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A landing page, sometimes known as a "lead capture page", "single property page", "static page" or a "destination page", is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser's conversion rate. A landing page may be part of a microsite or a single page within an organization's main web site.
Landing pages are often linked to social media, high quality articles or "affiliate account" in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads.