Free GTM Skills / Build / Playbook 6
Website and conversion
A homepage that tells the wedge buyer in five seconds that this is for them, what it does and what to do next; the few pages around it; and every form and booking link landing in the CRM with a source.
Why it matters
Messaging is the highest-impact thing on a website and most sites bury it. Design builds trust on a quick scan. A form that goes to an inbox is a leak. The site is written from the positioning document, so it changes when positioning changes.
Order of operations
- Set the job of each page in one sentence.
- Write the homepage above the fold: headline, subheadline, one action, one proof line.
- Write the rest of the homepage, the conversion page and the supporting pages from the positioning document.
- Plan the forms and tracking so every lead reaches the CRM with a source.
- Set the design direction, then build from the brief in whatever builder the company uses.
- Test the headline with three people in the segment, test every form end to end, launch, note the date.
- Run a conversion pass on live pages after 30 days of data.
Skills in this playbook
- Play4
- Play
Homepage rewrite
Runs after positioning-doc and offer-and-pilot.
homepage-rewrite - Play
Landing page brief
Produces the brief: the page's one job, the audience and source, the message hierarchy, the proof blocks with cleared sources, the form and tracking requirements, the copy draft, and the acceptance checks.
landing-page-brief - Play
Leave-behind page
Produces the page or PDF: the problem in their words, the outcome, three proof points cleared, the product view, the next step, versioned per segment or event.
leave-behind-page - Play
Graphics check
Produces the pass or fix list against the brand tokens and the graphic rules (padding, real screenshots, text size, safe zones), and the resized set per channel.
graphics-check