How do you decide when (and why) to launch a new landing page?
I’ve been quietly nerding out about how SaaS marketers strategize landing pages beyond the main homepage. There’s definitely an art to it!
Do new landing pages usually come from targeting a specific segment or use case, or is it more of a gut instinct thing?
How much do SEO and search volume actually influence the plan, or is it really just about knowing your customer inside out?
When you spot a new opportunity, do you tweak the home page or spin up a new marketing page? If the latter, what tool you are using?
I’m not building anything (yet).
Just curious and learning!
Would love to hear any stories, lessons, and experiments that worked (also what didn’t)!
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I've been working on https://uclusion.com for years and just today am thinking about launching the page again. Previous attempts at launching resulted in feedback that neither the product nor the landing page were ready yet.
Your post has the standard wisdom of market before build as an option you might be considering. I strongly advice against that. Users have become very jaded with this strategy. In my opinion you are better off considering both your landing page and the product itself as part of your marketing. That's the only way to get useful feedback.
I think your "knowing the customer inside out" is the right direction. That means you either are or have been one of your customers or are focusing on getting potential customers to talk to you. Maybe an honest landing page (not claiming there is a product yet) could help with the latter but I think more often people already have contacts.
Love how you framed this — especially the question about whether landing page decisions are data-driven or gut-led. I’m just starting to explore this space too, and it’s wild how much nuance there is beyond the homepage. Would be great to hear what others are doing here!