15 Sep 09 3:15 pm
Without seeing your site analytics or Adwords campaigns, it's hard to know exactly what's going on, but here are a few thoughts:
1. I wouldn't consider a bounce rate of 50-70% all that awful, really.
2. Are you doing extensive negative keyword matching in Adwords, to try to weed out people who are just browsing and aren't likely to even sign up for a mini-course? If you're using Google Analytics, look at the data on what keywords people searched to get to your site, and see if there are any you should eliminate as irrelevant or unlikely to buy anything.
3. On your Adwords landing page, I would consider trying to find ways to make the text "pop" a bit more. Right now, the main body of the article is very text-heavy and everything is the same font size and weight. Try making your sections header bold, and try to make them more like attention-grabbing headlines.
For example, instead of "What's This?" maybe try something like "Is it Really Possible to Get My Dog Under Control?" Speak to people's "pain points" and ask yourself what would really motivate them to download or buy a guide. Within seconds of landing, they should be able to see whether or not you can help them with their problem. Eye-catching titles that stand out from the rest of the text can help accomplish that. People will often scan headers and titles before reading the main text, so make sure your title text is meaningful and compelling.
Hope that helps! Best of luck.