How to create a landing page

Last updated: June 21, 2018

Applies to:

Marketing Hub
Professional, Enterprise
Legacy Marketing Hub Basic

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 with an attractive content offer relevant to their needs. 

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.

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, 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

If you're looking to create a landing page that will contain a form for visitors to submit on, 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 page 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 customize the form content. The Form title section lets you add a title that will display immediately above the form on the finished landing page. This 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. 

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

Customize what happens after a visitor submits the form

After a visitor completes your form, you can redirect the landing page to a thank you page or display 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. You can use an inline thank you message if you prefer to deliver your content offer via email.

Set up a follow-up email

After a lead converts on your landing page's form, you have the option to add them to a workflow to 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. 

You can also select send a simple follow-up email automatically as soon as a visitor fills out your form.

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 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.

Edit 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. From here you can add the page you're currently working on to an advanced menu by clicking Add page to a menu.


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

You can click on Advanced Options to 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, enter a custom canonical URL, 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 in the Head HTML or Footer HTML. The code entered here 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 Stylesheets 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.

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