What is a landing page?
The most general definition of a landing page is a page that a visitor can "land" on. This term is often used for a page that someone clicks through to from an advertisement, call to action, or email.
Generally, landing pages are designed to get the visitor to perform a particular action. For example, landing pages are often used to convert visitors into leads. In this case, the landing page is part of a conversion path and always includes:
- A contact form, so visitors can get in touch or make an appointment right away.
- A download form, so visitors can download gated content.
Landing pages in HubSpot
HubSpot makes building landing pages easy. Within the Marketing Hub and CMS, HubSpot has a dedicated feature for it. Marketers create -without help from IT- a landing page with text, images and, of course, a form within minutes! A/B test to improve the conversion rate of the landing page? You can set that up in minutes too with HubSpot.
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Landing page best practices
These best practices cover landing pages designed to generate leads.
- Use text to briefly explain what you offer readers. Make sure there is one clear message.
- Make sure the page includes an image (for example, a cover if it's about an e-book) so visitors can immediately see what you are offering them.
- Use a compelling writing style that encourages them to take the desired action.
- Make sure the visitor cannot be distracted on the landing page. For example, do not link to other pages in the text.
- Use A/B testing. Let your visitors determine which landing page works best.
