The objective is increase and segment lead generation. Measure white paper downloads, time spent on the site, newsletter opt-ins, rejects rates on contact pages, and leads-to-close ratio.

The landing page is a web page where people go to once they click on an online advertisement or natural search listing. Landing pages are designed to be highly relevant to the advertisement or search listing and encourage users to complete a "call to action". The landing page is also known as the "click through URL" or "destination URL". for organic search results in google and link trading with popular sites.