Field notes for page operators
Long guides for people who run their own landing pages.
MLP Guides explains how a single-purpose page is written, how consent and privacy text sit next to a form, and how a team keeps submissions sorted when more than one campaign is live. The notes are practical. They assume you host the page, you own the submissions, and you are responsible for the words a visitor reads.
How to use this library
Start with the page itself if you are about to send traffic. A landing page is not a smaller homepage. It continues one promise from an ad, an email, or a partner link, and it asks for one decision. The landing-page articles walk through the offer, the form, the phone layout, and the headline that has to match the click.
Read the consent and privacy articles before you paste legal text into a template. Those pieces describe what the words are doing on the page. They are not a substitute for counsel, a platform’s terms, or the statutes that apply to your calls and messages. If your campaign collects a phone number, the notice next to that field is part of the product, not a footer afterthought.
Use the measurement articles after the page is public. Counting visits without counting completed forms will flatter a design that does not work. Comparing two headlines only helps when the audience and the offer stay still. The operations articles cover the unglamorous part: a stable address for each campaign, a certificate visitors can trust, and a habit of not mixing one page’s submissions with another’s.
Every article is written to be read in full. Each one states a job, explains the failure mode we see when that job is skipped, and ends with checks you can do on a draft before it goes live. Related pieces sit at the side so you can move from writing, to consent, to measurement without hunting through a blog archive.
What a landing page is for
A landing page continues one promise and asks for one decision. It is not a compressed homepage.
Landing pages · 5 minWrite an offer people can repeat
If a visitor cannot restate your offer after one reading, the page is not ready for traffic.
Landing pages · 5 minHow many fields a form should ask
Each field has to earn its place by changing what your team does with the submission.
Landing pages · 5 minLay out a landing page for phones
Most clicks arrive on a small screen. Design the page for that screen first, then let the wide layout follow.
Landing pages · 5 minMatch the headline to the click
The headline has to agree with the ad, email, or link that bought the visit. Clever is optional. Agreement is not.
Consent and privacy · 5 minRead consent language out loud
Consent text should match the call, text, or email you actually plan to send. Reading it aloud is the fastest audit.
Consent and privacy · 5 minPut a privacy notice on the same page as the form
The notice should describe the fields on that page, who receives them, and how to ask a question. A footer link to the wrong policy does not count.
Consent and privacy · 5 minKeep a record of what the visitor saw
When someone asks what the page said on a given day, you need the page, not a recollection.
Measurement · 5 minWhat to count after a page goes live
A handful of counts, read per page, will tell you more than a dashboard full of blended traffic.
Measurement · 5 minCompare two headlines without fooling yourself
A headline test is only real when the audience, the offer, and the form stay still while the headline changes.
Campaign operations · 5 minGive each campaign its own address
One offer should live at one URL. Sharing an address across campaigns mixes scripts, promises, and submissions.
Campaign operations · 5 minA checklist before you send traffic
Walk the live page on a phone, from the ad to the stored submission, before you pay for clicks.