Here’s the process my web design agency follows when creating highly converting landing pages:
Before touching copy or layout, decide how you want your audience to feel. Do you want them to feel excited, reassured, inspired, or confident that they’ve found a steady pair of hands?
Your design system must reflect that and match the expectations of the customers you want to attract. For professional services, that alignment drives the right MQLs. For e-commerce, it turns interest into sales.
Go beyond broad audience definitions. Create detailed personas and business archetypes to understand who you’re speaking to and why they would choose you.
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