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Designing Websites That Convert

Paul Boag
On the web
On Twitter
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Workshop includes:
  • Working examples to take away
  • Interactive sessions
  • Workshop recordings
  • Dedicated Q&A time
  • Smashing Certificate

Workshop, 4×2h + Q&A Thu & Fri, July 22–30
09:00 – 11:30 AM PT (Pacific, US) 18:00 – 20:30 CET (Europe)

When somebody first hits your website, you have only a few seconds to get their attention and then only a few more to encourage them to stay. So how do you use those valuable few seconds? How do you design a landing page that works?

In this masterclass, Paul Boag will show you how you can improve your landing page using a mixture of techniques from design, copywriting, psychology and marketing.

Your website’s landing pages have a lot of work to do. They need to explain your offering, convey its benefits and encourage users to take action — all of that in a few tens of seconds, rather than minutes.

Paul Boag, UX consultant and author of Click!, will take look at landing pages from various angles to see how they can be optimized. Taking cues from various fields as design, copywriting, psychology and marketing, we can come to a well-performing page.

As well as teaching his techniques, he will show you them in practice by reviewing attendee websites and discussing how they can be improved.

Video Message From Paul (45 sec)

A short 45-sec introduction to the class by Paul Boag himself.

$400.00 Register for this workshop → Four 2.5h live sessions + Q&A. July 22–30.
With all video recordings & slides. Get a ticket.

🎪  Save up to 25% on this workshop with Smashing Membership.

Who Is This For?

The masterclass is ideal for UX designers and copywriters who work on eCommerce or marketing websites.

It is also invaluable for design leaders responsible for encouraging cross-discipline collaboration. Heck, bring the whole team along and learn how together they can create truly compelling landing pages.

The masterclass will help in-house professionals build compelling experiences while allowing freelancers and agencies to exceed client expectations.

What Will Attendees Learn In This Workshop?

  • How to design the flow of a landing page, so it draws the user in.
  • How to address user objections and answer their questions at the right moment.
  • How to identify and communicate critical selling points.
  • How to lead the user’s attention around a page with compelling design.
  • How to use design to inspire confidence and credibility in your offering.
  • How to encourage action without resorting to dark patterns and manipulation.
  • How to apply all of the above to your specific website.

What Will You Need?

You’ll need a computer, a webcam and mic to connect with the group. But most importantly, you will need a homepage or landing page you want to improve and be comfortable sharing that with the group.

Register for this workshop →

What Will Sessions be Like?

The masterclass consists of 4 sessions dedicated to 4 topics:

  • Understanding the role of psychology in creating a compelling experience.
  • Identifying and conveying critical messaging with compelling copy.
  • Using design to shape perceptions.
  • Optimising your website to improve conversion over time.

Each session will consist of two parts. Paul will spend an hour unpacking his techniques in detail, and then we will apply those principles to your website through group workshops and interactive critiques.

About Paul Boag

Paul Boag is a leader in conversion optimisation and UX design thinking. He has over 25 years of experience working with clients such as Doctors Without Borders, GlaxoSmithKline and PUMA. He is the author of six books and a well-respected presenter.

His techniques have helped multi-nationals and mom-n-pop businesses alike create a great user experience while also improving conversion.

Time & Schedule

This workshop is split over four days. Our virtual doors open at 8:45, we start at 9 AM PT. All sections will have a hands-on exercise apart from the very first part and the very last part of the workshop.

The workshop sessions will run on the following days:

  • Thu, July 22, 09:00 – 11:30 AM PT
  • Fri, July 23, 09:00 – 11:30 AM PT
  • Thu, July 29, 09:00 – 11:30 AM PT
  • Wed, July 30, 09:00 – 11:30 AM PT


All four sessions will follow the same format:

8:45 AM PDT
Virtual doors open, registration, chat and introduce yourself.

9:00 AM – 11:00 AM
Each session will consist of two parts. Paul will spend an hour unpacking his techniques in detail, and then we will apply those principles to your website through group workshops and interactive critiques.

11:00 AM – 11:30 AM
Q&A with Paul on the day’s material. Chat with each other.

Register for this workshop →