If you're driving people to your site, put your best face on

Posted by David Meerman Scott 09:31 AM on July 20, 2006

Many companies develop expensive online and offline advertising programs designed to drive traffic to their Websites. And these days it seems as if most organizations are spending money on search engine marketing, especially Google AdWords and Yahoo Search Marketing. Billions of dollars change hands as people try to drive traffic.

But all too often, the sites that consumers land on are terrible. Frequently, the content of the site doesn't match the promise of the ad.

Before you spend thousands (or millions) of dollars on advertising, make certain that the information you want people to read is available on your site. Study the site carefully and compare it to the ad. Maybe you'll need to create a purpose built landing page and post additional compelling content.

Remember, driving people to a site or landing page is just the start of a sales process. Compelling Web content drives people to action.

David Meerman Scott

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