Marketers talk a lot about ads, but what about landing pages, where you get the real action you’re looking for from a consumer? In this episode, we dive into the nuances of landing pages—what they are, what they should do, and how to avoid common pitfalls. We also discuss whether content should be gated, the balance of personalization, and why every marketer should prioritize clarity above all else.
Watch the full video below or listen to the episode here for the complete conversation. Prefer to skim? Check out the top takeaways below.
Top takeaways from this episode
What is a landing page?
- A landing page is anywhere on your website where a user lands after clicking on an ad or CTA. While the entire site can technically be a landing page, marketers typically focus on dedicated pages designed to encourage conversions.
- How landing pages broadly differ from websites: websites are designed to inform, while landing pages are often built to convert.
- Even with conversion-focused goals, overly simplified or hyper-focused pages without context can harm user experience. Balance is key.
What should good landing pages do?
- Prioritize a hierarchy of information to cater to various user needs. Always give users the specific offer, information, or product they clicked for, but make sure you give them broader brand context as well.
- Use clear, easy-to-understand headlines that deliver on the promise of the ad or CTA. When in doubt, prioritize clarity over cleverness.
- Write copy that articulates the value exchange, the purpose of the page, and the organization’s mission.
- Include user proof and trust signals like testimonials, case studies, awards, or logo gardens.
- Map the user journey to better understand what content is necessary at each stage of the decision-making process.
To gate or not to gate content?
- Consider the growing reluctance among users to provide personal information.
- If you’re going to gate content it has to be highly valuable information or content like research reports, exclusive webinars, or event access.
- Limit the required fields to only the essentials to reduce friction.
Should landing pages be personalized or tailored to audience segments?
- Personalization can be impactful but depends on budget and resources. Tailoring messages to specific demographics and buyer segments often drives better results.
- Build landing pages that are easy to clone, update, and modify for different campaigns.
- Keep personalization broad, as ad privacy laws restrict hyper-targeted messaging. Ensure the landing page is relevant to your wider audience.
Remember, no one in 2025 has the attention span to spend tons of time on the landing page, trying to figure out what you do. You need to tell people right up front the information they want — clarity is first priority.