Should I tailor landing pages to target audience?

I've tested different landing pages on different projects, both for capturing leads and making sales from cold traffic.

In my experience @pedrocortes is right. You do need to tailor the message to each audience and having it broken down into sections is the way to go. It makes the page easier to navigate for the user and easier to write.

Personally, when starting a project, I create the homepage with the most important aspects for each niche/ Persona. Then as I get time to make more content, I create landing pages for each persona. Then link to them near the top of the homepage.

As time goes by and, depending on the project, I might start to reduce the content on the home page to funnel people to the more targeted pages quicker.

I also encourage building landing pages to match the messaging of the content that brought the visitor to your site. For example, if you wrote a post on Reddit that was headlined something to do with 'time saving', I would want to send people to a headline to say 'time saving'. Even if time saving isn't the core value of my product.

I'll make a shameless but useful plug here since this is perfectly on topic; I've just finished an MVP for www.idiopage.com which helps you create those targeted landing pages easily without needing to build a new one each time.

If you want to give it a go you can ignore the pricing plans for now (which I will be scrapping temporarily as soon as I can get to my laptop) as it is in free beta.

Apologies for giving a plug without actually answering the question but I am at work right now and can't spend time writing a good answer but thought I may as well show you my thing which helps solve your problem.

That's a good approach, but if you want to ship asap you need to create a framework for this meaning you will design a single landing page that could adapt to different audiences by simply changing the copy, images and so on...

The easiest way to do this is by dividing the page into sections and have additional components (like faq, specific testimonials depending on the audience...) so you can quickly come up with a ton of different pages with very little work.

This does require more thought in the begining so take your time to really think this through as you mentioned you haven't done that in the past, this isn't hard tho so you can quickly sketch this out on paper or something, lay out the content on a document and get this running.

Good luck ;)

Usually, the more targeted your message, the more likely you are to convince your reader. People want to hear more about their particular needs and problems.

In the case of an MVP, creating several landing pages may be a bit overkill, especially if you're not planning to drive traffic directly to each landing page.

However, it's probably a good idea to at least have a section that covers the different use cases by industry (or whatever other segmentation method makes more sense for your audience), that way people can look at some information that caters to their needs.

I love using different landing page tests to see how people respond. It's a lot easier for me than just trying to guess.

You said you want to launch ASAP.

You're bootstrapping.

Would you really be able to cater to all those audiences properly?

But yes, you're on the right track in that oyu want to create tailored landing pages. Do you have enough information to do that correctly.

It's more than just adding more tech speak on one page and less on another one.

A lot goes into properly targeting an audience.

My suggestion, choose one now and make the rest later.

You are right, you should have landing pages that target specific audiences. In fact, you could have ones that target specific promotions ...etc. But, your first priority atm is to ship something so you don't get stuck in the loop of making things that no one wants and/or even looks at. So, pick your best early-launch audience, make a page for them, ship. Iterate from there, once you start to get an idea of how those users are responding to your value proposition.

I plan on having many landing pages to capture different audiences and I think many companies are doing it. It just makes sense.

My product is a productivity tool with a lot of features and it is highly customizable so that it works for many different people. I can't possibly put all that in one landing page. A lot of people are looking for very specific productivity tools, like a personal task manager with integrated time tracking, or a task manager that combines tasks and calendar events, and then you can set it up to help with procrastination. I will be creating landing pages for all those scenarios, highlighting a specific use case.

The key will be to make those pages rank for their individual keywords. If you are good with SEO and planning on focusing there, multiple landing pages are a must.

The other scenario where it can be useful it paid ads. Trying to highlight different features in different ads and then link the ad to the landing page that is focused on that feature. Same goes with targeting different types of audiences. The more tailored to the person, the more likely they are interested in what you offer.

But honestly, if you just want to get it out there. Just start with one landing page and launch. You can always add the others later. Just getting it out there is most important. The feedback from users will help you figure out what stands out about your product to them and then you can make landing pages based on that more easily.

If you do try it out, report back in a few months how it went! :)