5 builders who never spoke to each other

Build a page per audience, not one for all

A single general page asks every visitor to work out whether it applies to them. Running one page per customer profile, linked from a solutions menu in the header and the footer, means each arrival reads copy written for their exact case, and the best of them convert at rates a general page never reaches. It also gives advocates and partners something to send that already speaks to that reader.

The method

1. 01

   Build one landing page per ideal customer profile and link them all from a solutions menu in both the header and the footer of the homepage.

2. 02

   Build many narrow landing pages instead of one general one, so each visitor lands on a page written for their exact case.

3. 03

   For software with many use cases, keep the broad story on the home page and build a separate page per audience or use case, then aim each campaign at the matching one.

4. 04

   Build a landing page per audience segment so your advocates have something to send that already speaks to that reader.

5. 05

   Look through survey answers for the segment that spends more, then build that segment its own page and funnel.

What it returned

• 700

  Thinkific produced more than 700 distinct landing pages across two years, with the best converting at up to 50 percent.

• Podscan runs solution pages for media businesses, PR agencies, founders, podcast owners and SEO

• Shopify has a page for sellers coming from Facebook and Instagram, Stripe points its no-code marketing at Payment Links, and Notion has a page for personal use.

• Fathom maintains separate pages aimed at European companies and at agencies, and tells partners to reuse the wording on them.

Sources

• Surveys - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · 🧐 Inside Your Buyer’s Mind · undated
• Can a home page be a Landing Page? - Rob HopeRob Hope · robhope.com · What about SaaS website home pages? · 2025-09-30
• Balancing Multiple ICPs: Strategies for Solo FoundersArvid Kahl · thebootstrappedfounder.com · Creating Dedicated Landing Pages · 2025-09-19
• Conversion Rate Optimization: Social Proof, User-Generated Content, HeadlinesDru Riley · trends.vc · Conversion Rate Optimization Experiments · 2022-09-01
• Best practices for promoting your affiliate links - Fathom AnalyticsPaul Jarvis · usefathom.com · Best practice #7: Tried and true word of mouth · 2022-08-09
• Building a referrals program - by Lenny RachitskyLenny Rachitsky · lennysnewsletter.com · 2020-03-03