The Relationship Between Advertising & The Landing Page

The Relationship Between Advertising & The Landing Page

Dennis van der Heijden
November 17, 2014
Ads and Landingpage Relationship

Advertising and landing pages are two different disciplines which need work together as one. On this webinar, Hafez Adel – senior director of Retargeter and Convert will show us how. You cannot put all your efforts in the creative or advertising aspect of your website and let your landing page suffer.

It is also true the other way. As mentioned in this blog post:

A landing page (also referred to as a lead-capture page) is a crucial must-have for any website because it provides a targeted platform for converting higher percentages of visitors into leads. In fact, landing pages have a 5-15% conversion rate on average. Yet they are often overshadowed by a homepage or other product pages.

You are creating a craving that will be satisfied once they click on the act button and they are redirected to your landing page.

[Tweet “When you are working on the creative aspect of your website, your goal is to make the customer “want more””]

The goal of your landing page is to satisfy that craving. The advertising has your promise while the landing page is the fulfillment of that promise. The general rule for any advertising and landing page: do not bait and switch. This happens when the creative promises one thing while the landing page offers a completely different thing. There has to be an alignment between the two – a sort of team effort.

Ads and Landingpage Relationship

The Must Do’s When Creating Your Landing Page

Surely, there are things to avoid when you are creating your landing page but it’s better to focus on the things that you can do. You do not want to be deceptive and ineffective because that means that you are not moving to your goal of increasing your conversion rate. It all begins with honesty and the rest will follow.

  • Be honest – if your promise on the advertising is a free e-book, fulfill that promise in your landing page. The most common mistake made here is when the CTA button says “download now” but then the customer is redirected to a page requiring personal information and registration prior downloading.
  • Work on the title – the title on the landing page reinforces the title in the advertisement (creative). Your title needs to say exactly the same thing so there’s no confusion.
  • Similar graphics – it has to be the same across the board. Make sure that the same approach is present in your creative and landing page – font, color and graphics. What you need to achieve is to create a mirror-like image, the landing page has to be the reflection of your creative.
  • Build your information on the landing page – the bullet points are provided in the creative, but the complete details should be present in the landing page. The information on your landing page should contain all the specifics, and these should answer all the questions that customers might have.

In Conclusion

There are guidelines that you need to follow to build a successful advertising and landing page. One cannot perform well without the other. So you need to acknowledge the fact that a “relationship” exists between the two. Do not create your advertising or landing page as a stand-alone product because that will defeat the purpose of their existence. If you want to learn more about this or if you want to check out the entire webinar, click here.

Originally published November 17, 2014 - Updated April 15, 2019
Dennis van der Heijden
Co-founder and CEO of Convert.com passionate in building communities that care. Trying to make that happen inside and outside Convert. I love working with my team to make our A/B testing software better for agencies and e-commerce clients.
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