The landing pages you create to sell your products are your 24×7x365 sales people.

Just like a real flesh and blood sales person, your landing pages must offer all the information a customer needs to make a buying decision. “Buying” can mean opting in to your marketing messages, as well as making an actual purchase.

Your site’s home page is NOT a landing page

In Pay Per Click advertising, I see far too many cases where a click takes the prospect to a site’s home page, rather than to a specially crafted landing page. This is a waste of money.

You’ve done a lot of work to get that click - make sure that you’ve created landing pages which will sell. Dumping visitors onto your home page, and then expecting them to navigate to the product they want is a mistake - on the Web, people are looking for information NOW - so give it to them.

This article Think Beyond The Click: How To Build Landing Pages That Convert offers some excellent ideas on building good landing pages: “An effective landing page makes your visitors’ lives easier by providing them all the information that they need without having to scour your site or the web for answers. Using landing pages can significantly impact your conversion rate. A survey by Atlas OnePoint found that the average conversion rate when companies used their homepage as the destination for an advertisement or link was only 6 percent. However, companies that used targeted landing pages had almost double the conversion rate, with 12 percent of their visitors converting.”

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