A landing page is a standalone web page built for a single audience and a single conversion goal. The conversion goal is typically a signup, demo request, purchase, or download, and the page is used as the destination for a paid ad, email campaign, or organic search result, judged primarily on conversion rate. It is distinct from a homepage (which serves many audiences and many goals) and from a content page (which is built to inform rather than convert).
The defining constraint of a landing page is the one-page-one-job rule: every element on the page either supports the single conversion or it gets cut. That means a focused headline that matches the source ad or email, a value proposition the visitor can absorb in under five s...