It's a separate advertising page
A landing page is a separate standalone web page which is designed specifically to prompt visitors to take a particular action. This CALL TO ACTION requires the exchange of the user’s email address usually for the offer to join an email list, or to directly make a purchase. Visitors arrive or ‘land’ on this page as a result of clicking on a link in a promotional email or following the link in a Google Pay-per-click Ad or any other advertising vendor’s Ad like Facebook or Google Banner Ads.
Landing pages are an excellent marketing tool as they are a direct response to a particular desire of your website visitor. Something has sparked their interest and your landing page is a direct response to that enquiry.
A well-crafted landing page contains a Call To Action – you are asking your visitor to take some sort of action. A landing page is the first way-point in your marketing funnel.
What is a marketing funnel
Picture your lead generation process as a funnel through which raw material is filtered. The end goal is to uncover hot leads; those who need your product or service… just like panning for GOLD.