Why are special landing pages better?
Google search users have 10-20 websites to choose from when they type in most regular keywords. If your website does not give them what they were looking for, some other website is likely to. It is therefore recommended to ensure that your visitors see exactly what they were looking for when they arrive on your website, rather than a generic homepage. Moreover, if your landing page is specifically designed to then lead this visitor to a sale or lead generation form, you will see a higher conversion rate and improved ROI on your advertising expense. Generic pages on your website are likely to be either too broad or not designed purely to drive sales / lead generation. For this reason, it is better to create special landing pages that target visitors from AdWords with extremely targeted content and a clear route to conversion.
