The most valuable pages on your website are often landing pages. You may set one up for a marketing campaign, perhaps touting the benefits of, say, massage therapy, with a call to action at the end. That call to action can lead to you netting email subscribers and newsletter subscribers or even e-commerce sales. You could also get potential customers to download a free trial or product demo.
Each and every page on your website should be as up-to-date and engaging as possible, with ample opportunities for customers to take actions such as contacting you, signing up for an email newsletter or following you on social media.