Landing Pages
Landing pages are the Web pages users go to when they click on one of your ads. It is often better to point ads to landing pages rather than the home page because you can create a new landing page specific to each advertising campaign.
The primary purpose of the landing page is to persuade visitors to take action, such as call you or complete the online form. Visitors who reach your site will arrive in various stages of the buying process. Some will be ready to contact you and take action immediately, while others will need to learn more about who you are and what you offer before they act.
In addition, you have several personality types that you need to appeal to in different ways. Some visitors will have short attention spans so you will need to make sure they find out what they want to know quickly or else they will click off to the next site. Some visitors will be more methodical and analytical while others will be driven more by feelings. By better appealing to each personality type on the landing page, you can increase conversions and lower your cost per lead and cost per acquisition.
For example, let's say that you are receiving 300 online leads per month and you just hired several new people so you want to double the amount of leads you are receiving. If you are spending $10,000 per month on advertising, you could increase your advertising spend to $20,000 in an attempt to double your leads. Or, you could better optimize your landing page to double the conversion ratio, without increasing your monthly ad spend.
You can see how valuable it is to have a well-optimized page because it can result in thousands of dollars in saved advertising.