Marketing for an intuitive customer journey
Do you know what your customers want?
Does your website have the content or information potential customers are looking for? Does it match the search intent that led them there? Your marketing efforts are wasted if your client encounters obstacles and abandons their journey as they near the finish line.
Making sure your website or landing page mirrors the tone and message of your marketing campaign is critical.
Consistent Message: Take your customer through the journey from start to finish
Frictionless Experience: Remove distractions, get straight to the point
Lead Generation: Convert visitors into customers with the right call to action (CTA)
The key components of a strong campaign landing page are:
The headline is your “Hero” statement. It’s the first thing a visitor will see when they visit your page. What is the offer? Why are they here?
The copy on a page should explain the value of the offer in a clear and concise way. Keep it short and sweet. Avoid long blocks of text, and opt for bullet points if possible. Use images if you have them - a picture is worth a thousand words.
Make sure the page is tagged correctly for SEO. Your page title, header tags, and page content should all reflect your keywords. After all, Google looks for relevant web pages, not sites, when determining page rank on search engine results pages (SERP). Keyword consideration is especially true for long-running campaigns.
Make sure your site is easy to find with a shareable URL and social buttons on the page, so visitors can share the content and become your advocates.
Hidden Navigation/no links
Don’t drive traffic to a leaky bucket. Avoid losing visitors to distractions like outbound links or unnecessary navigation. Keep visitors focused on the offer at hand.
Having a clear offer and CTA will help drive conversions, and forms are the key to capturing those leads. Other tips to consider with form fills:
- Keep it short, the fewer fields a visitor needs to submit, the more leads you’ll likely generate, and
- Don’t ask for too much information, consumers are wary of giving too much info online.
The more dialled into the message your website/ landing page is, the higher your potential for success in your campaign. Most consumers have a short attention span, and your window to convert may only be open for a short time – make the most of it by making sure the page you’re driving traffic to will work for you!
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