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Standing pages are the pages that exist because the company exists: the homepage, pricing, product and feature pages, contact and demo request. They are not built for a campaign and they do not retire when one ends. This register is where they get an owner, a review date, and a record of what depends on them.
Campaign landing pages are a different object with a different lifecycle, and they live in the landing page library. Use that register for anything built for one campaign or one offer, typically at a /lp/ URL, that retires when the offer does.

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Which register a page belongs in

The entry gate on building a landing page asks for “a reason the page exists: a marketing campaign brief, or a standing offer.” That gate governs briefing a new page. A standing page does not clear it and does not need to, because nobody is deciding whether to build a homepage. What it needs is the ownership and change control on this page.

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The register

The first rows are examples using Doughnut Labs, a company that sells Doughnut Technology. Delete them and fill in your own. What counts as a standing page here: E.g. Any page carrying a conversion action or receiving campaign traffic that is not a campaign landing page. Blog posts and articles are covered by the article library instead.
Campaign pages get a register because they multiply. Nobody forgets the homepage exists, so the argument for registering it is different: it is not about finding the page, it is about knowing who owns it and what breaks when it changes.A campaign page usually serves one campaign, so changing it affects one thing. A homepage may be the destination for every brand campaign, several product campaigns, the email footer, and every organic bio link at once. The blast radius is larger and completely invisible from inside the page.Review dates do a different job here too. A campaign page is reviewed because its offer expires. A standing page is reviewed because the product moved underneath it: a plan renamed, a claim that is no longer true, a screenshot two versions out of date. Nothing prompts that, which is why it needs a date.

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What points at each page

The table that makes a change safe. Fill it in per page, and keep it current as campaigns launch.
Check this table before changing a standing page. A homepage serving every campaign changes the results of all of them at once, and a change made to help one can quietly damage the rest. Where the page carries meaningful traffic, treat the change as an experiment rather than an edit.The equivalent table for campaign pages is in the landing page library. Check whichever register the page you are changing sits in.

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Changing a standing page

The distinction is whether you are testing a belief or correcting a fact. A hero rewrite you think will convert better is a belief, and beliefs about high-traffic pages are worth testing rather than shipping. A price that changed is a fact, and testing it would be absurd.

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Reviewing a standing page

At each review date, check:
  • The claims are still true and still approved, against messaging.
  • Product names and screenshots match what ships today.
  • The conversion action still fires, confirmed with a test submission.
  • Every link resolves, including the ones in the footer nobody looks at.
  • The page still matches the product catalog entry for whatever it sells.
  • What points at it, in the table above, is still accurate.
Last modified on August 11, 2026