If you've ever been driven to a website where the main element of the page is form to fill out to move on then you've been to a landing page. The purpose of a landing page is to represent in a very succinct and compelling way what the displaying company/product/service has to offer.

Cut to yesterday morning when I'm watching Curious George with my 3-year old daughter. Having seen this show too many times to admit I notice the opening segment is this menagerie of every main character on the show and George getting into various troubles. It completely represents the next 30 minutes and compels my daughter to watch the show.

The two are hooks. When done correctly, landing pages and TV show openings faithfully represent what follows and entice you to get involved.