A pitch banner is a small, often clickable, graphic displayed on a website. Its purpose is to present a value proposition to visitors, encouraging them to take a specific action, such as signing up for a newsletter or exploring a new product. Think of it as a compact digital billboard for your key messages. Getting this element right can significantly influence how users interact with your site and perceive your brand.
This guide will walk you through the fundamentals of creating, placing, and measuring the performance of pitch banners so you can make them a valuable part of your digital strategy.
Designing Compelling Pitch Banners
An effective pitch banner balances visual appeal with a clear message. Your design should grab attention without overwhelming the user or detracting from the main content of the page. Start with high-quality visuals that reflect your brand identity. This could be a clean graphic, a product shot, or a simple illustration that supports your message.
Messaging is just as critical. The copy must be concise and persuasive, clearly communicating the benefit to the user. What will they get by clicking? Use strong verbs and focus on the value you are offering. For example, instead of “Click here,” try “Get your free guide.” Finally, keep your branding consistent. Use your brand’s colour palette and typography so the banner feels like a natural part of your website, which helps build trust with your audience.
Optimising Pitch Banners for Conversions
To make your pitch banners work harder, you need to optimise them for conversions. A prominent and compelling call-to-action (CTA) is the most important element. The CTA button should stand out visually and use action-oriented text that creates a sense of urgency or highlights a benefit, such as “Start your trial” or “Download now.”
A/B testing is a practical way to improve performance. Create two versions of your banner with slight variations in the headline, imagery, or CTA button colour. By serving these different versions to segments of your audience, you can see which one generates more clicks. This data-driven approach allows you to refine your designs for better results over time.
Best Practices for Placement
Where you place your pitch banner has a significant effect on its visibility and impact. A common and effective location is at the top of the webpage, often called a “hello bar.” This placement catches the visitor’s eye immediately upon arrival without being too intrusive.
Another option is to embed the banner within relevant content. For example, a banner promoting a marketing guide would be well-placed within a blog post about digital marketing. This contextual placement means the offer is presented to a visitor who is already engaged with that topic, increasing the likelihood of a click. Avoid placing banners in areas that disrupt the user’s journey, like obscuring primary navigation or main content.
Measuring Success
To understand if your pitch banners are effective, you need to track their performance. The most straightforward metric is the click-through rate (CTR), which is the percentage of visitors who click on the banner after seeing it. A high CTR suggests your banner’s design and message are resonating with your audience.
You should also measure the conversion rate. This metric tracks how many users who clicked the banner went on to complete the desired action, such as making a purchase or filling out a form. Analysing this data will show you the real business impact of your banners. If you have a high CTR but a low conversion rate, you may need to examine the consistency between your banner’s promise and the landing page’s offer. Regular monitoring helps you make informed adjustments.
Make Your Banners Count
Well-executed pitch banners are more than just website decoration; they are powerful tools for guiding user behaviour and achieving business goals. By focusing on clear design, persuasive messaging, and strategic placement, you can create banners that capture attention and drive action. The key is to test, measure, and refine your approach to find what works best for your audience.