GROWTH / STUDIO NOTES
Your website and your campaigns should share a plan.
The click and the conversion are part of the same experience. Plan the promise, the destination and the measurement together.
Continue the promise
A landing page should pick up where the campaign leaves off. Use the same offer, audience and language, then make the next step clear.
Measure what matters
Separate visits from enquiries and enquiries from qualified opportunities. Choose a measurement plan that reflects the actual sales process rather than the easiest metric to report.
Improve the whole journey
Review the creative, search intent, destination and follow-up together. A problem at any point can affect the result. Use evidence to choose the next experiment.