A landing page, sometimes called a destination page, is the web page that visitors arrive at after they click the link on a search engine results page.
There are two types of landing pages, transactional and reference pages. Transactional pages are landing pages that encourage a visitor to complete a transaction of some kind, such as filling out a form, interacting with objects on the page, or having some type of reaction occur. A reference landing page provides a visitor who has clicked on a link with information of some type. This information can include text, images, graphics, sounds, links, or other elements. The goal of these two types of landing pages is the same, to make the visitor a conversion, meaning a potential or new client.
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