A lot of my posts these days come from ideas I get by looking at what the general public is consuming in the form of websites and advertising, and how I can better merge those two together to help you. Today’s contractor website design tip starts off the page and inside your offline advertising.
Here’s the story
My local Clipper hit the mailbox yesterday and as I flipped through it I noticed that most if not all sites had website addresses.
But that was the problem
I know what you are saying, ‘what do you mean having your website on your print marketing is a problem Darren’?
To be in the Clipper you have to have agreed to spend a pretty significant amount of coin. I mean, even to do a single run is going to cost you a grand or so. So why just drop in a link to your website?
Here’s what I do
Make that investment in your offline marketing start paying off online. Even if you have a full page ad in the Clipper, there is only so much space you have to get your message across. You know where you could talk for days, use audio or video and make any offer you want?
On advertising specific landing page!
That’s right, instead of just dumping people on your home page, make a special page on your site specifically for that advertising. That way, you can track not only how many people reviewed your ad offline (obviously you are only going to get a percentage of those people who go to the site) but you can tailor an offer that only they get for their efforts.
That way, you extend the reach of your marketing, you get them exactly where you want them (on your site, not some Facebook fan page) and you get to give them whatever you want in order to convert them.
Now, I don’t have to go into all the reasons this makes sense right? It is pretty obvious, but if your site stinks, then you have other problems, so maybe a website review or even a complete site overhaul are in order?
Because the last thing you want to do is have good marketing take prospects to a crappy website. So extend the reach of your offline marketing only if your site can sustain the message and doesn’t look like crap! Have a great weekend!