If you could do one thing to dramatically improve your marketing ROI today, what would it be? If your answer was "use landing pages to convert new leads" I’d have to agree with you — here’s why. Nearly 1 in 10 people who make it to a landing page will become potential customers or leads. If you’re new to the world of converting web traffic, that number might not seem impressive, but when you do the math, there’s reason to believe that 1,000 people could become leads on your landing page if 10,000 people visit it. That’s a lot of leads for most small-to-medium-sized businesses. Let’s look at exactly what a landing page is and how having one (or more) can help you see results like this. Build landing pages that convert visitors for free. What is a landing page? A landing page is a specific page on your website where you collect a visitor's contact information in exchange for a resource, like an ebook. This contact information is collected using a lead-capture form where visitors enter details like their name, email address, and job title. Generating leads for your business is a necessary part of your marketing campaign, and there are several ways to do it: through social media, content marketing, paid ads — the list goes on. With each digital campaign you run — no matter what channel you use — the people you’re targeting won’t convert themselves into potential customers. To do that, you’ll need a quality landing page that’s built specifically to convert those visitors. If you don't have at least a few landing pages on your website, you're missing out on opportunities to turn these individuals into paying customers down the line. Today, we'll explore the myriad of benefits that come with landing pages and how you might use one to reach your business goals. What is a landing page used for? The goal of a landing page is to convert and build a repository of leads that can be nurtured with more personalized marketing campaigns using email, direct mail, paid ads, or other types of targeted marketing before those leads reach your sales team to make a purchase. Types of Landing Page Offers Landing pages have a sole purpose: to convert leads for your business. However, you can target those leads using a specific content offer on each landing page. Here are the types of content offers you can add to a landing page to convert visitors into leads: 1. Ebooks and Whitepapers If you’ve written a blog post that introduces a topic your audience wants to learn about, you can satisfy their interest in that topic by elaborating on the subject in an ebook or whitepaper. Using a landing page, you can "gate" this resource behind a lead-capture form. Once your visitors complete the form, they’ll be able to access the content. Example of a HubSpot Ebook and White Paper Landing page Image Source 2. Email Newsletter Subscription Let's say you write a lot of blog content on a similar topic. Sure, you can develop an ebook or whitepaper that elaborates on specific details, but you can also offer your readers an email newsletter they can subscribe to for the latest content on that topic. On various blog posts, use a call-to-action (CTA) to invite readers to subscribe to your blog. This CTA can link to a separate landing page where they can sign up for your email list. Example of a HubSpot Newsletter landing page Image Source 3. Online Course Enrollment Whether you're in the education industry or you offer various skill-based certifications to your audience, online courses should have their own landing pages, too. Using these pages, you can invite new students to sign up for a class you offer. This type of content adds value to the client’s experience — they’ll have more access to you through a private channel like email to discuss the course content and get feedback on their progress. Example of a course landing page HubSpot academy Image Source 4. Event Registration Similar to online courses, events require you to collect information on your audience so they can receive updates leading up to the occasion. An event, as well as its various sessions and keynotes, can have its own individual landing pages to turn interested prospects into event attendees and leads.Event landing page example HubSpot's iNBOUND event Image Source 5. Free Trial Are you offering a free demo of your product? Your demo offering could use its own landing page. Bring users to a page where they can sign up for a free trial of your software using their name, email address, job title, and any other information you deem necessary to give them the best customer experience. Don’t forget to follow up with these leads — they’ve already demonstrated an interest in what you sell based on your landing page, so make sure your sales team closes the deal. Free trial landing page example hubspot's 14-day free trial Image Source 6. Community Membership If your business thrives on building community among customers — perhaps you should have a website dedicated