Landing Page Design Process

Landing pages at Asymmetric follow a structured handoff workflow that separates design execution from content and conversion review. This ensures both visual quality and strategic effectiveness are validated before a page is considered complete.

Overview

The process moves through three distinct phases: asset collection and design build, content and conversion review, and final approval before moving to the next deliverable. Design and content responsibilities are typically split across team members.

Workflow Phases

1. Asset Collection

Before design work begins, all necessary assets must be gathered. This includes:

Client-supplied imagery, logos, and brand materials
Copy and messaging inputs
Any product or service-specific content (e.g., specs, features)

Assets are collected and organized before the design phase begins to avoid mid-build blockers.

Example: For the Citrus America ZoomX landing page, Andrzej collected all assets prior to beginning design work, while the ZoomO page was completed only after assets were confirmed. (Stand-up, 2025-10-09)

2. Design Build

The design team builds the page layout and visual structure. Upon completion, the design is handed off to the content/strategy reviewer.

Design is considered complete when it is returned from the design team to the content reviewer
The overall design direction is validated at this stage

3. Content & Conversion Review

Once design is returned, a content strategist or project lead reviews:

Content positioning — Is the messaging accurate, clear, and on-brand?
Conversion formatting — Are CTAs, form placements, and page flow optimized for the intended goal?

This review happens before the page is finalized or handed to the client.

Example: Ben reviewed the Doodla Farms landing pages for "content positioning and conversion formatting" after receiving them back from the design team, while being satisfied with the overall design. (Stand-up, 2025-10-09)

4. Sequential Delivery

When multiple landing pages are in scope for a client or campaign, pages are completed sequentially rather than in parallel. The next page enters active work only after the current one clears review.

Example: Crazy Lenny's landing pages were queued to begin as soon as the Doodla Farms pages were finalized. (Stand-up, 2025-10-09)

Roles

Role	Responsibility
Design team	Build layout, visual design, asset integration
Content/strategy reviewer	Content positioning, conversion optimization
Project lead	Final approval, client communication

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