Digital marketing
Write a landing page that earns the enquiry
A landing page should continue the advertisement's promise. Visitors need to recognise the offer and understand what happens after submitting details.
Put it into practice
- State service, audience and benefit.
- Place credible evidence near the form.
- Ask only for information needed next.
Start with the part of the customer experience you can observe. Speak to the people handling enquiries, review recent questions and inspect the destination before commissioning more creative. A modest improvement to a real bottleneck is usually easier to evaluate than a broad campaign with several competing objectives.
A practical example
A bookkeeping page for retailers can explain monthly reporting rather than displaying every unrelated service.
What to measure
Measure valid enquiries, errors and lead quality.
Vague guarantees and hidden conditions damage trust.
Your next step
Choose one action from the checklist and assign a person to complete it. Record the current situation, the change you intend to make and the evidence you will review. Set a review date that gives the change enough time to produce useful observations. Keep what works, adjust what does not and note anything the data cannot yet explain.