Blog >> Landing Page Conversion

Darcy Grabenstein Jan 26

A marketing must: Make a good first impression

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When we think about first impressions, it’s usually in the context of a job interview or a first date. As the saying goes, “First impressions are lasting impressions.”

Make a good first impression

This holds true for marketing as well. Here, we’ll look at the importance of first impressions in digital marketing.

Unless the prospect knows your organization’s URL or enters your organization’s name directly into a search engine, chances are the first online impression will be a banner ad or search ad. It’s not only the ad itself that will impact that first impression, but how that ad is served up and who sees it.

Who sees your ads depends on how you target your audience. For example, you can target your audience via different demographics. Want to attract a diverse audience? Serve up ads, with appropriate imagery and messaging, to women and minorities. Want to drive traffic to a brick-and-mortar location? Target your audience geographically. Looking to hire someone with X years of experience? Target your audience by age.

Why bother targeting, you ask? Why not try to reach the largest possible audience? When you target, you will attract quality leads. You also will be delivering relevant content to viewers.

Digital marketing is both an art and a science. If you’re doing it right, when prospects click on a banner or search ad, they won’t go to the home page of your website. Instead, they’ll be taken to a carefully crafted landing page. You should have a separate landing page for each ad campaign. That way, there won’t be a disconnect between the ad and your site. Again, think relevant content. Make that your marketing mantra.

Keep in mind that the landing page cannot — and should not — include every single aspect of your product or service. It should include just enough information to pique the prospect’s interest. A key component of your landing page is the form capturing prospect data. To minimize distraction and encourage form completion, your landing page should have no other outbound links besides the form itself. You need enough form fields to capture data but not so many that the prospect is overwhelmed. A lengthy form can create an unfavorable first impression among prospects. And a strong call to action (CTA) will boost form completions.

For those who do go directly to your website by entering the URL or searching for you by name, your home page will make the all-important first impression. You want an attractive home page, but you shouldn’t sacrifice content for aesthetics. Make your site “sticky”; that is, include content and links that will keep visitors on your site longer.

Your entire website should include keywords that you (and your competitors) are bidding on in search marketing campaigns. If you’re not sure what keywords to use, free online tools such as Wordtracker can help you get started.

Timing is everything. Your sales cycle may or may not coincide with the buying pattern of prospects. There certainly will be overlap, such as at Christmastime for a gift retailer, but this will vary among your prospects. That’s why you should schedule ads throughout the calendar year. And that’s why you should constantly refresh your creative. If you have outdated ads, that first impression won’t be a positive one.

The first impression is just the first step in terms of marketing. While first impressions are important, it’s the continuing dialogue with your prospects and customers that will build your brand — and your business.

Darcy Grabenstein is senior copywriter at Annodyne.


Diana Altobelli May 27

Lead Generation – How To Keep Users Engaged On Your Landing Page

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Getting a lead to sign up for a newsletter, fill out a form or give up any personal information is quite the task. However, in most lead generation cases you might think that the second you get a user’s information that your job is done. Hate to break it to you, but that is far from the truth.

I am the type of person who needs interaction right away. I am more inclined to make a phone call or contact someone directly rather than submit a form. What you are gathering is that I am impatient person who needs to be heard now! I blame my instant gratification as a side effect of today’s society. However, even though with my personality and thought process, I wouldn’t necessarily eliminate myself from the target audience. That’s because something extremely enticing can still sway me to fill out or sign up for something.

As a prime example, last night while scrolling through my Facebook newsfeed, I came across an article “8 Sephora Hacks Every Girl Needs to Know.” Being a girl, I clicked on it (good title,, you got me). Anyway, as I continued to read it, I found some “OK” information that I already knew and a few hidden gems that I found to be awesome.

The sixth hack was for Sephora’s free shipping on online purchases. However, Sephora normally only offers free shipping on purchases of $50 or more. But who knew it had a Flash Subscription where you get free two-day shipping no matter how much you spend? The subscription is for an entire year, and it’s only $10. Depending on how much you shop there, it could be very worth it and, in my smokey eyes, it’s a great incentive for Sephora lovers.

sephora flash subscription

I obviously had to share the news with a friend of mine…

Where I am going with this is that even though it was not a form or newsletter signup, it was still a paid subscription-based offering that even got me thinking, “This is a great deal.” So when you are creating a landing page or form submission, make it worth it for users. Provide them a limited-time offer to increase a sense of urgency. I see this with many clothing websites and e-commerce sites offering incentives the second you jump on their website. Sign up for our emails and receive 15 percent off your first purchase.

Many customers or users searching for your information will jump at the chance to gather free information or a discount. Any way to effectively engage with your new leads is crucial to success. It doesn’t stop there, though. Once you capture their information, the interaction should not end. Politely thanking your new lead with a thank-you page and a confirmation email are other touch points that could help build the relationship.

What about social media? Why not add social sharing buttons on your thank-you page? This not only lets users “like” and follow your profiles but also maybe lead them to share their experience, contest or limited-time offer to all their friends and family. These interactions enable you to publicly engage in real time and create brand awareness. This is another great opportunity to build an even deeper relationship with your potential new customer.

Along with user engagement on your landing page, content strategies can help increase activity. For instance, make sure your users can clearly decipher what they are getting from your page. Create a sense of urgency if there is one, and write features in bullet-point format so a reader’s eyes can quickly scroll through. And lastly, be sure to keep it clear and concise and use testimonials. A majority of our purchases and decisions are based upon referrals.

As you can see, a lot goes into landing pages, thank you pages and continuing communication after a lead is captured. It takes strategies, compelling content, communications plan and offerings to entice the end user. So what are you doing to keep your users engaged?

Diana Altobelli is a search marketing specialist at Annodyne.