A landing page is a targeted web page created to serve as a web visitor’s point-of-entry to your website (or a section of your website). This is typically used in digital marketing to capture leads online via a form.
The entire reason for the existence of the landing page is to push the reader to the call-to-action (CTA) so that the reader performs the desired action.
Because it presents such a simple goal, the landing page is the best entry point for people clicking through from banner ads and similar paid ad campaigns.
You are paying an advertising platform to serve up your ads. When people click through those ads to your landing page, you want that visitor to enter your lead funnel so that you earn ROI on that click.
The landing page makes this result possible via an offer (e.g. a download, access to resources, etc.) and a clear call-to-action that promises to give the reader what they’re searching for in exchange for their information (via an online form). Once the reader inputs their information and opts into your marketing messages, you can market to them using email nurture drips and other campaigns.