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Last Updated: May 18, 2026

ACCOUNT MANAGEMENT · LANDING PAGES

Landing Page Production Process

The 17-step process for taking a landing page from kickoff to live, including all design rounds, copy, dev, QA, and project wrap.

Timeline overview

A typical landing page project takes about 6 weeks of working time. Critical path:

Phase Days Owner
Prep & PMB review ~1 week GS
Design Round 1 Mobile (internal + client) 8–10 business days Designer + GS
Design Round 2 + Desktop (internal only) 5–8 business days Designer + GS + Copywriter
Design Round 2 + Copy (internal + client) 5–6 business days Designer + GS
Final Page Design 2–3 business days Designer + GS
Web Dev + QA 4–5 business days Dev + GS

Monday due dates are approximations

Monday due dates don't account for weekends, holidays, or client delays. Use them as guides, not contracts.

Step 1 — Establish Timelines

Responsible: Account Manager

Establish a realistic timeline for all project tasks, ensuring all moving parts are accounted for. Align the team on deadlines including the internal client team and all vendors (designer, copywriter, dev).

Key timing notes:

  • PMB review should be scheduled within a week of the kickoff call.
  • Per contract, the project timeline begins once the PMB is approved, not before.
  • If the client doesn't respond in time, move forward with our recommendations (at GS discretion).

Step 2 — Confirm Vendors

Responsible: Account Manager

Typical project vendors: designer, copywriter, developer. These are chosen during the internal client call (ahead of the client kickoff).

Prep briefs and send to vendors ASAP — even before the kickoff call — to verify they can complete on time and budget.

Don't ask, inform

Don't ask vendors "How long will it take?" or "How much will it cost?". Inform vendors how soon we need it and how much we can pay. If our terms aren't acceptable, move on with guidance from the GS.

Vendor briefs include

Design Brief Copy Brief Dev Brief
Example Example Example
Project Scope Project Scope Project Scope
Due Dates Due Dates Due Dates
Key Contact(s) Key Contact(s) Key Contact(s)
PMB Link PMB Link PMB Link
Creative Assets Copy Checklists Web/CRM Access
Previous CRO Audits Landing Page MarkUp Required Assets
Page Inspiration Products Set Up (Shopify, etc.)
Section Breakdown CTA Direction
Chosen LP Concept Pixels
Chosen Offer Concept Demo Links

GS pre-call with designer: Walk through inspiration links, point out what to replicate and what to change. Go through the section breakdown in the brief one-by-one. Get the designer 100% aligned on your vision.

Step 3 — PMB Research

Responsible: Growth Strategist

Add general info to the PMB: client brand, audience, competitors, industry trends.

Add Landing Page Concepts. Review the client's CRO audit (if applicable) to identify focus area:

  • Increased CVR (CVR Focus)
  • Reduced CPA (CVR + Offer Focus)
  • More profitable acquisition (CVR + AOV/LTV Focus)
  • Tap into new audiences (Offer Focus)

Page inspiration sources:

Add Offer Concepts. See Crafting An Irresistible Offer.

  • Present at least ONE option that straight up beats their current best performer.
  • For other options, think about what makes sense for the product/brand + chosen KPI.
  • Brands often resist discounting — present options that add perceived value instead.
  • Price Anchoring tactic: multiple choice selection where higher prices get more value (e.g., 1-3-6 where the 6-pack gets something free).
  • Rules & guardrails:
    • Don't try to sell something they don't have currently
    • If straight-sale, confirm if subscription is possible
    • Never rely on client to do work outside our wheelhouse
    • Work with dev vendor early to ensure tech stack supports the offer concept

Step 4 — Client PMB Review

Responsible: Growth Strategist

Meet with the client to walk through the PMB. Focus on:

  • Branding vs Performance Scale
  • Must Haves / Must Not Haves
  • Current Offers / Discounts / Promos
  • Target Audience
  • Presell / Advertorial Angles
  • Landing Page Concepts
  • Offer Concepts

Be clear with clients:

  • If they were given a guarantee, they MUST move forward with our recommendation — selecting anything else voids the guarantee
  • We'll move forward with our recommendation if we don't have their feedback in time

Update the PMB with client feedback.

Steps 5–7 — Design Round 1 Mobile

Step 5 — Mobile Design

Responsible: Designer

  • Produce 2–3 different ATF designs for review
  • GS may request 2–3 variations for other sections (Pain Points, Product Intro, Benefits, Authority)
  • Upload to MarkUp following Naming Conventions

GS: Check in with the designer 1–2 times during initial mobile design.

Step 6 — Internal Review

Responsible: Growth Strategist

  • Review designs in MarkUp, add all feedback, choose preferred ATF + section variations
  • Quality bar: if you wouldn't be proud to show this to the client, go back to the designer. We would rather see the project delayed than to deliver poor work.

Step 7 — Client Review

Responsible: Growth Strategist

  • Share the [Design Round 1 Mobile] MarkUp with the client
  • Goals: provide all feedback to mobile design, select winning ATF section, select winning variations
  • 2 business day deadline — communicate that delays push back the project
  • Review client feedback for clarity before passing to designer

Steps 8–9 — Design Round 2 + Desktop

Step 8 — Design + Desktop

Responsible: Designer

  • Apply feedback from Round 1, produce desktop version
  • Upload to MarkUp as [Design Round 2 + Desktop]

AM: Ping the copywriter — copy work starts in a few days.

GS: Quick review before passing to copy — significant design changes should be addressed first.

Step 9 — Write Copy

Responsible: Growth Strategist (preferred) or Copywriter

Copywriter quality risk

We've seen significant delays and poor quality from external copywriters. Often recommended to just have the GS write the copy if they have bandwidth.

Validate headline strength with these testers:

Copy checklist:

  • Content fits BOTH desktop and mobile designs
  • Banner / sale mentions reflect the ACTUAL offer on the page
  • Offer pricing is accurate
  • Discount math is correct
  • Header menu matches on-page navigation
  • Copy is complete for all sliding / collapsible / FAQ sections
  • FDA / legal disclaimers at the bottom
  • Tone / voice matches brand
  • No LOREM IPSUM remaining

Steps 10–12 — Design Round 2 + Copy

Step 10 — Add Copy to Design

Responsible: Designer. Upload as [Design Round 2 + Copy] MarkUp.

Step 11 — Internal Review

Responsible: Growth Strategist. Look closely for typos, errors. We'd rather catch issues than have the client call them out.

Step 12 — Client Review

Responsible: Growth Strategist

  • Share [Design Round 2 + Copy] MarkUp with the client
  • This is the FINAL round of feedback before HTML. Additional design changes post-finalization cost $150/hour and push back ETA.
  • 2 business day deadline

Steps 13–17 — Final design, dev, QA, wrap

Step 13 — Final Page Design & HTML Conversion

Responsible: Designer

  • Implement ALL final feedback
  • Designer pings GS for one last review
  • HTML conversion:
    • Tierra team members: use Anima, upload to client folder
    • Vendors: convert however they prefer, send via Slack/email. PM uploads to client folder.

Step 14 — Tierra Demo Site Upload

Responsible: Developer

Demo page does NOT include: Pixels, Add To Cart / offer link setup, promo codes in checkout, footer links.

GS reviews demo for: - Responsive design across mobile, tablet, desktop - No bugs in navigation, design, text, image, or video - Demo may load slowly — that's expected (not a high production server)

Step 15 — Client Site HTML Upload

Responsible: Developer

Upload to client's site/CRM and add functionality the demo lacked: pixels, Add to Cart, promos, footer links.

Step 16 — Live Page QA

Responsible: Growth Strategist

Review the live page for:

  • Pixels placed and functioning
  • ALL CTAs working
  • Offers add to cart properly
  • Checkout promos applied properly
  • Offer price + promo math accurate
  • Shipping matches the offer
  • Footer links open correct page in new window

Have the designer QA as a second set of eyes. Media buyers can help test pixels.

Shopify test links expire

The dev team may publish a Shopify test link that expires after 24–48 hours. Move quickly on review.

Step 17 — Wrap Project

Responsible: Growth Strategist

Confirm no remaining deliverables, then notify the client the project is done.