As a marketer, I cringe every time I hear, “If you build it, they will come.” I am not sure how the phrase came to be. The closest reference is from the 1989 film entitled Field of Dreams. While walking through the cornfield, Ray Kinsella hears a voice whispering, “If you build it, he will come.”
Marketing is essential to getting the word out about you product to potential customers, and in the online world you will usually use your marketing prowess to send those visitors to your website. Now, you (as the product owner) have only one job to focus on when they land on your website: How do you convert that visitor to a customer? Your best bet is to make sure the visitor lands on a landing page.
Be sure to check out Oli Gardner’s post on the effectiveness of landing pages to learn more on the topic. The Unbounce blog is also a great source of information if you want to learn more on conversion and landing pages.