You should be using landing pages to track the results of your various marketing campaigns. And, of course, you should constantly test new landing pages to improve your conversion rates.

But what do you do when the campaign is ended or when you’ve moved on to testing another landing page?

Leave It Up!

If you’ve set up a landing page to correspond a time-sensitive ad, there’s no reason to remove the page from your server just because your ad has expired. In fact, you may find yourself generating sales for weeks, months or years after you’ve forgotten about that marketing campaign.

This is especially important for any email marketing campaigns. It’s not uncommon for people to archive newsletters or emails to read at a later date, and you certainly don’t want to turn away a sale simply because someone didn’t read your ad right away.

If you’re worried about outdated information floating around the Internet, make a point of going back and updating old landing pages a few months after you’ve stopped using them regularly so that the information is as evergreen as possible.

You might not generate a significant income stream from old landing pages, but you’ve already invested the time and work. Why not capitalize on that effort for as long as possible?

Britt Reints is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments. WriterAccess is powered by ideaLaunch, a full service content marketing agency serving hundreds of clients and thousands of writers since 2000.

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Tags: content marketing

This entry was posted on Friday, February 26th, 2010 at 3:00 pm and is filed under Content Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.