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How to Retarget Website Visitors on LinkedIn
How to Retarget Website Visitors on LinkedIn
Retargeting website visitors means re-reaching people who’ve visited your site with LinkedIn Ads — and because those people already showed interest, retargeting is one of the highest-performing things you can do on the platform. A website visitor is a warm audience: they came to your site, so they know you and have shown some level of interest, which makes them far more likely to convert than a cold audience. The key is to segment visitors by what they did — a pricing-page visitor has more intent than a blog reader — and retarget each with relevant messaging, rather than treating all visitors the same. This guide covers how to set up website retargeting on LinkedIn, why it converts well, and how to segment it.
Key takeaways
- Retargeting website visitors re-reaches people who’ve already shown interest — a warm audience.
- It’s high-performing because warm audiences convert far better than cold ones.
- Requires the Insight Tag to build website-visitor audiences.
- Segment visitors by what they did — a pricing-page visitor has more intent than a blog reader.
- Don’t treat all visitors the same — retarget each segment with relevant messaging.
Why does retargeting website visitors convert well?
Because website visitors are a warm audience who’ve already shown interest, and warm audiences convert far better than cold ones. Someone who visited your website came to you — they know you exist, they engaged with your content or product, and they showed some level of interest by visiting. That prior interest makes them much more likely to respond to your ads and convert than a cold audience who’s never heard of you, which is why retargeting website visitors is consistently one of the highest-performing tactics on LinkedIn.
The logic is that retargeting re-engages people who are already partway there, rather than starting from scratch. A cold audience has to be made aware and interested before they’ll convert; a website visitor is already aware and has shown interest, so retargeting picks up from that warmer starting point and moves them toward conversion. This is why retargeting typically outperforms cold prospecting on conversion metrics — it’s reaching people who are already warm, which is a fundamentally easier audience to convert than one you’re reaching for the first time.
How do you set up website retargeting?
By installing the Insight Tag and building audiences of your website visitors. The Insight Tag is LinkedIn’s tracking code that you place on your website — once it’s installed, LinkedIn can build audiences of the people who visited your site, which you then retarget with ads. Without the Insight Tag, you can’t build website-visitor audiences, so installing it is the prerequisite for any retargeting.
Once the tag is collecting website visitors, you can create retargeting audiences based on site visits — all visitors, or visitors to specific pages — and run ads to them. This is the mechanism that turns your website traffic into a retargetable audience: the tag captures who visited, LinkedIn builds the audience, and you retarget them. Getting the Insight Tag installed and collecting is therefore the foundational step, because everything about website retargeting depends on having the visitor audiences the tag builds.
How do you segment website visitors?
By what they did on your site, since different pages signal different levels of intent:
| Visitor segment | Intent signal | Retargeting approach |
|---|---|---|
| Pricing page | High — evaluating cost, close to deciding | Strong conversion push |
| Product pages | Meaningful — actively interested | Move toward conversion |
| Blog / content | Lower — early interest | Nurture toward deeper engagement |
| All visitors | Varied — general warm audience | Broad re-engagement |
The key insight is that not all website visitors are equal. Someone who visited your pricing page is signaling high intent — they’re evaluating cost, which usually means they’re seriously considering you — while someone who read a blog post is showing much earlier, lower interest. Retargeting these two the same way wastes the opportunity: the high-intent pricing-page visitor warrants a strong conversion push, while the blog reader is better served by nurturing content that builds interest. Segmenting visitors by the pages they viewed lets you match your retargeting message to their intent level, which is far more effective than retargeting all visitors with one generic message.
The retargeting framework
Retarget website visitors deliberately:
- Install the Insight Tag — the prerequisite for building website-visitor audiences.
- Build visitor audiences — all visitors and visitors to specific high-intent pages.
- Segment by intent — a pricing-page visitor signals more intent than a blog reader.
- Match message to intent — strong conversion push for high-intent, nurture for early-interest visitors.
- Measure conversion — retargeting typically converts well, so track its strong performance.
Why segment retargeting instead of treating all visitors the same?
Because visitors are at very different stages, and one message can’t serve all of them well. Treating all website visitors as a single audience means sending the same message to a high-intent pricing-page visitor and a casual blog reader, which serves neither well — the pricing-page visitor is ready for a conversion push that would be premature for the blog reader, while the blog reader needs nurturing that would underwhelm the pricing-page visitor ready to decide. Segmenting by the pages visited lets you infer intent and match the retargeting accordingly, so high-intent visitors get moved toward conversion while early-interest visitors get nurtured toward readiness. This is more effective because it respects where each visitor actually is, in the same way full-funnel advertising matches the message to the buyer’s stage. The pricing-page visitor especially is a valuable, high-intent segment worth a distinct, conversion-focused retargeting effort, because their visit to the pricing page is a strong buying signal that a generic retargeting message would fail to capitalize on. Segmenting retargeting turns a warm-but-undifferentiated audience into intent-based segments you can address appropriately, extracting far more value from your website traffic than a one-message-fits-all approach.
Frequently Asked Questions
Q1. How do you retarget website visitors on LinkedIn?
Install the Insight Tag to build audiences of your website visitors, then segment them by what they did — visitors to high-intent pages like pricing versus blog readers — and retarget each with relevant messaging. Match a strong conversion push to high-intent visitors and nurturing to early-interest ones. Retargeting warm website visitors is one of the highest-performing tactics on LinkedIn.
Q2. Why does retargeting website visitors convert well?
Because website visitors are a warm audience who’ve already shown interest by visiting your site, and warm audiences convert far better than cold ones. They know you exist and engaged with you, so they’re much more likely to respond and convert than a cold audience reached for the first time. Retargeting picks up from a warmer starting point, making it consistently high-performing.
Q3. What do you need to retarget website visitors?
The Insight Tag — LinkedIn’s tracking code placed on your website. Once installed, it lets LinkedIn build audiences of the people who visited your site, which you then retarget. Without the Insight Tag, you can’t build website-visitor audiences, so installing it and letting it collect visitors is the prerequisite for any website retargeting on LinkedIn.
Q4. How do you segment website visitors for retargeting?
By what they did on your site, since different pages signal different intent. A pricing-page visitor signals high intent — evaluating cost, close to deciding — while a blog reader shows earlier, lower interest. Build audiences for high-intent pages separately from general visitors, and retarget each with messaging matched to its intent level, rather than treating all visitors as one audience.
Q5. Should you retarget all website visitors the same way?
No — visitors are at very different stages, so one message can’t serve all well. A high-intent pricing-page visitor is ready for a conversion push that would be premature for a casual blog reader, who needs nurturing. Segmenting by pages visited lets you match retargeting to each visitor’s intent, moving high-intent visitors toward conversion and nurturing early-interest ones, which is far more effective.
Q6. Are pricing-page visitors worth targeting separately?
Yes — a pricing-page visit is a strong buying signal, since it usually means the person is seriously evaluating cost and considering you. Pricing-page visitors are a valuable, high-intent segment worth a distinct, conversion-focused retargeting effort. Retargeting them with the same generic message as all visitors would fail to capitalize on the strong intent their pricing-page visit signals.
Q7. Is retargeting better than cold prospecting?
On conversion metrics, typically yes — retargeting reaches warm audiences who’ve already shown interest, which is fundamentally easier to convert than cold audiences reached for the first time. Cold prospecting has to build awareness and interest before conversion, while retargeting picks up from a warmer starting point. Both have their place, but retargeting consistently outperforms cold audiences on conversion.
Q8. What message works for retargeting website visitors?
One matched to the visitor’s intent level. High-intent visitors, like pricing-page viewers, respond to a strong conversion push, since they’re close to deciding. Lower-intent visitors, like blog readers, are better served by nurturing content that builds interest. The message should reflect where the visitor’s behavior suggests they are, rather than a single generic retargeting message for all visitors.
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