How to create a landing page

Last updated: October 30, 2017

Available For:

Marketing: Basic, Pro, Enterprise
Sales: N/A

A landing page is a web page that allows you to capture a visitor's information through a lead form. A good landing page will target a particular audience, such as traffic from an email campaign promoting a particular ebook or visitors who click on a pay-per-click ad promoting your webinar. It’s important to build a unique landing page for each of the offers you create.

You can build landing pages that allow visitors to download your content offers (ebooks, whitepapers, webinars, etc.) or to sign up for offers like free trials or demos of your product. Creating landing pages allows you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads.

Whether you’re building a landing page for a new lead or an existing lead or customer, the end goal is the same: to capture your lead’s interest in something you have to offer and use this opportunity to nurture them further down the marketing funnel towards the next sale.

The four questions your landing page needs to answer

There are four main things a good landing page tells a viewer in a few seconds:

  1. What exactly is being offered? - Answer the question, "What's in it for me if I give you my information?"
  2. What are the benefits of the offer? - Explain why the viewer just can't live without it.
  3. Why does the viewer need the offer NOW? - Create a sense of urgency around your offer.
  4. How does the user get the offer? - The page should make it easy for the lead to convert.

Create a landing page in HubSpot

The following instructions walk through creating a landing page in your HubSpot Marketing Basic, Professional, or Enterprise account.

1. Navigate to Landing Pages

In your HubSpot Marketing Basic, Professional, or Enterprise account, navigate to Content Landing Pages.

2. Create a new landing page

Click Create landing page in the upper right-hand corner.

3. Select a landing page template

Next, you'll want to select a template to use as the structure for your landing page. You can search through the existing templates in your account, purchase a premium template through the HubSpot marketplace, or create a new template layout by converting a mockup into a template layout. To learn how to convert a mockup into a template layout, click here.

If you're looking to create a landing page that will contain a form for visitors to submit on, please be sure to select a template that has a form module. 

4. Give your landing page a name

Type in a name for the landing page you're creating. This name will be internal for organizational purposes; only other users in your account will be able to see it. The internal page name will be stored in the Internal page name field under the page's Settings tab. Make the page name descriptive enough so other users in your HubSpot account will be able to find it easily and know what its purpose is. 

After you enter the name into the selected template, click Create to start adding your content (offer text, images, and form) to your page.

5. Add your content to the landing page

Under the Content tab, add your content (text, images, etc.) into the landing page layout using the content editor. 

Enter a form title

In the Content section of the page editor, click on your form to reveal options to edit the form's content. Go to the section that asks for Form title and enter a title for the form on the page. This title will display immediately above the form on the finished landing page. The copy should reinforce the idea that completing the form will give your reader access to the content or offer.

Select an existing form or create a new one

You can select an existing form or create a new form. To create a new form, click Add new. Design your forms to capture the information that you need in order to follow up with and qualify the lead. They should be structured with the user in mind so they’re not too long or invasive. 

For a step-by-step guide on the functionality of the form manager, click here.

Remember to balance the information you ask from a visitor on a form with the value of an offer. If someone is browsing a landing page for a demo of your product or service, they're more likely to give you their personal information to help customize that demo, but if they are just browsing a landing page for a less valuable content offer, they might not be as willing to hand over personal details.

Choose a redirect page or show an inline thank you message

After a visitor completes your form, you'll give them access to the content of the offer right away. The two easiest ways to do this are to redirect them to a thank you page or replace the form on the landing page with an inline thank you message.

We recommend you redirect your visitor to a thank you page so you can provide them with a follow-up offer, make it easy for them to share the original offers, and give them additional options for navigation. Inline thank you messages don't allow you to do any of these helpful things.

Send post submit emails?

After a lead converts on your landing page's form, you have the option to add them to a workflow and send an automatic follow-up email.

Adding a lead to a workflow will make it easy for you to send them a series of follow-up nurturing emails based on the offer they download or to further modify properties on their lead record based on the conversion.

For example, you could have a workflow that increments a lead's HubSpot score based on the form conversion.

A follow-up email provides you with an easy opportunity to send your new contact a personalized message thanking them for converting on the offer and providing them with additional options for getting in touch with your company.

Enroll in a Salesforce campaign (Salesforce integrated customers only)

If your HubSpot account is integrated with Salesforce, you have the additional option of adding a converted lead into a Salesforce campaign.

If you don't have any campaigns configured in Salesforce, you won't have the option to select one. To create a Salesforce campaign, follow these instructions.

Enter the rest of your content into the landing page

Each template will have slightly different content areas for you to edit. As you enter your text, images, and HTML, you'll see the preview of the page automatically update.

When creating the content for the landing page, follow these best practices:

  • Use a clear title, description, and layout to instantly convey the value of your offer and create a strong incentive for your visitors to download or sign up for it.
  • Keep your visitors focused on filling out your form by removing all navigation links from the landing page.
  • Include social sharing links to encourage your visitors to spread the word about your offer.

For more tips on optimizing the content on your landing pages, attend the HubSpot Academy workshops (you must be logged into HubSpot to access) and check out the landing page topic on the HubSpot blog.

Enter the landing page URL

Enter the URL you want for the landing page. The URL should be short and optimized for the offer on the page.

6. Choose your basic landing page settings

In the page editor, click the Settings tab at the top. Under Basic Info, you can fill in the page name, page title, and page URL, as explained above. You can also select a campaign and write a meta description.

Edit the internal page name

When you selected a landing page template and entered a page name, that page name will appear in the Internal page name field. You can edit that internal page name here.

Enter a page title

The page title is the bold text that shows up on a search results page when you rank in a search engine. It's the content between the <title> and </title> tags of your page's HTML. You can enter the page title in the Page title field under the Settings tab. If the page title is not well written, visitors won't be interested in clicking through to your site.

Your page title should:

  • Truly reflect the content of the page.
  • Be unique for each page on your site, not duplicated.
  • Use target keywords. Keep in mind that the earlier words in the page title are given more weight than the later words.
  • Remember that keywords or phrases should be separated by a pipe character ( | ) or hyphen ( - ).
  • Be brief. Search engines discount the importance of a given keyword in the page title more or less depending on the total number of words in the title. If a page title has 10 keywords, each word is about half as effective as if the title only had five keywords. This means you need to strive to eliminate words you don't want to rank for, like and, with, or, etc.
  • Be limited in length to about four keywords. Seventy characters is the maximum length that will be shown in search engines.
  • Be written for click-through appeal for a human visitor.


You can choose to associate your website page with a HubSpot campaign. This makes it easy to filter for all pages from a specific campaign on your site pages dashboard. The scope of your HubSpot campaigns can vary greatly. You might have a campaign around a major trade show for your company, and you might have a campaign around promoting a specific product.

Meta description

Enter a meta description for your website page. This will appear in search results below the page title.

Here are some meta description best practices:

  • Length: A good description is approximately two sentences long, and no more than 150 characters long.
  • Use keywords: Keep your target keyword as close to the beginning of the meta description as possible, and only use it once–don't go overboard with the use of keywords.
  • Create a call-to-action: Your meta description should read like a call-to-action (CTA). Remember that this text is written to entice a human reader, not a search engine robot. Potential customers will actually be reading this text on search results pages, so make sure that it is written well, is grammatically correct, and helps the reader make an informed decision about choosing your page to visit.
  • Uniqueness: Each page on your site should have a unique meta description, focused narrowly on the content that is on that one page of your site.

Alternative domain

You can also edit the page's URL and select another root domain from the dropdown menu under Page URL.

7. Choose your advanced landing page settings

Under Advanced Options, you can edit the head and footer HTML and choose to password protect the page or have the page expire on a specific date. You can also select a HubDB table for your page and edit the page's template and attach stylesheets.

Head and footer section HTML

You can add raw HTML snippets, embed codes, or tracking JavaScript that will be added just after the opening <body> tag or just before the </body> tag of your website page.

Style override

You can attach different stylesheets using the dropdown menus in the Style Settings section.


Use this option to:

  • Create a landing page on your site just for specific visitors and leads.
  • Create a "customer-only" page on your website to post templates and client-specific materials.
  • Have a page for resellers and partners to get advanced materials.

Enter a password into the field, and visitors will be prompted to enter the password before viewing the page.

8. Publish the landing page

Once you've finished entering the content for your landing page, the last step is to publish it by clicking Publish in the upper right-hand corner. 

You have the option to publish the page immediately or publish the page at a scheduled date and time.

Was this article helpful?

Previous article:

Next article: