Years ago before the Internet, businesses and retailers would make special promotions and offers to prospective customers – and even current customers. These special promotions would entice people to buy a product or service. Often, these promotions would be in the form of a flyer or pamphlet that included an enticing call-to-action.

Today, a landing page is the Internet form of these promotions. Companies send out emails to customers or run banner ads that inform them of special offers. Inside the emails or ads are web addresses that direct customers to landing pages that provide all the necessary information for that specific offer. The landing pages are focused on continuing the message of the offer.

Why not send them to your website home page? Well, if you only sell one product and have one promotion at a time then directing to your home page may be ok. However, you got that customer’s attention with the offer, so you want to keep their attention and direct them to learn more about the offer and buy. This is called converting a lead.

You don’t want them to get distracted by other information. Studies have shown that once people start navigating away from your offer they are less likely to come back.