The less someone has to think about where to go on your website, the better. This holds true whether they’re coming from an ad you’ve placed, a social media post, or a video. Landing them on your homepage creates friction and can lead to a 50% (or more) drop in conversions.
In other words, adding just one extra click between a visitor and your lead capture form can cost you significantly.
So where should you send them?
Always direct traffic straight to your Join, Careers, or Apply page. This is the place where someone can raise their hand, self-identify, and submit their information right away. By skipping the homepage and sending traffic straight to your lead capture form, you remove friction and dramatically increase your chances of conversion.
Whether it’s a paid ad or an organic post, the goal is the same: reduce friction and make it as easy as possible for someone to take the next step. The fewer clicks, the higher your conversion rate.
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