A landing page is a page that is the focus of a search engine or advertising link.
The home page is the most obvious landing page for a site as the website url points visitors to this page.
Any page designed to be linked to from other sites including search engines, facebook advertising, AdWords or other advertising campaigns is a landing page.
To be effective, the landing page must load quickly and be well designed and secure (see https secure)
A slow loading landing page will often be unread as the visitor moves on to the next search result or becomes quickly bored and moves away.