A landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar.

Benefits of landing pages:

• Directly Support Your Business Goals
• Increase Conversions
• Generate Data and Insights
• Improve Paid Search Campaigns
• Increase Credibility
• Improve Brand Awareness

You should try to use a landing page for every inbound advertising campaign you operate. You might be selling multiple products or setting up promotional offers for different user segments and your homepage can’t deal with this level of message differentiation. The style and effectiveness of your inbound marketing will also vary according to the source (PPC, email, organic, social media, display banners), so you should try and provide a relevant experience to each input to the funnel.