Making good use of PURLs is a twofold process. 1.) Creating compelling direct mail or email marketing that drives your target audience to use their PURL. And 2.) Having a landing page created that upon their arrival engages them and sends a clear message.
Each of these are equally important, but the landing page is where you get the results you are looking for. This post has 10 quick and dirty key points to keep in mind when considering the design of your landing page.
1.) Relevant, attention-grabbing headline
2.) Relevant graphics and design
3.) Use a different design than your homepage - something that stands out and makes it unique.
4.) BUT stay true to your branding.
5.) Clear, simple call to action. Don't ask for more than one thing, instead be direct and lead them directly to that next-step.
6.) Give just enough information to support what it is you want them to do - no more, and no less.
7.) Don't make viewers scroll to view important content.
8.) Don't overwhelm them with links. Provide them with a link to the next page you want them to view, and maybe a link to contact you.
9.) Utilize white space to make it easier for viewers to make a quick scan of your landing page.
and 10.) Pay attention to the results you are getting as the campaign is ongoing-tweak your page and test the change that you make. Within the first two weeks you should have settled on design/copy that optimizes results.