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Sending Traffic To A Coherent Website

According to “Google Ads (AdWords) Workbook 2021” by Jason McDonald, there are 3 characteristics/features that a landing page should have to be coherent:

1. Quickly & Clearly explain your Business Value Proposition: Landing page must convey that you have EXACTLY what the user is looking for.

2. Convey Trust & Authority: Why should the user trust us that our product/service is as good as we say?

3. Offer an Easy Next Step: Don’t lead with “BUY THIS,” lead with something free/non-threatening/no-obligation like a free quote/consultation/product.