Landing pages are created to get a specific audience to take a specific action. In the world of B2B service companies, the primary desired action is to generate leads through their website. Often this lead generation is due to a 'soft conversion', meaning the visitor has signed up for something that adds them to the company's 'sales funnel', but not necessarily making the 'final purchase' right then-and-there. Once in that sales funnel, a sales team can pursue that customer as an opportunity through a multi-step sales process eventually resulting in a 'hard conversion' or sale. In the world of e-commerce,...
