One of the most popular posts I've written to date is this one: Google AdWords - how NOT to do it
(Note: I plan to write the complementary post soon.)
The main point I made in that post was that if you are sending people to your site from a Google AdWords advertisement, you really need to have a "landing page" that delivers on the promise in your ad (and that's generally not your home page), and ideally captures their e-mail address so you can have continued interaction with them.
Here are four more useful articles on landing pages for your consideration over Sunday-morning coffee:
- Ten Ways to Improve Your Landing Page (aimed at links from e-mails, not AdWords)
- Optimizing Landing Pages 2006 (experimental results + audio recording)
- 11 Ways to Improve Landing Pages
- 3 Steps to a Customizable Landing Page Plan (advanced level)
If your winery is using Google AdWords, please comment about your experiences. Thanks!