In online marketing, a landing page, sometimes known as a “lead capture page” or a “lander”, or a “destination page”, and even the old fashion “splash page”, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement.

The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser’s conversion rate.

Landing pages are often linked to social media, e-mail campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads. If the goal is to obtain a lead, the landing page will include some method for the visitor to get into contact with the company, usually a phone number, or an inquiry form.

Landing pages often contain clear, concise action-oriented headlines. A good landing page explains the product offer in a clear manner and places visual emphasis on the value of the product or service presented.

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