Planning Page Structure and Design

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Classification and Prioritization
With the research done and relevant data in hand, we needed to efficiently select and allocate resources to ensure that our efforts were directed toward the most promising opportunities.

To do that we established a classification framework that encompassed various parameters, to organize, categorize and prioritize the landing pages effectively.

We used the following criteria for classifying the pages:

Page type (product, service, resources, form, brand)
Target audience
Funnel stage
SEO-relevant vs. brand-relevant

By considering factors such as their alignment with SEO objectives and their impact on customer conversions, we were able to identify which pages held greater significance and deserved immediate attention.

To decide which pages we needed to tackle first, we considered the following:

Current performance
Conversion potential
Traffic potential
Ranking potential
Strategic relevance
Stakeholder priorities
Competitor analysis
Resources and timeline
Creating and optimizing landing pages
With our pages’ assessment in hand, it was time to move on to the stage of optimizing our existing landing pages and creating new ones.

Creating a detailed content strategy, preparing the page structure and design, optimizing for search engines and user experience, and integrating analytics tracking for reliable performance measurement were all part of the process.

Developing Content Strategy and Copywriting
We meticulously designed a content strategy targeted to each landing page’s individual goals, target audience, and keywords to assure its success.

We aimed to develop captivating content that would connect and drive visitors to take action by matching our messaging with the requirements and pain areas of our audience. Meanwhile, we also wanted the content to also be optimized for search engines and rank high in the SERPs.

For instance, consider the following landing page we built from scratch.

We learned that the keyword “blog writing services” had the potential to efficiently fulfill all of our goals, hence driving qualified traffic and boosting conversions. It is also well aligned with a few of our buyer personas (i.e. marketing agencies, content marketing analysts, and small companies) and objectively depicts one of our best-selling services.

Throughout the entire page, the copy raises awareness of potential issues that these services can solve or goals they can help the personas achieve. It talks about increasing traffic, producing higher-quality content faster, working with professional writers, and so on.

We present a problem and its solution in more than netherlands phone numbers one way over the course of the page.


A user-friendly and aesthetically appealing page structure is as essential as captivating copy for a positive user experience and good conversion.

By organizing the content strategically and creating an aesthetically pleasing design, we aimed to engage visitors and guide them towards the desired conversion goals.

We already had a layout template for landing pages that we decided to reuse for the majority of new pages we created during this project. With new engaging images and a few tweaks, we managed to fit the design into the page’s proposition.

Doing so also helped to speed up the production and optimization workflows as we did not depend on a web developer to help us implement changes and create new pages.

Using the same “blog writing page” as an example, we created a FAQ section that differs from other pages. This part was inspired by a handful of the websites we benchmarked earlier, and we opted to incorporate it since it allows the user to make a faster,more educated decision to accept the CTA, which in this case is WriterAccess’ free trial.