Landing pages have long been a standard practice, but a new and rising trend has many advertising skipping them altogether. This is because social platforms like Facebook have integrated call-to-action buttons into their ads. For example, you could add a button that says “call now” or “shop now” which allows consumers to reach you immediately instead of having to go through a landing page. Eliminating landing pages allows you to decrease the amount of steps required which will increase the rate of conversion.