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.
Map segment and campaign combinations in a matrix, identify which justify dedicated pages based on traffic volume and message distance, then prioritise by traffic to limit total pages to 3 to 12 maximum.
Optimise four core elements per page: above-the-fold (headline, value prop, CTA), messaging (address segment's belief gap), proof type (data vs testimonials vs process), and call-to-action (match readiness level).
Test one element at a time starting with highest-traffic pages, track conversion rate by segment, prioritise headline and proof tests, then scale winners across similar pages.
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.
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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.
Build a reporting dashboard that tracks the 12 growth metrics across all four engines. Choose the right tool, structure views correctly, and make data actionable weekly.
Map belief-based segments that drive all demand generation decisions. Identify which assumptions your buyers hold vs doubt, then build campaigns around closing those belief gaps.
Keep deals moving forward with automated outreach cadences, task reminders, and nurture sequences that prevent qualified leads from going cold or slipping through the cracks.
