Your campaign is only as good as the page it points at
You can get the targeting right, the creative right and the budget right, and still lose almost everyone at the last step.
This free course covers what belongs on a campaign landing page, what order it goes in and why.
Sixteen short lessons, one every two days. You also get a free PDF of my book Click!
Check your inbox
The first lesson and your PDF copy of Click! are on their way to {{ email }}. If it doesn't arrive in a few minutes, check your spam folder.
Free · No spam · Unsubscribe in one click
What you get out of it
Messaging matters more than layout
Most builders will not let you change much. If you can edit the copy and swap the images, you can still improve conversion.
Structure the page for three audiences
Some visitors decide at the headline. Others need the benefits, or the full detail. One page can serve all three if you order it correctly.
Test the page before you build it
An eight second snap test and a first click test cost nothing and take about an hour. Both beat guessing at the layout.
What the course covers
Work out what is actually wrong
- How to know if your landing page is underperforming
- Overcoming the constraints of your landing page builder
- The nine factors undermining your conversion rate
- How to make your landing pages more relevant
Build the page
- The fundamental building blocks of any landing page
- Focusing on benefits rather than features
- Addressing user objections to build trust and confidence
- Helping users decide with social proof
- Dialing in your copy to make it as compelling as possible
- Designing the call to action
- Structuring your page layout for maximum effect
Test it, launch it, then fix it
- How to test your layout before you spend anything on traffic
- Creating the right reaction in your audience
- Identifying problems with your landing page after launch
- Testing possible improvements after launch
- How page performance can make or break a landing page
Based on the book Click!
The course draws heavily on my book Click! How to Encourage Clicks Without Shady Tricks, published by Smashing Magazine.
Sign up and you get a free PDF copy alongside the sixteen lessons.
Between them they cover calls to action, copywriting, form design, technical and legal constraints, A/B testing, social proof, building trust, addressing objections, removing friction, imagery, personalization and how far to trust AI with any of it.
Who this is for
If you build pages that ask people to do something, the course applies. The mechanics do not change much between a donation and a demo request.
About your tutor
I am Paul Boag. I have worked in user experience and conversion optimization for over thirty years and written six books, the most recent being Click!
I spend most of my time with in-house teams inside universities, charities, government departments and large organizations, helping them get more out of the digital work they are already doing.
What others say
I build landing page playbooks
This course teaches you what a good landing page does. A playbook is how a team produces them repeatedly, without inventing each one from scratch.
This part is paid work
I am the one selling it. The course above is free and stays free whether we ever speak or not.
£4,950 plus VAT
Fixed price, no expenses, about four weeks from start to finish. Most of that is waiting on diaries rather than working time.
If it sounds like the right fit, email me or book a thirty minute call.
A playbook is not a template
It is a page structure, a set of content principles and a library of blocks, built around your brand, your audience and what your platform can actually do.
Your team assembles rather than invents
Pages get selected from blocks instead of started from nothing. So you can produce ten pages where you currently produce one, and each still says the right thing.
What you get for that
- A review of how landing pages get made in your organization today
- The playbook itself, covering structure, content principles and a block library
- Sample pages showing it applied to your own campaigns
- A working session where we build your first page together
- One round of revisions
Questions you might have
Start with the first lesson
It covers how to tell whether a landing page is underperforming, which is harder than it sounds when there is no obvious thing wrong with it.
Sixteen lessons, one every two days A free PDF copy of Click! My regular UX and conversion newsletter, every other week Unsubscribe in a single click I will never share your email address
Check your inbox
The first lesson and your PDF copy of Click! are on their way to {{ email }}. If it doesn't arrive in a few minutes, check your spam folder.
Free · No spam · Unsubscribe in one click