A landing page is the entry page your visitors arrive at after they have clicked on a link when searching for your website, or your service. Landing pages are an essential element in the sales process and excel at providing a customized sales pitch for your visitors. The best way to do this is to determine where your visitors have come from and who they are. By matching the results with top notch sales copy, your chances of engaging your visitors go up, as should your conversion rate. Landing pages are a giant step is the selling process, so the call to action must be as powerful and easy to follow as possible. Landing pages must be created to reinforce the reason your visitors landed on your website. When you get visitors through your pay-per-click or email campaign, these people have a higher degree of interest, because they were already looking for your product or service. So it is best to make sure that your landing page is relevant to the initial offer they clicked on, and not redirecting them to your home page. You should create targeted landing pages anytime you can control where people will be coming from, and your goal is a specific transaction such as sales, registrations, sign-ups, etc. This is particularly true if you are paying for the traffic, with banner ads, sponsored links, or pay-per-click.