Buying site traffic costs more every minute. Long term, the online business battle will be waged over conversion rates and return on investment (ROI), not traffic acquisition. Those landing pages you pay for so dearly are a logical place to begin your solid commitment to better conversion rates.

Each successful landing page answers the following questions:

• What’s the offer?
• Who’s interested?
• Why are they interested, and why should they take further action?
• How do they get started?

Before you address these questions, think about the context in which prospects land on your site.

Continue reading my column at ClickZ…

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