Don’t believe me? Put yourself in your prospect’s shoes: you most likely already have. You get an intriguing offer either through the mail or online. You think you just may have found the solution to your current challenge. You go, as directed by the marketing piece, to the organization’s website, and voila…
Nothing. It’s as if the marketing person and the web person didn’t communicate, and you don’t have the time or the patience to sort through the page or the site to find what you were looking for.
To fully take advantage of a multi-channel marketing campaign, you need to put as much effort into the landing page as you do the marketing that directs customers there. To maximize your chances of receiving the outcome you desire, employ these must-have elements into every landing page you create:
Simplicity. Focus on your offer and the benefits thereof. Don’t clutter up the page with peripheral offers or products. Simplify your layout and remove unnecessary distractions.
Repetition. Whatever key words you used in your message, use them again. And again. Make it easy for people to confirm they’re going to find what they’re looking for on that page and make it easy for search engines to find your page.
Convenience. You’ve asked someone to visit your landing page for a reason: to sign up for a newsletter, to request information, to buy a product. Your landing page should make it easy for your visitor to follow-through on your request. Ask for only the information you need.
Commitment. Once you’ve received a response, follow-up whether you’ve made a sale or not. E-mail or mail a thank you, send out the requested product or information, and then follow-up again.
