1. Shorter is better. Keep the text on the banner display ad short and to the point.
  2. Focus on church leaders’ felt needs.
  3. Use targeted messaging to the specific audience you want to reach. If you are targeting church leaders, say “Church Leaders.” If you are targeting worship leaders, say “Worship Leaders.” Make sure you use verbiage they would use to describe themselves.
  4. Use high-contrast text (dark text on a white/light background or white/light text on a dark background).
  5. Use LESS imagery. Research shows that banner display ads with heavy design subconsciously tell a user, “This is an ad—ignore it”.
  6. Include an implicit or explicit call to action. Implicit messages have a sense of mystery. Get ideas on mysterious language from our article on 6 Tips for Writing Email Subject Lines that Engage and Electrify. Explicit messages say “click here” or otherwise tell the user exactly what you want them to do.
  7. Make sure your landing page is aligned with the banner display ad. The page a user lands on after clicking your banner needs to match the banner display ad in terms of message, promise, imagery, and branding. To increase your conversion rate, don’t forget a call to action on the landing page!
  8. The message on the banner display ad doesn’t necessarily need to make sense; it just needs to generate a click. You can fill in the details on your landing page.
  9. Don’t promise something you can’t or won’t be able to deliver.
  10. Be truthful. Church leaders are looking for integrity in their resource providers.