A landing page is a webpage that visitors are directed to after clicking on a link in an email or other digital marketing campaign. The main purpose of a landing page is to convert leads, meaning getting potential customers to fill out a form with their contact information. To encourage visitors to do this, landing pages often offer something in exchange, such as free content, free trials, or discounts. Landing pages are very focused, so it’s important to create a separate landing page for each campaign. This way, you can tailor the page to match the corresponding ad and offer exactly what the customer is looking for.