A landing page can be any website a user reaches after clicking on an ad or an entry on a search engine page. However, in online marketing specific landing pages are created which are separated from the main webpage and optimized for certain advertising goals. The purpose of a landing page is to motivate users to perform a single desired action. Landing pages can promote an offer, present and sell a product, or generate a price request or reservation. They are created and designed for a specific target group. Graphics and text focus on increasing conversions by guiding the user to perform the desired action. In order to ensure a successful marketing campaign, the landing page should consider user expectations and match the content of the ad or search query.