If you're like many marketing professionals today, you're using Pay-Per-Click (PPC) advertising to drive targeted prospects to your company's website, with hope of converting them to a sales lead through an offer or call to action. Unfortunately, many marketers mistakenly send visitors to their corporate website's home page. Why is this a problem? Because most B2B home pages have a large number of possible paths that a visitor can take?only a few of which will convert them into a lead. Even advertisers who are savvy enough to send PPC visitors to a page directly relevant to the search query can still take steps to greatly increase conversions, by following some simple suggestions.