In digital marketing, a landing page is a web page that is on its own and does not have links to other pages like a conventional website, created specifically for a marketing or advertising campaign. … Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short).
People typically use landing pages for google ad campaigns amongst many others.
On a normal website that you come across every day the homepage has dozens of potential distractions—links that do not guide you to one clear call to action—the landing page is super focused. Having fewer links on your landing page increases conversions, the chances that someone calls, clicks or emails, as there are fewer tantalizing clickables that’ll carry visitors away from the core focus. That’s why expert marketers always use a dedicated landing page as the destination of their traffic from advertisements.
When most folks venture to a homepage it may look great – the homepage looks amazing and shows off the brand, lets people explore a range of products, and offers additional info about the company’s mission. From here, a visitor can go anywhere—apply for a job, read some press releases, review the terms of service, post on the community boards, etc.
But they won’t necessarily convert – HENCE the landing page goal.
The landing page for this customer serves a completely different purpose. Paired with high converting ads that promote a single offer, everything about it works hard to turn these visitors into customers. It’s doing a better job to convert the traffic the brand’s already getting. That’s the power of landing pages! for more see here.