Landing pages are designed to send specific traffic to a specific page based on their interest, or based on the content of the page that is linking to you. Nowhere is this more important than in PPC campaigns. If I search for ‘green widget’ and your site appears as an ad, I will expect to go direct to the ‘green widgets’ page of your site, not to the home page and then have to search your site to find what I am looking for.

Landing pages can be a specific content page of your site, or a specially prepared page to accommodate a particular ad campaign for example. The design and content of each landing page should be considered and prepared carefully, with the specific audience in mind, or specific PPC advert if that should be the case.