Web Catalyst editorial · 2026
Define a qualified enquiry
Before launching a campaign, agree on what a useful enquiry looks like. Geography, service need, programme fit and timing may matter more than the total number of submissions. Keep the definition simple enough for the person handling enquiries to apply consistently.
Connect the promise to the landing page
The destination page should continue the same offer and message as the advertisement. Explain the next step clearly. If the advertisement promotes a consultation, avoid sending visitors to a general homepage where they must search for the relevant form.
Test a clear hypothesis
Change a specific part of your message, creative or audience and decide what you want to learn. Keep a record of the change and review it alongside the quality of enquiries. Avoid declaring a winner from a handful of early submissions.
Review the whole journey
Compare advertising spend, valid enquiries, qualified enquiries and completed sales or enrolments. A lower cost per lead does not automatically mean better acquisition. Sales follow-up and the suitability of the offer can change the outcome as much as advertising settings.
Build a learning rhythm
Review findings regularly and share feedback between the people managing campaigns and the people speaking to customers. Document common questions and objections. Use that information to improve your next creative brief and landing page.