Stick the Landing

When everything is done well, a great marketing campaign can cast a spell over its audience. With the right combination of substance and style, it’s possible to compel a previously uninterested individual to do something truly extraordinary… like clicking on that link that you want them to click on. Since it can take a lot of time, energy, and money to conjure such magic, whatever is lies beyond that link had better live up to its promise.

In most cases, that link leads to a landing page. These purpose-built, standalone web pages are rife with opportunity for those willing to do a little planning. Since they don’t need to tie into the rest of your website in terms of style or navigation, landing pages can have a distinct look and feel that carries over from the campaign they draw from. In other words, don’t break the spell! Landing pages should relate closely to whatever drove the viewer to click the link in the first place. Think of it as an “opportunity for continuity” that makes it possible to tie branding and messaging together across multiple platforms and, in so doing, strengthen the impressions made on each one.

Landing pages can also provide with a wealth of useful information. With only one source driving traffic to the page, you can easily track the number of views generated and learn a lot about the audience. You can also use landing pages to test different messages, and immediately see which one drives the biggest response. Such information is hugely useful, but impossible to discern if you just dump users on your main website.

You can do all these things and more with a landing page, but only if you plan far enough in advance to build one. Too often, the promise of a strong campaign is unfulfilled simply because no one had the time or foresight to build a proper landing page. We know it’s not always easy, but there’s much to be gained by not overlooking this key part of the process. With a little planning you can stick the landing every time, a feat which will cast its own kind of magic.

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