A lure page is a web page built to attract clicks by looking useful, familiar, or urgent. It may imitate a support article, software download, login prompt, or warning message so that a visitor feels safe enough to continue. The page itself is often not the final payload; its main job is to start the chain.
In cyber attacks, lure pages are used in SEO poisoning, phishing, malvertising, and redirect campaigns. They can hide malicious links, collect credentials, trigger scam calls, or send users through a redirect chain to malware. Because the content appears relevant to common searches, users may trust it before security tools or reviewers catch the abuse. Defenders look for cloned branding, keyword stuffing, unusual domain names, and pages that immediately forward traffic. Training users to verify source domains and type known addresses directly helps reduce the risk.