Re: Copy for banners

Mark J. Welch (markwelch_at_ca-probate.com)
Tue, 30 Jul 1996 09:04:11 -0700

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At 11:17 PM 7/29/96 -0500, Beth Ellen Rosenthal wrote:
>I have a question about banner advertising. The discussion has centered
>around costs, click throughs and impressions. I have a different spin on the
>problem: Does anyone have any experience in discovering what elements make a
>banner work?
>
>In other words, what kind of copy works best? What kind of graphics? Colors?
>Banners are so small they present a real challenge. How have y'all handled
that?

There has been a very helpful series of discussions of this in the "Internet
Link
Exchange" newsgroup (URL: news:news.linkexchange.com/le.discuss).

As I mentioned in my prior posting, note that in designing your ad to "work
better"
you need to define your goal. Higher click-throughs is NOT the same as more
customers or more sales. Over the past 3 months, much of my refinement of my
web site has been focused not on increasing leads, but on DECREASING
non-qualified leads. (E.g. I have added links to send people away who will
not become my customers, since my law practice is limited geographically.)

-- Mark J. Welch, Esq. (Estate Planning, Probate & Trust Law)
-- http://www.ca-probate.com Pleasanton CA 510-462-8483
-- This message is not legal advice, and is not confidential.

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