Last week, we already presented a sensible structure for your crisis communication in our blog article. One of these structure points was a landing page, as it is already used by numerous companies to inform about their situation in the crisis.

1. How build you a landing page correctly set up?

But what content should you fill such a corona landing page with? Who do you need to target and what information do they need? We have put together a short guide for your Corona landing page.

2. Your Introduction

As always, you need to pick up the readership first. What is this about, what am I learning and why is this information relevant to me? You can be brief, we are probably all up to date on the Corona crisis itself.

3. The Address your customers

These are naturally the first priority in crisis communication, because they are also unsettled and worried. If you can alleviate some of these worries for them, do so. If your cooperation has not been affected by the crisis so far, let them know. If it has, communicate bottlenecks and problems promptly and transparently. No one will hold it against you if, for example, deliveries are delayed or deadlines are postponed, but make sure there is clarity. Don't let your customers ask you first, but inform them at an early stage.
An initial notice on the homepage of your homepage is particularly suitable for this, which in turn refers to a landing page where all information is bundled.
Make sure that the content of this page is up-to-date and ordered so that I can go directly to the paragraph that interests me personally. Also include your contact details so that your customers are once again reminded that you can always be reached.

What information do your customers need?

  • Are there any relevant restrictions for them?
    For example, delivery bottlenecks, delays in processing, etc.? Also explain how these constraints come about.
  • What measures are you taking?
    Don't just write that you have everything under control. Be transparent and explain to your clients what concrete measures you are taking to continue to be there for them.
  • Do you have additional offers that make the crisis situation easier for your clients?
    This should not be a pure acquisition, but if you have offers that provide real added value to your clients at the moment, you can draw attention to them.

4. The Address your employees

Inform about how you as a company protect your employees. This is not only relevant for your staff, but also for your customers: This way you show a sense of responsibility and care, but also that you remain in control even in a crisis.
In addition, it is also important for employees to have a source where they are always kept up to date on the latest regulations and developments. For matters that are really for internal eyes only, your intranet, if you use it, or emails are recommended instead.

5. The Address your suppliers/partners

Your Corona landing page should also contain information for suppliers, freelance partners, etc. Are there any tasks that you usually outsource? Do special hygiene requirements or other regulations apply to suppliers? Make sure that you gather all the relevant information so that you can always refer to a specific place if you have questions. If you talk to a large number of partners, cluster this section as well.

6. Social Commitment

This item is optional, depending on whether you are socially engaged as a company or not. Be it donations, support you give to your employees or similar. Many entrepreneurs use the crisis to work for the common good and to be able to communicate this, of course. In fact, it is advisable to show solidarity in a time of crisis. This is increasingly rewarded by people - especially via social media - and helps your brand through a time when you probably have to cut back in other areas.

7. Closing

Try a hopeful closing sentence. Maybe you are lucky and your company has only been affected to a small extent by the Corona crisis or you have already found ways to perceive circumstances as opportunities that arise from the situation? Share your silver lining - we can all use it.

Marie Great

The strategy and creative teams at Blaupause are passionate about creating relevant and creative content for our B2B blog. Do you have a topic related to B2B marketing, innovation management, employer branding, etc. that you'd like to learn more about? Bring it on!

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