Landing pages seem to be a seriously under used tool. I must have look at a hundred sites that do not use them to their full potential. They can help with lead conversion, measurement and engagement, they're pretty effective when used correctly! Here's an article on seomoz.org explaining how to get on top of using landing pages well.
http://www.seomoz.org/blog/the-12step-landing-page-rehab-program-infographic-10488
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