Does it really matter what page you send your website visitors to?

The answer is unequivocally YES for a number of reasons. When you are running an online marketing initiative of any sort, you ought to utilize the most relevant page within your website to send your searchers to. This strategy holds true whether your site offers ecommerce functionality or is solely for lead generation purposes.

Think about when you click an online paid advertisement for something you need or want. Let’s use sneakers as an example. If you are automatically sent to a specific page within the site that offers the sneakers in a variety of styles, sizes, colors, etc. you are more likely to make a purchase than if you were sent to a more generic page. Searchers want immediate results and essentially to be spoon fed as much as possible. If you are investing money in a PPC effort, why not make it as easy as possible for a transaction to occur, rather than making a visitor work to find what they want? You also run the risk of losing the visitor all together. If the purpose of your site is to generate leads, it would behoove you to send visitors to the page which gives them a very specific action item. As an example, a form or whitepaper download page would make perfect sense to send visitors to.

Some additional suggestions to keep in mind with regard to Landing Pages:

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