Visitors arrive on a landing page with an expectation set by whatever they clicked: an ad, an email, a search result. If the page does not immediately confirm they are in the right place, many leave. This is called message match.
Check three things. First, the words: the headline should repeat or closely echo the promise in the link they clicked. An ad offering “a free payroll checklist” should land on a page whose headline mentions the payroll checklist, not your company slogan. Second, the visuals: colors and images that resemble the ad reassure visitors. Third, the offer: the same price, discount or free item must appear on the page.
Message match also means one page per audience or offer. Sending three different ads to one generic page forces visitors to work out which part applies to them.
Try this: pick one traffic source that links to a page you control. Put the link text or ad and the page headline side by side. Score the match from 1 to 5 for words, visuals and offer, and rewrite the headline if any score is below 4.