Truth 45. How to make landing pages better
In ads, keywords combined with powerful, compelling copy are a killer combination. However, if the landing page doesn’t follow through on the key points made in the ad, chances rise that visitors will hit the dreaded Back button. You’ll pay for a click but get very little, if any, value. If the ad promotes low pricing or free shipping, meet that expectation on the landing page. You might need to shift around copy or layout on the landing page to improve the stickiness of that page for the searcher.
The first thing the searcher sees after clicking on your paid or unpaid search engine link is your landing page. How that landing page performs is one of the keys to a positive ROI from search marketing. ...
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