Someone sees your course advertisement and clicks to learn more. The email they receive gives different details. The website makes it hard to find the course they saw.
They may wonder: “Is this the same course? What am I signing up for?”
Your ads, emails and website should help people understand the same offer. Each can explain it differently, but the important details should agree.
Metaveo helps businesses plan their message, create content and build web pages that guide people towards a clear next step.
Here is a simple way to put that into practice.
Before creating an ad or writing an email, agree on the answers to these questions:
Keep these answers in one shared document. Everyone working on the campaign can use it.
Imagine a fictional course called Workplace Communication Essentials.
It runs for four weeks, with live online classes in the evening. It gives working adults opportunities to practise writing workplace emails and having professional conversations.
The examples below are sample copy, not a real course offer.
Practise writing clearer work emails.
Explore Workplace Communication Essentials—a four-week course with live online evening classes.
View course details
The ad explains what the course covers and how it runs.
Someone reading it should understand that there are scheduled classes. Calling it “learn whenever you want” would create the wrong expectation.
The image should also fit the message. For example, it could show a workplace conversation or someone writing an email.
Subject: Looking to improve your workplace communication?
Workplace Communication Essentials gives you opportunities to practise work emails and everyday professional conversations.
The course runs for four weeks, with live online classes in the evening.
Check the course topics, class times and fees to see whether it suits you.
View course details
The email gives the reader more information while keeping the same course name, length and class format.
It could also include a sample activity or introduce the trainer, using information the course team has checked.
Explore Workplace Communication Essentials
Practise workplace emails and professional conversations through a four-week course with live online evening classes.
Find out what the course covers, when classes run, who teaches it and what it costs.
See course topics and class times
The page should make those details easy to find.
The visitor should also know how to ask a question and what happens after sending an enquiry.
If an ad says “View course details”, the link should open the correct course page.
If an email says “Download the guide”, people should be able to find and download that guide easily.
Try the links on a phone. Read the page and follow the steps as a new visitor would.
Ask yourself: “Does this page give me what the ad or email promised?”
Review the ad, email and web page at the same time.
Check that:
Then ask someone who has not worked on the campaign to read it. Ask them to explain the offer in their own words.
Their answer can help you spot anything confusing.
Metaveo can help connect the different parts of your campaign:
This brings together Metaveo’s marketing services and website design services.
For the sample course above, that could mean agreeing on the main message, planning the ads and emails, and creating a course page that answers the learner’s questions.
If a price, date or class time changes, check every place where it appears.
Update the shared document and tell the people responsible for the ads, emails and website.
After launch, pay attention to the questions people ask. If several people misunderstand the same detail, check whether the campaign explains it clearly enough.
Your campaign should help people understand what you offer, why it may suit them and how to take the next step.
If your ads, emails and website feel disconnected, talk to Metaveo about bringing them together.