Landing pages.

02 · THE BRIEFING

1. I
   When to consider it
   Your paid campaigns land on the home or on a generic product page. Your conversion rate (visitors who take action) caps below 1.5 %. Your sales team says the leads do not really know what you sell. The promise gets lost between the ad and the form.
2. II
   Why it matters
   Without dedicated landing pages per typology, every euro invested in paid acquisition lands on a page that does not match the ad promise. The visitor arrives, does not recognise themselves, leaves. The hidden cost: your CAC (customer acquisition cost) doubles without you seeing it, because the leakage happens after the click, not before.
3. III
   What you get back
   A page per ICP (ideal customer profile) segment, written for its specific context (industry, size, pain). A first-line promise that matches the original ad. A journey that pushes to action without visual noise. A mechanic wired to your CRM for attribution.
4. IV
   How we run it
   We start by listening to what your sales team hears on the phone, before writing a line. Then we frame the promise, we build the page on Pletor (HeySquad's landing pages factory) or on Figma if a design redesign. GA4 wired in as the source of truth, Hotjar (heatmap + in-page surveys) to watch first visitors after going live. CRM connection (HubSpot or internal) to close the attribution loop.
5. V
   What it unlocks
   A conversion rate that takes off on the most profitable ICP segments. Clean attribution by campaign and by audience. Editorial matter that feeds your ads, your emails, your sales pitches.

We get back to you within the week · scoping before any quote.

04 · WHAT WE WON'T WRITE IN AN RFP

A landing page is an editorial act. Not a design deliverable nor a template to fill.

A landing page is only useful if it promises one specific thing to one specific audience. Anything that deviates from that rule dilutes the promise and lowers the rate. The right word is worth 30 € of Meta saved on every visitor. The real question before signing: who on your team will reread the page each quarter to keep it aligned with your offer, and who will steer the A/B tests that follow? If the answer is fuzzy, the right order is brand voice first, then the page.

• 01

  Promise aligned audience by audience

  Each page talks to a precise ICP segment, in its vocabulary, on its pain. No more catch-all page trying to please everyone and converting no one. The right word, in the right place, in front of the right person.

• 02

  Perfect match with your ads

  The ad wording and the landing wording speak the same language. The visitor recognises themselves in the first 3 seconds. You cut the post-click leakage that wrecks your CAC without you noticing.

• 03

  CRM-ready mechanic

  The form is wired straight to your CRM (HubSpot, Odoo (open-source CRM), or internal) with UTM attribution preserved. Your sales team receives a segmented, dated, sourced lead. No more manual entry, no more attribution loss.

• 04

  Editorial matter that feeds the rest

  The work on promise, wording and arguments done for the landing then feeds your emails, your ads, your SEO pages, your sales pitches. A well-written page unlocks an editorial heritage reusable month after month.

05 · THE PLAY-BY-PLAY

Four steps per page. Three weeks on average. Zero production freeze.

1. 01

   We listen to what your sales team hears.

   One hour of field listening: the real questions, the real objections, the exact words prospects use on the phone. No post-it workshop, no invented persona. We start from living matter. Hotjar (opens in a new window) (heatmap + in-page surveys) on current pages in parallel to spot visitor patterns.

2. 02

   We frame the promise in one line.

   Before any wireframe, we lock the main promise in one sentence, the target ICP segment, the 3 objections to lift. Client sign-off in writing, scope frozen. If the offer is not clear, we step back one notch and we re-clarify. No page written on a fuzzy promise.

3. 03

   We write, we assemble, we wire.

   Writing by sections (promise, proof, journey, testimonial, form), assembly on Pletor (HeySquad's landing pages factory) or Figma + dev if a custom redesign. Form wired straight to CRM, GA4 (opens in a new window) events set on CTA click and submission, UTMs preserved.

4. 04

   We watch and we document.

   Going live, Hotjar + Microsoft Clarity (opens in a new window) (free session replay) observation on the first 100 visitors to catch unexpected behavioural bugs. Notion brief handed over to your team: page structure, editorial rationale, hypotheses to test in the next cycle. One-hour live handover. You walk out autonomous.

07 · NOT YET FOR YOU IF

Three cases where the landing page is not the top priority.

• Your offer is not yet clear to you.

  If you hesitate between 3 promises or 4 target segments, the landing will not do the work for you. A page trying to cover 3 promises dilutes all three. Better to clarify positioning first, write the page second.

• Your traffic is under 1,000 visitors a month.

  At this volume, the return on a dedicated landing takes 12 to 18 months minimum. Better to first generate traffic via SEO or ads, then dedicate landings once volume is in place. The right order is traffic first, conversion second.

• You want a landing to tick the design box.

  If the real goal is a pretty page for the board or a sales brochure, the editorial work we do is not the tool. You pay the price of a converting page for the use of a brochure. Better to find a pure design studio in that case.

We open your landing pages. We tell you where your promise gets lost between the ad and the form.