Your landing page or capture / conversion page, is one of the greatest assets a marketer has. Those single pages that are crafted to capturing permission and get the contact (first step) or get the conversion (last step). Often general site pages don’t cut it. These are the micro-conversions that often don’t get the attention they deserve.
Site owners can build successful landing pages, there are plenty of resources and best practices to help you do it. Still, avoiding the pitfalls plaguing ineffective landing pages continues to be a struggle.