How to read a landing page like a media buyer
By Asger, Co-founder of Kewise.com 2 min read
When a designer looks at a landing page, they see typography, whitespace, and color palettes. When a developer looks at it, they see load times and clean code.
When a media buyer looks at a landing page, they see a machine designed to turn clicks into cash.
To read a landing page like a media buyer, you have to ignore the aesthetics and focus on the mechanics. You have to look for the specific elements that are doing the heavy lifting.
First, look at the URL
Is it the main homepage, or is it a hidden /lp subdirectory? If it is hidden, you know it is a dedicated campaign page.
Next, look at the headline
Is it clever, or is it clear? Media buyers know that clarity always beats cleverness. The headline must immediately confirm that the user is in the right place based on the ad they just clicked.
Then, look for the psychological triggers
Even the biggest, most respected B2B brands use them. Are they using scarcity? Are they offering a time-sensitive discount? Are they leveraging social proof aggressively?
Finally, look at the structure of the pitch
A media buyer knows that a landing page is not just a list of features. It is a narrative.
It identifies a problem, agitates that problem, introduces the solution, provides proof that the solution works, and then asks for the sale.
If you want to build better landing pages, stop looking at them like a designer. Start looking at them like the person whose job depends on making them profitable.
Ready to see what brands keep paying for?