When someone clicks on your ad, they begin a journey to becoming your customer. But ads don’t lead to homepages anymore. They (should) lead to landing pages. And landing pages are about conversions.

You want them to fill out a form for a free trial, sign up for an email list, or make a purchase. What you don’t want is for them to leave. You want to your bounce rate to be as low as possible. Ideally, this will increase your conversions, too. Sounds like a win-win.

We’ve talked about landing...