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This is an excellent article on the importance of landing pages when driving new traffic to your sites. 

“Conversions more than doubled, rising to 0.7%. “We were like, ‘Oh, we got something here.’ We lose fewer people by getting them immediately to where they want to go,” he says. “But the registration page was built as a segue from the home page. It wasn’t optimized to let people know what we were.”

Marketing Sherpa Article