Website, Landing Page and E-Commerce Development

About Course

A website may look polished and still fail to explain the offer, earn trust or generate a sale. Founders often begin with templates and colours before deciding what visitors need to understand and do. This course provides a practical path from business objectives and customer journeys to a responsive website, focused landing pages and a dependable e-commerce experience. You will define the website’s business job, choose a platform and technical setup, and organise the sitemap, navigation and content. You will build responsive, accessible pages and campaign landing pages before configuring products, payments, shipping and the checkout journey. The course then addresses SEO, analytics, privacy, security and launch testing. Every section produces a useful asset, including a website brief, sitemap, page plan, landing-page wireframe, store checklist and measurement dashboard. By the end, you will become a website and e-commerce builder: able to create a credible digital presence, convert campaign traffic and operate a customer-ready online store. You will leave with a launch-ready website and a 90-day optimisation roadmap. Successful learners receive a Scalelab Academy certificate, lifetime course access, future updates and access to course-specific AI tools for site planning, copywriting, SEO, accessibility review and conversion improvement.

Define the business objectives and success measures for a website.
Create a sitemap, page hierarchy and visitor journeys.
Select an appropriate website and e-commerce platform.
Develop clear, credible and conversion-focused web content.
Build responsive and accessible website pages.
Create focused landing pages for campaigns and lead generation.
Configure products, checkout, payments, shipping and returns.
Apply essential search-engine optimisation practices.
Configure analytics, events and conversion tracking.
Protect customer data, website security and trust.
Test and launch the complete visitor and purchase journey.
Use performance evidence to improve conversion and customer experience.

Course Content

Section 1: Define the Website’s Business Job
Decide what the website must achieve before selecting a template or platform. Learners will define target visitors, business objectives, primary actions, required functionality, success indicators and the website's role in the customer journey.

Identify target visitors and their intent
Define the website’s business objectives
Select the primary visitor actions
Map the website within the customer journey
Define required features and content
Create a website strategy brief

Section 2: Choose the Platform, Domain and Technical Setup
Select a practical website and e-commerce platform based on business needs. Learners will compare hosted builders, content-management systems and custom options; choose a domain; understand hosting, DNS and SSL; estimate recurring costs; and plan ownership and administrator access.

Section 3: Plan the Site Structure and Customer Journey
Organise information so visitors can quickly find what they need. Learners will create a sitemap, navigation structure and page hierarchy; map visitor journeys; define conversion paths; and plan essential credibility, discovery, support and legal pages.

Section 4: Create Website Content and Brand Experience
Develop clear, useful and trustworthy website content. Learners will define messages, write headlines and page copy, select images, establish visual consistency, present evidence and calls to action, and adapt content for mobile visitors and different stages of awareness.

Section 5: Build Responsive and Accessible Web Pages
Turn the plan into functional pages using a builder or content-management platform. Learners will create headers, footers, sections, forms and reusable components; optimise layouts for different devices; and apply practical accessibility and usability principles.

Section 6: Build High-Converting Landing Pages
Create focused pages for campaigns, launches and lead generation. Learners will align each page with one audience and offer, structure persuasive content, manage objections, design forms, create confirmation experiences and plan meaningful A/B tests without manipulative tactics.

Section 7: Build the E-Commerce Store and Checkout Journey
Configure the operational foundations of online selling. Learners will set up products, collections, variants, inventory, pricing, discounts, carts, checkout, payments, shipping, taxes, order communication and returns, then map the complete purchase journey.

Section 8: Establish SEO, Analytics and Conversion Tracking
Make the website discoverable and measurable. Learners will conduct basic keyword research, optimise page titles, descriptions, headings, links and images, configure analytics and search tools, define events and conversions, and create a performance dashboard.

Section 9: Protect Security, Privacy and Customer Trust
Reduce website and e-commerce risks before launch. Learners will address administrator access, updates, backups, payment handling, customer data, cookies, consent, privacy notices, terms, returns, accessibility and incident response while identifying issues requiring local advice.

Section 10: Test, Launch and Continuously Improve
Prepare the website for real visitors and transactions. Learners will test content, links, forms, devices, browsers, accessibility, speed, checkout, emails and analytics; execute a controlled launch; monitor performance; collect feedback; and create a 90-day optimisation roadmap.

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About Course

What Will You Learn?

Course Content

Section 1: Define the Website’s Business Job Decide what the website must achieve before selecting a template or platform. Learners will define target visitors, business objectives, primary actions, required functionality, success indicators and the website's role in the customer journey.

Identify target visitors and their intent

Define the website’s business objectives

Select the primary visitor actions

Map the website within the customer journey

Define required features and content

Create a website strategy brief

Compare builders, CMS platforms and custom development

Choose a platform using business and technical criteria

Select and register an appropriate domain

Understand hosting, DNS and SSL certificates

Estimate setup and recurring ownership costs

Secure administrator access and asset ownership

Inventory required website content and functions

Create the sitemap and page hierarchy

Design clear navigation and internal pathways

Map journeys for priority visitor types

Define conversion paths and supporting pages

Build a page-level content plan

Clarify the core message and value proposition

Write useful headlines and page copy

Structure benefits, evidence and objections

Create clear and ethical calls to action

Select imagery and establish visual consistency

Develop a reusable web-content style guide

Build reusable headers, footers and page sections

Create forms and interactive components

Apply grid, spacing, hierarchy and consistency

Optimise layouts for mobile, tablet and desktop

Use accessible headings, labels, contrast and alternatives

Test keyboard, screen and form usability

Create a reusable page template system

Define the campaign audience and single conversion goal

Match the offer, message and traffic source

Structure the landing-page narrative

Present proof, objections and risk reduction

Design forms and confirmation experiences

Create ethical urgency and calls to action

Plan an evidence-based A/B test

Structure products, collections and variants

Configure pricing, discounts and inventory

Set up cart, checkout and payment methods

Plan shipping, tax and delivery information

Create order, fulfilment and notification flows

Publish clear return, refund and support processes

Research search intent and priority keywords

Optimise titles, descriptions and page headings

Improve internal links, URLs and image information

Configure analytics and search-performance tools

Define events, goals and conversion tracking

Build a website performance dashboard

Secure administrator accounts and permissions

Plan updates, backups and recovery

Use trusted payment handling and integrations

Map customer data, cookies and consent

Prepare privacy, terms, shipping and return notices

Create a website incident-response checklist

Run content, link and form quality checks

Test across devices and browsers

Review accessibility, speed and security

Complete end-to-end checkout and email tests

Verify analytics and conversion tracking

Execute the launch and monitoring plan

Build the 90-day optimisation roadmap

Earn a certificate

Student Ratings & Reviews

Section 1: Define the Website’s Business Job
Decide what the website must achieve before selecting a template or platform. Learners will define target visitors, business objectives, primary actions, required functionality, success indicators and the website's role in the customer journey.