Website design 'must complement online marketing'

11:43 28th January 2010

Companies in Lancashire have been urged by an expert to ensure their website design works hand-in-hand with their online marketing.

Darrah MacLean, copywriter at Smith-Harmon, has suggested that businesses which make use of email marketing need to ensure the messages link to webpages that will help them push through sales.

In a column for MediaPost's Email Insider blog, he suggested that the best way to consider the set-up of landing pages is to use the same "organising philosophy" that firms would apply to marketing in a retail store.

"You set an expectation with your email creative, and it's a big bummer for your customer when the effort falls flat," he explained.

"Whether you send your subscriber to a customised landing page, a search result page or a single product page, it's extremely important to think strategically about what the customer is hoping to find and how you can best deliver that experience."

He added that email marketing can often fail if the "clickthrough experience misses the boat".

Recent research by MyVoucherCodes.co.uk suggested the potential benefits companies could enjoy by using social media marketing.

The company claimed that it has generated over £21 million of sales from traffic which originated from the likes of Facebook and Twitter.

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