.

So you’ve bit the bullet and created an online banner ad on the local newspaper’s website.

You think it will work like gangbusters with great headline, an incredible offer, and a powerful call to action.

Statistics show the interested readers are clicking on the ad like crazy to go to your website.

But… after 3 weeks – it fails miserably.

Why?

Hmm…let’s think about for a second.

Okay…I had to click on the ad’s link to find out the reason why.

When I clicked it – it took me directly to the advertiser’s home page.

But what it should have done is taken me directly to a custom landing page, one written specifically for the offer the ad promoted.

Unfortunately for the advertiser, there was no mention of the special offer even on their home page.

You gotta remember – people are lazy. They don’t want to have to search around on your website for the offer information. They expect it to be right in front of them when they click the ad. And I guarantee they aren’t going to spend 3 minutes looking for a special page.

This brings me to the moral of this story:

Online and banner ads can be very effective, but in order to be so, they must be paired up with an equally effective landing page. Basically, a web page on your site written specifically for that ad or offer.

And make sure when you submit the ad, you tell the online ad department exactly what the URL (webpage) is so when readers click it, it goes right to it, not the home page of your website.

Oh…and this concept also applies to pay-per-click (PPC) ads, too. Or each ad, the landing page must be relevant and specific to the PPC copy, or your readers will just vanish into the night…

So what are your thoughts?

To get more information about keyword strategy, SEO, the benefits of powerful copy, about this post, web/online advice, or about my direct response web copywriting services, e-mail me or call me at 603-686-5140.

And if you need offline direct response marketing copy and advice, go to www.crestviewmarketing.com

To your website’s success!

Merrill Clark
Website and Direct Response Copywriter
Crestview Marketing Services LLC