Landing page teardown: When logo bars tell the wrong story (and how to fix it)

THE BREAKDOWN

Wrike's PPC landing page example—what it got right. And what could be optimized.

In part 1 of this PPC landing page teardown series, we saw how Teamwork's landing page nails the fundamentals:

• Strong message match

• Focused navigation

• Compelling proof that they understand agency needs.

Now let's look at how Wrike approaches a landing page targeting the same search term: "project management for agencies."

Unfortunately, where Teamwork leads with clarity, Wrike leads with hype. And it’s to their detriment.

They've got some smart role-based messaging on the page—but it's undermined by poorly chosen social proof and meaningless “hype” messaging.

(I’m in my anti-hype era. And I’m not sorry about it.)

This is a perfect example of how strong benefits get lost when your proof fails to support your messaging.

Without further ado, here’s Wrike’s PPC landing page for agencies:

For context, I found this page by searching "project management for agencies." And here’s the full ad lineup:

The Wrike ad was placed just under Teamwork. Here's the ad I clicked:

Here’s what’s working on Wrike’s landing page:

1) Role-based benefits.

Wrike smartly breaks down their platform benefits by role within an agency, highlighting the specific challenges each position needs their PM tool to handle. This helps readers quickly find value relevant to their position.

2) Measurable outcomes.

Rather than vague claims about project management, Wrike zeros in on metrics agencies care about, like:

• Improving process efficiencies by 40%

• Decreasing frequency of project delays by 80%

• Boosting deliverable deadlines hit by 50%

Including actual numbers—in combination with customer logos and subtle links to the relevant case study—makes these outcomes feel tangible and credible.

Here’s what I’d optimize on Wrike’s landing page.

Here are three key opportunities to optimize the page:

1) Headline messaging.

This is one of the biggest issues with the page.

The current headline "Wow your clients with Wrike's game-changing software" has multiple problems:

Vague jargon instead of meaningful messaging. What exactly makes it "game-changing"? Say that instead. (The headline isn’t the only instance of hype-y jargon either. “Revolutionize” also makes its way onto the page. Let’s all make a New Year’s resolution to cut this hype sh*t in 2025, please and thanks.)

Secondary outcome over primary PM needs. Unless their customer research suggests otherwise, readers searching for project management software likely care more about first-order needs: seeing all project statuses at a glance and maintaining control over agency workflow and client management.

Weak message match with the ad. The ad's headline touted Wrike as the "#1 agency project management"—there’s nothing on the page to support the claim.

Yes, we probably put too much pressure on our headlines. But that doesn’t mean they’re throwaway lines. Headlines should still say something meaningful, so the reader knows what they’re looking at and can easily confirm that they’re in the right place. (And a bare minimum is a solid message match.)

2) Self-qualifying audience language.

The ad mentions “creative/digital agencies” and the landing page uses "ad agencies.” This narrower language could accidentally disqualify qualified prospects who don't identify as ad agencies. Testing broader terms like "creative agency" or simply "agency" could prevent losing good leads.

3) Optimize CTA area.

Unlike Teamwork, Wrike’s primary CTA leaves some room for improvement. To start, add a click trigger near the button that reduces the risk of taking action. (A common click trigger for software is “No credit card required.”)

4) Logo-audience alignment.

The logo bar features mostly non-agency brands, with Ogilvy tucked away on the side. For a page targeting agencies, I'd test:

• Leading with agency logos

• Featuring more agency social proof

• Including agency testimonials (currently missing entirely from the page)

Here's how these changes could work within the existing page structure:

THE ACTIONABLE TIP

Make every logo count.

Here's the key strategy you should swipe for your landing pages:

When using social proof, prioritize relevance over recognition.

Here's how to implement this strategy:

1. Sort your customer logos by industry or use case

2. Create landing page variants with industry-specific logo sets

3. Test different orderings (leading with the most relevant logos vs. biggest brands)

If you're claiming to be "built for agencies," your social proof should reflect that.