Brent Hodgson, Copywriter

I received a question via email about a recent post I made entitled Conversion Pages Convert, Traffic Pages Generate Traffic
In this post, I talk about keeping your conversion content separate from your traffic generation content - and optimising each for its own specific purpose.

The email I receive asked:

… Does this mean we should send Adwords traffic to article pages instead of sales letters?…

No, generally.

In some cases, (because of Google’s Quality Score guidelines for Adwords,) you might be able to get visitors much cheaper if you do send them to your articles pages.

But because only a small percentage of those visitors will click through to your sales page, it will generally be more profitable to send visitors straight to your conversion page.

People generally realise that they’re going to be taken to a sales page by reading the content of your ad. So they click on your ad expecting to see your offer.

When I was referring to optimised Traffic Generation pages, I was referring to them being Search Engine Optimised to rank well in natural listings, and to be valuable content which people would naturally want to visit and link to.

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