If you’re running a campaign to get people to a page where they can request a document of some sort, that page needs to ‘convert’, and hard. Whether the campaign is by email or by search advertising, it will cost you effort or money to put the offer in front of your prospect. A dedicated landing page for the offer is essential, and it’s worth learning what works from examples.
8 Genius Ebook Landing Pages That Get Readers Downloading on the Unbounce blog gave me some good ideas, and I’d recommmend having a read. What will work best for you will be dependent on how much your offer needs to be explained, but the design of the page deserves as much consideration as the campaign to get people there.