A landing page is a web page that allows you to capture a visitor’s information through a lead-capture form (AKA a conversion form).

A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular ebook, or visitors who click on a pay-per-click ad promoting your webinar. You can build landing pages that allow visitors to download your content offers (ebooks, whitepapers, webinars, etc.), or redeem other marketing offers such as free trials, demos, or coupons for your product. Creating landing pages allows you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they’ve converted on


A landing page is also an important term and concept for inbound marketing and leads generation. it’s a web page deliberately created to help you convert visitors to your site into leads because it provides you with the means for capturing an email address.

what makes landing page valuable is that, once you have an email address, you can begin the leads nurturing process via a sequence of email messages sent manually or via automated email workflows.

During leads nurturing, you get to learn more about your lead including where he/she is in the buying process and your leads learn more about you, your organization and the solutions you provide.

During that process, you can expose your leads to your thought leadership, the example of your problem solving and start providing information and education about the problems your lead may be facing. You can also direct or guide your leads to specific parts of your website and to additional offers.

Leads nurturing plays an important role in converting an interested and qualified lead into a customer. Without a landing page that converts anonymous visitors into an email address and name, you never have the opportunity to find out if your website traffic is right for your business.

  • The right traffic that is interested in what you have to say and offer.
  • It wants to spend time on your site learning about your organization.
  • The right traffic will want to download your new offers.
  • It also delivers customers fans.


1) Easily Generate Leads!  If you could do one thing right now to drastically improve your lead generation efforts, it would be to use landing pages on your website. As we mentioned earlier, too many companies send their email, social media, and search for traffic to their homepages. This is the equivalent of throwing leads away. You could capture these leads at a much higher rate simply by sending them to targeted landing pages. Landing pages provide a very easy way to generate leads for your sales team that you can then easily segment, nurture, or distribute to your sales team.

2) Give Your Offers a Place to Live: Marketing offers and landing pages go hand in hand. Just think back to our painting business example. Without being gated behind landing pages, your offers will do nothing to support your lead generation efforts. The idea is to require your website visitors to ‘pay’ you in contact information for something valuable like an offer, and your landing page is the collections tool.

3) Collect Demographic Information About Your Prospects: Every time a lead completes a conversion form on a landing page, your marketing and sales team is collecting valuable information about your leads. Your marketing team can then use this information to understand what types of visitors or marketing personas are converting, and your sales team already has a baseline of information about a lead before they reach out.

4) Understand Which Prospects Are More Engaged: Landing pages not only enable you to generate new leads; they also allow you to track reconversions of existing leads, which you can then use to identify which prospects are more engaged with your business. This also enables you to collect better intelligence on your leads’ behaviors and activities on your website, which your sales team can use in the sales process.

5) Provide Fuel for Other Marketing Channels: A successful inbound marketing strategy relies on content — and lots of it. Landing pages are a great addition to any marketer’s content arsenal since they can be shared on social media, used as the focus of dedicated email sends and in lead nurturing campaigns, be linked-to in PPC ads, and get found in organic search.

6) Offer Insights Into the Effectiveness of Your Marketing Offers: Every time you create a landing page, you’re creating another data asset for your marketing program. By tracking and analyzing the metrics associated with your landing pages. you can collect a lot of insight into your marketing performance, such as how your various marketing offers to compare, how visitors and leads are converting on your landing pages over time, and more. This gives you powerful insight that can help you optimize and improve your marketing.


  1. Squeeze page: A squeeze page is one in which the goal is to capture the user’s email address. Once you have the address, you can begin to nurture that lead with relevant content and other offers.
  2. Splash page: A splash landing page doesn’t always have lead capture as the main goal. These pages are often used when someone clicks a social media or content link. Instead of being sent directly to the article or social media destination, the user is sent to an intermediary page.
  3. Lead capture page: A lead capture page is similar to a squeeze page but generally sources more information. Name, business name, email address, job title, and industry are just a few things these landing pages seek to earn.
  4. Click through: Every marketer knows you must provide value to your customer before asking them for money. A click-through landing page provides that value without pummeling your customer with a “Buy Now” button before they’re ready.
  5. Thank you page: Too often, a “Thank You” page serves no real purpose. It tells you what you already know, “You’ve downloaded the greatest whitepaper in the world! Access it here.” Put your “Thank You” page to work by including additional offers or gifts.

Landing pages will account for a majority of your new leads, so they demand your attention. With the vast number of tweaks, additions, and variations you can implement, there’s no reason why you can’t have a landing page that converts well.