Pro’s & Pitfalls
The main benefit of landing pages is that you can get specific with the sales messaging, so it closely matches what a real-life sales conversation would be like with that prospect. And the more specific you can get, the better. Every different type of business and job role will want to see different things before they convert, so trying to do that from one page on your site is almost impossible – the result is just vanilla content that doesn’t really persuade anyone.
The draw back though is that you suddenly have lots more pages to manage. A single change in design can become 20, 30, 50 changes, depending on your CMS. The second difficulty is that it takes a great deal of optimization to make sure the right messaging is on the right page and being shown to the right people, based on ads. Some are obvious and easy to implement, but many are done by trial and error and that takes a lot of time.
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