What NOT to Do When Driving Paid Traffic to Your Website
If you are paying money to Google, Facebook, etc. to drive traffic to your website, you need to eliminate ALL guesswork for the visitor. Below is an example of a potential customer getting lost from point A (the ad) to point B (the sale).
You need a landing page with ONE clear action. In most cases, your home page is not a landing page, because a typical home page is going to have a number of different possible actions for a visitor to take. This is where you can lose them (and money) in the process.
Create a landing page with one action. Don’t create confusion or decision fatigue for your potential customers or clients.
(This really applies to all traffic, not just paid traffic, but I focus on paid traffic because you could potentially waste your ad money if you do this.)