A common mistake I see is where a strong marketing communications piece directs prospective customers through to a weak campaign landing page – or even worse through to the company’s generic homepage… To avoid this mistake you need to ensure your communications lead through to a highly relevant campaign landing page that instantly captures your prospective customer’s interest – convincing them that your campaign proposition is relevant to their needs.

So how should you go about doing this? Well, in many ways the content of a landing page is very similar to that of a long copy sales letter, detailing all your relevant benefits as well as overcoming any potential objections. Your prospective customer has already expressed their interest in your proposition by clicking through to your landing page, so your job now is to provide every convincing reason why they should go on to complete the desired transaction.

The purpose of the landing page is therefore to convince your prospect and to persuade them to take action, so you firstly need to be clear on exactly what you want them to do next, for example:

  • To make a purchase. Your landing page needs to reiterate your proposition and incentive, provide additional supporting information in order to boost conviction (for example FAQs, testimonials or product demonstrations) and feature a strong call to action.
  • To capture permission. Your landing page should encourage your prospective customer to provide you with their email address by offering something of perceived value, for example a whitepaper, a webinar or a series of relevant and informative emails.
  • To give feedback or join a discussion on your blog, forum or social media pages.

Bear in mind that the content of your campaign landing page should be tailored around the same group of keywords and key benefits that brought your prospect to the landing page.

Every campaign should therefore feature its own unique landing page. However, if different customer segments are searching on significantly different groups of keywords (for example, focused around price versus quality versus speed of delivery), then you may need to create a series of landing pages for each campaign, with each one focused on a different group of related keywords. Ideally each variation will include the specific keyword within the landing page headline in order to give the headline extra emphasis. For example:

  • Your prospective customer types “fast broadband” into their search engine.
  • A pay-per-click ad or natural search result is displayed with the title “Superfast broadband deals”.
  • When the prospective customer clicks through to your campaign landing page, it displays the same headline: “Superfast broadband deals”.

This approach can boost your perceived relevancy and your resulting Google quality score – and most importantly your conversion rate.

I will delve a little further into the nuts and bolts of a successful landing page in my next post which will consider how to ensure you have a successful landing page layout. In the meantime, do let me know any learning points you have picked up from optimising your own campaign landing pages…

If you’re interested in exploring this area in more detail (together with relevant examples), you might like my recent book ‘Successful Marketing Communications’.  If you have any thoughts or comments, do drop me a line below.

Written by Rob H

I’m a Chartered Marketer with over 20 years’ experience working in digital and offline marketing communications across the financial services, leisure, education and technology sectors – most recently working for a large financial services organisation, managing the acquisition marketing communications team. I gained an MSc in Strategic Marketing from Cranfield Business School in 2005 and the CIM Diploma in Digital Marketing in 2012. In 2012 I became the part-time course tutor at the Cambridge Marketing College for the CIM diploma in ‘Principles of Mobile Marketing’ – also authoring the accompanying Mobile Marketing study materials for the college. In March 2017 I published ‘Successful Marketing Communications‘ (available on Amazon Kindle and Apple iBooks), which has become recommended reading for delegates at the IDM (Institute of Direct Marketing). When I’m not knee-deeping in reading/ writing the latest marketing communications articles I enjoy outdoor swimming and anything involving snow – with my goal for next year being to combine the two…

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