In an industry that continues to shift its focus from a grass roots mediums towards a highly driven media integrated approach, captivating the right audience continues to be an evolving concept. Consequently, these advertisements are geared towards targeted audiences, looking to captivate this audience. The other involves creating an advertising campaign, “calling/inviting” the visitor to delve further within the site itself. Often times, creating a “call to action” design would result in grandiose media effects, schemes, or tactics.
Upon closer investigation, many users would rather engage in an ad where the message to acquire and maintain are consistent, versus a ploy being used to garner unsubstantiated traffic.
Apart from thorough research and a segmented approach, here are some other factors to consider when designing a landing page.
1) Ask yourself, “What am I selling?”
i. Knowing your product and it’s services is a good start.
2) Make it readable.
i. Don’t cram too much into one ad or you’ll lose the attention span of your audience.
3) Write as if you were speaking to a friend, not a stranger.
i. Strangers and prospects are friendly people, too.
4) Create a compelling offer.
i. If you don’t have a reason to run an offer, make one up.
ii. A believable reason for a special offer gives it traction and boosts response.
5) Separate your copy into small compartments of information.
i. Three facts in one ad are better than one.
6) Create a unique message for each of your audience segments.
i. Targeted messaging boosts response and customer loyalty.
7) The strongest ads tell the truth dramatically.
i. If you try to be everything to everybody, you wind up meaning nothing special to anyone.
8 ) Craft a call to action that’s an easy next step for the prospect to take.
i. If you write a good ad, the call to action will click the ad for them.
9) Don’t be afraid to experiment!
i. Experiments can create happy accidents, boosting response rates.
10) Limit navigation on landing page to “call to action”
i. More often than not, visitors are more inclined to become frequent visitors when they are pointed to a designated location.
If you are in the business of writing ads, or if you are just starting an online advertising campaign for your business, these tips will help you get started down the road to writing a convincing and relevant ad that impels conversion and illuminates the finer points of your business, your products and your services.