You have spent a lot of your marketing budget setting up your website. Your homepage looks real good and reminds you of the old newspaper ads of old. So why aren’t people converting using it?

Conversion about keeping your customer focused. A homepage full of your products is the opposite of focus. Even if you only have one service for sale, your homepage is full of details, again the opposite of focus.

What you need are specific “landing page” that you can manage and optimize in controlled isolation. Technically a landing page is any page on your website that customers arrive at or land on.  It should be created as a stand-alone page, as a promotion specific site.

A landing page should have a few general properties:

1. There should be single entry paths, accessible only from promotion or campaign specific marketing links, like from Facebook, email or banner ads.
2. There should be one conversion goal. The page has one purpose and usually a single, primary call to action.

So how do landing pages work?