What It Is
A landing page is a single page designed around one goal. Visitors usually arrive there from an ad, an email, a social post or a search result. Unlike a homepage, which introduces your whole business, a landing page talks about one offer and asks for one action. It is like a dedicated display table for a single seasonal product.
Why It Matters for Your Business
Landing pages make advertising work harder. If a tennis coach runs an ad for a summer camp, sending people to a page all about that camp, with dates, price, photos and a sign-up button, will usually convert better than sending them to a general homepage where they must hunt for the details.
Good to Know
Match the landing page to the ad that sent people there, using the same wording and offer. Remove distractions such as the full menu, and keep the form as short as possible. Every extra field or link is another reason for a visitor to leave without acting.