A landing page is a page designed for one goal and one audience – e.g. a webinar signup or a service enquiry. It removes distractions and leads to a single call to action.
A company homepage serves many audiences and many goals; a landing page serves exactly one. Hence its rules: a headline matching the visitor's intent (and the promise of the ad they came from), benefits over features, trust signals, one clear CTA, no menu tempting people away.
Landing pages are the natural partner of campaigns (ads, mailings) and of SEO for specific phrases – our "one service = one page" structure is precisely a set of landing pages for search intents.
The most common mistake: sending campaign traffic to the homepage. A user who clicked "UX audit" wants a page about UX audits – not a tour of the whole offer.