A landing page is a single minded web page.
It wants to do one thing, and do it well. With paid advertising mechanisms, it’s best to send your traffic to specially designed pages that match up to your ads, not your home page.
Landing page design is tough. It requires meticulous measurement, an understanding of flow through websites, and quite a bit of sales experience. A well designed landing page can perform at a rate of 200-300% over the home page of your website.