Why it matters for a small business site
When someone clicks an ad for one service, a page about exactly that service, with one clear next step, keeps the promise the ad made. A general home page makes them go looking for it.
How to check yours
- Put the ad or email next to the page and check the headline repeats the same offer in similar words.
- Count the ways off the page. Everything except the main action should be secondary.
- Open it on a phone as well as a laptop, and complete the main action yourself.
What good looks like
A headline that matches the ad, the offer explained in a few short sections (what you get, how it works, proof, the price or next step), answers to the obvious doubts, and the same main button repeated down the page.
Common mistakes
- Sending ad clicks to the home page instead of a page about that offer.
- A full menu and links to every other page, so the page has many exits.
- A form that asks for far more than you need at this stage.
- Different promises in the ad and on the page.