A landing page is the page on a website that is designed to let visitors perform a specific action. In addition, a landing page is sometimes designed for search engine optimisation. In that case, the landing page is focused on a specific keyword.
The purpose of a landing page may be to ask for a quotation, to make a purchase or to watch a video. A landing page is therefore aimed at conversions.
A landing page is sometimes confused with a destination page. This is mainly because in English there is no difference between the two concepts: there is only the landing page. In Dutch, however, the terms differ. A landing page focuses on the intention of the website owner (lead generation or conversion), while a destination page deals with the behaviour of a visitor (first page of a visit).