1. Most teams just don’t have enough landing pages

“I think the most common mistake is that you don't have enough landing pages to start with.”

We tend to treat landing pages as one-offs. One per product, maybe one per campaign. Toni’s take is the opposite – you probably need way more. Think 10, 50, maybe 100+. He’s seen some companies with over 500.

Different audiences, different traffic sources, different intents = different pages. Simple as that.

2. Templates mess with your thinking

“When I’ve done it in a reverse way that I have got like a ready template that I start to edit, then my focus starts to go into what does this page look like and where does my content fit. Whereas I'm not really focusing on the user and what's best for them.”

This hit home. I’ve done it – opened up a landing page template and tried to wedge content into it. But the good stuff happens when you do it the other way round: start with the message, write it for your user, then design around that.

3. Clear beats clever

“The right pages... don’t need to be that awesome when it comes to just analysing the text. They need to just be something that resonates with the user.”

Don’t overthink it. You're not trying to impress copywriters – you're trying to make it click with a potential customer. The best pages sound like they’re written by someone who understands the problem, not someone trying to win awards.

4. Repeated questions = landing page ideas

“Often the best landing pages that I’ve created are something that I couldn’t find any traffic from Semrush or other tools… But then when people are asking repeatedly the same question… those are the perfect opportunities for landing pages.”

No need to wait for SEO tools or traffic data. If people keep asking the same thing on sales calls or in support – that’s your next landing page. Straight from the source.

5. One page, one message

“It needs to really deliver something that people sometimes say, like one key message.”

Great test from Toni: if someone only reads your headlines and sees your visuals, do they get the point?

If not, it’s probably trying to do too much. Keep it tight. One page, one outcome.

6. Don’t just show features – show how it fits

“Often landing pages miss that component where they carefully explain… how does this fit into your… whatever task you're trying to deliver?”

This is a subtle one. Most SaaS pages talk about what they do, but not where they fit in. What tools do I use alongside this? Where does this sit in my workflow? Why would I switch?

Answer that and your landing page feels useful, not just informative.

7. Keep a personal swipe file

“It’s hard to find a landing page that is really good from top to bottom. But it’s really easy to find really good examples of how people have been using a certain copy or concept.”

Toni’s been collecting landing page examples for years. Not full pages – just great bits: hero sections, pricing tables, testimonial blocks that work. He posts them on LandingRabbit, but you should do the same. Build your own swipe file. Pull ideas that work, but always adapt them to your voice.

Wrap-up

What I liked most about the chat was how grounded it was. No fluff. Just a smart, clear-eyed approach to building pages that work.

Toni’s approach isn’t about flashy design or trends. It’s about saying the right thing, in the right way, to the right person – and making it dead easy for them to take the next step.

If you’re stuck with your own landing pages, I’d recommend checking out what he’s building at LandingRabbit.