The landing page of your marketing resource management (MRM) system is a great place to engage with your end users and communicate key messages because it’s the first thing they’ll see each time they log in. Use it as an extension of your brand. In addition to being designed in alignment to your brand’s visual identity, it should also have a similar voice and tone.
As you go through creating copy and messaging for your landing page, keep these tips in mind:
Ultimately, what you put on your landing page is up to you. Here are a few ideas that we have seen implemented with a high success rate:
If the site is new or you have a lot of new users on your site, consider highlighting tips for how to best use the system, find what they need, or ask questions. You can do this by providing a link to a pdf or video, featuring a link to the help section or keep them coming back for more with a “Tip of the Week/Month” type series. If a new feature has been added, this is also a good place to tell your users how to access and use it.
Do you have new products? Or, ones that aren’t getting the attention they deserve? Or, perhaps you have a new campaign approaching? Your landing page is a great place to promote this information to your users. Let them know what products are available, how they’re best used, why they should care, and where to find them so that they can execute successful campaigns.
If your organization has an events calendar, consider highlighting it or some key events on your landing page. This could be operational focused like the start or end of a campaign, or culture focused, such as a company picnic.
While your MRM system will provide brand-right materials to your end users, your landing page can also be used to highlight your brand standards. This is especially true if having gone through a brand refresh recently, but it’s also a good place to put simple reminders of brand guidelines.
If you want to promote more than one of the above items (or have additional ideas of your own), you may want to consider having a rotating banner on the page. Rather than a static message, a rotating banner can show multiple messages. Note that the most important message should be on the first slide, however, since some people will only see the first one before moving on to where they need to go in the system.
What are some messages that you’ve featured on your landing page? We would love to hear your thoughts in the comments section below.