A process is shown wherein an aqueous binder composition, preferably a latex binder composition, is foamed and applied as a layer of controlled thickness on a transfer roll rotating above a moving fibrous web but out of touch with the latter while suction is applied below the web in the region of the roll to draw the foam off the roll and into the web. The web is subsequently dried. The process produces webs of improved hand because impregnation is accomplished with only the foam coming into contact with the web.