In online marketing a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines.

In pay per click (PPC) campaigns, the landing page will also be customized to measure the effectiveness of different advertisements. By adding a parameter to the linking URL, marketers can measure advertisement effectiveness based on relative click-through rates.

A reference landing page presents information that is relevant to the visitor. These can display text, images, dynamic compilations of relevant links, or other elements. Reference landing pages are effective if they meet the objectives of their publishers, which may be associations, organizations or public service entities. For many reference landing pages, effectiveness can be measured by the revenue value of the advertising that is displayed on them.

A transactional landing page seeks to persuade a visitor to complete a transaction such as filling out a form or interacting with advertisements or other objects on the landing page, with the goal being the immediate or eventual sale of a product or service. If information is to be captured, the page will usually withhold information until some minimal amount of visitor information is provided, typically an email address and perhaps a name and telephone number as well – enough to "capture the lead" and add the prospect to a mailing list (wikipedia.com).