Brands should design landing pages that meet consumer needs during the lockdown

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 19, 2020, 5:15 PM UTC

Landing pages should maintain empathy while offering solutions to customers.

Businesses should weave empathy into their landing pages to assure and ultimately convert consumers during the pandemic. Modifying the header, CTAs and overall message of the landing page that address the changed circumstances can help brands communicate their message effectively.

Companies can humanise their products by using relatable and empathic language. For instance, Messaging platform Slack changed their landing page language from “Slack replaces email inside your company” to “Slack brings the team together, wherever you are”.

The author suggests businesses should avoid using COVID-19 as the main selling point and explore unique creatives. Marketers should move their CTAs from a direct ask to language that is more tentative. They should also keep a close eye on customer feedback and be ready to make adjustments in the messaging if necessary.

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