Ten Best Practices for Creating Great Landing Pages
by Heather Schwartz
It seems rather elementary. A marketing campaign seeks to get consumers to respond to a special offer. While the promotion may tell consumers to directly contact a call center to participate in the offer, in most cases, consumers will look for a link to a website to learn more. In that situation, as illogical as it might seem, many promotions send inquirers to the home page of the organization’s website or the page of a service section. It is much more effective, however, to send prospects to a page that is specifically geared to the campaign. For example, if potential customers execute a Google search for “minimally invasive surgery,” then see an ad to “attend a seminar on minimally invasive surgery” and click on it, they expect to be taken to a page that specially addresses a seminar on minimally invasive surgery.