Lots of words have been written about landing pages, those web pages that you arrive at after clicking on a paid search ad. I’ve heard landing pages described as the place where good leads go to die. That’s because as a marketer, if we’ve enticed someone to click on our ad, our work is not yet done. They’ve still got to make sense of the page our ad takes them too, and then complete whatever action we’re guiding them towards. If they arrive at the landing page and don’t know what to do next, it’s goodbye and we’ve wasted money bringing someone to our site only to have them disappear.