Paper Tube Co — Landing Page WordPress Strategy

Overview

During the PTC/Asymmetric campaign check-in, a key infrastructure decision was made: landing pages for the asymmetric marketing campaign will be built on a separate WordPress domain rather than within PTC's existing Shopify store. This unblocks the campaign launch after Shopify's templating constraints prevented the desired custom design from being implemented.

The Problem

Shopify's templated structure does not allow the level of custom code required for the campaign landing pages — specifically, custom graphics, display rotations, and other interactive elements. While content could technically be published in Shopify, the result would not match the intended design. This was blocking the campaign from launching.

"Shopify is just templated. So any type of custom code that we want to add to have certain graphics or displays or rotations and things like that — those sorts of elements, it doesn't allow us to do a lot of that."
— Karly Oykhman

The Decision

Proceed with WordPress on a separate domain to enable full custom development and unblock the launch.

Asymm's developer will make one final attempt to resolve the Shopify limitations. If unsuccessful, Karly will notify Parag and the team will move forward with WordPress immediately.

Why a Separate Domain Is Acceptable Here

The standard concern with a separate domain is reduced SEO authority — Google ranks new domains lower, which hurts paid search (PPC/Google Ads) performance. However, this campaign's traffic sources make that concern irrelevant:

Because all traffic is being driven directly via email and LinkedIn, keyword bidding and domain authority have no effect on campaign performance. The separate domain carries no meaningful downside for this use case.

Asset Ownership & Access

Parag's original preference was to build landing pages natively in Shopify so PTC would own the assets outright at the end of the engagement — avoiding any migration complexity. This concern was addressed:

• PTC will be granted full admin access to the WordPress site
• All assets remain accessible and editable by PTC regardless of engagement status
• WordPress is a widely supported platform; PTC can manage or migrate content independently

Implementation Notes

• Domain naming TBD (Karly suggested something simple like landing.papertube.co or similar)
• Asymm developer to attempt final Shopify fix first; WordPress is the fallback
• Karly to notify Parag if/when the WordPress path is confirmed

Related

• ^[1] — PTC client overview
• ^[2] — Campaign strategy and launch decisions
• ^[3] — Companion decision on email sequence CTAs from the same meeting