In 2021, the landing page remained one of the most popular tools for businesses seeking to quickly establish an online presence. At first glance, a one-page website might seem simple: just a single page, minimal content, and no complicated modules. Many people assume that creating a landing page is both easy and fast, and some clients expect it to be ready in just a few hours. The reality, however, is quite different. A high-quality landing page requires serious preparation, planning, and time to develop. After all, it’s not just a page – it’s a marketing instrument designed to sell, persuade, and encourage a user to take action. And to make that happen, the process has to go through several important stages.
Stage 1. Briefing and information gathering
The first and most crucial step is to gain a clear understanding of what the client expects from the future website. This starts with a brief – a structured questionnaire where the client answers key questions: what is the goal of the landing page, who is the target audience, and what message needs to be delivered. But the process doesn’t stop with the brief. Developers conduct additional discussions to clarify details, uncover hidden expectations, and build a shared vision of the final product. This step prevents misunderstandings and sets the right direction for all future work. On average, this stage takes one to two days, and it determines whether the landing page will be truly effective.
Stage 2. Competitor analysis
The second stage focuses on analyzing the market and studying competitor offers. No landing page exists in a vacuum; users always compare different options before making a decision. This is why it’s essential to understand what competitors are offering, what arguments they use, and how their websites are structured. Some developers take shortcuts by simply copying competitors’ ideas and slightly improving them. A truly professional approach, however, is to study the strengths and weaknesses of competitors and use this insight to create a unique and compelling offer. Although this stage usually takes just one working day, its impact on the future conversion rate of the landing page is enormous.
Stage 3. Defining the target audience
It is impossible to create an effective landing page without a precise understanding of who it is designed for. Many clients claim to “know their audience,” but practice often shows otherwise. Audience research frequently reveals a gap between client assumptions and real user needs. Building a clear customer profile allows for messaging that resonates. This influences every element of the landing page: from the headlines and visual style to the calls to action. The more accurately the audience is defined, the higher the chance that the landing page will convert visitors into customers.
Stage 4. Prototyping and design
Only after the marketing groundwork is complete can the development process begin. At this stage, a prototype is created: defining the structure, the number of sections, the placement of elements, the visual style, and the overall message. The prototype lets the client see what the website will look like before the design phase and helps the developer plan the positioning of key elements. It’s essentially a blueprint of the landing page, laying the foundation for the entire project. Decisions made here are strategic and have a long-term effect on the website’s success.
Stage 5. Conversion elements
The ultimate goal of a landing page is to push the visitor toward taking action: submitting a request, ordering a product, downloading a price list, or subscribing to a newsletter. To achieve this, the page must include elements designed to guide users toward that action. These include call-to-action buttons, contact forms, and trust triggers such as customer reviews, certifications, and guarantees. They create an atmosphere of credibility and lower the barrier to decision-making. It is critical to place these elements logically and avoid cluttering the page. With them, the landing page transforms into a true sales tool instead of just a pretty screen.
A landing page is not just a one-page site – it is a concentrated form of marketing, created to attract customers and drive action. Every stage in its development plays a vital role, and skipping even one step can seriously reduce the effectiveness of the project. Even back in 2021, it was clear that a strong landing page required time, attention, and a professional approach. And although technologies have advanced since then, the core principles remain the same. For businesses, a landing page is not a quick fix – it is a serious investment in results.
