Landing Page Pipeline

This drill covers building high-converting landing pages for paid campaigns, content offers, and product signups. It includes the creation process, tracking setup, and ongoing optimization.

Prerequisites

• Webflow or equivalent page builder configured
• PostHog tracking ready to install on new pages
• Clear offer or CTA for the page (demo, trial, download, webinar registration)
• Ad campaigns or traffic sources planned

Steps

1. Define the page goal and audience

Every landing page has one goal and one audience. Define both before designing:

• Goal: What action should the visitor take? (Sign up, book a demo, download a resource, register for a webinar)
• Audience: Who is arriving? (Cold traffic from ads, warm traffic from email, referred traffic from partners)
• Source context: What did the ad or link say? The landing page must deliver on that specific promise.

One page per offer. Never send paid traffic to your homepage.

2. Build the page structure

Using the webflow-landing-pages fundamental, construct the page following a proven layout:

• Hero section: Headline (benefit-driven, under 10 words), subheadline (how you deliver the benefit), CTA button, and a visual (screenshot, demo video, or illustration)
• Social proof: Customer logos, testimonial quote, or a specific metric ("Used by 500+ teams")
• Problem/Solution: 3 pain points your audience recognizes, matched with your solutions
• Features or benefits: 3-4 specific capabilities, each with a brief explanation
• Objection handling: FAQ section addressing the top 3-4 concerns
• Final CTA: Repeat the CTA with urgency or a guarantee

Remove navigation links. Landing pages should have no exits except the CTA or the back button.

3. Optimize the form

Keep the form as short as possible for the offer value. For a content download: name and email only. For a demo request: name, email, company, role. Every additional field reduces conversions by 10-15%. Use inline validation and clear error messages. Place the form above the fold or as a sticky element.

4. Install tracking

Using posthog-custom-events, track: page view, scroll depth (25%, 50%, 75%, 100%), form focus, form submission, and thank-you page view. Set up UTM parameter capture so every conversion carries its source data. Using posthog-funnels, build a micro-funnel: page view to scroll to form focus to submission.

5. Connect to your lead pipeline

Using loops-audience, route form submissions to the appropriate email list and trigger sequence. For demo requests: also create a lead in Attio. For content downloads: deliver the asset immediately via email and add to a nurture sequence. Every lead should enter your system within seconds of submitting.

6. Test and iterate

After 200+ visitors, analyze the data. If bounce rate is above 60%, the headline or hero section is not resonating with the traffic source — test new headlines. If scroll depth drops sharply at a section, that section is losing people — rewrite or remove it. If form views are high but submissions are low, simplify the form. Run A/B tests on one element at a time: headline, CTA copy, form length, or social proof placement.