What to Put on a Landing Page: 10 Must-Haves and Best Practices

Free Guide: How to Build & Optimize Landing Pages

Landing pages are one of the most important elements of lead generation. But they’re only effective if you know what to put on a landing page to begin with.

It’s common to put more attention and resources into your main website and product pages, but landing pages are the most direct way to convert a higher percentage of visitors into leads.

To get the most out of your lead generation strategy and increase your conversion rate, here’s what to put on a landing page.

What is a landing page?

A landing page is a page on a website designed to turn visitors into leads.

Sometimes referred to as a lead-capture page, landing pages contain a lead generation form that collects the visitors’ contact information in exchange for something of value, like an ebook, an offer, or a discount.

The goal of a landing page is to tell your visitors exactly what you want them to do and why they should do it. Landing pages are separate from your website in that they’re created for a specific purpose.

You can create as many landing pages as you want — one for every campaign or offer you launch, for example. According to a recent survey, over half of marketers have between five and ten landing pages on their websites.

The difference between a landing page and your main website is that your website doesn’t have a single goal or call-to-action (CTA) for visitors to follow.

Homepages, while still an important element of a website, are typically less focused on a particular task because they are serving the masses.

Homepages are great for direct traffic, but when you can control how visitors arrive on your site, a landing page is the best place to send them.

When you have a specific product or campaign to promote, create a dedicated landing page for it. You can drive traffic to that page through email marketing, social media, and pay-per-click (PPC) advertising.

If your messaging and the rest of the landing page elements are aligned with the visitor’s goals, then you should have a greater chance of converting visitors into leads. In a HubSpot Survey of 101 marketers, 10.9% say their landing pages have a 20% or higher conversion rate on average.

Wondering what it takes to get a stellar landing page conversion rate? Check out the tips below to learn what to put on a landing page to drive traffic and gain leads.