Requesting a Marketing Landing Page
A marketing landing page is a page built to receive traffic from a specific marketing campaign, such as paid search, a magazine advertisement, a social ad or a billboard. Because these pages serve a campaign rather than the standing content of the site, they require information at request time that an ordinary page does not.
Before requesting a landing page, review Best Practices for Destination URLs in Marketing Pieces. In many cases the best destination is an existing page, and no new page is needed.
Consider Whether You Need a New Page
An existing page is usually the better destination. If your campaign promotes a clinical service, a location or a provider, UAMSHealth.com already has a page for it, and that page carries content, links and search history that a new page does not.
Request a new landing page when the campaign needs something no existing page provides. Request an existing URL when it does not.
If you are unsure, contact Web Services before submitting the request. We can tell you whether a suitable page already exists.
Provide Three Things With Every Request
Every landing page request should answer these three questions.
What action should the visitor take? Name the single action the page exists to produce. Schedule an appointment, request a consultation, call the clinic or complete a form. A page with no defined action cannot be built to produce one, and it cannot be measured afterward.
Which existing content should receive the visitor next? Name the expertise page, the locations, the providers and the clinical resources the visitor should be able to reach from your landing page. See Marketing Landing Page Requirements for what is required before publication.
When does the campaign end? Give a date. If the campaign has no fixed end, give a date by which the page should be reviewed. This is the item most often left out of requests, and it is the reason the site accumulates campaign pages that outlived their campaigns by years.
End Dates Are Required
Web Services records an end date or review date for every marketing landing page when it is created. When that date arrives, the page enters review, and you will be contacted to confirm whether the campaign is continuing.
An end date is not a commitment to delete the page. It is a scheduled decision. At review, a page can be extended, updated, converted to standing content or retired.
If your page is tied to a signed agreement, such as a sponsorship, a partnership or a name, image and likeness agreement, the end date is the agreement’s end date. See Landing Pages for Time-Limited Agreements.
What Happens After You Submit
Web Services will confirm the destination, build the page against the requirements in Marketing Landing Page Requirements and record the end date.
If your request does not include a defined action, receiving content and an end date, we will come back to you for it before the page is built. Providing all three at the outset is the fastest path to publication.
Track Performance After Launch
Ask Web Services for analytics on your landing page while the campaign is running, not only at the end. Sessions, engagement rate and completed actions will tell you whether the page is doing what the campaign needs, in time for you to change it.
Pay particular attention to the share of visitors who continue from the landing page into clinical content. A page that holds attention but sends nobody onward is not finishing the journey the campaign started.