There are many different ways to run a business online and methods will vary depending on the industry, the target customer and many other factors.

Marketers are often concerned with gaining online exposure, increasing visibility and attracting web traffic but the ultimate (occasionally overlooked) goal for all online businesses is not simply generating interest — it’s generating revenue.

In other words, all marketers are in the business of taking visitors and potential customers and transforming them into buyers and users. This is the purpose and intent of landing pages. A landing page is, in most cases, the first thing a visitor will see after clicking on, let’s say, a web advertisement.