A landing page is a standalone web page designed to serve as the entry point for a specific marketing or advertising campaign. The purpose of a landing page is to encourage visitors to take a particular action, such as making a purchase, signing up for a service or providing contact information. Landing pages are typically focused on a single product or service and are designed to be highly targeted and persuasive, using clear and concise messaging, compelling visuals and a prominent call-to-action (CTA) to encourage visitors to take a desired action. Landing pages can be optimised for search engine optimisation (SEO) and paid advertising, may be designed to work in conjunction with e-mail marketing or social media campaigns, and are an important aspect of digital marketing strategy.