Click-through pages are used to create a “sales funnel”that psychologically prepares a visitor to click through to your website and then convert. A typical sales funnel for an e-commerce website will focus on a single product, going over its features and benefits and possibly offering reviews of it. This incentivizes the potential customer to navigate through the link to the product page and make their purchase.

Lead generation is another common purpose that a landing page may serve. With lead generating landing pages, you can capture a visitor’s email and name. This creates a connection with them and allows you to eventually convert them into a customer over time as you prove your value.These landing pages employ a “carrot at the end of the stick” method for drawing visitors in. These may be: