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So what? You have approximately 3 seconds to engage your visitor. .
Am I on the right page? Consider where your visitor was prior to your landing page. Banner copy and creative should reflect the promotion that drove the visitor to this page. For example, if it was a click on a PPC advertisement – the copy should match the keyword originally searched on and ad message. If it was a direct mail piece, print ad, or email, the imagery should be familiar, etc.