Landing Pages Built to Turn Paid Traffic Into Customers
A landing page is the second half of an ad. If the promise in the ad and the promise on the page are not the same promise, the click was wasted before anyone read a word. We research the audience and the offer, write the copy, design the page, build it as code and instrument it, so the money you are already spending on traffic converts at a rate you can measure and improve.
CRO strategy, design and development across Shopify, WordPress, Convert, Optimizely, VWO and Adobe Target.
Does this sound familiar?
These are the situations teams actually describe when they get in touch about this, not a generic list of pain points.
The ad and the page make different promises
The creative sells a specific outcome to a specific person; the page is your generic homepage messaging. The visitor spends their first three seconds working out whether they are in the right place, and a lot of them decide they are not.
Page-builder pages are slow where it costs most
Paid traffic arrives on mobile, often on a poor connection. A builder page carrying its own runtime, a font stack and six tracking scripts loses visitors before the headline paints.
The page cannot be tested
Marketing wants to try a different offer, hero or form length. The page was built as one monolithic block, so every variant means a rebuild and nothing is comparable.
Nobody can see where it fails
With no scroll, section or field-level tracking, the only available datum is that the page converts at 2.4%. That tells you nothing about which part to change.
The form is the weakest part of the page
Poor validation, no error recovery, hidden required fields, and no confirmation that submission worked. Most landing page losses we find are in the last ten seconds of the journey, not the first.
The page was designed, not written
It looks considered and says nothing. There is no argument on it — no reason to act now, no objection answered, no evidence — because copy was treated as something to pour into a layout at the end.
What changes when this works
Stated as the position you end up in. No percentages: we do not publish outcome figures without the measurement conditions and the client’s agreement to it.
- A page whose first screen answers the promise the visitor clicked, in their words
- Faster time to first meaningful paint on mobile, where your paid traffic actually is
- A measurable page: you can see where attention stops and where the form loses people
- A structure that lets you test the headline, offer, proof or form without a rebuild
- Better use of existing spend, because a higher-converting page lowers the cost of every click you have already bought
- A page your team can update without opening a developer ticket
What is included
Scope stated as specific outputs rather than as adjectives.
- Ad-to-page message-match analysis across the campaigns and keywords sending the traffic
- Audience and offer research: what the buyer is comparing you against, and the objections that stop the click converting
- Conversion copywriting for the whole page, headline through to the button label
- Wireframes establishing the argument and the order it is made in, before any visual design
- Conversion-focused design in Figma, responsive, with real content rather than placeholder text
- Hand-built responsive development in semantic HTML, with no page-builder runtime
- Shopify, WordPress or custom builds on your existing stack, so the page stays maintainable
- Form development with real validation, error recovery and a confirmed success state, wired to your CRM or endpoint
- Analytics and event tracking: page, scroll depth, section visibility, interaction, field abandonment and submission
- Accessible markup: keyboard operable, labelled fields, sensible heading order, visible focus states
- Core Web Vitals treated as an acceptance criterion, measured on a throttled mobile profile
- A modular section structure and experiment-ready variants, so headline, hero, proof and form can be tested independently
- A post-launch measurement window with the first read on where the page is losing people
How the work runs
- 1
Understand the traffic before the page
Which campaigns and keywords feed this page, what they promise, who they reach, and what those people are comparing you against. A page written without that is decoration.
- 2
Agree the single conversion goal
One page, one action. What counts as success, and what the secondary action is for people not ready yet. That decision determines every other one.
- 3
Write, then wireframe
Copy first, because the argument determines the layout rather than the reverse. The wireframe establishes the order the argument is made in and where proof and objection-handling sit.
- 4
Design in Figma
Responsive design against real copy, in your brand, with every state a form actually has: empty, focused, error, submitting, done.
- 5
Build as code, mobile first
Sections built as independent, replaceable blocks on your existing stack, so a later test can swap one without touching the rest of the page.
- 6
Instrument and QA before launch
Conversion, scroll depth, section visibility, field abandonment and submission outcome, all wired and verified in staging, alongside the responsive, accessibility and performance passes.
- 7
Launch, measure, then improve on evidence
Once traffic and tracking are live the page has data behind it. Variant tests, where volume supports them, go through the same A/B test development process as any other experiment.
What you receive
The artefacts that exist at the end, all of them yours to keep and to hand to somebody else.
- The message-match and offer research, written up
- Final copy as an editable document, not only baked into the design
- Wireframes and the Figma file, with components and responsive frames
- The built page on your own stack and domain, in a repository or theme you control
- A tracking plan listing every event, when it fires and what it means
- A QA record covering responsive, cross-browser, accessibility and performance
- Experiment-ready section variants where variants were part of the scope
- A short post-launch read: what the page is doing and what we would change first
What we need from you
Listed up front because these are what actually move a delivery date, not development time.
- Access to the ad accounts or the campaign plan, so message match is based on the real creative
- Brand assets: logo, typefaces, colour, photography or product imagery
- The offer, the price and anything legally required to appear alongside them
- Any proof you are permitted to publish: testimonials, reviews, logos, certifications, case studies
- A destination for the form: CRM, email platform, inbox or endpoint
- A named approver for copy and design, and one round of consolidated feedback per stage
- Access to the site or hosting the page will live on, plus a staging environment if one exists
Who this is for
Paid acquisition teams
Ad spend is landing on a page nobody has optimised, and every point of conversion rate is measurable money against a budget you are already committed to.
Agencies running campaigns for clients
You need pages designed and built to a standard, fast and repeatedly, often under your own brand.
Ecommerce brands with campaign and collection pages
Promotional and category landing pages that need to be fast, on-brand and testable on a live storefront.
B2B and lead-generation businesses
The form is the product. It needs to be built by someone who treats it that way, and written by someone who knows what a sales team does with the lead.
Who this is not for
Saying this up front saves both of us a call. If you are on this list, the right next step is usually elsewhere on this site rather than nowhere.
- Anyone who needs one page produced tomorrow to an existing design with no research — that is a build job, and a freelance front-end developer will be cheaper
- Campaigns with no measurable conversion event. If we cannot instrument success, we cannot tell you whether the page worked
- Businesses whose real problem is targeting. A page cannot rescue traffic that was never in the market
- Teams who want a template filled in. The research and the copy are the parts that move the number, and they are not optional here
An engagement of this kind
The problem, the hypothesis and what was actually engineered. We do not publish outcome percentages until the measurement conditions can be published alongside them and the client has agreed.
Slide-out cart with a free-shipping progress bar
- Problem:
- Most mobile carts were abandoned before checkout. The app-based drawer took over two seconds to open and pushed the checkout button below the fold.
- Hypothesis:
- A sub-200ms custom drawer with a live free-shipping threshold and a one-tap upsell will lift average order value and completed checkouts.
- Execution:
- Figma spec, then a custom Liquid and vanilla-JS drawer just over 2kb, shipped as a zero-flicker 50/50 experiment through Convert Experiences.
Why us rather than the alternatives
Every one of these is a legitimate way to get the work done. Here is where each of them tends to break, so you can decide honestly.
Instead of a landing page tool
A hosted builder gets you a page quickly, on somebody else’s subdomain, with its own runtime and its own subscription. Pages built here live on your domain, inherit your analytics, and do not stop existing when the subscription lapses.
Instead of a designer plus a separate developer
The usual failure is a beautiful file that turns into a slow page, or a fast page that lost the argument in translation. Copy, design and build happen in one team here, so the thing that ships is the thing that was designed.
Instead of your web team building it
A capable web team will build the page. They are not usually asked to instrument it, to keep the sections independently testable, or to be accountable for whether it converts. Those are build requirements here, not follow-up tickets.
Instead of a general marketing agency
The page is the last step of a campaign and it is frequently the least examined. Here it is the whole job, and the same team can test it afterwards rather than handing it back.
Stacks we build on
Named specifically, because “modern tooling” tells a buyer nothing.
- Shopify and Shopify Plus (Liquid templates and sections)
- WordPress, including custom Gutenberg blocks and block patterns
- Static HTML, CSS and JavaScript
- Next.js and React
- Figma for design, wireframes and component handover
- Google Tag Manager and GA4 for event tracking
- Convert Experiences, Optimizely, VWO and Adobe Target, where variants will be tested
- HubSpot, Klaviyo, Mailchimp, Salesforce and custom endpoints for form delivery
How this gets checked
Every engagement carries a QA pass. It is written down so that “QA done” means something specific.
- Rendering verified across breakpoints on real devices, not a resized desktop window
- Form tested for validation, error recovery, double submission and successful delivery to the destination
- Keyboard-only pass and visible focus order
- Core Web Vitals measured on a throttled mobile profile before launch
- Every tracking event confirmed firing with the correct parameters in GA4 DebugView
- Message match re-checked against the live ad copy before the page goes live
- Broken-link and asset check, including social preview metadata
The full pass, including the post-launch checks, is described on our CRO and experiment QA service. It is also available on its own, on experiments somebody else built.
Ways to work together
The commercial shape is chosen after we know the scope, not before.
Dedicated partnership
Reserved capacity for a steady pipeline of work.
Flexible hours
Draw down specialist time as the work arrives.
Project engagement
A defined scope, owned end to end.
All three are described in full under engagement models.
Questions people ask before buying this
Related services
Experimentation platforms we build on
Further reading
Build My Landing Page
Send the campaign, the offer and the page traffic currently lands on. We will come back with the message-match problem we can already see, a build plan and a tracking plan.