When it’s time to get a payoff from all your content marketing efforts, you send people to a landing page to take some form of action. If you’re relying on pay per click or banner advertising, landing pages are what determine whether you make a profit or take a loss.

The better your landing pages work, the more people take the actions you want them to. What kind of actions are we talking about?

Everything from a purchase, to an email opt-in, to a phone call. Other landing pages help you target specific search engine traffic, present various pricing options, and tell people what they need to do next after they’ve taken initial action.