Most emails I write send readers to a landing page. And fairly often the client wants to send prospects and clients to a pre-existing page with a standard form.
That form might be to register for a webinar or a conference. It might be the form to join a professional association. Or it could be a form to request a packet of information for a service or product. Exactly what the form is doesn’t matter.
The point I want to make is that you ought to modify this default landing page to match the key message of the email.
If you don’t … then you’re forcing a “stranger” on your readers. The landing page offers no familiar copy to reassure the reader they’re in the right place or that they’ll get what they want.
You can still use your standard form. Just let the copywriter create a headline and short paragraph or a few bullets to add at the top of the page.
Again, failure to add this bit of copy makes your readers uncomfortable. YOU know that every link is trackable. YOU know that you’ll send the right info based on the link. But your prospects don’t know that and they shouldn’t have to wonder.
What’s more, whenever you introduce a bit of doubt it creates confusion in the minds of your readers. And doubt and confusion increase the likelihood they won’t respond. They’ll click the link but won’t convert on the landing page; they won’t fill out your form.
Here’s an example of how easy this is to do:
Amalgamated Energy uses the same request information form for all its products and services. Let’s say I write an email for them highlighting an energy audit completed for a client (e.g., Friendly Assisted Living Center), that they had me write up in a case study. And they’re offering the case study to prospects.
The email mentions Friendly Assisted Living Center, a problem solved and a few points about the successful outcome – saving $1.2-million in utility costs. And how the reader will learn “x” when they read the case study.
On the landing page the headline needs to tie back into the case study. It might say, “How Friendly Assisted Living Center Saved $1.2-million in Utility Costs.” The rest of the copy mentions a couple more points on what they’ll learn by filling out the form and getting the download link.
Don’t send readers to a strange landing page with no familiar copy to remind them of the email they just read.
It doesn’t take much to reassure your prospects and clients that they’ve landed where they expected to … To reassure readers that the standard form will get them the results they want.
In addition, your company will enjoy higher conversions and more quality leads. That’s worth adding a bit of copy to the top of the landing page; isn’t it?
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