Buy responsive and editable Email Templates off-the-shelf here.

Why Custom Code Your Pardot Landing Page Templates

If there’s one thing I’d like you to take away from this blog, it’s that Account Engagement (Pardot) landing pages are as versatile as any other landing page platform. They can be as flexible as you need them to be - especially when you use custom code rather than the drag-and-drop page builder.

Pardot Landing Page Templates: Why You Should Custom Code

In fact, once you realise the potential of custom-coded Pardot landing page templates, it opens a new world of opportunities and potentially saves budget that might otherwise be spent on unnecessary third-party tools.

Know when prospects view your page

A quick note about using Pardot to host your landing pages rather than third-party tools. The biggest benefit is having page views immediately recorded in a prospect’s profile without any connector or time-consuming integrations needed.

This also means having the ability to instantly include prospects in specific nurture activities and automations or scoring categories based on the pages they view.

However, you should also take into account that it's easy to upload and add media to landing pages because your assets are stored within Pardot and are even personalised with your tracker domain.

Plus, with one less platform to monitor in terms of data security and governance, the risks are reduced too.

Drag-and-drop vs classic editor

So, assuming you're sold on the idea of creating landing page templates in Pardot. The next decision is, how? There are a number of things to consider:

  • The drag-and-drop builder, while user-friendly, doesn't enable the same level of customisation as the classic editor. It also limits what you can include on the page from a tracking script/javascript perspective.

  • The classic editor enables you to build custom modules using HTML as Pardot repeatable regions, so a non-coder can simply go in and clone/edit regions to make their own page template.

  • The ease of use of the classic editor also makes it a great rapid prototyping tool, as other landing page builders aren't as intuitive or may carry greater barriers to entry from a permissions perspective.

  • The classic editor makes it simple to take advantage of Pardot's great personalisation features such as Dynamic Content, Snippets, native embedded forms, and using HTML you have the flexibility to place these wherever you want on the page. 

  • As the whole landing page is available in a HTML view in the classic editor, it's super simple to add tracking scripts to the head, the body, and wherever else is required.

Needless to say, we’re big fans of the classic editor and custom coding in general!

The beauty being that custom coded pages can be purposefully built to meet bespoke marketing and brand requirements. Whether you need embedded videos, sliding forms, visual effects, dynamic content, personalisation… all of these can be included without limitation.

Here’s an example of a custom landing page we use for the MarCloud Scoring & Grading eBook.

Once a prospect views this landing page, we know about it. If they don’t convert, then we can use an automation to follow up with an email a few days later with a link to a shorter, more concise version of the landing page to try and push for that conversion. If we hosted landing pages elsewhere, this might not be so easy to pull off.

Do I need a developer?

Granted, what puts many users off coding their own landing page templates is the need for experience in HTML. That’s why I advocate for having a developer - and ideally a Salesforce certified one - create the initial template.

Once you have a template you love, you can go ahead and create as many landing pages as you like with ease, using the WYSIWYG editor. There’s no long-term reliance on development resources.

Here’s how our custom coded landing page for the eBook looks in the WYSIWYG editor:

Screenshot of a Pardot landing page template in the WSYIWIG editor

I'm sure you’ll agree that this looks incredibly easy to amend, and it is. All you need to do is click the areas that need changing and input whatever you like, including images, video etc.

With a best practice template in your arsenal, you can go ahead and make the most of multivariate testing, where you can test multiple landing pages and use the highest converting page! 

To have a beautiful responsive landing page template custom coded for you, simply send us a message with an outline of what you need and we’ll provide you with a quote.

Tom Ryan headshot

Tom Ryan

Founder & CEO of MarCloud, Tom has been on both sides of the fence, client-side and agency, working with Salesforce platforms for the best part of a decade. He's a Salesforce Marketing Champion and certified consultant who loves to co-host webinars and pen original guides and articles. A regular contributor to online business and marketing publications, he's passionate about marketing automation and, along with the team, is rapidly making MarCloud the go-to place for Marketing Cloud and Salesforce expertise. He unapologetically uses the terms Pardot, Account Engagement and MCAE interchangeably.

Featured resource

eBook cover with text Coding Best Practice Emails & Landing Pages

Coding Best Practice Emails & Landing Pages

When it comes to nurturing leads and winning conversions, you want to create emails and landing pages that are responsive, engaging, and optimised for your audience. To help you develop emails and landing pages as seamlessly and effectively as possible, we’ve put together an eBook on coding best practices.

Download Coding Emails & Landing Pages eBook

More recent posts

B2BMA Nirvana by MarCloud logo and illustrated characters

Ready to reach marketing nirvana?

Our market-leading framework, 'B2BMA Nirvana by MarCloud', addresses every part of Account Engagement (Pardot) and your Salesforce ecosystem. Using this framework, MarCloud experts have the wisdom and experience to guide you on the path to complete marketing and reporting clarity.

Reach the highest state of Salesforce marketing so you can save time, deliver quality leads, and generate more revenue using Marketing Cloud Account Engagement (Pardot) and other Salesforce platforms. Whatever your current circumstance, we'll get you to a place where everything works.

B2BMA Nirvana by MarCloud
Desk Character Image

Need a hand getting the most out of your Pardot or Marketing Cloud account?

MarCloud is a team of certified Pardot, Marketing Cloud, and Salesforce specialists. We help businesses to unlock the potential of marketing automation. Ready to save time, deliver more quality leads, and generate more revenue? Here's how we help.

View support services