In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It's where a visitor "lands" when they have clicked on a Google AdWords ad or similar.
Landing pages are designed with a single focused objective – known as a Call to Action (CTA).
There are two basic structural types of landing page:
Lead Generation landing pages (sometimes referred to as lead gen or lead capture pages) use a web form as the Call to Action, for the purpose of collecting lead data such as names and email addresses. This is the primary type of landing page used for B2B marketing.
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Click-Through landing pages are typically used for e-commerce and have a simple button as the Call to Action.
The diagrams below show the difference between a lead gen landing page and a click-through landing page.