With the release of Instablocks™, scaling landing page design is the easiest it’s ever been. It’s so easy, in fact, you might consider cutting the rest of your team loose to work on other projects while you build pages yourself.
But that’s a mistake. And before we explain why, let’s quickly touch on what Instablocks is, and the process you’re thinking of eliminating in its favor.
An Instablocks refresher
Instablocks is the newest and most groundbreaking feature from Instapage, which allows users to scale landing page creation even faster. Here’s how:
Before Instablocks, Instapage users could easily create a page, publish it, then duplicate it. However, to make changes to those duplications, users would have to do so manually.
For example, if you wanted to A/B test a page with different text against your original, you had to duplicate page “A” and change the text on page “B.” It’s an efficient process if you’re making two or three landing pages, but if you’re creating 10, 20, 50 landing pages, it’s a different story. Creating that many pages, each with a slight variation of elements, would take way too long.
With Instablocks, creating dozens of different landing pages takes a fraction of the time. Now you can add an element (text, image, etc.) to a page, edit it, and save it in My Blocks for later. Instead of duplicating pages and editing text or uploading new photos, all you have to do is select your saved block and insert it where you want it to appear.
The tool is especially useful to page designers who want to create pages with completely different templates, but similar content. Instead of having to start over with a different template and reuploading all the content, now users can select their saved blocks and insert them into new templates with ease. Additionally, instead of using just their own blocks, Instapage users can start with Block Templates designed by the Instapage team.
What is the Instapage Collaboration Solution?
With a share button, easily invite your team members: copywriters, developers, designers, to work on a page template:
With hotspots, you and your team can comment directly on elements instead of using long email chains, messaging apps, or market-up screenshots to give design feedback:
Using a comment feed, easily organize all your team’s correspondence:
Then get to publishing landing pages together, and faster than ever.
Which is the fastest way to create landing pages today?
So what’s more efficient? Using Instablocks by yourself or the Collaboration Solution with your team?
The first and most obvious answer is “Instablocks by yourself.” As a marketing director, why lengthen the landing page design process by involving your entire team? With Instablocks, you can collect the resources you need — text, image, video, etc — save them, and make page variations yourself in a flash. There’s no need to assign an employee to make tedious edits on new templates or duplicate pages. Just select the pre-written/uploaded/recorded blocks and insert into your new variation. Then publish. Who needs an entire team?
You do. Even if you think you don’t.
Why you need your entire team
Spotting your own mistakes isn’t always easy
For example, you write out 10 different variations of body copy, save them in My Blocks, and mix and match on your 20 landing page variations. All looks good, right? Except, after you’ve published and given your team access to monitor the URLs, they point out numerous spelling errors. How could you have missed all these?
It’s happened to many of us before in a process psychologists call “generalization.” When you’re writing, your brain is trying to express itself in letters that the eyes don’t necessarily monitor during the process.
But when other people read your text block, they don’t know what your brain was trying to say. Their eyes pass information to the brain instead of the other way around. So they’re reading each word carefully to get its meaning. That’s why it makes it easier for them to spot your mistakes. And if your prospects spot those mistakes, at the very least it’ll result in a poor impression of your brand. At the worst, it could cost you a conversion.
It’s best to get a few more sets of eyes on your content before you publish. Your team may be able to catch a mistake before your prospects do.
The curse of knowledge is hard to overcome
The curse of knowledge is similar to the phenomenon above, but it doesn’t limit itself to typos. It states that you, as a sole landing page creator, are likely to make mistakes because you understand your offer. You know that it’s trustworthy, so you may forget to add security badges. You know what your ebook looks like on the inside, so you may not think to add a photo of what’s inside the book. Allowing your team to comment on wireframes ensures that your page is as persuasive as it can be.
Each member of your team has expertise
If you’re managing a team, chances are you’re spending less time keeping up with news and techniques in areas like web development, SEO, copywriting, design, and more time planning higher-level strategies. That means a technique you’re using may be out-of-date. Or your freelance SEO manager may be better at optimization than you are (you started as a copywriter, after all). You may consider yourself a great director and a jack-of-all-trades creator, but each member of your team is an expert in his or her discipline. Let them use their expertise.
You should be working on the big picture
Your goal as a creative director or business owner isn’t to be doing tedious work like landing page creation. You should be working on broader concepts for campaigns and page designs, and letting your team carry them out. A manager’s job is to manage, not to create.
As a business owner, you should be working evolving from a manager of tasks to a manager of people to a manager of managers. As an in-house or agency marketing director, you can’t move up if you’re doing the work of the team you’re supposed to be managing.
Combine Instablocks and the Instapage Collaboration Solution
At a first look, a tool as powerful as Instablocks may seem as though it makes the Collaboration Solution obsolete. But that couldn’t be further from the truth.
Together, these tools are far more powerful than they are apart. Arm your team with Instablocks, and start managing the landing page design process with the Instapage Collaboration Solution today. Get started with the most robust landing page design platform on the web.