AMPERAGE Marketing & Fundraising

One-Minute MarketerThe Conversions Are Landing

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The Conversions Are Landing

HiRes.jpgLanding pages are indispensable for success digital campaigns. It helps people easily confirm they are in the right place after searching and clicking on an ad, and a landing page helps track macro and micro conversions.

A landing page is where people “land” due to advertising (AdWords, emails, direct mail, TV commercials). A landing page is not your website’s home page. Your home page is too generic and full of choices. Effective landing pages make it abundantly clear what the person should do after showing interest by clicking to the page or calling up the URL. It matches the offer in the marketing and makes the path easy to follow to the next step.  Any of the next steps, or conversions, can be clicked for more info, to watch a video, download a white paper or subscribe to a newsletter. Or, the person can move to the final conversion of buying, scheduling a tour or signing up.

The most effective landing pages are conversion rich pages that guide the target audience smoothly from the advertising (emails, AdWords, etc) to content that supports the message in the marketing. The graphic look, the offer and all associated titles and materials must appear to match the advertising that enticed them to the landing page.

The landing page is simply a focus point. An area where you are only concerned with getting a conversion, not with all the noise that is involved in designing your web home page. In other words, your landing page is a clear, call-to-action page.

And, because everyone who visits your landing page is at a different stage of the sales journey, you need different levels of engagement to make sure they convert and move to the next state.  Developing a journey map and sales path will help your customers, members and patients navigate the next step of their journey.

Written by:

Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.