Webpage or Landing Page Build

Webpage or Landing Page Build

Before you create a new web or landing page, you should ask yourself some important questions about your business. The more deeply you understand your unique value and target customers, the more efficiently you can craft a converting landing page.

This questionnaire template can help you ask the right questions in support of this task.
A good way to do this is to look at the 5 Ws to make sure you have everything you need before we begin.

WHO:

This question should cover two things:

Internal – WHO is going to be building the page and writing the content? Always make sure the person in charge of the content is defined so you can be sure who needs to be briefed and educated on the materials.

External – WHO is the target audience for the page? Which persona? Is it front-facing on the website, or a hidden page? This is perhaps one of the most important questions you can ask. Making sure you know who the target audience is is vital for nailing the right voice, theme, and hooks that are tailored to them. After all, your target customers are your bread and butter.

WHAT:

WHAT is where we get into the details of the content.

WHAT topic is this page covering? Is it an about page or landing page for a specific promotion? Always identify the objective of the page in order to keep it focused.
WHAT type of written content will be on this page? Is this a blog or a services page? Separating the types of pages keeps your site coherent. Be sure to keep informational and sales pages separate in order to maximize conversions and ease of browsing.
WHAT type of media will be on the page? Plan ahead where you would like video content to be placed, and if you want videos or photos to support blogs or service pages.

WHERE:

WHERE covers specific marketing and technical questions such as:

Where is the page going to be built? Are you going to build it using WordPress? SharpSpring?
Where will this page live on the menu of the site? I.e. How does this fit into the overall structure of your site?
Where will it be pushed? Google ads? Social media? Get a good idea of where you would like this content to be sent, or where it will be linking back from. This could be from an email campaign for a service, or from a tweet or Instagram post summarizing an interesting new blog post.

WHEN:

WHEN covers the timeline for the project being completed with deadlines, as well as when it will be published and pushed out.

What is the publish deadline for this page?
How long will it take to build the page?
Which week will the content be completed?
How long will the SEO take?
When will any campaigns pointing back to this page begin?

Staying on a strict timeline helps everything flow smoothly and allows you to line up outreach, backlinking, and social media support along with the schedule you create.

WHY:

WHY covers the strategic marketing behind the page. Even before you start drafting the outline of the page, make sure to pinpoint why you are building it in the first place and what goals you want to achieve in the process.

WHY are we building this page? Is it for a campaign, supporting a product launch, announcing a newsletter, etc?
WHY is this page a necessary addition to the website? What unique value is it adding?
WHY was this page missing from the original site build (if applicable)?
How will this page enhance the current marketing strategies in place?
How will this page increase your important KPIs?

Now that you have a strong groundwork set up of what the page is going to be and why you need to make it, now comes the execution. How are you going to build it?