What is the purpose of including a form on a landing page?

Including a form on a landing page primarily serves the purpose of converting visitors into leads. This is a critical function of a landing page, which is specifically designed to drive a particular action from visitors. By filling out a form, users provide their contact information and express interest in a product, service, or offer, effectively transitioning them from a mere visitor to a potential customer.

Forms allow businesses to gather valuable information such as names, email addresses, and other relevant details, which can then be used for follow-ups, nurturing, and marketing campaigns to encourage conversions. The intention behind this is not only to enhance lead generation but also to create a database of contacts who are interested in the company's offerings, thus facilitating future engagement and sales efforts.

In contrast, the other options have distinct purposes that do not align with the primary goal of a landing page. Collecting user feedback is more suited for surveys or feedback forms, displaying website traffic pertains to analytics tracking, and showcasing media content typically relates to galleries or portfolios rather than lead generation. Hence, the inclusion of a form is integral to driving conversions and supporting business growth through effective lead management.