How to Optimize Your Podcast Landing Page on Spotify

In this episode of "The Input," Xavier “X” Jernigan, speaks with Natalie Tulloch, Global Lead, Spotify Sound Up, and covers how you can optimize your show pages on Spotify.

Welcome to another episode of The Input, our video series for creators where we guide podcast creators through every step of their journey.

In this episode, our host, Xavier “X” Jernigan, speaks with Natalie Tulloch, Global Lead, Spotify Sound Up, and covers how you can optimize your show pages on Spotify.

Podcast creators should optimize their show pages because they serve as landing pages that can convert visitors into new listeners and followers.

What are show pages on Spotify?

A show page on Spotify is your podcast’s home base. “It’s a dedicated space to share what your show is about and introduce your show to new listeners,” says Tulloch. Show pages offer new listeners everything they might need to know about your show before pressing play, which makes them ideal podcast landing pages.

Each show page contains five key elements:

  1. A title
  2. Artwork
  3. A show description
  4. The ‘Follow’ button
  5. A list of your published episodes
    What show pages look like on Spotify
    What show pages look like on Spotify

Create show artwork that stands out

Your show’s artwork is important for getting listeners to check out your show page. Along with your title, your artwork helps your show stand out in podcast playlists and social feeds.

“Think of it as the world’s tiniest storefront,” says Tulloch. “So you’ll want to create show art that stands out.”

This one image is a key part of your show's visual brand, and you can carry it over into your social and promotional imagery.

Our friends at Anchor have shared a few helpful tips that you can use to create show artwork that stands out:

  1. Define your podcast’s visual identity
  2. Use simple, high contrast imagery
  3. Use simple illustrations and patterns

You can also use Anchor’s Cover Art Creator, which helps you fast-track your artwork creation process. It’s especially helpful for people who are just getting into podcasting or podcasters who aren’t visual designers.

Make every word of your show description count

While your show’s title and artwork hooked interested listeners initially, your show description is what may reel them in and compel them to press play on one of your episodes.

“Think of it as your elevator pitch,” says Tulloch. “Short, sweet, and effective.”

Tulloch shares the following tips to optimize your show description:

  1. Be concise.
    Try to keep your show description under 100 words and prioritize the introduction to yourself and your show.
  2. Maximize your show description’s search engine optimization (SEO).
    Include key descriptors that match what your potential listeners are searching for on search engines. For example, if your show is about mental health, you could include some sub-topics that you intend to cover in your show, like anxiety, stress, wellness, etc.
  3. Set the right expectations with your audience.
    Your show description is the ideal place to let your audience know what they can expect. Is each season self-contained i.e. do you cover a different subject or tell a different story in every season? Do you plan to release episodes weekly or every other week? Giving potential listeners this information ahead of time can help them decide to follow your show.
  4. Match the tone of your description with that of your show.
    The tone of your show description should be an accurate representation of what listening to your show feels like. “Not Past It” has a show description that matches its tongue-in-cheek look at history: Ever wonder why the world is the way it is? Like, 1000s of years of humanity and this is the version of the world we came up with. This one? Same.
  5. Link to your social channels and website.
    Another reason why your show page functions as a podcast landing page is your description is a promotional tool for your show. Spotify show pages support custom HTML formatting on Spotify, which allows you to link to external URLs in your description. Add these links in your description to make it easy for your listeners and subscribers to engage with you directly on your social channels.

Use episode descriptions to highlight guests and topics

Your podcast episode descriptions, also known as your show notes, are where you can focus on what each individual episode has to offer for your listeners.

Here are a few best practices to keep in mind when you’re writing them:

  1. Front-load key information about each episode.
    “Skip the setup and jump straight into your episode’s guest or topic,” says Tulloch. Zero in on the most important reason to listen to a new episode and share that with people interested in listening to your show.

    “The first 20 words of your description are more for pulling in new listeners,” says Tulloch, “while the rest is for your existing fans.”
  2. Avoid repeating the information in your title.
    Go one level deeper to add more context for your listeners. The creators of “Teenager Therapy” do this by summarizing the different aspects of the conversations they have on their show. Their description for the episode “Why Birthdays Make Us Sad” digs into how the hosts feel sad by being happy and being angry because of their birthdays.
  3. Appropriately credit your team and music used in your episode descriptions.
    Just as you might credit your team for their work at the end of each episode, it’s good practice to do the same in your episode descriptions. It’s also important to do the same for any music you might use in your show to avoid any copyright and fair use issues.

Design the perfect podcast landing page for your listeners on Spotify

Designing your show page on Spotify is straightforward. Your show’s title, artwork, show, and episode descriptions are shared with Spotify through your podcast hosting service. Each of these elements can also be changed at any time, so you don’t need to feel locked in to any of the choices you make.

Interested in more ways to level up your podcast creation skills? Here are a few other episodes of “The Input” that you might enjoy:

  1. Podcast Promotion in 2021: What You Need to Know
  2. How You Can Use Podcast Playlists to Increase Listeners
  3. How to Understand Your Show and Episode Data
  4. How to Distribute Your Show on Spotify
  5. How to Understand Your Show’s Audience and Demographic Data
  6. How to Make a Great Podcast Trailer