Websites
Landing page
A single page built for one purpose and one audience, usually where an ad, email or search result sends people. It has one message and one thing to do next.
Why it matters for your business
Your home page has to serve everyone. A landing page serves one person with one problem, so it converts better. It is also easier to measure: one page, one traffic source, one result.
In practice
A shuttle operator runs a page just for hotel general managers, with the hotel use case, a short video and a form. Hotel ads and emails point there, not to the home page.
Related terms
Want this handled rather than explained?
Two minute intake. A real person reads every one and replies within a business day.