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    Course · Go-to-Market trackTactic

    Landing page conversion

    Design landing pages that turn visitors into qualified leads.

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    Facilitator guides, practice worksheets and completed examples for running this with your team.

    Landing Page Message Test
    A/B two value-prop headlines on a live page.
    ICP Card
    One page: firmographic, behavioral, fit and disqualifiers.
    Define · Business Model
    One page that says how we make money.
    Brainstorm
    Grid of sticky notes to fill in.
    Strategy this executes

    The strategic decisions this play depends on.

    Value Proposition
    Framework
    The specific value you deliver, to whom, that competitors don’t.
    Messaging Framework
    Framework
    Promise, pillars, key messages, proof points and supporting copy in one hierarchy.
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    Keep going
    GTM Strategy
    The plan for who you sell to first, through which channels, with what motion and what proof.
    ICP
    The ideal customer profile — firmographics, triggers and fit criteria.
    Buying Committee
    Map the roles that influence, decide, sign and block — champion, economic buyer, technical, blocker.
    Product Launch
    A launch playbook: positioning, sequencing, assets, sales enablement and press.