A marketing campaign and its execution can be likened to the function of a vehicle. The compelling creative is the vehicle, the engine being the media campaign driving you to your destination, in this case, the landing page. Arriving at the destination is the easy part so long as all the moving parts are working properly. Getting a user to trust the brand and making the destination useful and relevant to the user with user-friendly navigation is the tricky part. Those best practice guidelines culminate with the critical question: Should I stay, or should I go?  
Convert Website Visitors to Leads: 

1. Employ a Clear Call to Action

Clarity is fundamental when you have a specific action you want your website user to accomplish. It should be clearly showcased when a user arrives on the landing page, whether it be to sign up for a course, find a doctor, search for a job, make a purchase, etc.


2. Ensure Navigation Ease

In a world where information is absorbed in seconds, it’s important that your landing page showcases exactly what you want a user to do above the fold as well as a simple navigation funnel to drive prospects down the sales funnel. 

3. Account for Customization

It’s important that information on the site clearly aligns with the message that’s driving it to the page. For example, if your ad is marketing an MBA program, the landing page should not be the homepage of your website that showcases all the program offerings.  

4. Follow Up

Nurturing a lead is as important as getting them to your destination. When they have completed the desired action, it’s essential to follow up with a “Thank You” email including any additional information they might need. Depending on your business model a phone call might be needed as well within the first 24 hours to remain top of mind for the next step down the funnel. This relationship fostering tends to instill trust where the customer would want to move forward with you again in the future.  

5. Check your Metrics and Refine

Once all the pieces to your campaign are in place (campaign strategy, creative, landing page, and follow-up plan) it’s important to monitor how everything is working together.  

  • Are my creatives driving people to my site? 
  • Are prospects performing the call to action that I want them to perform? If not, where are they dropping off and why?  


In the case where your campaigns are not performing well, ask yourself these questions: 

  • Is my creative compelling enough with a clear call to action? 
  • Are users dropping off at a certain part in the funnel?  
  • Is my landing page load time too slow? 
  • Are my pixels placed correctly for tracking performance? 
  • Am I reaching the right audience? 

In the same way that a car needs regular oil changes and maintenance check-ups, your campaign needs to be reviewed on a regular basis to perform efficiently. Things like creatives can become stale, landing pages can break or change, and pixels can stop firing so it’s important that the team you’re working with is able to effectively cross-communicate optimizations that are made.  

For more information on how to better the performance of your campaigns. Feel free to reach out to us for more personalized advice.  

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