All field notes
Websites · July 2022
Send ads to a landing page, not the homepage
Homepages serve everyone. Paid traffic arrives for one thing and should land on it.
By Micheal Baptiste · Published · Updated · 2 min read
The homepage is a hallway with nine doors. Paid clicks arrive wanting one room, and every extra door costs enquiries.
Match the promise exactly
The headline on the page should repeat the promise in the ad, in the same words. Any gap between the two reads as a mistake and sends people back.
Remove competing routes
Trim navigation, related services, and secondary offers. One offer, one form, and the proof that supports it. Fewer exits reliably produces more submissions.
Build one page per offer
Separate pages for separate campaigns make results comparable. Shared pages average everything together and hide which offer is actually working.