Landing Page Tips Landing pages should be very focused. No links to the rest of the company or other products to distract the user. Imagery and headline are carried over with branding from e-mail. Lead collection is “above the fold” and as short as possible. Every field you add will impact conversion rates. Clear incentive to fill out the form. Think about how to “barter” information for contact information. Supporting details, additional information, and handouts are below. All of the downloads can be “gated” to gather lead information.