A typical business purchase now runs through 13 people inside the company and 9 outside it. Forrester published that in January. Seventy-three percent of purchases pull in three or more departments.
One of those twenty-two clicked your ad. The rest got a link.
So you write the page for all of them. A security paragraph for IT, an ROI line for finance. Now the page belongs to nobody, and the one person who did show up has to read past every sentence written for somebody who isn't in the room.
Your landing page gets one second and one reader. It has to look like it's for them.
The document that gets forwarded gets days, and a room full of people looking for a reason to say no.
So leave the page pointed at one person. One claim, one action.
Put the committee's answers in the thing that travels. That will be your lead magnet something that contains information for every buyer persona you are targeting.
Finance wants to know what it costs to be wrong. IT wants to know what it touches. Ops wants to know who changes their Monday.
Four versions of that lead magnet used to cost four weeks of somebody's time. With AI doing them, an afternoon.
You've probably written all of it already. It's sitting on your landing page, in the way.
Make it interactive.
Featured image: A new artwork by Banksy, which shows a judge attacking a protester with a gavel, at the Royal Courts of Justice in London, 2025. Photo by Callum Parke. Image via Alamy.