Landing page creation: key technologies and processes

A landing page (LP) is a fundamental tool in any marketing team’s arsenal, guiding users to specific products or services. Its effectiveness is measured by the number of conversions it generates, making it a critical element of any campaign. But what if your organisation needs to create not one, but dozens of LPs in a short period of time? 

With advanced tools like the Visual Editor built into Magnolia CMS, and well-designed component libraries based on a design system, creating LPs is no longer a complex process requiring IT support. Marketers can create and publish pages themselves, saving time and resources, while organisations gain flexibility and visual consistency. 

A landing page is a specially designed single web page whose main purpose is to encourage the user to take a specific action. This could be buying a product, signing up for a newsletter, filling out a contact form or entering a competition. There are many types of landing pages, including 

• Product pages: Focus on promoting and selling a specific product or service. 
• Contest pages: Encourage users to enter contests, often in exchange for contact details. 
• Portfolio or About pages: Present basic information about a company or individual, often with a contact option. 
• Lead generation pages: Aimed at generating leads through contact forms or newsletter signups. 

Each type of landing page has its own characteristics and goals, but they all share a common purpose: to maximise conversion rates. 

Landing pages play a key role in any organisation’s marketing strategy. They can effectively increase conversions, improve lead quality and increase brand awareness. A well-designed landing page can:

• Present offers in an attractive way: Focusing on a single product or service allows for a more compelling presentation.
• Encourage users to take action: Clear and compelling calls to action (CTAs) can significantly increase conversions.
• Collect contact information: Forms on landing pages are an effective tool for collecting valuable leads.

A landing page can significantly improve conversion rates through several key elements:

• Clear and concise messaging: The landing page should clearly communicate its offer and the benefits to the user.
• Attractive design: An aesthetic and professional look attracts attention and builds trust.
• SEO optimisation: A well-optimised landing page can achieve higher search rankings, increasing visibility and traffic.

These elements make landing pages a powerful marketing tool that helps achieve business goals.

In ecommerce, well-optimised content plays a critical role in increasing conversion rates and driving sales. Learn how e-commerce content impacts sales results so you can maximise the potential of your landing pages.

Design system is a repository of visual and functional resources that guide design, IT and marketing teams. Its technical benefits include

• Centralisation of styles and components: All colours, typography, grids and icons are stored in one place for easier reuse.
• Automated updates: Integration with tools such as Figma or Sketch allows changes in the design system to be propagated directly to component libraries in the CMS.
• Support for multiple markets: Designing LPs in different languages and cultural contexts is easier as styles are consistent and content can be localised without disrupting the page structure.

Find out more about what a design system is and how it influences the perception of digital products: What is a design system?

Components are key elements that link design to CMS implementation: 

• Component structure: Each component is a standalone module containing HTML, CSS and JavaScript, enabling rapid front-end deployment. 
• Unified development: Front-end developers build components based on design system guidelines, ensuring visual and functional consistency. 
• Dynamic content mapping: Components can be dynamically populated with content from the CMS, enabling quick layout changes without touching code. 

In Magnolia CMS, components are fully integrated with the Visual Editor, allowing marketers to drag and drop pages. Content automatically adapts to different screens. 

The Visual Editor is an advanced content management environment that eliminates the need for coding skills:

• WYSIWYG mode: Allows you to edit pages in real time, with every change immediately visible.
• Responsive preview: The tool automatically adjusts the layout for mobile devices using predefined component styles.
• Drag and drop: Marketers can create and modify page layouts by dragging and dropping sections, enabling rapid project iterations.
• Version management: Save drafts and revert to previous versions for content security.

Visual Editor simplifies content management and enables marketers to work independently of IT. Find out more about how the Visual Editor supports effective content management and strategy.

Visual editor combined with component libraries dramatically reduces the time from idea to execution:

• Easy iterations: Pages can be modified and adjusted in real time, so changes to content or layout don’t require the involvement of developers.
• Rapid campaign deployment: Marketers can build a landing page themselves by selecting a template and customising the page. New LPs can be launched in hours rather than days.

Traditionally, creating and modifying LPs required collaboration between multiple departments – marketing and IT. Magnolia eliminates this problem:

• Marketing team autonomy: The visual editor allows teams to create pages without coding, freeing developers to focus on more complex tasks.
• Reduced operational costs: Less IT involvement means lower labour costs and greater resource flexibility.

In e-commerce, it is often necessary to launch multiple landing pages simultaneously for different campaigns or markets. With Magnolia:

• Repeatable processes: Pre-built components make it easy to replicate structures and adapt to local requirements.
• Manage multiple markets: Multilingual and content localisation capabilities simplify the implementation of regional changes.

Although implementing a design system and component libraries requires an initial investment of time and effort, there are tangible long-term benefits:

• Lower maintenance costs: Standardised components mean fewer errors and less time spent fixing them.
• Faster development: New pages can be created more quickly and cost-effectively by reusing existing elements.

The process of creating landing pages in Magnolia, supported by the Visual Editor and component libraries, is an example of intuitive collaboration between technology and marketing teams. Here’s how it works, step by step:

Marketers use a pre-built library of components, developed based on the design system, to create effective landing pages.

Each component is a module that can be adapted to the page’s content and objectives – for example, a contact form, a testimonial section or a hero banner.

Selection is done via drag and drop, eliminating the need to involve developers.

WYSIWYG (What You See Is What You Get) mode allows the editor to see exactly how the page will appear and add content directly in the preview. The ability to change text, images, or the order of sections is immediately visible, allowing for rapid iteration.

• Magnolia automatically adapts components to different screen sizes.
• Editors can preview how the page will look on desktop, tablet and smartphone, eliminating the need for manual layout adjustments.

Drag and drop functionality allows marketers to reorder sections, add new elements or remove unnecessary ones – a key factor in efficiently managing the structure of the landing page. 

Every change is saved in real time, speeding up the page creation process.

• Once editing is complete, the landing page can be published with a single click.
• The Visual Editor also allows you to save a draft that can be published at a later date, when it is most appropriate (e.g. at the launch of a campaign).
• The system supports versioning, so you can revert to previous versions if necessary.

Imagine a campaign to promote a new product line. Marketers can:

• Create landing pages in a matter of hours using existing components.
• Customise content for different markets or audiences (e.g. different promotional offers).
• Publish landing pages to all channels simultaneously. With responsive previews, they can be confident that the page will render perfectly on any device.

Preparing your organisation for efficient LP creation is an investment that will yield tangible benefits. By implementing a design system, component libraries and a visual editor, teams can work faster, cheaper and more independently. With the right technology and process preparation, LPs can be created in record time, giving the organisation a competitive edge.

Creating landing pages can be easier than you think. With Magnolia CMS and the Visual Editor, you can create optimised landing pages without the need for developers.

Want to improve your conversion rate, streamline the page creation process, and use advanced tools to support your marketing efforts?

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