One of the biggest mistakes that business owners make is creating digital ads that point to their website instead of a good landing page. Many times it is their home page and though the digital ad got the right attention, the landing page fails to get the readers to take action. Don’t make that same mistake. Design your landing pages with actions in mind.
To create the best landing page for your digital or email marketing efforts, you need to ensure that your landing page has the following features:
- The who, what, where, when, and why information they need in order to say yes or no to your offer.
- A website for more information if they still have questions.
- A coupon or call to action button that offers them an incentive to take the action my client wants them to take.
- My client’s logo and tag line and branding so it is easy to recognize them
- A deadline that encourages them to take that action soon.
- Incentive or encouragement for them to share the offer with their friends.
If you have a website that you have control over, creating a good landing page means adding a page to your website or blog that provides all this information on one page (see my example). If you don’t have an easily editable website or blog, consider using a mobile responsive email marketing template as a landing page. If you don’t have one, you can try Constant Contact to set up your next landing page highlighting your action item for events or offers for your digital ads (from Facebook to AdWords). You can also easily copy the template and test more than one layout to see if you can improve your digital ad results. If you need help creating a landing page that gets you results, contact me for more information about our digital advertising services.
Liz Harsch is a media planner and trainer for small business owners with Constant Contact, SCORE, SBDC, SBA, Cities and MWD and County outreach partners, APICS plus many Chambers of Commerce since 2008. She owns Tailor-Made Advertising in Torrance, California and provides marketing, training and consulting to identify marketing and media alternatives for business owners. She can be reached at her Torrance CA office at 310-791-6300 or by email at liz@adteamla.com. You can also see her upcoming training workshops calendar at http://adteamla.com/facebook.
