Test instead of guess<\/a><\/li>\n<\/ol>\n<\/nav>\nWhy the homepage is the wrong place<\/h2>\n
The homepage is for everyone – and so for no one specifically. Click “window replacement with grant” and land on a general company page with a menu, and you have to search yourself and drop off. A landing page answers the ad’s one question and leads to exactly one action. That is why every advertised service deserves its own page.<\/p>\n
Message match: ad and page must align<\/h2>\n
The strongest lever is the alignment of search, ad and page. Someone searching “dental implants cost” and clicking an ad for it must immediately find the matching heading, topic and price range on the page – not a generic welcome. Every gap between promise and page costs conversions.<\/p>\n
One goal per page<\/h2>\n
A landing page has one job: the enquiry. Anything that distracts – a full navigation, competing offers, too many links – lowers the conversion rate. Guide the visitor on a clear path to one action: call, submit a form, book an appointment. The most important call to action, with the phone number, belongs above the fold.<\/p>\n