Websites & Conversion

A landing page can cost almost nothing to publish and still be an expensive way to lose leads. The page itself is only one part of the bill. You’re also paying for the decisions, words, design, integrations, testing, and upkeep that make it useful. So how much should a landing page cost? Start with what […]

A landing page is a sales conversation with the awkward bits removed. At least, that’s the idea. Plenty of pages greet visitors with a fog machine of adjectives, six competing buttons, and a form that wants their life story before explaining the offer. Let’s look at three examples from Shopify, Linear, and Calendly. The useful […]

A landing page template can look like a compromise when you are staring at somebody else’s beautiful custom website. But the decision gets easier when you ask a different question: what would a custom page…

You need somewhere useful to send people after they click an ad, follow an email link, or hear about an offer. Whether you need another piece of software to create that destination is a separate…

Your landing page is getting visitors. Some convert, most leave, and someone suggests changing the button from blue to green. Congratulations. You now have a design opinion. A useful landing-page test answers a business question: will this change help more of the right people take a valuable action? Here’s how to find out without mistaking […]