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Growth

How we shipped 11 landing pages in 11 days

Jonathan Tatham
#growth#web#process
A fan of tactile result cards in teal, coral, and gold — Alt Shift's signature build motif

When a client comes to us mid-launch, they don’t have eight weeks. They have a media budget that starts burning on Monday and a homepage that converts at 1.1%. The honest answer most agencies give — “great, we’ll have wireframes in three weeks” — is the wrong answer. So we built a different one.

One page a day, on purpose

Over a recent two-week sprint we shipped eleven distinct landing pages for a single D2C client testing eleven audience angles. Not eleven copies of one template — eleven genuinely different value propositions, each with its own hero, proof, and offer. The trick isn’t working faster. It’s removing the decisions that don’t matter so all the speed goes into the ones that do.

The pipeline

Every page moves through the same four stations, and nobody waits on anybody:

  1. Angle brief (30 min). One sentence on who this page is for, one on the single objection it kills, one on the offer. If we can’t write those three sentences, the page isn’t ready to build — and no amount of design rescues a page that doesn’t know who it’s talking to.
  2. Copy-first draft (90 min). We write the words before we open the design file. Headline, subhead, three proof blocks, CTA. Design serves the argument, never the other way around.
  3. Assembly from the kit (2 hrs). Our component library is locked — buttons, cards, section heads, the glow system. Assembly is composition, not invention, so it’s fast and it’s always on-brand.
  4. Instrument and ship (60 min). Events on every CTA, scroll depth, a heatmap. A page we can’t measure is a page we can’t improve.

Why the constraint helps

A one-day budget kills the two things that actually slow teams down: precious over-polishing of pixels nobody will notice, and the endless “what if we also…” that turns a focused page into a kitchen sink. When the clock is real, the page stays sharp.

By day eleven we had a clear winner — an angle nobody had predicted on day one — running at 3.8× the ROAS of the original homepage. We’d never have found it by debating. We found it by shipping.

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