Landing creation rules 

 

What is landing page:

  1. Landing is a separate page for a specific goal (FAQ, learning page, etc) all of them have 1 goal of the page
  2. Each landing should have main CTA and secondary CTA's — button at the Header

 

Recommended landing structure:

  1. Hero block (exception pricing pages)

  2. The first block can be a text block, a video, or a scheme

  3. Special blocks between text blocks: quotes,  schemes, offers, partners, tables, etc.

  4. Related videos if applicable

  5. Common questions block

    1. WB - list of related FAQs

    2. Accounting - "Have any questions?" block

 

Hero:

  1. H1 (clear value proposition);  
  2. Subtitle: a short sentence or bullets about benefits

  3. Supporting visuals:

    1. WB -- widget where applicable, like enter fields

    2. Accounting -- SVG illustration of the page features

 

Quotes:  

  1. Each quite should contain: avatar (picture), full name, URL to socials (LinkedIn, or etc.), job position, company location, company URL (if available), company logo (if exists);

Text blocks:

  1. One block — one complete idea;

  2. The first section after the Hero must use a white background with a 50/50 two-column layout;

  3. Each  block has an introduction of 1—2 sentences;

  4. Lists must end with a sentence or a CTA button.

  5. Not more than 2 same blocks in a row (rotate the backgrounds and the image position, if same blocks follow each other);

  6. Text should take 50-70% of the block composition (example below)

Correct and Bad example:

Until Launch:

  1. Check the last 20 tickets and if the landing answers users questions

  2. Test it with 2+ potential users for 30-60sec. Ask questions how they understood the content
  3. Ask the landing expert what is most important and then show the landing
  4. Landing content must match the main keyword(s)
  5. Landing must meet common SEO standards: correct title, completed description where alt tags and title are required
  6. The landing must be reachable in the menu or other pages

 

Texts:

  1. All variables added to translation system
  2. Follow Text rules

 

Responsibilities:

  1. All landing elements must match the style of the website (non-standard elements are not allowed)