“We already have a great website, do we really need to come up with a separate landing page for this campaign?”

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And that’s totally fair. For smaller teams especially, a landing page can feel like overkill. Just one more thing to design, write, and maintain. Only build landing pages if your brand hits any of these categories! 

• DTC e-commerce brands running paid ads for specific launches, bundles, or promotions.
  
  
• Lead-gen companies where a single conversion event is the main goal.
  
  
• Offer and messaging tests where you want to validate what drives the highest CVR before changing your site.
  
  
• Audience-specific campaigns where personalization matters.
• When your product needs education, landing pages are a must. Typically health and wellness brands fall into this category and any innovative product that isn’t immediately self explanatory. 

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You may not need one if: 

• Your site already has a high converting, optimized, PDP serving the same goal.
  
  
• You sell a broad catalog and the goal is product discovery.
  
  
• You don’t have the bandwidth to maintain and test, since a half baked landing page can perform worse than a strong PDP.
  
  
• Your funnel is education first, and your audience needs to explore content before converting.

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💡Our favorite tool: We work with Replo to help build and test landing pages quickly without heavy dev resources. This allows us to personalize pages and spin them up in hours, not weeks. This helps our clients move faster, learn faster, and spend more efficiently. EDIT (no clue if this should be included, wanted to try and add some type of tool recommendation) 

To measure success, focus on Conversion Rate and CAC. A good landing page should outperform your site’s baseline CVR, while a 10%-20% drop in CAC can justify the investment in building one. 

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The Takeaway 

Landing pages aren’t just a “maybe someday” extra, they are a focused conversion tool that can actually move the needle. But they only make sense if they are purposeful, well designed, and aligned with your campaign goals. If you’re unsure about whether or not a landing page will make a real impact for your brand we can help you evaluate when it’s worth it, and make sure it’s built to perform.  

Want to learn more about how optimized landing pages can convert more customers for your brand?

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