Professional Documents
Culture Documents
Landing Page
Last Updated / Reviewed: March 17th, 2022
Execution Time: 2-4 hours
Prerequisites or requirements:
■ A Google Tag Manager account: If you don’t have one you can follow SOP 004
for WordPress, SOP 065 for Shopify, SOP 066 for Squarespace.
■ Facebook Pixel and Facebook Ads Account: If you don’t have the Facebook
Pixel, you can follow SOP 005 (or SOP 068 specifically for Shopify). If you don’t
have a Facebook Ads account, you can follow SOP 010.
■ Google Analytics: If you don’t have Google Analytics, you can follow SOP 009 (or
SOP 067 specifically for Shopify).
■ Some chapters of this SOP require a SEMrush and Instapage account.
Why this is important: Landing pages are usually the best way to convert new leads.
Where this is done: In your landing page builder and Google Sheets.
When this is done: Every time you need a landing page created.
Who does this: The person responsible for content marketing and/or funnels.
Note: You don’t need a paid SEMrush account to follow this SOP but the number
of reports you can run will be limited. In order to fully follow this SOP, you will
need to create a free SEMrush account which allows you to get 10 extra
requests.
Note 2: If you don’t have a paid account with SEMrush, follow this SOP very
closely or run the risk of running out of reports before you are able to complete
the SOP.
1. Go to https://www.semrush.com/
2. Type your competitor’s URL and click ‘Start Now’:
a. Note: If you are prompted with the message ‘You’ve reached your
SEMrush limit’:
i. Type in the email address you would want your SEMrush account
to be connected to → Enter a password for your account → Click
‘Register’.
Note: There is no need to confirm your email for now, you will have
access to the extra reports straight away.
3. On the left side bar, click Advertising → Advertising Research → Ad Copies, and
you will see a listing of ads your competitor is running.
5. You will see a table with your competitor’s ads and landing pages, click the blue
arrow button to check out the landing page.
1. Open the Landing Page Creation Spreadsheet that accompanies this SOP.
2. Fill out the initial description of this landing page:
a. Internal Name: The name you want to give to this landing page inside
your organization.
i. Note: This name should be kept consistent across all your reports
and tools. It should be clear enough so that it is easier to find with a
simple search, or to understand what the landing page is about by
simply reading it.
ii. Note 2: If you don’t have a naming convention yet, you can use:
1. [Serial Number] - [Funnel Stage] - [Landing page goal] -
[Some words to summarize what this page is about]
c. Publish Date: The date when this landing page will be published while it’s
in a draft. Once the landing page is published this date should reflect the
actual publish date in case they don’t match.
e. Task URL: If you use a project management tool like Asana, link to the
task here.
f. Status:
i. Planning Stage: While the Landing Page Creation Spreadsheet is
being worked on and not all aspects are clearly defined.
ii. Design Stage: Usually follows the “Planning Stage”, at this stage
the page is clearly defined, and the Web Designer is working on it.
iii. Ready to Publish: Traditionally follows the “Design Stage”, there
might be some reasons why it wasn’t published yet (e.g.: the
planned release date is in the future).
iv. Published: The landing page is live.
v. Unpublished: The landing page is completed and was published at
some point in the past, but it is not live at the moment.
g. URL: The URL where this landing page will be/is available.
h. Title: The title for the landing page. This is seen by your users, and it will
be the title that will be indexed by Search Engines.
i. Note: The spreadsheet will alert you if your meta-description is too
long. If that is the case, you might want to shorten it below 160
characters.
k. Canonical URL:
i. If you selected ‘Indexed by Search Engines: No’: You don’t need to
fill this field.
ii. If you selected ‘Indexed by Search Engines: Yes’:
1. If you will have multiple variations of this landing page that
are extremely similar in content and purpose: Insert the URL
of your main page.
2. If you will only create one landing page version for this offer:
Insert the URL of this landing page, it will be the same as the
one defined before.
d. Twitter Description: This is the text that you want to be used by default if
the user tweets the page using the sharing buttons.
i. Note: The spreadsheet will alert you if your twitter description is too
long. If that is the case, you might want to shorten it below 280
characters (or 140 characters for some landing page builders).
b. Buyer’s Journey Stage: The stage of the buyer’s journey this landing
page is aimed at.
i. TOFU: Top of Funnel / Awareness
ii. MOFU: Middle Funnel / Consideration
iii. BOFU: Bottom Funnel / Conversion
c. User intent: When the user arrives on your landing page, what is he
expecting to find? Usually, the Ad or the link that took the user to the page
promises a specific offer.
i. Example: “Getting a 50$ off coupon”, “Getting a free emoji cheat
sheet to use with Facebook Ads”, “Getting a free trial”.
d. Form fields: The form fields the user needs to fill on this page.
i. Note: Minimize the fields as much as possible. Typically for every
field that is added to the page a decrease in conversion rate is
expected.
ii. Remember: You can always further segment your leads once you
have their contact information, either by interacting personally or by
f. Trust/Authority Elements: The assets that you can leverage today that
will demonstrate to the user that your brand can be trusted, and that other
users recommend it.
i. Note: These elements are recommended in almost all cases, but
especially if:
1. Your brand is not recognized or trusted by the users that you
are going to be bringing to that page.
2. You’re asking the user to commit to you at a higher level
than the one he might be comfortable with.
a. Example: Selling a high-ticket product to a user that
has not had any transaction with you in the past.
Asking for the user’s phone number in the first
interaction.
ii. Note 2: If you are unsure on what elements you may want to use,
or may be used in your industry, refer back to the first chapter of
this SOP and analyze your competitor’s trust elements.
iii. Example of Trust/Authority Elements:
1. Real testimonials from your customers or from other users
that received that offer.
2. Brands your business has worked with.
3. Media outlets where your brand has been featured in.
4. Number of clients that currently use your product or service.
5. If your business requires a license, your license number, or
certifications it features.
j. Copy Document: If your landing page will feature any additional copy
aside from the elements that are on this spreadsheet, link to your Google
Docs here.
k. Images: If you want to feature images on your landing page, link to them
here.
i. Note: Make sure your images are relevant to what you are
communicating on the landing page.
l. Videos: If you want to feature videos on your landing page, link to them
here.
i. Note: Make sure your videos are relevant to what you are
communicating on the landing page.
ii. Remember: Adding unnecessary/irrelevant videos will both
decrease page speed and divert the user’s attention from what you
are trying to communicate. Every video must have a clear purpose.
Note: This SOP will use Instapage as a landing page builder. If you don’t have a
landing page builder yet, you can sign up with Instapage here, they offer a 14-day
free trial (credit card is required). The Core plan will fit most needs, but if you are
considering doing A/B testing or more easily do landing page personalization
(covered on this SOP) you should select the Optimizer plan.
Note 2: There are several other solutions available that might fit your needs as well.
Traditionally, their interfaces should be similar, and you should be able to generally
follow this SOP with another landing page builder.
5. Paste the internal name that you have defined on the previous section of this
SOP. → Click ‘Continue’.
a. Note: If you are presented with a tutorial, you can either go through it by
clicking “Next” or click “X” to close the popup.
8. Navigate away from ‘Search & Social’ and click the ‘Edit Design’ button.
9. Go through the Landing Page Creation Spreadsheet and delete all elements on
your landing page builder but are not on your ‘Landing Page Elements’ or
‘Checklist’ section.
a. Note: You can delete elements or ‘blocks’ by clicking on them and then
hitting the ‘trash can’ icon.
11. Arrange elements by dragging and dropping them to where you want them to be
and resize them by selecting the element and dragging it from the corner.
a. Remember: Clicking and double-clicking on an element will show you the
available options for that element.
12. Open the Landing Page Creation Spreadsheet → Go through each line under the
‘Landing Page Elements’ section → Copy the values → Paste on Instapage on
the respective section. → Arrange and resize any elements that might be out of
place.
14. Open the Landing Page Creation Spreadsheet and on the “Design Checklist”
section make sure you are tackling the whole list.
18. Click ‘Preview’ and make sure your page looks ok on mobile:
19. Open the Landing Page Creation Spreadsheet and on the ‘Design Checklist’, go
through every line and mark it as ‘Done’ if that is the case.
20. That’s it! Once you’ve gone through the whole spreadsheet, you’re ready to
publish your landing page.
4. Click ‘Close’.
8. Click ‘Publish’.
⃞ Setting up tracking
1. Check if you do not have Google Tag Manager running on your landing page
already.
a. Note: If you are unsure you can follow the process outlined on this SOP,
refer to the section ‘QA-ing your installation’.
b. Note 2: If you already have Google Tag Manager installed on your website,
move on to step 4.
2. If Google Tag Manager is not running on your landing page follow the instructions
outlined here to set up Google Tag Manager.
a. Note: If you are not using Instapage, check with your landing page builder
platform if an integration is already available. It is usually available.
3. Make sure Google Tag Manager is running on your landing page now.
a. Note: If you are unsure you can follow the process outlined on this SOP,
refer to the section ‘QA-ing your installation’.
4. Make sure Google Analytics and the Facebook Pixel are running on your website
using Google Tag Assistant and the Facebook Pixel Helper extension.
a. Note: If you are unsure on how to test it you can follow the following SOPs:
a. Google Tag Manager: Mark as “Done” if you have Google Tag Manager
running on your landing page.
i. Note: You can check if Google Tag Manager is running on your
website by following this SOP, refer to the chapter ‘QA-ing your
installation.’ If you don’t have Google Tag Manager on your
website, you can follow the steps detailed in the same SOP If you
are running a WordPress website.
b. Facebook Pixel Tag: Mark as done if you have the Facebook pixel on your
landing page.
i. Note: You can check if the Facebook pixel is on your landing page
by following this SOP, refer to the chapter ‘QA-ing the Facebook
d. Google Analytics Tag: Mark as done if you have Google Analytics on your
landing page.
i. Note: You can check if you have Google Analytics on your landing
page by following this SOP, refer to the chapter ‘Verify your set up
with Google Tag Assistant’. If you don’t have Google Analytics
implemented on your website, you can follow the steps detailed in
the same SOP.
g. Form Submission: If you have tested submitting the form on the landing
page (both on desktop and mobile), and confirmed that the lead was
correctly recorded, mark it as ‘Done’.
i. Thank You Page Created: If you choose to send the users to a “Thank
you” page once they have submitted the form, mark as ‘Done’.
j. Spell Checked: If you have run your landing page through a spell checker
mark as ‘Done’.
l. Terms and Conditions: If you have the Terms and Conditions (or a link for
those) on your landing page, mark as ‘Done’.
m. Privacy Policy: You can turn on GPDR compliance under ‘Scripts and
GPDR’ on Instapage:
p. Mobile Device Test: Perform the following test (ideally on both an Android
and an iOS device)
i. On an Android device:
i. Open the Chrome App
ii. Navigate to your landing page
iii. Scroll down to the bottom of the page and make sure
everything looks OK.
iv. Fill in the form and submit it.
v. Make sure everything works as intended.
ii. Choose ‘Quick Launch’ to test how your landing page looks on
different browsers and devices. Click on each browser icon to
view. On the free plan, you only have 1 minute to view the page:
i. Navigate to https://tools.pingdom.com
ii. Enter your Landing Page’s URL → Select the location closer to
where your target audience is → Click “Start Test”
iii. Once the test is finished, scroll down to see your results. Make
sure you have at least a performance grade of “B”, less than 5s
load time, and less than 4MB.