In essence, a landing page is a highly optimized page on your website that paid clicks are driven to. A landing page normally is focused on one specific product or service you are offering, and includes a clear call-to-action. Typically, this call-to-action may be an online form, a phone number to call, an address to visit, or an ecommerce option to purchase the product that you are offering.
In the picture above, you can see our pay-per-click landing page. Our goal for this landing page is to have the visitor submit the form located on the left of the screen. We then will take that information and route it to a sales person to contact the new lead.
Landing pages are meant to be optimized for Google Ads, or any other pay-per-click platform. The traffic that will be directed to the landing page almost always comes from an online ad. The goal of the landing page is now to capture those interested visitors, and provide them with enough value to complete the form online.
Want to learn what makes a great landing page? Read this article