How do landing pages work?
A landing page is a page on your site that is designed to convert visitors into leads. A landing page is different from other pages in that it follows both of these criteria: It has a form that allows you to capture a visitors information in exchange for a desired offer.
What are landing pages designed to do?
Lead Generation landing pages (sometimes referred to as lead gen or lead capturepages) use a web form as the Call to Action, for the purpose of collecting lead data such as names and email addresses. This is the primary type of landing page used for B2B marketing.