Also: entry page, or entrance page
The landing page is the web page where a visitor enters a website after clicking on a banner, text link, text ad, or search result. Landing pages are often created especially for this purpose.
Especially with a landing page, but actually with every web page, it is a challenge to retain and entice the visitor to look further on the website after the entry page, in order to ultimately lead him to conversion. When creating a landing page, the AIDA model is therefore often used.
By using keywords in the text of a landing page that can be used by the page’s target group, there is a good chance that search engines will refer to the specific landing page in their search results. Within search engine marketing programs such as Google Adwords, the content of the landing page partly determines the cost per click of an advertisement.