Dear marketers,
We see you.
You’re running multiple campaigns. You have a bunch of different audiences to reach: startups, enterprises, different industries, different regions. Each one needs something slightly different—different messages, different offers, different case studies. So, naturally, you start building different landing pages for each one.
Page after page after page.
Before you know it, you’re drowning in versions—writing, designing, publishing, repeating. It’s slow, it’s messy, and honestly… it’s just not scalable.
This isn’t your fault. You're doing what you've been taught: personalize the journey, speak to your audience, and be relevant. The intention is spot on. The method? Not so much.
Marketers are expected to deliver personalized experiences across a dozen audiences and campaigns—but they’re stuck with workflows that don’t scale.
And, frankly, your time is better spent elsewhere.
The old way of building landing pages doesn't work anymore
The traditional approach—building one landing page at a time—is just too slow for today’s fast-moving marketing world.
It used to be fine to create a few general landing pages and hope they’d fit everyone. But now, with so many channels, segments, and personalized campaigns, that doesn’t work anymore.
You invest in targeting—paid ads, segmented emails, specific messaging. But when everyone ends up on the same generic page? You lose impact. People expect a landing page that matches the message that brought them there. If it doesn’t feel relevant, they bounce.
The old way is inefficient, hard to maintain, and stops you from focusing on what truly matters: creating engaging, personalized experiences that drive conversions.
So, is there a better way?
The better way. Step one: Don’t build pages—build a landing page system
Instead of creating landing pages one by one, it’s time to shift your approach. Don’t think in terms of individual pages—think in terms of a system that can scale.
With a headless CMS, you can create a flexible set of building blocks—your own kit of reusable visual components. Think hero sections, testimonials, CTAs, forms, product highlights.
Then, you organize your content into structured pieces—headlines, subheadlines, value propositions, case studies. Now, instead of rebuilding every time, you simply mix and match these blocks to create new pages quickly.
This makes it easy to scale. Whether you need 10 or 1,000 pages, the workflow stays the same—and your team doesn’t get overwhelmed.
The better way. Step two: Personalization—One page, many experiences
Once your landing page system is in place, personalization takes everything to the next level. This is where the real magic happens.
Not every headless CMS offers personalization, but the ones that do give you a huge advantage. With built-in personalization, you don’t need to create ten different versions of a page for ten different audiences. You create one smart landing page that adapts based on who’s visiting.
That could mean showing different headlines, CTAs, or case studies depending on the visitor’s industry, location, company size, or even the campaign they came from. Someone who clicks through from a LinkedIn ad sees messaging that matches that ad. A returning visitor gets a different offer than someone brand new. A healthcare company sees a case study relevant to their field, while a tech startup sees something else entirely.
These might sound like small changes, but they make a big impact. When visitors land on a page that feels like it was made just for them, they’re far more likely to stick around, engage, and convert.
This kind of targeted experience used to require custom code or third-party tools. But with the right headless CMS, personalization becomes a built-in part of your content strategy—and it works hand-in-hand with your landing page system.
Why a headless CMS with built-in personalization works so well to create landing pages
When you bring all this together—reusable components, structured content, and personalization—you get a system that really works.
- You move faster because you’re not starting from scratch every time.
- You scale effortlessly, because one smart page can serve many audiences.
- You stay consistent, because everything is built from the same polished design system.
- And most importantly, you stay relevant—because personalization ensures every visitor gets an experience that actually speaks to them.
Build once, scale forever.
Marketing teams don’t need more people or more hours in the day. They need systems that help them move fast, stay consistent, and deliver personalized experiences at scale.
If you're still building landing pages one by one, it's time to rethink your approach. With a headless CMS and built-in personalization, you can stop juggling dozens of one-off pages—and start delivering the right message to the right audience, every time.
And that’s how you scale landing pages without losing your mind.
