10 easy steps to kick-off your startup with a landing page: learn how to validate your business idea with a fully optimized landing page (content, design, seo...). A landing page is a great step towards your MVP!
PLAN, MEASURE, LEARN
Lean marketing is a way of evaluating
your market opportunity quickly, at little
cost and with minimum eﬀort, before
bringing your product to market.
THE LEAN MARKETING
A LANDING PAGE IS A QUICK,
CHEAP AND EASY WAY TO:
TEST YOUR ASSUMPTIONS,
VALIDATE INTEREST, ADJUST
YOUR VALUE PROPOSITION
IDENTIFY WHAT MATTERS
MOST TO YOUR AUDIENCE
ENGAGE WITH EARLY
GAIN MORE INFO ON YOUR
AUDIENCE AND ADOPTION
1. CHOOSE AND BUY YOUR DOMAIN NAME
If possible, prefer a .com TLD
(top-level domain): this is
what most users are used to.
Around 15 characters: it’s easier
for users to remember, and
better for search engines.
KEEP IT SHORT
Try to include one keyword in
your domain name (again, this
helps with SEO).
If you’re thinking of launching your
company in several countries,
secure the local domains now
The typical 3 key metrics of landing page performance:
• Traﬃc sources: how did people ﬁnd your page?
• Unique visitors: how much traﬃc is your page getting?
• Conversion rate: what proportion of visitors takes the intended action?
2. DEFINE YOUR GOALS AND METRICS
A startup landing page often includes a call to action inviting people to sign-up for early access
to the product or service: in this case, this would be your intended conversion, your main
objective. Your job will be to optimize your conversion rate (but more on this later). For the
time being, set a (somewhat realistic!) goal for your page. Look up case studies of landing pages
optimization for startups in your industry, there are plenty online and will give you something
to benchmark against.
3. CREATE YOUR VISUAL ASSETS
COLOR PALETTE ILLUSTRATIONS BANNER
ColourLovers for free
FlatIcon has tons
of quality icons
Use Canva to create
your visuals online
Don’t have the skills of a graphic designer? Try GraphicRiver and Fivrr where you can hire
freelancers who will do the work for you for a very decent price.
Landing Page Builders let your
create beautiful pages and
require no coding or web
4. CHOOSE YOUR LANDING PAGE BUILDER
TEMPLATES FEATURES FLEXIBILITY INTEGRATION
ACCESS TO CODE
EASE OF USE
Take the time compare them before you choose and consider the following:
5. DESIGN YOUR PAGE
ABOVE THE FOLD
Keep the main info about the
fold: headline, call to action
FONTS AND COLORS
Try not to use more than 2
fonts and 3 colors.
Contact info, links to social
Create your favicon online (free)
and upload it to your page
CALL TO ACTION
Make it stand out: colors,
size, placement on page,
Whether your template is
responsive or you have to build a
dedicated version, go for mobile!
6. WRITE COMPELLING CONTENT
• Write short copy blocks or use bullet points
• Use your main keywords (for SEO purposes)
• Use one headline that clearly highlights your value proposition
• Add a few testimonials to show users they can trust you
• Use a single, clear call to action - stay away from “Submit” or other generic CTAs
• Keep your signup form short to keep the barrier to conversion as low as possible
7. OPTIMIZE FOR SEARCH ENGINES
FILE NAMES META DESCRIPTION
KEYWORDS EXTERNAL LINKS
TITLE TAGHEADING TAGS
The keywords you’re trying to rank for need to
be included in the meta keywords and in the
body copy of your page.
ALT tags (for images) and ﬁle names tell
search engine spiders what your page is
about (search engines can’t see images)
A.k.a H1, H2…Your primary keyword
should be included at least once. H1
has the most inﬂuence on ranking.
Social media, blog… The more positive
social signals you have on your page,
the better your ranking will be.
Should be about 150 characters and should
include your primary keyword. This doesn’t
impact ranking but does impact CTR!
Tells search engines and visitors what
your page is about. Your title tag should
be about 65 characters.
8. RUN SOME A/B TESTING
Wording, order, short version longer version,
bullet points vs paragraph…
LAYOUT AND DESIGN
Colors, layout, stock photography vs illustrations
CALL TO ACTION
Copy, placement, with or without directional clues…
Number of ﬁelds, ﬁelds name, text on ‘submit’
Be sure to run several variations of your page to see which converts
best. Here are some elements of your page should be testing:
9. PROMOTE YOUR PAGE Be part of the conversation:
browse forums or Quora for
topics related to your product and
share your knowledge – and a link
to your page.
Invest in some
on Facebook or
Use an Email Marketing
service such as Mailchimp
and send out regular
updates or oﬀers to your
Blog about your
product - or oﬀer to
be a guest blogger on
Setup social media
channels to kick-oﬀ the
conversation with your
Identify and contact relevant
press and online inﬂuencers
(Twitter is a great place to start)
10. MEASURE AND OPTIMIZE
How did people ﬁnd your page? Email? Social? Search? What could
you optimize to increase traﬃc to your page?
If your page is getting low traﬃc, you might review how you’re
promoting it and consider investing in some paid advertising.
If your conversion rate is too low, review your page: is your copy too
long? Unclear? Is your CTA strategically placed, does it stand out?
SEARCH KEYWORDS What keywords were used? Are those the keywords you’re trying
to rank for? Time to ﬁne tune them!
10. MEASURE AND OPTIMIZE
Which variation is performing best? Try to understand why,
then…keep testing. This is the best way to see what sticks.
If your conversion rate on mobile devices is low, improve your
mobile page: elements easy to read on a small screen, etc…
DEMOGRAPHICS Time to learn more about your audience: gender, country… How
does this data compare to what you had in mind?
LINKS TO SOCIAL MEDIAENGAGING CTA
SEO FRIENDLYATTRACTIVE DESIGN
RESPONSIVE/MOBILEMAIN INFO ABOVE THE FOLD
SCANNABLE CONTENT EASY DOMAIN NAME
RECAP: ANATOMY OF A
GREAT LANDING PAGE
DESIGNED FOR USERS OPTIMIZED FOR SEARCH