Landing page
A standalone page built for one goal: a visitor arrives from an ad or a search and should take one action.
Glossary · Websites & e-commerce
A landing page differs from an ordinary page on a website in having a single job: to get an enquiry, a sign-up or an order, for example. That is why it carries less navigation and fewer links that could lead elsewhere.
It is usually built for a specific advertising campaign or search query, so the visitor immediately sees what they were looking for. Its success is measured not by how many people visit but by what share of them take the intended action.
A landing page does not replace a website: it does not answer questions about the company, its other services or how it works. It is an addition, and it still needs to load fast, have clear text and a working form.