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How to create a landing page

Last updated: June 21, 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:

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

Create a landing page in HubSpot

1. Go to the Landing Page Manager

In your HubSpot Marketing account, navigate to Content Landing Pages

2. Create a New Landing Page

Click the Create a new landing page button.

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.

Now, 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 are creating. You want it to be descriptive enough so that 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 on the Create button to start adding your content (offer text, images, and form) to your page.

5. Add your content to the landing page

Now add your content into the landing page layout using the content editor. 

Enter the Page Title

The page title is the bold text that shows up on a search results page when you rank in a search engine. If the page title is not well written, visitors won't be interested in clicking through to your site, ruining all that hard work you did to rank well in the first place.

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 5 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 4 keywords. Seventy characters is the maximum length that will be shown in search engines.
  • Be written for click-through appeal for a human visitor.

Enter the Landing Page URL

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

Enter a form title

In the Content section of 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 on the Add new button. Design your forms to capture the information that you need to 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 will want to give them access to the content of the offer right away. The two ways easiest 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 that you redirect your visitor to a thank you page so that 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 followup 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.

6. Choose your landing page settings (Basic)


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.

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 different, unique meta description, focused narrowly on the content that is on that one page of your site.

Alternative Domain

7. Choose your landing page settings (Advanced)

Head & 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 for your website page.

Style Override


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, post templates, and client-specific materials there.
  • Have a page for resellers and partners to get advanced materials.

Just 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.  

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

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