Landing page
A page built for one campaign and one action, stripped of the site's usual navigation and choices. The principle is message match: the page continues the ad's promise, and every element either moves the visitor toward the single conversion or is removed.
Where it's used
Used for paid campaigns, launches and lead capture. Good for keeping the ad's promise and removing every option except the one you want.
Example
Message match in practice
Illustrative scenarioThe ad says "Accounting for freelancers, $9 a month." A poor click lands on a homepage with enterprise plans and eight menu items. A good click lands on a page with that same line as the headline, three reasons, two freelancer reviews and one button. The visitor never wonders whether they are in the right place.