Also called a “lead capture page”, a landing page is a single web page designed to convert its visitors into sales leads.

Landing pages can be designed as a reference (informational) or to accept payments (transactional). Regardless, in comparison to the rest of your website, landing pages have a unique one-page design featuring a specific call to action.

[A call to action is a banner, button, text, or graphic created in a way that prompts a visitor to click on it and perform a task]

Landing pages are usually search engine optimized (SEO) for a few keywords important to your industry in an attempt to enhance the page’s visibility by services like Google and Bing.

However, search engines are not the only source of traffic for landing pages. Landing pages are often linked to advertisements, social networks, and other industry specific websites.

Creating specific landing pages for every campaign is valuable because it allows an advertiser to tailor her offers to different target audiences. 

For example, dentists provide a service for everyone (males, females. adults, and children), but each demographic may be looking for something slightly different – whether that be the language you use, the design you choose, or the call to action you propose – and a landing page is the cheapest, easiest, and most effective way to customize your message to your target audience.