designing only the first piece is why most funnels leak.
02 / Included
What a landing page includes.
The copy and the design are the same job.
The argument written first
Claim, proof, objection and action agreed before design starts.
Proof on the page
Numbers, names, screenshots and quotes, placed where the reader needs them.
Objections answered
Doubts resolved on the page, not on a sales call.
One action
Multiple competing calls to action convert worse.
Speed as a constraint
A performance budget set during design.
Measurement before launch
Events and goals defined and verified before any traffic is sent.
03 / What to watch
Why landing pages underperform.
Each risk, and how we avoid it.
×The page argues to everyone and persuades no one.
One audience per page, named in the first paragraph.
×The best proof sits where most readers have already stopped.
The strongest proof goes up top, next to the claim.
×The action asks for more than the visitor will give.
Ask for the commitment that fits that moment.
×The ad promises one thing and the page another.
The same message from ad to page, word for word.
×Without measurement, every opinion carries equal weight.
Measurement verified before launch, not after.
04 / How it works
How it works.
How we usually work. The quote sets the real dates before work starts.
Argument
Audience, offer, claims, proof and objections, written as text before any design exists. Deliverables: written argument; proof map.
Design
Build and launch
Iterate
05 / Questions
Questions we get asked
Around three weeks from argument to live, with most of the effort in the first week. Less if the offer and proof are already settled.
Yes: the argument and the copy are the same job. You supply the proof and the product knowledge.
Almost always your main site. A separate domain splits authority and makes measurement harder.
Only with enough traffic to learn something. Below a few thousand visits a month, tests mostly produce noise, and we'll tell you so.
The first page becomes the experiment: one clear argument, measured properly, so the second page is built on data.
Show us what you're designing.
Describe the project in a few lines. We'll reply with a plan, a timeline and a fixed quote.