Check the bounce rates on the landing pages you’d like to generate more business. If they’re too high and conversions are too low, you may have a message match problem.
To know for sure, look at the ads pointing to that page that receive the highest click-through rates. Does your page use similar language to what’s in the ad? Do the images in display ads re-appear on the landing page? If you miss the mark on this, your landing pages are destined to fail.
Reason: 9 times out of 10, messages in the ad don’t correspond directly to what’s on the page.
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Editor’s note: I call this correspondence “online copy continuity”. Simply put, if your online ad headline says “Make Money as a Nanny”, the landing page the respondent arrives on should have the same headline.