The ultimate guide to Lead generation
High-Converting Lead Magnet Landing Pages: Examples, Best Practices, and Templates
By Bob Sparkins | Published Oct. 30, 2023
The ultimate guide to Lead generation
By Bob Sparkins | Published Oct. 30, 2023
Do you have a valuable lead magnet that you’re ready to share with your audience? Then it’s time to build your lead magnet landing page. Landing pages are the best way to promote your lead magnets. They serve as a central location you can point people to any time you want to share your content. Keep reading to see 12 examples of high-converting lead magnet landing pages you can learn from.
A lead magnet landing page is a solitary page focused solely on collecting people’s contact information. It promotes a gated offer that a person can access by submitting their email address. It may also be referred to as a squeeze page or a lead generation landing page.
While you can promote your lead magnet solely with pop-ups and alert bars, every lead magnet should have a landing page. Just like your website is the home for your brand, your landing page is the home of your lead magnet.
If you’re advertising your lead magnet with paid ads, this is where you’ll send people who click on your ads. If you post about your lead magnet on your social channels, this is the link you’ll include. If someone’s heard about your lead magnet and wants to know more about it, this is where you’ll send them.Lead magnet landing page conversion rates
While every type of lead magnet landing page has its time or place, you’ll find some convert better than others. Based on the conversion rates of Leadpages users, the average lead magnet landing page converts at a rate of 18%
Here are the types of lead magnet landing pages that convert the best:
So, why not just choose the lead magnet landing page with the highest conversion rate? Because it might not meet the needs of your target audience.
Are you trying to teach a simple concept? Then a cheat sheet or checklist will work great. However, if you need to explain a more complicated topic then you’ll likely need something like an ebook or a webinar.
Sure, a cheat sheet landing page might generate more leads than a webinar landing page, but if the lead magnet isn’t able to answer people’s questions, you aren’t going to get many leads converting into customers (which is your real goal).
So, think long and hard about the type of lead magnet landing page you use and ensure it’s a good fit for your business. Check out these lead magnet ideas to learn all the different types of lead magnets you can try.
Easily create landing pages with pre-made templates that are proven to convert 3x better than the industry average.
Ready to create your lead magnet landing page but need a little inspiration? Check out these 12 high-performing pages.
66% (average conversion rate for cheat sheet landing pages is 34%)
This lead magnet landing page starts off with an excellent headline. It highlights why people should want the lead magnet and uses a different color to call out the small number of steps and the primary benefit. The benefits are further expanded on in the next section to really hammer home the value.
And if readers still have any doubts, the page also includes testimonials from current customers. This backs up the claims of the landing page and shows the lead magnet really does fulfill its promises.
The page doesn’t show an image of the lead magnet. Sure, it’s a digital product, but you can still create a cover or give a sneak peek of what it looks like. We’re also missing some information about the creator. What are their credentials and why should we trust them?
47% (average conversion rate for checklist landing pages is 27%)
The imagery on this landing page is excellent. We’re greeted by the creator’s smiling face, which tells us there’s a real person behind the checklist and builds trust. We also get a preview of the checklist in the hero section to make the product seem more tangible.
The section below tells us what we can expect inside and gives us a quick bio of the person who created it and all her credentials.
The headline is a little lacking. It tells you what you’re going to get but not why you should want it. The CTA “Download Now” is fine, but something a little more creative or specific to the product they’re downloading might perform better.
The description does a good job of summing up what’s inside and why you’ll want to read it. There’s also a well-designed cover for the whitepaper, which adds legitimacy to the content.
The landing page includes some social proof at the end, displaying the logos of well-known companies the business has worked with. While not as powerful as customer reviews, client logos are a strong trust signal, especially when you have a roster as impressive as this business.
The headline is simply the title of the whitepaper. While this lead magnet is targeted at B2B customers who might not respond as well to more creative and sales-driven headlines, it’s worth experimenting with something that’s more benefit-rich.
The form is also very long and requires users to enter six pieces of information. Not only does this feel intrusive, but it also increases the steps required to achieve a conversion.
43% (average conversion rate for ebook landing pages is 24%)
The page has a sleek and attractive design, from the background all the way to the product preview. When someone spends this much time ensuring their page looks good they’ve probably put that same effort into their lead magnet. There are also several great testimonials that build the credibility of the writer.
Finally, in addition to the ebook, this lead magnet landing page also offers an email newsletter to add even more value.
You have to get through a lot of text to get to the CTA button. Generally speaking, you want to make sure your CTA button is visible as soon as someone lands on your page. The less someone has to scroll to get to your form the better. The description is also a touch long and could be tightened up a bit.
29% (average conversion rate for quiz landing pages is 18%)
This lead magnet landing page uses a great image to capture our attention right away. The subject’s eyes are also looking toward the copy, which immediately draws our attention to it. The headline is simple but effective, promising an enticing benefit.
While the landing page is rather short, that’s okay. For a low-commitment lead magnet like a quiz, less is probably more. Just highlight the benefits and make it easy to access the content.
Three form fields might not seem like a lot, but it’s still probably one or two too many. Unless it’s absolutely necessary, stick to just asking for an email. The page could also do a better job of explaining what the quiz involves. How many questions is it? How long will it take? For example, if it only takes five minutes that might make it more appealing.
48% (average conversion rate for webinar landing pages is 17%)
The headline perfectly sums up exactly why you should attend this webinar. Don’t be afraid to experiment with longer headlines like this—when done right they can be very effective. The CTA button is also a bright contrasting color that draws your eyes right away.
Finally, the “what you’ll learn” section tells users what they can expect while also building intrigue. It hints and teases at the information that will be covered, making you want to sign up to unlock the secrets.
While lead magnets like quizzes don’t require a lot of selling, something like a webinar might benefit from more copy. Even a pre-recorded webinar could be up to an hour, so the presenter should consider adding more information (her bio, testimonials, video trailer, etc.) to convince people it’s worth it to sign up.
63% (average conversion rate for template landing pages is 15%)
This page employs a clean design with just the right amount of color. Remember, when the page is too busy visitors don’t know where to look. Whitespace might seem boring, but when it comes to lead magnet landing pages it’s a valuable tool to increase conversions.
Perhaps the best thing about this landing page is the use of the countdown timer. By limiting the amount of time people have to access the lead magnet it encourages them to act now, rather than thinking they can come back to grab it later only to forget about it.
Finally, this page includes plenty of social proof with both testimonials and logos of publications the creator has been featured in to remove any doubts about whether or not the template will actually work.
The hero copy could definitely be a little more descriptive. What are the benefits? What’s actually included in the template? These are questions visitors will likely have as they’re deciding whether or not to download the template.
46% (average conversion rate for mini-course landing pages is 22%)
It’s no secret that the attention span of internet users is dwindling. That’s why a lot of marketers are utilizing videos on their lead magnet landing pages instead of text. This page utilizes this strategy to great success, simply including a short video about the mini-course and why you need it.
The large CTA button also captures your attention and the logos below the video provide social proof to add some legitimacy to the lead magnet.
A clean design is great, but this page might take it a bit too far. A bit of color would help capture the attention of visitors. The headline could also use some tweaking, either to highlight the problem visitors are suffering from or the primary benefit they’ll receive by accessing the course.
There’s a lot to like about this simple but effective lead magnet landing page. The strong headline immediately conveys the primary benefit, we get a sneak peek of the lead magnet being offered, and the CTA tells visitors exactly what to do.
The background image isn’t very bright. When combined with the black background behind the text it creates a page that’s rather dark. It might be worth experimenting with brighter images. The bullet points are also rather long. You have to get through a fair bit of text before you get to the CTA button, so tightening these descriptions up might improve performance.
17% (average conversion rate for free consultation landing pages is 9%)
This headline is great, as it simultaneously calls out the problem visitors are dealing with and the benefit they’ll receive by booking a free consultation.
The page also walks people through exactly what the free consultation will include and why each part is important to helping them solve their problem. Even better, multiple CTA buttons are sprinkled throughout the page so visitors never have to look far when they’re ready to book their consultation.
The copy could definitely be shortened in some areas. Remember, too much text can be intimidating—you don’t want people to think reading your landing page will be a lot of work.
The page also adds a secondary CTA near the end, asking visitors to subscribe to their email newsletter. While more CTAs might seem like a good idea, it often just leaves people confused. Do you want them to book a free consultation or sign up for the newsletter? This is why it’s best to just focus on one action.
82% (average conversion rate for coupon landing pages is 20%)
Coupon pages are a little different than other lead magnet landing pages. The benefit is obvious—the discount. All you really need to do is keep things simple, explain how much money visitors will save, and make it easy to get the coupon. This page does that perfectly. Plus, the muted color scheme really works well.
A little more information about the product being promoted here would be helpful. Sure, we’re assuming that people landing on this page are already familiar with it, that’s why they’re here. But a quick reminder of why they want it could help boost conversions.
28% (average conversion rate for case study landing pages is 12%)
The headline and description do a great job of telling visitors why they should download the case study—the entrepreneurs featured are making five figures a month and are going to share their secrets. This is exactly what you want from a case study. Images of all the people featured in the study are displayed, so we can see that they’re real people.
The landing page also does a great job of addressing the doubts of visitors. They’re likely thinking five figures a month isn’t possible, so the page addresses this head-on. The creator states that even she used to think she wouldn’t ever achieve this milestone, but was eventually able to overcome this negative mindset.
A quick bio of each of the people included in the case study would be helpful. It would show that they’re all just regular people, which makes visitors more optimistic that they can also achieve these goals. Also, the grey background doesn’t really jump off the page. A little more color would help this page pop a bit more.
Okay, so now you have an idea of what your lead magnet landing page should look like. But what should you include on your page to maximize conversions? Here are the most important elements.
When someone lands on your page, your headline is likely the first thing they’ll see. A good headline will convince visitors to keep reading, while a weak headline will cause them to click away. So, you want to make sure it hits all the right notes so you make a good first impression.
Here are a few things to consider when writing your headline:
Copy isn’t the only thing that influences conversions. The images you choose also have a big impact on whether someone downloads your lead magnet.
Is your lead magnet a checklist, guide, or ebook? Then the best hero image is a professionally-designed cover. A sharp, well-designed cover adds legitimacy to your lead magnet and makes it seem more tangible.
Another good choice for your hero image is a photo of you. People want to know who’s behind the product. Seeing a picture of your smiling face helps them get to know you and builds trust. The fact that you’re willing to put your face next to your product shows people you believe in the value you’re providing.
Here are a few other things to keep in mind:
When you send someone to your lead magnet landing page you want it to look consistent with the asset that sent them there whether that be an ad, your website, or a pop-up.
Think about it: if you click a pop-up on someone’s website and it takes you to a page that looks completely different than the one you were just on, you’re probably wondering if you’re in the right place. Have you been redirected somewhere else? Is this a scam? You don’t want visitors asking these questions when they land on your page.
When building your landing page, try to use the same colors that you do on your website and other marketing assets. If you have a logo be sure to include that as well. This creates a seamless journey through your lead generation funnel.
We’ve already talked about benefits a lot, but it’s worth mentioning again. Make sure you’re highlighting the benefits of your lead magnet throughout your landing page. The most effective way to do this is to include a bulleted list of the top three or four benefits.
A common trap marketers fall into is talking about features instead of benefits. Features describe what something is while benefits tell people how it helps them and why they should want it.
For example, let’s say you’re offering a free ebook that includes a chapter on how to build a landing page. You could simply say “Includes a chapter on how to build a landing page,” but that’s really more of a feature. It might leave visitors wondering why this is important.
Instead, you should say something like “Learn how to easily build high-converting landing pages that drive leads and sales.” See the difference?
Keep your key benefits in mind while writing your copy and incorporate them throughout your landing page.
Your lead magnet landing page is likely one of the first times someone will be exposed to you and your brand. So, take this opportunity to introduce yourself.
Who are you? What are your credentials? Why should someone turn to you to solve their problems? These are questions you’ll want to address to build trust and establish your authority on your chosen topic.
The best bios often utilize a story structure. Explain how you once experienced the same issues the reader is facing and how you made a few changes to achieve success. This helps make you more relatable. It also adds to the credibility of your content, since it’s based on personal experience rather than just regurgitating other people’s advice.
It doesn’t matter how much you hype up your lead magnet, people are always going to have their doubts. Because of course you think your lead magnet is great—you created it.
That’s why it’s important to include some social proof on your landing page. This could be some positive testimonials from your customers, logos of businesses you’ve worked with, or a list of publications you’ve been featured in.
This way, it’s not just you telling users why they should download your lead magnet, but also their peers. Social proof helps remove doubt and makes people feel confident that they’re making a smart decision.
In order to collect someone’s email address, you’ll need a lead capture form. This is an online form someone can fill out that allows them to easily submit their contact information. Luckily, Leadpages’ form widget makes it easy to add a form to any landing page.
There are two things to consider when it comes to forms: what information are you going to collect and whether you’re going to use an on-page form or a pop-up form.
Let’s talk about the type of information you should collect first. Unless it’s absolutely necessary, you should only ask for someone’s email address. The more information you ask for, the longer it’s going to take to fill out the form (and the more intrusive it feels). You want to make things as easy as possible, so the shorter you can make your form the better.
Now, when it comes to the type of form, it’s really about your personal preference. On-page forms reduce the number of clicks while pop-up forms allow for a cleaner look but do require users to click a button to make the form appear.
There’s also the belief that once someone clicks to open a pop-up form they’re more likely to complete it because they feel like they’ve already started the process. However, both types of forms perform well so it’s a good idea to test each one and see what you prefer.
Finally, every lead magnet landing page needs a strong call to action (CTA). This is the short statement you use to tell people exactly what action you want them to take and is usually contained within your CTA button.
Consider these tips when writing your CTA:
Here are a few examples of powerful CTAs:
Everything your lead magnet landing page needs to include to boost conversions and grow your leads.
It used to be that the only way to build a landing page was to either code it yourself from scratch or hire a developer to do it for you. Luckily, there are more (and better options) these days.
Assuming you’re not a developer yourself, let’s go over how you might go about building a landing page.
There are plenty of solutions available that allow those with no coding or web design experience to build landing pages. The two most common approaches are to use a landing page builder (like Leadpages) or WordPress. And of course, you can still outsource the work to a developer if you wish.
Here’s a summary of the pros and cons that come with each option.
When building your landing page you’ll need to weigh the pros and cons and choose the best option for your business. However, for most entrepreneurs, a landing page builder will likely be the best choice so for simplicity’s sake we’ll assume you’ll be using this option and will use Leadpages as an example for the rest of this section.
The first thing you’ll need to do is choose a landing page template. Our professionally designed templates take the majority of the work out of the building process, as they’re essentially a ready-made landing page.
This way, instead of starting from scratch you already have a solid base to work from and just need to make a few tweaks to suit your brand or lead magnet. They’re also created with all the latest conversion best practices, so you don’t need to worry about optimizing your page for clicks and lead generation.
There are templates available for virtually every industry and goal. You can also sort templates by conversion rate to find the one that will generate the most leads for you.
Once you have your template it’s time to customize it with the Drag & Drop Builder. Make the template your own by:
All of this is done with just a few clicks (no coding required). Best of all, it’s up to you how much you want to customize your template. You can change it to look like a completely different page, or you can simply upload some new images and change the text.
Depending on how many changes you want to make, your landing page could be ready in as little as 30 minutes.
When you’re ready to publish, you have two options: publish to a free Leadpages subdomain or your own custom domain.
Every Leadpages account comes with a free subdomain that looks like this: https://yoursubdomain.lpages.co. For a lot of marketers, this will work just fine. It makes publishing quick and easy and cuts down on your costs.
However, if you want your own custom domain (https://www.yourdomain.com) you can also connect that to your account. You may also already have a website with a custom domain, in which case you could publish your landing page to a secondary page on your domain (https://www.yourdomain.com/yourlandingpage).
After you decide where you’re going to publish your page, click the “Publish” button in the Drag & Drop Builder
Ready to build your lead magnet landing page? Here are some templates to get you started.
This classic lead magnet template is still one of our most popular designs. It’s also our highest-performing template. The simple and effective layout includes spots for your logo, your lead magnet cover, and some key benefits. It’s perfect for cheat sheets, checklists, and other shorter lead magnets.
This template allows you to add more details about your lead magnet, making it perfect for longer guides and ebooks. In addition to a description and benefits, there’s also room to include a review and your bio.
This webinar landing page template has everything you need right in the first fold, including key benefits and a short bio that allows you to list your accomplishments and credentials. There’s also an additional section below where you can discuss the topics that will be covered in your webinar.
Free consultations involve more of a commitment than something like a cheat sheet which is why this landing page template offers you more space to showcase the value you provide. There’s space to add your credentials, the various services you provide, positive testimonials from past clients, and more.
After someone downloads your lead magnet your work isn’t done. You need to start building a relationship with them and gaining their trust, and that all starts with your thank you page. This is the page that users are taken to immediately after they download or sign up for your lead magnet.
When someone downloads your lead magnet it’s a big leap of faith on their part. They’re inviting you into their inbox without fully knowing whether you’re going to provide value and live up to your promises. So, the first thing you need to do is thank them.
This simple act sets the tone for your relationship and lets them know that you appreciate them giving you a chance.
There are two items that you should include on all your landing pages, plus a third that’s definitely worth considering:
Our users continue to use Leadpages to create their lead magnet landing pages for three simple reasons:
Leadpages’ landing page templates are created by professional designers and marketers and are already optimized for conversions. That means before you even start building your page most of the hard work is done for you. Just customize the colors, text, and images and you’re good to go.
Our landing pages also convert, with our average conversion rate clocking in at 8% (compared to the industry average of 2.35%). And our average lead magnet landing page conversion rate is even better at 18%.
Finally, if you ever have any questions during the design process our industry-leading support team is available to assist you. Or you can book a coaching call with one of our Lead Generation Experts or attend our weekly Conversion Coaching sessions.
Whether you’re a marketing pro or a complete beginner, Leadpages offers the tools and resources you need to create the perfect lead magnet landing page.
Now that you know the ins and outs of lead magnet landing pages, it’s time to build your own. With Leadpages’ 250+ templates and the easy-to-use Drag & Drop Builder, you can have your first landing page up by the end of the day.
Try Leadpages free for 14 days to start promoting your lead magnet today.
Just choose a template, customize it, and publish your page in minutes. Try it today for free.
By Bob Sparkins
A marketer with 17 years of experience, Bob has taught over 1,000 webinars and spoken at over 50 events.