Anthony McGrathWhat does landing page design and development involve?
Landing page design and development covers strategy and copy, design, build, forms and actions, proof and tracking and tests. A beautiful page that does not convert is an expensive brochure. Anthony McGrath does the work himself, with 22 years in digital marketing, for businesses in the UK, the US, Dubai and Australia.
- Best for
- Websites and online stores that already get steady traffic
- What you get
- Strategy and copy, Design, Build, Forms and actions, Proof, Tracking and tests
- First step
- Measure: analytics, heatmaps, recordings and a walk through your site as a customer, to find where people drop out.
- Where
- The UK, the US, Dubai and Australia, working remotely across time zones
- Who does the work
- Anthony McGrath, hands-on, with 22 years in digital marketing
Design that sells, not just looks good
A beautiful page that does not convert is an expensive brochure. The structure comes first: headline, offer, proof, objections and a clear call to action, then the design brings it to life in your brand.
Pages are built to be tested. Sections can be swapped, headlines changed and versions made for each audience without starting again.
Before and after
An example of replacing a generic service page with a dedicated landing page.
- Conversion rate from ads: 1.9% before, 5.4% after
- Mobile load time: 5.1s before, 1.4s after
- Cost per lead: 95 before, 36 after
An example of the kind of change this work aims for, based on typical starting points. It is not a promise or a specific client result: every business starts somewhere different. Money figures are shown without a currency: the same pattern applies in pounds, dollars, dirhams or Australian dollars.
What's included
From the copy to the tracking.
Strategy and copy
- Audience and offer
- Headline options
- Copy written to convert
- Objections and FAQs
Design
- Designed in your brand
- Mobile-first layouts
- Images, icons and video
- Accessible and readable
Build
- WordPress, Shopify or Webflow
- Unbounce, Instapage or Leadpages
- Custom code where needed
- Fast hosting
Forms and actions
- Short, clear forms
- Booking and call buttons
- Checkout for direct sales
- Thank-you pages that keep going
Proof
- Reviews and case studies
- Logos and numbers
- Guarantees
- Before and after examples
Tracking and tests
- Google Ads and Meta conversions
- GA4 and heatmaps
- A/B test ready
- Versions per audience
How it works
- MeasureAnalytics, heatmaps, recordings and a walk through your site as a customer, to find where people drop out.
- PrioritiseA ranked list of fixes and test ideas, scored on likely impact and effort.
- TestChanges tested properly (A/B where the traffic allows), so you know what worked and why.
- Roll out and repeatWinners go live, losers are learned from, and the next round starts.
Platforms and tools
Questions
How long does a landing page take?
Usually one to three weeks, including copy, design, build and tracking.
Do you write the copy?
Yes. Copy is written as part of the project, because the words matter as much as the design.
Which platform is best for landing pages?
The one that fits your setup. WordPress, Shopify and Webflow work well; Unbounce or Instapage suit teams that test a lot.
Can you make versions for different audiences?
Yes. Versions for different services, locations or ad audiences, sharing one design.
About Anthony McGrath
Tip of the day
Avoid tiny split audiences. Combine similar ad sets so Meta gets enough conversion data to exit learning phase.
A UK-based freelance digital marketer with 22 years across Shopify, WordPress, WooCommerce, Magento, conversion rate optimisation, funnels, Google, Meta and TikTok ads, SEO and tracking. He works directly with businesses in the UK, the US, Dubai and Australia, so the person who plans the work is the person who does it. More about Anthony or connect with him on LinkedIn.
Get a page that converts
Tell me what the page is for and who it is for. You get a plan, a timeline and a fixed price.
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