I have travel plans.
On Friday, John and I are returning to the Lone Star State and I’m plenty excited about the trip. We’re flying into Austin-Bergstrom International Airport. Despite recent renovations, I am very familiar with the airport layout. I’ve flown in and out of that place countless times. I know my way around the joint. I feel secure there.
In June, I’m taking a trip to Salt Lake City. This will be the first time I've landed at the Salt Lake City International Airport. You can bet, once the plane has landed and I make my way down the jet bridge, I’ll be thinking, “Where should I go?” I anticipate that there will be plenty of well-placed, easy to-understand signs available to help me find my way. Well-crafted website landing pages need to serve your audience in a similar fashion.
Think about your audience’s travel experience prior to discovering your website. Who knows where their flight may have originated from – a conference, a social media post, a Zoom webinar? Whatever it may be, something interesting compelled them to scour the internet to find your website. If you and your website are familiar, they might be tolerant of some confusion while searching for the information they need. If they don’t know you and cannot easily find the information they desire, they’ll bounce. Bummer, man.
This week we’re crafting the pins for the Second Annual Pinterest Pals Summer Reading Book Club. I cannot wait for you to see these gorgeous treasures. Collage pins. Video pins. Idea pins. Genre-specific collections. Book-jacket standalones. We have also prepared a campaign web page to assure a smooth-landing after they have clicked-through to our website. For them, much like for me in Salt Lake City, orientation will be required. They need to easily understand where to go to get what they need.
The purpose for the Summer Reading Book Club is to showcase (and sell) selected books written by our 2022 clients, and to highlight their Pinterest platforms. This messaging will be creatively communicated through graphics and pin descriptions. By clearly doing so, our click-through audience (All thousands of them!) will know the purpose of their landing and what to do next. As you can see, we’ve made it very easy for them to either view the authors’ Pinterest platforms and/or purchase their books.
ETA for the Summer Reading Book Club takeoff is Monday, April 18. Buckle up and join us as we fly the friendly skies of Pinterest.
