Your website should be active - keeping up with your PR and marketing and at the same time capturing all the traffic that these programmes generate.
By creating a tuned landing page to fulfill your campaigns, not only are you able to boost your Google ranking but you're also able to measure the effectiveness of your promotions. A simple mechanism to do this would be to offer some collateral behind a simple registration form. This collateral could be something as straightforward as providing a whitepaper, application note or case study. For more information on this approach and details of how we've captured and qualified leads for our clients, please see our case study.