The job of the modern Web site is more important and more difficult than ever, especially when it comes to a multichannel sales strategy. Visitors arrive at your Web site through a variety of online channels: pay-per-click (PPC) and organic search, e-mail offers, and print ads. Once there, they need to fulfill the objective of acting upon a promotion, or buying a specific product.
But if their entry leaves them cold because they don't see anything relevant to what drove them there, they're most likely to leave, having wasted their time and your marketing dollar. Landing pages are an effective technique to help visitors cross the channel between the marketing message that brought them to the site and the site functionality for them to take action like making a purchase or submitting a lead.