Landing pages
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Landing pages
Determine which segment and campaign combinations justify dedicated pages, optimise core elements, then A/B test systematically starting with highest-traffic pages.
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Determine which segment and campaign combinations justify dedicated pages, optimise core elements, then A/B test systematically starting with highest-traffic pages.
Landing page strategy has two layers: which pages to build (macro), how to optimise them (micro).
Macro planning prevents page sprawl. Not every segment or campaign combination justifies a dedicated page. Map segments against campaigns in a matrix. Identify which combinations justify separate pages based on traffic volume and message distance. Maximum 12 pages, preferably three. High volume segments with high message distance get dedicated pages.
Micro optimisation focuses on four elements: above-the-fold (headline, subhead, CTA), messaging (match ad promise to belief stage), proof type (data vs testimonials vs process), and call-to-action (demo vs trial vs download based on belief progression).
The cybersecurity compliance page needs regulatory proof and certification processes. The breach-reactive page needs incident data and quick implementation timelines. Same product, different proof, different CTA.
Lead gen tool pages split similarly. The paid-skeptic page needs outbound ROI proof and channel comparison data. The LinkedIn-first page needs email deliverability stats vs LinkedIn message limits. Same tool, different belief gap, different proof.
This playbook shows you how to determine required pages using a segment-campaign matrix, optimise the four core elements per belief stage, then A/B test systematically.
Don't build new pages yet. First, analyse which current pages convert best and redirect underperforming traffic there. Quick win with zero build time.
60%+ of traffic is mobile. If your page isn't optimised for small screens, you're losing half your visitors. Also ensure your ad promise matches the landing page headline exactly.
Calculate which segments need dedicated pages based on traffic volume and message distance. If belief gaps are close, segments can share pages. If gaps are large and volume is high, build separate pages.
A/B test one element at a time on highest-traffic pages. Start with headlines (biggest impact), then proof, then CTA. Apply winning patterns across similar pages without re-testing everything.
The percentage of visitors who meaningfully engage with your landing page instead of bouncing.
Build your channel strategy and optimise each channel, so you grow traffic strategically without burning budget.
This playbook is for sales and marketing managers who need to monitor team performance, set goals, track progress, and forecast revenue. Learn how to use HubSpot's reporting and dashboard capabilities to understand what your team is doing, whether they're hitting targets, and where coaching is needed. By the end of this playbook, you'll have executive-level visibility into your team's performance without micromanaging individual activities.
This playbook is for HubSpot administrators and account owners who are setting up a new HubSpot account or migrating from another platform.
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Identify repetitive tasks draining time and build workflows that run without you. Use HubSpot and Zapier to automate lead routing, follow-ups, notifications, and data entry.
Set up and run the weekly 12-metric review across all four growth engines. Structure the meeting, assign ownership, use traffic lights, and escalate issues that need attention.
