Case Study: Urgent Care Demonstrates the Power of Landing Pages - Marketing 360® Message match between ad and landing page is an essential conversion tactic. Here is a medical marketing case study that exemplifies how this works. One of the most common mistakes businesses make with pay per click advertising (PPC) is to use their homepage as the landing page. It’s an understandable mistake. The homepage often “says it all” about the business. It’s the page that spent the most time in design – the best page on the site. Why not use it? The problem is that most business homepages have general branding and information that isn’t an exact match with the offer in the ad. This lapse causes one of the true killers of online conversions: confusion. The user reads your ad for a specific offer

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