Most campaign pages don’t fail because of bad design

Most campaign pages don’t fail because of bad design. They fail because nothing happens after you land on them. This week, I worked on structuring a campaign page for a Global Infectious Disease Awareness initiative. At first glance, it looks like a typical page: • Introduction • Problem • Framework • Resources But that’s not enough. A campaign page shouldn’t just explain — it should move people. So I approached it differently: Instead of “what should we show?” I focused on “what should each visitor DO?” → A policymaker should see the ask clearly → A partner should know how to align or collaborate → The public should know how to participate That shift changes everything. The structure became: Problem → Solution (Triple Ask) → Action → Participation → Momentum Simple. Intentional. Outcome-driven. Still iterating, but one thing is clear: If your page doesn’t guide action, it’s just decoration. Curious — when you land on a campaign page, what actually makes you take action? #Operations #Strategy #DigitalCampaigns #PublicHealth #GlobalHealth #UserExperience #Execution #BuildInPublic #CommsStrategy