Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
2 min read
Beth Shope Tue, Jun 03, 2014
A landing page is a webpage where your visitors “land” or are directed after clicking a call-to-action (e.g. a banner ad, promotion, free download) on your website, blog, social networks, etc. Per HubSpot’s definition, a landing page allows you to capture visitor information through a lead form.
Companies experience a 55% increase in conversion when keeping relevant, focused, important information on a single webpage. Landing pages allow visitors to download eBooks or whitepapers, or sign up for webinars, trials, demos, or events. Each offer should be relevant to the intended audience. “Contact Us” forms are commonly used but often ineffective as landing pages. Why? These pages are not targeted to specific visitors and therefore present a less compelling offer than those that are more specific.
90% of information transferred to the brain is visual. Landing pages should be appealing to the eye and make it easy for your visitors to follow the path you have laid out for them. How?
The ultimate goal of a landing page is for visitors to fill out the form and become contacts. In order for this to happen, they need to have a clear understanding of what they’re signing up for and feel comfortable and confident in doing so. A landing page that is transparent, direct and presents a logical course of action establishes a sense of value for the visitor. A link to your company’s Privacy Policy reassures visitors that their information will be kept in confidence.
HubSpot has developed several guides for creating winning landing pages. We've collected a few of our favorites that you can download:
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