How To Build Your First Landing Page

When I created my first landing page, I quickly realized it was like a salad in a huge bowl—getting to the cherry tomato, in other words, the services I offered, required digging deep to find it.

What I know now, but I didn't know then, was that:

• There are rules for writing a landing page. It has a structure. Your content needs to fit that structure; Otherwise, all important information will get lost.
• The design has to support the content, not distract attention or steal the spotlight.

Keeping these two factors in mind, let us walk through this process together. Step by step.

Before diving into the actual writing process, it's important to collect all the materials and answer some key questions about your business and its goals. Writing may seem like the main event, but, in fact, it takes less time than the prep work. Can you skip the preparation? Unfortunately, it can lead to ineffective writing and a process that drags on far longer.

Think of it this way: Preparation makes up about 70% of the effort, while writing is just 30%. For instance, it might take me 2-3 hours to write a landing page, but I spend at least a couple of 3-4 hour blocks on gathering materials and answering key questions.

Ultimately, gathering materials saves time. You have everything ready when you begin building the page. Answering questions clarifies your goals and sharpens your message. Your landing page hits harder.

The preparation stage includes:

• Defining the target audience.
• Gathering materials like images and videos.
• Formulating your unique selling proposition (USP).

Let's start with the first one.

Your target audience is the group you design your landing page for, and everything it consists of should speak to them. To avoid the "salad situation" I mentioned earlier, focus on one specific person you are already helping with your services. Chances are, others with the same needs will be eager to discover what you offer. These are the people you want to connect with directly—those who will feel your product or service was made just for them.

To define this person, go beyond demographics. Find an image online of someone who resembles your ideal client. Use that image to visualize how to communicate with them: The tone, the words that will capture their attention, and the messaging that will resonate most.

And remember: The less "general" your page is, the more effective it will be.

Having your materials and resources organized and ready will save you time. Here's how to get started:
1. Create a dedicated folder.
2. Store all your materials in one place for easy access. I have a Google Drive folder that I update regularly for this purpose.
3. Collect these key materials:

• Photos: These could include screenshots of Zoom lessons, action shots of your services, or even simple behind-the-scenes images.
• Videos: Clips showcasing your work or explaining your services.
• Testimonials: Gather text message screenshots, audio messages (with transcript), visual feedback notes, or customer reviews.

4. Use what you have.
Average-quality visuals are better than none. Help your inner perfectionist back up a little.

Here's an example of one of the images I used:

If you're starting from scratch, stock images from services like Unsplash or Canva can be a lifesaver. With these essentials at hand, you'll be ready to build a landing page that feels professional and personal.

The Hero Section of a landing page is the digital "business card" of your website. It's typically the first thing a visitor sees when they land on your page, and within 3 seconds, they make a decision on whether to leave or scroll further. The Hero Section must grab attention. It should clearly communicate what you do, who your client is, and why what you do is important.

Here's my favorite and fairly universal formula for crafting a Hero Section message:

"I help (whom?)… (do what?) …. (how?)"

Also, make sure you use SEO-friendly section titles so Google can understand what your website is about and rank you higher in search results.

Draft your paragraph: Start by writing a paragraph that clearly captures the essence of your offer.
Critically review your text: Assess your text and remove any parts that sound too obvious or serve as details rather than contributing to the main message.
Refer to your brief: Check your content to make sure it matches your business's key values and goals.
Get rid of unnecessary words: Your message has to be clear and concise. Use images and buttons to convey parts of your message. If any content still holds value, consider placing it in the next section.

Using the example above and the materials you have prepared, try to formulate this section and then place the text in the template you have chosen.

The first content block serves to tell more about yourself and your business, providing reasons why you should be trusted and why people should choose you instead of hundreds of your competitors. In other words, it is mostly about explaining and proving your uniqueness.

Use your brief to highlight your Unique Selling Propositions (USPs). Write a few sentences about your specialized methods, specific expertise, and unique offerings.
Mention any special features of your product or service, such as advanced technology or unique materials that you developed yourself.
Showcase your credentials: List your main certifications and any relevant professional training, as well as your years of experience.
Support this text with relevant images.

This block can be used to share the measurable impact of your work, showcase use cases, or display client reviews. You can use different formats to present content, depending on the material you have available, actual client cases (and how much of it you have the right to share), etc.

If you have a lot to show, focus on the most important and relevant information for your audience. If the content is hard to digest, consider breaking it into sections or using visual formats like infographics, image carousels, or comparison tables to make it easier to understand.

Gather measurable data that proves the effectiveness of your service. If you're a teacher, it can be test scores, pass rates, and milestones they reached (e.g., DELF certifications or CEFR levels).
Share case studies. If clients give their permission, share how you helped them overcome a challenge or achieve results. If you're a teacher, describe their starting level, the obstacles they faced, the techniques you applied, and the outcomes they achieved.
Think visually. Instead of just explaining or showcasing plain-text statistics, use visuals like charts, graphs, before-and-after comparisons, infographics, etc., to simplify complex information and make the impact easy to grasp at a glance. Visual storytelling builds trust and makes your successes more memorable.

This block features real feedback from clients and colleagues to highlight your impact. It might be a bit confusing that Testimonials and Achievements are both parts of the landing page, as they both are intended to build trust. However, they are not interchangeable and address trust from slightly different directions. Achievements show your credentials; Testimonials reflect the student experience. Both are equally important.

Collect and refine testimonials. Ask for feedback using a short 3-5-question form to maintain structure. For loyal clients, offer a longer version. Use transcripts from voice or text feedback (e.g., via Voicenotes or Amberscript), and organize quotes from both students and fellow teachers.
Ask with intention. Don't wait for testimonials—many students won't think to share unless prompted. A clear request paired with guiding questions leads to more meaningful responses.
Show real people behind the words. Combine short quotes with photos or video clips. Group testimonials by theme (e.g., exam prep, business French, etc.) to improve clarity and impact.

When I started my business, I was convinced that there was no need to "write" testimonials, believing they should be purely organic. However, I quickly realized that students give feedback in many informal ways, and without a bit of structure, those valuable insights can get lost. I also assumed students would automatically share their thoughts, but learned that many simply don't unless asked. Once I started requesting testimonials with the right prompts, the responses became much more meaningful and effective.

To request testimonials effectively and encourage your clients to provide the type of feedback you're looking for, prepare a set of guiding questions in advance. Keep the questionnaire short—ideally 3 to 5 questions—so it doesn't feel like too much effort or a waste of their time, which could lead to brief, generic responses.

If you're reaching out to a particularly loyal client who has already expressed appreciation for your service, feel free to ask a few additional questions. Loyal clients are more likely to provide detailed and enthusiastic feedback.

Here's an example of a questionnaire that Mr. Dancy would send to his students, with questions color-coded from essential to ask to additional ones.

A conversion section motivates visitors to take action that aligns with your business goal. This action could be anything from signing up for your course or newsletter to downloading your grammar tutorial or filling out a contact form.

Be straightforward. A CTA caption is usually no longer than a few words, clear and to the point. Keep it action-oriented, so users know exactly what you want them to do next, like "Sign Up Now," "Get Started," or "Download Free Guide."
Make sure your CTAs align with your goals and values (always refer back to your brief) and match the page design (not hidden, too big, or too small). They should also be phrased to fit your brand voice—keep them formal if the page is formal, or informal if the page has a friendly tone. A mismatch will make the CTA feel out of place.
If urgency is real, reflect it. If you're offering something for a limited time—like free materials, a consultation, or another bonus—let the CTA show that with phrases like "Limited Time Offer" or "Sign Up Before It's Gone." But if the offer's always available, don't fake the rush. It can come off as manipulative, and savvy users will likely catch on.

Once you've covered the essentials—who you are, what you offer, proof of expertise, and a clear call to action—you can think about adding extra content to enhance the landing page. What you include should depend on the materials you have available and your ability to update them consistently. Try to be realistic: If you can't maintain a section, like a blog, it's better to wait until you can commit to regular updates. These additions should serve a clear purpose, not just fill space.

For example, if your product or service generates frequent questions, consider adding an FAQ to reduce repetitive inquiries and ease your support workload. If you already have a blog with high-value posts, highlight the most relevant ones on your landing page and invite users to explore further.

Create content that solves real problems. If you understand your target audience's pain points well, focus on creating unique content that directly addresses their biggest challenges and questions. For example, if your audience struggles with CEFR exam preparation, feature study guides and mock test materials. By offering unique, free, and valuable content that provides immediate value, you not only establish your authority, but it might also be the deciding factor that encourages visitors to choose your services and book with you.
Organize for clarity. No matter what you include—blogs, downloads, or videos—keep everything easy to find. A cluttered or disorganized section can overwhelm visitors and reduce engagement.
Guide with hooks. Help visitors explore your content by using compelling prompts. Mention specific topics (e.g., "Mastering French Pronunciation" or "Essential Grammar Tips") to spark interest and direct attention to key resources.

An effective footer includes all necessary contact information, social media links, and legal disclaimers. It provides easy access to essential information, ensuring that your website is both user-friendly and legally compliant.

Collect all contact methods in one place: Ensure all your contact details, including social media links, are gathered in one easily accessible spot. Make sure each link works properly and directs visitors to the correct pages or profiles.
Keep it simple: Avoid overloading the footer with excessive information. Use icons and clear fonts to save space, highlight key links, and make it easy for visitors to find what they need without feeling overwhelmed.

As I hope I managed to show in this article, the interplay between content and design is essential for creating a balanced, engaging, and professional landing page. Starting with design helps establish essential boundaries that enhance content, while ongoing matching between content and design ensures the best result.

Focus on the materials and content that you have, rather than using something just because someone else has it. Remember, the landing page serves as a showcase that clearly explains who you are, what you offer, how it can help, and drives action. It shouldn't be long or complicated. If you catch yourself thinking it takes too much time to scroll, or if you forget the point while reading, it's a sign that you should shorten and refine that section.

Don't skimp on investing time and effort into crafting your brief. When done right, it serves as a roadmap for both content and design, ensuring that every element aligns with your overall vision and objectives. Refer to it whenever you feel lost, unsure of what to say, or questioning whether something is worth including.

In case you do feel lost, and the brief fails to provide answers, ask for a second opinion from colleagues or people around you. Sometimes an outside perspective can help clarify things and get you back on track. Don't be shy or feel embarrassed—after all, creating your online presence is a social process too.

And always remember, there's rarely only one right way to do something—and creating a landing page is certainly not one of those. It's a process of trial and error, but eventually, you'll get there.

If you still feel confused or have unanswered questions after reading this guide, check out our free, detailed course called "How To Build a Landing Page"—it will walk you through creating your landing page from start to finish.