Landing Page Optimization
A landing page has a single job. I plan, build and improve campaign pages so the visitor who arrives from an ad, an email or a search result finds the offer they expected and a clear next step.
Landing page optimization is the work of making a campaign page do what the campaign promised. I have built and optimized these pages as a freelance consultant and coordinated them, with their tracking and A/B tests, on contract at Bio-Techne. The page is where media spend, email sends and search visibility either turn into a lead or quietly leak away. I treat it as its own piece of work rather than an afterthought to the campaign.
I start with the traffic source, not the page. The ad group, email or search query that sends a visitor sets an expectation, and the page has to match it in the headline, the offer and the first screen. Then I look at the form, the proof points, the calls to action and the load experience on a phone, and I write down what should change and why. Where a change is a judgment call, I frame it as a hypothesis that can be tested rather than argued about.
Most landing pages live inside someone else's system: a CMS template, a marketing automation form, an analytics property owned by another team. I have authored requirements and design briefs for development teams and managed delivery across design, content and development, so I know how to get a page change through a backlog. You get page briefs with the copy, layout and tracking spelled out, and I stay involved through build, QA and launch so the page that ships matches the brief.
What landing page work includes
Landing Page Audit
A page-by-page review of message match, layout, form design, calls to action, mobile rendering and load behavior. Each finding is tied to the traffic source that lands there and ranked by expected impact and effort.
Page Brief
A build-ready brief for each page: the audience and offer, headline and supporting copy, section order, form fields, calls to action, imagery notes and the success event the page must fire.
Message Match Map
A table that pairs every ad group, email and keyword cluster sending traffic with the page it lands on, the headline the visitor sees and where the promise and the page disagree.
Form and Friction Review
Field-by-field recommendations for lead forms: which fields to keep, which to defer to a later step, validation and error messaging, consent language and what happens on the thank-you page.
Tracking Plan
A specification for the page's measurement: UTM conventions, conversion events, form submission tracking and thank-you page goals, written so analytics and development teams can implement it without guessing.
Page Launch Checklist
A pre-launch checklist covering copy approval, links, form delivery to the CRM or inbox, tracking tags firing, mobile layout and page speed. A post-launch review follows once real traffic has arrived.
How I approach landing pages
Define the page's job
I confirm with you who the page is for, what they were promised before they clicked and the single action that counts as success. Then I record where the page stands today as a baseline.
Walk the visitor's path
I follow the route from ad, email or search result to the page on desktop and phone. I note every place the message, layout or form breaks the expectation and rank the fixes.
Brief and build
Each change becomes a page brief or a developer ticket with copy, layout, tracking and acceptance criteria included. I work with your designer and developer until it is live in the CMS.
Launch, check and revisit
I QA the live page and confirm the conversion event fires and the lead reaches the right inbox. Then I review performance against the baseline and queue the next round of changes.
Where this comes from
My hands-on roots are in SEO, SEM, analytics and landing page optimization. As a freelance consultant I build and optimize campaign landing pages that drive lead generation and conversion. At Bio-Techne I coordinated landing pages, tracking and A/B tests for multichannel campaigns in an Agile team, and at Polaris I authored requirements and design briefs for development teams working on consumer-facing web properties. I can build the page in your CMS or write the brief your team builds from.
See my experienceBrittany always had a great attitude and a willingness to jump in and learn. While working with her, I had the opportunity to watch her pursue her interest in online marketing. She was able to gain an understanding of the field and help us build out the business. It was a pleasure working with her whether we were trying to refine the online marketing services we were offering or working with her and our customers on their projects. She is truly committed to learning and putting into practice what she learns, which is critical in the fast-moving field of online marketing.
Commercial Loss Control and Bank Collateral Inspector
Worked on the same team
Frequently asked
What is the difference between landing page optimization and A/B testing?
Landing page optimization is the full job of making a campaign page match its traffic and convert, and A/B testing is one method inside it. I use tests when a change is a genuine judgment call and traffic supports a clean read. When the fix is obvious, such as a broken form or a mismatched headline, I recommend making it without waiting for a test.
Do you write the page copy and design the layout yourself?
I write the brief, the headline direction and the copy for most pages, and I specify the layout section by section. If you have a designer or copywriter, I hand them a brief with the structure and intent worked out and review their work against it. If you do not, I can take the page further myself inside your CMS.
Which platforms can you build landing pages in?
I work in WordPress, Drupal and Adobe Experience Manager, and I connect pages to Google Analytics or Adobe Analytics for measurement and to Google Ads when paid search is the traffic source. If your pages live in a different system, I write the brief and tracking plan and work with whoever owns the build.
How do you handle landing pages in a regulated industry?
I plan the review cycle into the schedule from the start, so legal and compliance sign-off is a step in the brief rather than a surprise at launch. At UnitedHealth Group I ensured healthcare content met strict regulatory, risk and security standards, and I apply the same discipline to page copy, forms and consent language.
Related services
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Learn moreAnalytics, KPIs and Dashboards
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Paid search puts your offer in front of people at the moment they search for it. I build and manage search campaigns where account structure, keywords, ads and landing pages are designed together, then hold the spend accountable to leads and conversions, not clicks.
Learn moreLet's talk about your landing pages
Send me the page and the campaign that feeds it. I will tell you where the visitor's expectation and the page part ways, and what it would take to close the gap.