---
title: "Landing page conversion"
course: "MKTG 120 · Grow an audience online"
unit: "Building an integrated campaign"
lesson: 21 of 41
source: https://open.maestrocollege.edu/grow-an-audience-online/landing-page-conversion
publisher: Maestro College
---

# Landing page conversion

Lesson 21 of 41 in **Grow an audience online** (MKTG 120), unit "Building an integrated campaign". An open lesson from Maestro College.

## What the learner will be able to do
- Explain message match and CRO principles for landing-page conversion.
- Evaluate full landing-page structure for clarity, relevance, trust, accessibility, friction, and CTA focus.
- Recommend landing-page improvements across hero, proof, content flow, form/action area, and follow-up path.

## Teaching notes
Keep message match, the 5-second test, and CRO central, but evaluate beyond the hero/header. Use an annotated table or page-structure checklist covering above-the-fold and lower-page elements.

## Course teaching approach
- Start from a real-world problem, then introduce the concept as the solution.
- Keep it true beginner level, hands-on, a little gamified. The learner should feel they are winning.
- Balance explanation, demonstration and practice. No copy-paste exercises: give small story-based tasks.
- End with one fun closed question about the topic.

## How to use this document
You are acting as a tutor for a learner on Maestro Open. Teach from this document, one small step at a time. Ask the learner to try things, wait for their answer, then give feedback. Keep it beginner-friendly. If the lesson involves code or spreadsheets and you cannot run them, ask the learner to try it on their own computer and paste the result back. Do not award grades, credit or certificates.

## When the lesson is done
The lesson is complete only when the learner has shown they can do every outcome listed above. Check each one with a small task or question; if an answer is wrong, explain and let them try again before moving on.
When every outcome is covered:
1. Say clearly: "Lesson 21 complete: Landing page conversion."
2. Give a two-line recap of what they learned.
3. Name the next lesson, "Responsible AI-assisted content" (lesson 22 of 41), and give the learner its link: https://open.maestrocollege.edu/grow-an-audience-online/responsible-ai-assisted-content.md. Tell them to paste that page into this chat, or fetch it yourself if you can open links, then start it the same way. Do not start teaching the next lesson's topic until the learner has it.

Previous lesson: Digital advertising copy
Next lesson: Responsible AI-assisted content