A landing page is the backbone of any marketing campaign. Marketing experts say that you shouldn’t start a marketing campaign without a landing page.

So what exactly is a landing page?

A landing page is where people land after clicking a call-to-action (“CTA”). It could be your homepage, Contact Us page, or any other dedicated page.

The purpose of a dedicated landing page is to capture leads. Here is an example of a landing page.

Landing page vs. homepage

You can use your homepage as a landing page, but it isn’t a good idea. Why?

Your homepage isn’t campaign-specific and it would have several links and multiple CTAs. On the other hand, a landing page has a single CTA and is customized and focused entirely on a single campaign.

This is the reason why you should use dedicated landing pages to generate leads that are specifically targeted.

Below is an example of what a dedicated landing page can do for you and how it can help you generate leads.


The landing page offers exactly what the user searched for; there is nothing else on the landing page other than a form and a CTA to download the eBook.

Since landing pages are specific, customized, and clutter-free, they are best at generating leads.

Lead capture strategies

There are two types of landing pages:

  1. Click-through landing pages
  2. Lead generation landing pages

If you intend to capture leads, you should use lead generation landing pages that have a form that stands out and in order to capture leads, you need to ensure visitors fill out the form.

Converting visitors into leads becomes easier if you give before ask, according to Nicholas Kusmich, a marketing consultant.

This is where lead magnets can be of great help. A lead magnet is a highly valuable incentive that you give to the visitors in exchange for their email address. When you offer something extremely valuable, visitors cannot resist giving their email address.

You can use anything as a lead magnet such as:

  • PDF
  • Ebook
  • Webinar
  • Case studies
  • Checklists
  • Guide
  • Free trial

You should create multiple offers and several landing pages to test what works for you. Statistics show that business having 40+ landing pages generate 12x more leads as compared to those with five or less.

When you use a dedicated campaign-specific landing page, you will see better results. For instance, you can use one landing page for the Facebook posts and a different landing page for Twitter posts.

Once your lead magnets, landing pages, and marketing campaigns have hooked, you need to optimize your landing pages for conversion. Use A/B testing to see what types of landing pages work better. President Obama optimized his landing pages using A/B testing and raised $60 million.

A/B testing helps you see what works and what doesn’t. This helps you create better landing pages that boost conversion rates and help you generate more leads.


A landing page has the potential to make or break your entire marketing campaign. Even if your campaign isn’t doing well, a killer landing page can still help you capture leads. It might be challenging to create and test landing pages, as reported by B2B marketers, but you’ll never regret investing resources in landing pages.