How to Build a Crisis Response Landing Page

The Significance of Updating Your Web site for COVID-19

Whether or not you’re internet hosting a webinar, gifting away a particular report, promoting a program, or presenting a video sequence, a touchdown web page conjures up your guests to take part not directly.

Making a disaster response touchdown web page is a bit totally different since you’re not attempting to transform leads into gross sales—you’re attempting to speak critical messaging to your prospects.

Why must you put up a separate crisis-related web page? Your guests are in search of reassurance and assets, whether or not it’s round well being precautions you’re taking to stop the unfold of coronavirus or modifications to your opening hours. It’s essential on your small enterprise to have a disaster response plan, and an enormous a part of that’s messaging.

Akin to espresso chain JJ Bean speaking about their gradual reopening.

What Is a Touchdown Web page?

It’s merely a web site web page, but it surely typically appears totally different out of your typical web site. It has a major focus—a single “name to motion” or centered goal that you really want your guests to concentrate to.

It’s all about preserving the customer centered on that primary goal: your response to COVID-19.

The Dos & Don’ts of Making a COVID-19 Touchdown Web page

Click on-through web site pages are designed to persuade the customer to click on via to a different web page.

That is typically completed on an eCommerce web site, the place a advertising marketing campaign will ship individuals to a click-through web site pages and supply participating particulars a few particular program, services or products. There will likely be a button that can lead individuals to purchase no matter you’re promoting.

When you’ve got a name to motion in your COVID-19 response touchdown web page, make certain it’s delicate and related. For instance, in case you present counselling companies or promote wellness-related objects customers are in search of throughout this time, it’s high quality to indicate individuals find out how to entry your choices.

The Damaged Whisk Restaurant has a COVID-19 touchdown web page letting individuals find out about their Warmth and Serve Meal Program supplied whereas closed.

Nonetheless, in case your small enterprise sells utterly unrelated objects, don’t litter your informational web site pages with them. The remainder of your web site can do this; save your COVID-19 touchdown web page for informational functions. This communication is a part of your pandemic response plan, not a gross sales pitch.

The identical goes for lead era. Entrepreneurs use lead era web site pages to seize the title, e-mail tackle and maybe different information (like a telephone quantity or occupation) to enter it right into a database checklist, which is saved in a e-newsletter platform service.

Then, that database checklist can be utilized to observe up with individuals who signed up, both via an autoresponder sequence, promotional marketing campaign or different e-newsletter sendout.

You’ll need to keep away from having a signup kind in your COVID-19 response touchdown web page. Even if in case you have coronavirus-specific assets to share, now’s not the time to be attempting to seize leads from a web page like this. (However if you wish to increase your leads and gross sales on different pages, right here’s an article I wrote on creating web site pages that convert.) 

The BC Chamber of Commerce has a web page of assets for companies affected by COVID-19.

READ: Methods to Pivot Your Small Enterprise Technique In the course of the COVID-19 Disaster

I do know it is a scary and isolating time each personally and professionally. I hope you’re staying protected and wholesome, and that this text may also help you with planning for enterprise challenges associated to the coronavirus.

I’ve personally needed to pivot many occasions as an entrepreneur, and whereas it may be anxious, it may also be a time of innovation and progress. As you’re creating your coronavirus disaster administration plan for enterprise, right here are some things to deal with.

6 Methods to Construct an Optimum Coronavirus Touchdown Web page

It’s not so simple as placing up a web page in your web site and ready for visitors to circulate in (similar to the remainder of your web site)!

Listed below are 5 methods to design an expertise that can resonate together with your guests:

Begin with a clear design. This web page of your web site must be easy and centered. Web site pages with balanced “white house” make it simpler for guests to focus in your coronavirus messaging.

1. Add a descriptive headline. Merely placing “Sources” just isn’t compelling. One thing like “How We’re Responding to the Pandemic” or “COVID-19 Sources for Our Purchasers” will seize individuals’s consideration.

2. Add pictures. Perhaps not a close-up of the virus itself, which we are inclined to see on numerous information websites! Pics of your retailer or restaurant employees, a picture of the outside if it’s related to your small enterprise…use your creativeness.

3. Be empathetic. Be clear on why your customer is on this web page to start with and guarantee you’re addressing their present wants, challenges and even fears. Present you empathize with these wants and exhibit they’re in the suitable place.

4. Preserve it easy. On this case, much less is extra. Don’t add additional hyperlinks, wording or visuals that distract your guests. The entire level of this separate web page is to maintain viewers centered on the message.

5. Format your textual content. That is very true if in case you have numerous copy. Daring headers, make sure textual content stand out in italics and add color to make your web page extra dynamic.

This can be a difficult time for small companies and prospects alike. The extra info and peace of thoughts you may present your web site guests the higher. By making a pandemic response plan and a separate coronavirus touchdown web page, it exhibits you’re pondering of—and care about—your prospects.

In case you are needing to create a touchdown web page particular for what your web site guests want from you proper now, attain out, we’re right here to assist.