Deliverables
5.1 Landing Page Development
What you're creating: A conversion-optimized landing page for your launch.
Write landing page copy
Structure:
Hero Section:
- Headline: Outcome-focused, specific
Bad: "Introducing our new feature"
Good: "Prevent downtime before it happens"
- Subhead: How you deliver the outcome - "AutoScale predicts capacity needs 48 hours in advance, so you're never caught off guard"
- CTA: Clear, low-friction - "Start free trial" or "Watch demo" or "Get started"
- Hero image/video: Show the product
Social Proof:
- Customer logos: "Join [X] teams who rely on [Product]"
- Quick stat: "[X]% reduction in downtime"
Problem Section:
- Call out the pain
- Use customer language
- Make it visceral
- 2-3 specific pain points
Solution Section:
- How it works (3-4 steps)
- Use visuals, not just text
- Make it scannable
Features/Benefits:
- 3-5 key capabilities, each with icon, title, benefit-focused description
- Include screenshot or demo
Social Proof (Deeper):
- Customer testimonials (2-3)
- Case study summary
- Video testimonial if available
Pricing (if applicable):
- Clear, simple
- Include CTA for each tier
Final CTA:
- Repeat primary CTA
- Address final objection with "No credit card required" or "Free trial" or "Book demo"
Design page
Work with design team on:
- Clean, modern aesthetic
- Consistent with brand
- Mobile-responsive
- Fast loading
- Accessibility compliant
Develop & test
- Build in staging environment
- Test on all browsers/devices
- Check all links
- Test form submissions
- Run speed test (target is <3 sec load time)
Set up analytics
- Track:
Page views
Scroll depth
CTA clicks
Form submissions
Exit rate
Traffic sources
5.2 Product Pages Update
What you're creating: Updated product pages that reflect new features.
Use the screenshots and demo videos created in Chapter 3 — don't recreate them here.
Step 1: Audit current product pages
- What needs updating?
- Where do new features fit?
- What pages need to be created?
Step 2: Update existing pages
For each product page:
- Add new features to relevant sections
- Update screenshots to show latest UI
- Refresh benefit statements
- Add new customer quotes
- Embed updated demo videos
Step 3: Create new feature pages (if needed)
For major features:
- Dedicated landing page
- Full feature description
- Use cases
- Customer examples
- Getting started guide
- CTA to trial/demo
Step 4: Update navigation
- Add new features to menu
- Update product tour
- Create internal links between related features
5.3 SEO & Meta Optimization
What you're creating: Optimized metadata to drive organic discovery.
Keyword research
- What are buyers searching for?
- Use Ahrefs, SEMrush, or Google Keyword Planner
- Target keywords: [Problem] + [Solution category]
- Example: "prevent server downtime," "capacity planning tool"
Write meta titles
Format: [Primary Keyword] / [Benefit] / [Brand]
- Max 60 characters
- Include primary keyword
- Compelling, not stuffed
Example: "Capacity Planning Software / Prevent Downtime / AutoScale"
Write meta descriptions
- Max 155 characters
- Include secondary keyword
- Include CTA
- Highlight unique value
Example: "AutoScale predicts resource needs 48 hours in advance, preventing downtime before it happens. Trusted by 500+ DevOps teams. Try free."
Optimize headers
- H1: Include primary keyword, one per page
- H2s: Structure content, include related keywords
- H3s: Support H2s with specifics
Build internal links
- Link from homepage to new landing page
- Link from related feature pages
- Link from blog posts (see 5.4)
- Use descriptive anchor text
Implement schema markup
- Add structured data:
Product schema
Organization schema
Review schema (if you have reviews)
5.4 Blog Content
What you're creating: SEO-optimized blog posts that drive awareness and traffic around the launch.
Plan blog post topics
Post 1: Problem-focused (Publish 2 weeks before launch)
- Title: "The Hidden Cost of [Problem]"
- Goal: SEO + awareness
- CTA: "See how [Product] solves this"
Post 2: Solution-focused (Publish 1 week before launch)
- Title: "Introducing [Product]: [Benefit]"
- Goal: Announce launch
- CTA: "Try it today"
Post 3: How-to guide (Publish on launch day or 3 days after)
- Title: "How to [Achieve Outcome] with [Product]"
- Goal: Feature education
- CTA: "Get started"
Write posts
Structure for each:
- Hook (first 2 sentences must grab attention)
- Problem/context
- Your approach/solution
- How it works (with examples)
- Results/benefits
- CTA
Length: 1,000-1,500 words
Include: Screenshots, examples, customer quotes
Optimize for SEO
- Target keyword in the title, first paragraph, H2s, conclusion
- Internal links to landing page
- External links to credible sources
- Alt text on images
- Meta description
Promotion across social, email, and communities is covered in Chapters 6 and 7.
