We always tell our clients that the offer they promote in their audio advertising should match the one they have on their website landing page. That’s important, but what’s also important is that the website’s design keeps visitors’ eyes on the page and eventually converts them to customers.

Cluttered, unclear landing pages don’t help with converting.

The website doesn’t even have to be a very fun site. (Remember why people are there, not be entertained.)  Make sure they get what they came for.  Your audio should have a good offer to get people’s attention and it should simply drive people to your website! In order to convert better on the site, you might want to add a secondary offer that sweetens the incentive listeners heard on the radio. So when people are there they are probably going to get more information about the offer they heard on the radio, but giving them an additional compelling offer should help you convert better.

When running a terrestrial AM FM schedule and asking people to visit a certain landing page, always remember that nearly half of the possible leads will do an organic search and arrive via your generic URL.  Also remember that with the streaming buys many online listeners will also do an organic search and arrive via your generic URL.  So when calculating your ROI for your advertising campaign, you’d do well to include the leads you “lose” with organic search in your ROI calculations.

Askin Emir is Vice President of Media at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the RSS link above. Visit our website TheRadioAgency.com