Lead capture.
That is the primary purpose of a landing page.
If you have any sort of ad campaign, through Google Adwords, Facebook Ads, or anything that encourages people to ‘Click Here!’, one of the most common mistakes is to direct people to the homepage of your website.
That’s like a retail chain dropping someone off in the lobby of their corporate headquarters, and expecting them to figure out how to buy something.
With the famously short attention of web surfers, you need to tell anyone engaging with your advertisements (in simple terms0 what you want them to do.
Whether it’s signing up for your newsletter, or purchasing a product, a landing page is the best way to ensure that they do not get distracted and click away somewhere else.
Using the standard genius available to us through websites like Copyblogger, we know how to create landing pages that convert. If you’re spending the money on an advertising campaign, you want to make sure those leads you are purchasing are going into your sales funnel.