While you can certainly use a landing page to sell goods or services, that’s not the only approach to take. In some cases, you’ll want to use your landing page more as a welcome page to introduce your brand to the visitor, explain what you offer, and point them to other places on the site.  In general terms, landing pages that are built to work with paid ads will be geared more directly toward sales, while other types of landing pages might be more informational. Of course, you can tailor the tone and style of your landing pages to meet the needs of your business.