Great marketing sites are built backwards from the business goals. Before a single wireframe, align on outcomes: demo requests, free trials, newsletter signups, or qualified calls. Define one primary conversion and a handful of supportive micro-conversions so you know what to prioritize in design and copy.
Get specific on audience and jobs-to-be-done. Capture top objections, desired outcomes, and the exact language your prospects use. This feeds your headline formulas, proof points, and CTA labels. Build a messaging spine: hero promise, three supporting benefits, social proof, product snapshots, and risk reducers (guarantees, SLAs, transparent pricing signals).
Plan the sitemap around intent, not org charts: home for the core promise, product/solutions pages tailored by segment, pricing with transparent anchors, case studies mapped to industries, and a resources hub for thought leadership. Each page should own a conversion moment (CTA placement, form length, handoff rules).
Wireframe in grayscale to force content-first thinking. Place CTAs early, support them with proof (logos, metrics, testimonials), and use contrast for scannability. Define a responsive grid early so development is predictable. Pair wireframes with a content checklist—no lorem ipsum. Create a short content sprint with owners, deadlines, and acceptance criteria.
Design for speed and trust. Keep the hero under 75vh with a single decisive CTA. Use real photography or focused illustrations, avoid heavy carousels, and pre-optimize assets. Establish consistent spacing, type scales, and color tokens so the build moves fast. Bake accessibility in: focus styles, color contrast, semantic structure, and clear labels on forms.
Launch like a product: define success metrics (conversion rate, bounce, scroll depth, form completion), set up analytics with clear events, and configure heatmaps for first-week feedback. Include performance budgets, image lazy-loading, and server-side caching. Create a QA checklist covering devices, form validation, link integrity, SEO tags, and structured data. Post-launch, run a 14-day optimization loop: review analytics, ship small copy/layout tests, and tighten page speed until you hit targets.
