If you are running an advertising campaign online using Google’s AdWords or other Pay Per Click (PPC) service, it’s time to take a look at where you are driving the traffic to that comes from those ads. If your ad is showing and people are clicking but not converting, you may be in need of a landing page.

A landing page is a one page website that lets you capture visitor’s information through a contact form. The landing page should be targeted to a specific audience based on your potential customer base. The landing page must include a call to action so that users are motivated to give their information. It must also include a contact form so that the user can give their information allowing you to follow up on the lead.

A good landing page usually has a special offer of some sort which motivates people to give their information. It should be simple and easy to follow so that no additional “clicking” must happen for the user to get to the form. Make it short and sweet and directly to the point. Be sure to require users to give you their information in order to receive the special offer. This gives you control of following up with them and potentially closing the lead.

If your PPC ad is driving people to your website you are likely missing the boat as they often leave the site when they don’t see what they want on the first page. When looking for information online, users want to get it quickly with as little effort as possible. You will likely lose them if they have to navigate your site to find what they are looking for rather than be taken directly to a landing page for instant access to what they are looking for.

So, if you’re running a PPC campaign without a landing page it may be time to make that change. The results just might let your business boom!