In lead generation efforts there are two major types of landing pages: contact pages and content offer pages.
I analyzed over 40,000 customer landing pages and first looked at the conversion rate of landing pages that used words indicating some sort of "contact" or sales type process compared to the conversion of pages that did not include those words.
I found that across the board, every type of "contact" or sales-driven landing page had lower conversion rates than other pages.
I then looked at the conversion rates of pages that used words that indicated some sort of content offer.
By contrast, I found that landing pages offering some sort of content tended to have higher conversion rates than those that did not.