A landing page is just that - the page a potential customer LANDS on. It is usually the term used to describe the page a visitor is directed to when he clicks on an ad or link from another site. That means that you have direct control over where the customer lands onto your site and that you have some idea of why the customer is visiting your site.  - -Therefore, you have the opportunity to tailor your content and message to that customer.

For example, let’s talk about a site that sells educational products. They may run a PPC campaign for a specific skill, like “math skills”. When a customer searches for “improve math skills”, the site ad appears. Now often, website managers don’t think this part through to the end — they are concerned about getting the vistor to their site and forget that the visitor, wants something specific. If you have the opportunity to know what the visitor is seeking - as you do when he clicks on your CPC advertisement, then go for it — show him what he wants! Don’t take him to your home page. Take him to the page in your site that has math skills products.

Ultimately, the fewer clicks the customer needs to make to get where he needs to go, the better. It’s a good rule of thumb to go by. But it can also be difficult to convince many people that this is true. Companies like to think that customers are interested in knowing much more about their products and services than they really are. A curious customer will find his way around your site easily, if he wants to. But for the majority of visitors, who are inundated with information these days, just get him to where he is going, keep it simple, and stay focused on achieving the goal you defined.  Safe Landing!