A landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign and designed with a single objective in mind, known as a Call to Action or CTA. On a typical homepage, you can find at least 10 links. There's often a navigational menu at the top, links in the footer, and many in the page’s content. But on a well-optimized landing page, you'll usually find fewer links, and sometimes only one—the link that allows your users to convert. The landing page itself is home to the form that a visitor fills out in order to access the offer. Its only purpose is to explain the benefits of a given offer and encourage visitors to convert into leads. Once the form is submitted, a visitor should be redirected to a “thank you” page.