A landing page is a standalone page that a visitor arrives on after clicking an ad (pay-per-click, social media, display banners, etc.). A landing page is commonly used in marketing campaigns because landing pages are distinct from your website that have been designed with a focused objective for a single offer.
Landing pages are not synonymous with your website’s homepage and are not part of your website. Therefore, landing pages should not have the same elements as your homepage, such as navigation links and multiple calls-to-action (CTAs). This is done so the visitor can focus on the primary objective of the page and not get distracted from your conversion goal.
Landing pages are very focused in nature, whereas a homepage tends to be cluttered and is a place where users can find all of the information about the company and accomplish many tasks.