There are several important pages on your site: The front page, your product pages, your e-commerce pages (if you do e-commerce). But none of these is as important as the one critical page on your website, your landing page. Your landing page is critical, because it’s the first page a visitor sees when he comes to your site.

Or rather, your landing pages. Each marketing channel appeals to a slightly different visitor. Each visitor has a slightly different thought in mind when he comes to your site. Each is looking for something slightly different. And so each different kind of visitor should have his own landing page, because the perfect landing page enters the conversation going on inside his head. Then, the landing page leads him down a straight path that benefits him… and makes you money.

Even though the landing page is the most important page on a website, most businesses give little thought to it. They even spend masses of money on expensive advertising campaigns, and then they just drop visitors onto their website’s front page. But the front page is usually not the correct landing page for most first-time visitors.

And if the landing page fails, your website will turn away potential customers. Most of the time, the visitor will immediately give up, because he doesn’t find what he’s looking for. When he sees your landing page, you have less than 8 seconds to make an impression. Within 8 seconds, most people will decide whether to stay and read, or whether to click back and try something else. If he’s a potential customer, you want him to stay and read. But if this potential customer doesn’t immediately find what he needs, he’ll go visit someone else’s website.

And many businesses neglect other simple things they can do to make their landing pages work. Like the tips, tricks, and techniques Mark Widawer reveals in his ebook Landing Page Cash Machine. Frequently, business owners just aren’t aware of these insider secrets, because they’re not copywriters.