Landing pages are the follow-up pages after a prospect clicks on your advertisement on Facebook, Google, Pinterest, Instagram, etc. The goal of the landing page depends on the objective of your brand but most of the time you want to establish some sort of relationship to the potential customer. Is your goal to get an email, to make a sale or to get a phone call? You have to decide upfront and structure your website and landing page according to your objective and customer.  It's super important to follow these 12 steps precisely with your landing page in order to maximize the results and actually get converting customers and purchases. Make sure you've created your perfect customer avatar beforehand so that you can easily speak the same language and talk effectively about their pain points, hopes and fears. I go in-depth in this video on how persuasion works, even if a total stranger lands on your website. We recommend using Zipify, Gempages or Clickfunnels when building your highly successful sales page. The first two integrate directly with Shopify.