A landing page is a key element of any website and is especially important for pay per click campaigns. The purpose of a landing page is to convert visitors into leads or customers. A well-designed landing page will contain relevant and targeted information that speaks to the needs of the visitor. The goal is to persuade the visitor to take action, such as filling out a form or making a purchase. Pay per click campaigns are only effective if the visitor clicks on the ad and then takes the desired action on the landing page. If the landing page is not well designed, the visitor may simply leave the website without taking any action. A good landing page will be designed to funnel visitors towards the desired action and will contain a strong call to action.