There’s a Landing Page for That: The Case for Consistent New Web Content
Think about your website as more than a digital headquarters; it’s a living, breathing museum of your brand.
Just like any good museum, your website needs new work to keep visitors coming back. Imagine if The Met never rotated its exhibits, or if your local art gallery showcased the same photos year after year. Yawn! When you regularly curate new “exhibits” in the form of landing pages and keyword-rich content, you give audiences new reasons to explore, engage and tell others about you.
Even then, if you only rotate landscape photography, you’re only attracting one type of visitor. Creating new landing pages that vary in content is how you expand your collection—and your audience. Vary your audience and topical focus to not only draw “foot traffic” but to catch the attention of media, partners and search engines over time.
What Are the Benefits of New Landing Pages
Sometimes, writing new content to cover the blank walls of a website can be a hard ask. However, as an award-winning, center-brained, 16-year-old marketing agency, we can say with certainty that it’s worth it to appease the Google gods with consistent new content. There are two top benefits:
1. Better Search Engine Optimization (SEO)
Every new landing page is a new exhibit for Google’s search engine results pages (SERPs) to crawl. When you create pages that focus on specific topics, keywords or audiences, you increase your site’s findability. In the era of Web 3.0 when Google prioritizes ending a user’s search, the more niche you can be with your content, the better you will perform. It’s hard to be that deep on one landing page. Plus, more content increases your surface area online, if you will. Plus, fresh content signals to search engines that your site is active, authoritative and engaging—qualities that improve your organic rankings and visibility.
2. Improved Google Ads Quality & Cost Efficiency
Think of Google Ads as your museum’s PR team. Your ads can shout about your exhibits more loudly and clearly when you make their work easier. Google’s Quality Score factors in landing page experience, meaning that the closer your ad matches the content of the landing page it leads to, the better your performance and the lower your costs per click will be. Each campaign-specific landing page is like a curated mini-exhibit, giving your visitors exactly what they came for—no confusion, no detours, just engagement.
How to Ideate New Landing Page Content
Now that you’re convinced your digital museum deserves new exhibits, let’s brainstorm how to keep the rotation worthwhile.
- Rotate Collections (Product or Service Variants)
Every time you introduce a new product, bundle or service update, give it the spotlight. Create a landing page that showcases it like a special exhibit. Use the page to tell the story behind it: why it exists, what makes it unique and how it fits within your broader “collection.” - Speak to Specific Audiences
Consider how different visitors engage with your brand. Maybe one group is looking for educational resources, while another just wants solutions. Create landing pages tailored to each audience segment. Think of these as themed exhibits that show the same brand from a different angle. If you’re a bakery that uses almond flour, make the most of that fact by creating one landing page a piece about why that appeals to each of your audiences. - Showcase Seasonal or Campaign Content
Museums thrive on limited-time exhibits, and so can you! Whenever you run a campaign, event or collaboration, design a dedicated landing page for it. It builds excitement, provides a central hub for promotion and becomes part of your site’s historical archive of creative moments. Once the campaign ends, you’ve got a permanent record of your brand’s evolution, too. - Create Educational Wings & Resource Galleries
Not every landing page has to be sales-driven. Create exhibitions of downloadable resources, how-to guides, videos or reports. This educational content can turn casual visitors into long-term fans—email subscribers or museum members, whichever side of the metaphor you’re on. Education also establishes your brand as an expert curator of useful information.
How to Keep Exhibiting Exciting Content
Your website shouldn’t feel like a boring hallway of old paintings; it should feel like a dynamic gallery that evolves with time. Each landing page you create needs to be a new exhibit that sparks curiosity, drives SEO value and enhances your paid efforts. It’s a fresh opportunity to attract new visitors, re-engage your loyal audience, and maybe even land a little press when people notice your brand doing something new and inspired.
So here’s your curatorial challenge: plan your next “exhibit.” Whether it’s a new product, marketing campaign or collaboration, give it its own landing page! Then schedule your next one, and the next. Before long, you’ll have a digital museum that’s as dynamic and magnetic as your brand deserves to be.
When you need a little more direction, talk to our artistic marketers to solicit our expertise. We’re ready to sip wine and peruse your work whenever you are.
Written in collaboration with ChatGPT