Landing Pages

Landing pages are critical when you’re doing online marketing. They create a cohesive experience for the digital visitor coming clicking on an online ad or social media post. From their design to the verbiage, the website should inform the visitor that he or she is in the right place.

Too often, businesses send visitors directly to their home page. But to effectively generate leads or gather email addresses, then you need to have visitors “land” on a page that directs them toward the action you want them to take.

Take, for example, fundraising. Below is a Facebook post describing a scholarship fund for which Children International, a humanitarian organization, was appealing for donations. In clicking through to the Children International landing page, the visitor immediately recognizes the same messaging as in the post.

In developing the content for the landing page, Gina focused on making the transition seamless, while leading the visitor through the page, encouraging him or her to scroll down to continue learning about the purpose and importance of the scholarship fund for impoverished children.

The call-to-action (CTA) was clear and obvious: “Give more CI kids opportunities to change their lives for good.”

In combination with a direct-marketing package that Gina created, which was mailed to supporters, along with several email messages Gina also developed, this appeal ended up delivering considerably higher than the goal.

It’s easy to see how a landing page can become the critical pivot point for many direct-marketing projects. But including the appropriate elements (without overwhelming your web visitor) is a careful balancing act.

Have questions about developing a marketing campaign with a digital focus? Fill out the form below and we’ll get back with you ASAP help you develop a page that is as impactful and successful as possible.