A landing page is a website page containing a form that is used for lead generation. This page revolves around a marketing offer, such as an ebook or a webinar, and serves to capture visitor information in exchange for the valuable offer. Landing pages are the gatekeepers of the conversion path and are what separates a website visitor from becoming a lead.

e.g. A webinar registration page, an email opt-in offering an ebook, a form to be contacted for an appointment, a page selling an ebook, a page for collecting registrations for a free event, a form to collect signatures for a petition, etc. Only 1 single goal per landing page.