How to build a landing page design system

A step-by-step guide to building completely custom landing pages at scale

Building landing pages can be a long, drawn-out process involving multiple people in multiple departments. Let’s take a look at how to make it as easy as filling out a form.

Some of the fastest-growing companies in the world have found huge success in building personalized landing pages for conversion rate optimization, SEO, and other marketing campaigns. But the cost of producing these landing pages can quickly add up and diminish the return on your investment.

Companies like Intercom have even created custom, internal tools to build landing pages at scale. But you don’t need to use valuable engineering resources to build those tools. Or those pages.

In this guide, I’ll show you how to build a landing page design system that empowers you to quickly (in seconds!) and easily publish as many variations as you want of a custom landing page.

And I’ll show you how to do it without using an ugly landing-page builder and without a pre-styled template (or with, if you prefer) like everyone else.

But how do you build this engine? With dynamic landing page design using a CMS. Or in this case — Webflow CMS.

And it only takes 6 steps:

  1. Design your content: Choose the elements on the page
  2. Create your Collections: Create a database in Webflow CMS that your pages will pull assets from
  3. Create your Collection items: Create your Collection items — that is, your landing pages
  4. Design your landing page: Design the actual page that will pull content from your Collection
  5. Connect your Collection fields: Map elements on the page to fields in the Collection
  6. Publish your site: Push your pages live to the web with a few clicks

There is the template to help you or You can start from scratch

GIF of how to design a landing page

Step 1. Design your content

Here, you’ll select the content elements you’ll need to drive conversions. These will map to a database that will store page copy, images, videos, etc.

For this, we’ll lean on a few of the standard elements we discussed in our article on how to design a high-converting landing page.

  • Navigation: While common wisdom holds you shouldn’t include navigation on your landing pages, I think it’s debatable. I haven’t seen one consistently outperform the other.
  • Hero section: The hero typically holds your headline, subhead, and an image or video — all focused on telling the visitor what your company/product is. This should be benefit-focused, not feature-focused.
  • Call to action: You want this to be as simple as possible to reduce friction.
  • Overview/solutions: Dig a little deeper to tell people what your product does and how it solves the problem your customer is facing. This should also be benefit-focused — not feature-focused.
  • Features: Describe the key aspects of your product that help solve that problem.
  • Second signup form: I’ve found having another signup form at the bottom can increase conversion rates for certain pages.

This may not seem like much content, but given that decision-making time increases as you add complexity (Hick’s law), many marketers have found it more effective to bring these landing pages down to the essential information.

Note: None of these elements is mandatory-you should add, remove, and tweak based on what makes sense for your business. And what performs, naturally.

Till next time for other steps ………………………………………