Optimize your branded podcast's online presence with our producer’s guide! Learn how to create compelling landing pages that captivate your audience and boost engagement.
As a producer at Quill, I’m often asked: Does my branded podcast need a landing page?
The answer: YES!
Nowadays, a podcast's success extends beyond just the quality of its content – it's also about how effectively you market and present it. A well-crafted landing page can be your podcast's digital storefront, a place to convert potential listeners into subscribers.
In this blog, I’ll break down what makes a great branded podcast landing page, why you need one, and some considerations that I’ve learned along the way as a producer working with global brands.
A landing page is a place for all things related to your podcast to live.
It’s the central place where listeners can find how to listen to your show, resources you’ve mentioned in an episode, and supporting content like blogs, infographics, and other materials.
Your podcast landing page will assist in accessibility, visibility, and reach. And one of the most powerful tactics to get your site in front of the right audience is through none other than SEO.
Seasoned marketers are familiar with the power of SEO (search engine optimization) to boost discoverability, and podcast SEO is one of the key reasons your podcast needs a landing page.
Here are a few ways to improve SEO on your podcast landing page:
Beyond SEO, there are several benefits to having a podcast landing page. Here are a few:
Now let’s ask the tough questions:
Should your brand create a landing page internally within your existing website or should it create a separate, external website just for the podcast?
9 times out of 10 you’ll find myself and the rest of the Quill team recommending an internal landing page on your existing brand’s website in almost every case.
That one time that we don’t recommend this might be because your branded podcast already has a large following or you are constrained by strict rules on your brand's website. But in all other cases, you should have the podcast should live with your other content.
For most brands, especially those who have just launched a podcast, we recommended an internal landing page. Here are a few benefits of this strategy:
While there are pros and cons to each, here are a few things to keep in mind when deciding whether an internal landing page or external podcast website is the best fit for your brand and the show:
Producer Tip: if you’re interested in learning more benefits of a podcast website, check out our comprehensive guide.
So we’ve convinced you that you need a landing page… but what should it look like?
If you’re coming from a marketing background, you likely know the elements that make up a successful landing page like headers, clear and concise copy, relevant branding, imagery, natural flow, bright CTAs, etc.
So I won’t waste any of our time covering what we all already know. Instead, let’s focus on the elements that you can add to your podcast landing page that you might not be familiar with:
When creating any landing page or website around your podcast, it's important to understand the goals of your show.
Deciding if your landing page will be internal or external, what resources it will include, and what the UI will look like are all dependent on the goal of your show.
Here are some examples of potential podcast goals and how they would change an approach to a landing page:
Producer tip: Your podcast is not an infomercial. While having people enter your sales funnel can certainly be a goal of the show, it shouldn't be the only one! Branded podcasts are a powerful medium to drive reach, improve brand perception, and connect with new and existing audiences, use this to your advantage.
You also want to ensure that your landing page is cohesive with the rest of your content. Here are some examples of effective podcast landing pages that inspire:
Type: Internal Landing Page
Why we love it:
Short, sweet, and on-brand, Expedia Group’s landing page lets you know exactly what you’re in for. Bonus points for easy access to Apple Podcasts and Spotify!
Type: Internal Landing Page
Why we love it:
Amdocs does a great job of highlighting the show's latest episodes, with each episode having its own landing page with short quotes from the guests. Highlighting guests like this can also encourage them to share the show with their networks.
Type: Internal Landing Page
Why we love it:
This internal landing page provides recommended readings to learn more about the episode's insights. This is a great way to keep listeners engaged and integrate your podcast into your content ecosystem.
Type: External Landing Page
Why we love it:
Currently in its ninth season, Command Line Heroes has cultivated a following and aesthetic separate from Red Hat, which is why this external landing page works well for them. The show is clearly still a Red Hat production but has its own image separate from the brand.
Remember, to create a stellar landing page for your podcast, you need to understand your goals, have the right resources to put towards it, and leverage your podcast's SEO potential.
Consider your landing page approach before you go live so that it’s not a rushed decision once the podcast is available on listening apps. It should be an important part of your launch strategy!
Your landing page is your podcast’s home and representation on the internet, so make sure you’re taking full advantage of it and strategizing on how to make it work best for your brand.
If you’re interested in learning more about creating a podcast landing page that stands out, reach out to our team!
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