Ultimately, every website has a goal, whether it is to get more sales, downloads or subscribers, it's function is to convert a visitor into a subscriber, lead or customer. Optimizing a website's conversion rate can significantly increase return on investment (ROI) on your marketing efforts.
Landing pages have served a proven method for attracting new consumers and increasing conversion rates throughout the history of online marketing. When browsers click an ad or another link placed by a company, they "land" at a specialized webpage.
Designing effective landing pages is a powerful and efficient way to attract sales, clients, and income. Also known as lead capture pages, this unique online marketing tool is one of the best ways to convince your visitors to either subscribe to your newsletter, buy your product or register for an event.
In terms of marketing and advertising, however, a landing page is a standalone page different from your website and has been built with a single objective - turn visitors into leads. That is why landing pages are also called sales pages.