Identify your best pages and redirect traffic

Most companies immediately jump to building new landing pages when conversion rates are low. This is backwards. Before building anything new, audit what you already have.

Your existing pages contain valuable data about what works. Some pages convert at 5%, others at 1%. Rather than building new pages from scratch, redirect traffic from low-performing pages to high-performing pages. Instant conversion lift with zero build time.

This chapter shows you how to audit your landing page inventory, identify which pages convert best for which traffic sources, redistribute traffic for quick wins, and identify genuine page gaps where building new pages is justified.

List every page currently receiving paid traffic: homepage, product pages, use case pages, pricing pages, content pages being used as landing destinations. For each page, document: URL, traffic source (which campaigns send traffic here), monthly visitors, bounce rate, engagement rate, conversion rate (lead form submission or demo booking).

Use Google Analytics 4 or your analytics tool. Look at last 90 days. Filter to paid traffic only (organic traffic converts differently). Export data showing page performance by source.

You'll find patterns immediately. Homepage typically converts worse than specific pages (too generic). Product pages typically convert better than content pages (higher intent). Use case pages often convert best (specific problem, specific solution).

For cybersecurity training example: homepage converts at 1.5%, generic "platform" page converts at 2%, "compliance training" page converts at 4%, "breach response training" page converts at 6%. The more specific the page, the better the conversion (usually).

Also identify page types: generic pages (one message for everyone), segment pages (targeted to specific buyer), campaign pages (built for specific campaigns), orphan pages (old pages still getting traffic for some reason). Segment and campaign pages typically outperform generic pages.

Don't just look at overall conversion rates. Break down by traffic source. A page might convert well for Google search but poorly for LinkedIn ads. Different traffic sources need different pages.

Create a matrix: rows are pages, columns are traffic sources (LinkedIn ads, Google search, remarketing, etc.), cells show conversion rate. This reveals mismatches where traffic is going to wrong pages.

Example: Your LinkedIn ads for compliance-driven segment send traffic to homepage (1.5% conversion). But your Google search for "compliance training" sends traffic to compliance-specific page (4% conversion). The mismatch: both traffic sources target the same segment, but one uses the wrong page. Redirect LinkedIn traffic to the compliance page. Instant conversion improvement from 1.5% to ~4%.

Another pattern: remarketing traffic (hot, already engaged) converts better on pricing and demo pages than feature pages. Cold traffic (LinkedIn ads to strangers) converts better on problem-education pages than product pages. Match page type to traffic temperature.

Also look for pages with high traffic but low conversion. These are candidates for either optimisation (fix the page) or redirection (send traffic elsewhere). Don't let high-traffic low-converting pages continue draining budget.

Once you know which pages convert best, redirect underperforming traffic there. This is the fastest improvement you can make.

Campaign-level redirects: Change the landing page URL in your ads. Your LinkedIn campaign currently sends to homepage? Change it to send to the segment-specific page that converts 3× better. Your Google search ads send to generic product page? Change them to send to solution-specific page. Takes 5 minutes, improves conversion immediately.

On-page redirects: If you can't change the campaign URL (maybe the URL is in printed materials or you have good SEO), add redirects on the page itself. Homepage visitors from LinkedIn ads get a popup or prominent CTA saying "Looking for compliance training? See our compliance solution" with link to better page. Not ideal (adds friction) but better than letting them sit on low-converting page.

Don't dilute your traffic: Consolidate similar pages rather than splitting traffic across many mediocre pages. If you have three pages about compliance training (generic compliance page, SOC 2 page, GDPR page) and none get enough traffic to optimise properly, consider combining into one strong compliance page. Better to have one page with 3,000 visitors/month (enough to test) than three pages with 1,000 visitors each (not enough volume to learn).

Track the impact: measure conversion rate before redirect and after redirect. Document the lift. If redirecting LinkedIn traffic from homepage to compliance page improved conversion from 1.5% to 3.8%, you've just cut cost per lead by 60% with zero build cost.

After redirecting traffic to best-performing pages, identify where you genuinely need new pages. Don't build for the sake of building. Build only where there's a real gap.

A real page gap exists when: high-volume traffic source has no appropriate page (LinkedIn ads to breach-reactive segment but no breach-response page), segment needs significantly different messaging (compliance-driven and proactive segments need different proof types, can't share a page), traffic is going to a generic page and segment-specific page would convert 2×+ better (homepage getting traffic that should go to use case page, but that page doesn't exist yet).

Calculate page requirements using segment × campaign matrix. Rows are segments (compliance-driven, breach-reactive, proactive). Columns are campaign types (LinkedIn proof ads, Google search, remarketing). Each cell shows landing page need.

Example: Compliance-driven segment has LinkedIn ads (needs page emphasising speed and compliance), Google search (shares same page, both are solution-aware), remarketing (shares same page). Result: one page needed for compliance-driven. Breach-reactive segment has only remarketing campaigns (needs page emphasising urgency and immediate deployment). Result: one page needed for breach-reactive. Proactive segment has content marketing, organic search, LinkedIn thought leadership (needs page emphasising data and ROI proof). Result: one page needed for proactive.

Aim for 3-12 landing pages total. Fewer than 3 and you're too generic (one message for everyone). More than 12 and you can't maintain them all or test properly (traffic too split). Find the balance where each important segment + campaign combination has an appropriate page.

Before building new landing pages, audit what you have. List every page receiving paid traffic and document performance by traffic source. Compare page conversion rates and identify best performers.

Redirect underperforming traffic to best-performing pages. Change campaign URLs to send traffic to segment-specific pages instead of generic pages. Instant conversion lift with zero build time.

Consolidate similar pages if traffic is too split. Better to have one strong page with enough volume to optimise than three weak pages with insufficient traffic each.

Identify genuine page gaps where you need to build new pages: high-volume traffic with no appropriate destination, segments needing different messaging, or situations where segment-specific page would convert 2× better than current generic page. Aim for 3-12 landing pages total.

Next chapter: optimise existing pages systematically before building new ones.