The ultimate guide to understanding lead magnet landing Page

23 min

Creating a lead magnet that adds value to your target audience is a significant investment. Unfortunately, having a valuable lead magnet does not guarantee its success. 

Unless you have a clever strategy for promoting the lead magnet, chances are your investment will go down the drain. You don’t want that.

Creating a lead magnet landing page is one of the best ways to ensure your investment in the lead magnet is worthwhile. So, read on to see how you can create a winning lead magnet landing page. You also want to stick to the end, where we’ll share some of our favorite lead magnet landing pages. 

What is a lead magnet landing page? 

To answer the question, “What is a lead magnet page?” Let us first define what a lead magnet is. 

A lead magnet is something valuable offered to customers in exchange for their contact details. It can take different forms like discount codes, ebooks, templates, webinars, and so on. They’re particularly useful when you want to grow your email list.

So, a lead magnet page is a web page specifically designed to promote and grant access to your lead magnet, which you may have promoted through an ad, social media platforms, and other online channels. 

The page will typically have compelling messages and a call to action. This landing page is also called a lead generation or squeeze page.

Why are lead magnet landing pages essential?

There are various reasons why lead magnet landing pages are an essential addition to your marketing strategy. For one, they can help kickstart your buyer’s journey by luring prospects into your marketing funnel.  

Other reasons why lead magnet pages are so important include:

They help you generate leads 

Beyond showing up across online platforms, you need to create an avenue to connect and engage with your audience on a more personal level. Mostly, this will be through email campaigns specially crafted with your audience in mind. 

As a result, you’d typically need to lure in those who encounter your brand online and may have developed an interest in your products. The lead magnet landing page is a pretty effective way to generate these leads. 

They help you grow your email list

As more and more people visit and access your offer, you get to grow your email list— that’s another way the lead magnet boosts your marketing efforts. 

For instance, you can attract visitors to your dedicated landing page through your online ad or social media profile, your offer entices them, and they click your CTA button. Then, they’re prompted to offer their email addresses, which are added to your email list.

They help you increase the conversion rate

Lead magnet pages are also essential because they can help to increase your conversion rate. Since the content on your lead magnet landing page is crafted to emphasize the value users get, users’ interests are likely to be triggered. 

As they provide email addresses, you can start to nurture them until they become customers. 

They help to build trust

Finally, lead-magnet landing pages help you build trust with potential customers, especially if you’re new in the market. 

For example, a discount can get people to try your products for the first time. This allows them to experience your product first-hand, which can strengthen their trust in your brand.

Also, offering valuable content or free resources in the form of eBooks or reports can help position you as a thought leader in your niche.

 5 Key components of lead magnet landing pages

What makes up an effective lead magnet landing page? Its components. So, let’s see the important things your lead magnet page should have.

1. Compelling headline

Your landing page headline is most likely what visitors will see first. So, you want to make it convincing and compelling. You can use a headline that reflects curiosity, excitement, or urgency. 

Try not to use headlines that are too vague. Instead, use something more specific–– let your headline clearly state the value of your lead magnet. 

So, if you’re giving a 30% discount, go right ahead and put that into your headline.

To create a compelling headline, be sure that you understand your client’s expectations and use that to create a relatable headline. You also want to use simple English instead of industry jargon that may be hard to understand. 

2. Engaging copy

Your landing page copy should highlight the benefits of your lead magnet. You can tailor your message according to the audience’s pain points. Also, keep the copy concise and straight to the point. The aim is to persuade leads that they’ll get something valuable from your lead magnet. 

Milk Road, for instance, promises to give leads relevant updates about crypto. 

Lead generation landing page with an engaging copy- Example from Milk Road


You also want to maximize your strong point in your copy if that will give you an edge. Milk Road has over 250,000 subscribers, so they add that to their copy as a form of social proof to potential subscribers.

A well-detailed copy like Marigold has in the example below is also more helpful if you want leads to understand better what they’ll get from you.


Ensure to maintain a consistent tone throughout your copy— so if you’re using an informal or exciting tone, keep it that way throughout your landing page. The same goes if you use a formal or professional tone, like Marigold in the example above.

3. Eye-catching imagery

This is another vital addition to your lead magnet opt-in page. When leads visit your page, an engaging visual can grab their attention and keep them scrolling through the page.

Use high-quality images to connect with your audience – preferably, use images that showcase what your lead magnet offers. The images should also complement your copy. Use images strategically, for instance, to guide leads through your landing page. 

You can also use animations or videos to emphasize what your lead magnet offers. Remember also to use imagery that is consistent with your brand. 

4. Opt-in form

The opt-in form is another critical component of a lead magnet landing page. It’s how you capture leads. 

Here’s an example from Qualtrics:


It’s a good idea to make your opt-in form as brief as possible. This is especially important in the B2C industry. Email addresses are probably the only things you’ll require in that industry. 

For B2B companies, your target audience may not mind sharing additional information like their job title and company name as long as they’re convinced by the value of the lead magnet.

Adding a statement that tells visitors what you’ll do with the information you collect is also a great idea.

5. Compelling CTA button

The call to action button is very instrumental to getting conversions on your landing page. So, it makes sense to ensure the button is prominent and compelling. 

Your CTA buttons should state the action you want visitors to take. For instance, phrases like “Download report” and “Get the ebook” are pretty straightforward. 

See the example below from Kentico’s landing page:


You should also use a contrasting color to make the CTA button stand out. Lastly, place a CTA button at different spots if you have a long landing page.

How to design an effective lead magnet landing page

Moving on, here are three major ways to design a top-performing lead magnet landing page:

1. Select a captivating landing page template

First off, choose a visually appealing landing page template that aligns with your brand and lead magnet campaign goal. Look for designs that are easy to tweak. For instance, the GetResponse landing page creator has a wide range of templates from which you can choose. 

GetResponse landing page templates

You want to choose a landing page template that accommodates the components discussed in the previous section.

2. Personalize and tailor your landing page content

This is where you truly make your opt-in landing page remarkable. Adjust the copy, design, and overall content to promote your lead magnet. 

Curate content that matches the type of lead magnet you’re using. For instance, if you’re promoting a webinar, tailor your content to match it. You can choose to add images of speakers that’ll be at the webinar or testimonials from previous webinars.

You’ll be able to personalize your landing page once you understand your target audience and what interests them. You can research your target audience using survey platforms like SurveyMonkey data analytics tools like Hotjar and Google Analytics.

Use the data you gather to create unique landing pages that will likely appeal to your potential customers. 

Finally, remember that your landing page also needs to be consistent with your brand— this includes how you communicate, the type of designs, and your word choices. 

3. Optimize the overall design and functionality

Finally, you need to optimize the appearance of your lead magnet landing page. Here are key things to consider when optimizing your landing page:


Check that your videos and images load fast enough on the landing page. Avoid using large file sizes and stick to formats like webp. You can rely on Google’s PageSpeed Insights to detect optimization opportunities. To optimize images you can use free tools like bulk resize.


Font type and size should be readable. Make good use of white space, too – the space around your text. This will help visitors read through your page with ease.


Ensure the landing page looks and functions perfectly across different screen sizes and devices. Using a landing page builder like GetResponse makes it easy to accomplish this. You also want to check that your CTA button is clickable across devices.


Use a simple design for your opt-in form. Also, check that the fields are functional. Try filling out the form yourself. Look out for how the form behaves when invalid data is entered. For instance, the form should return an error message if a wrong email address format is entered. This will help you ensure that you’re collecting accurate data from your leads.

You can also test your form on different types of browsers to ensure the performance is consistent. If you’re using an email marketing tool, ensure the data you collect from your form syncs properly. 

Finally,  if you’re running any automation, check that the triggers are responsive. For instance, confirm if emails are delivered correctly when a lead fills out your capture form.

12 Lead magnet landing page examples for inspiration

Now that you know what to look out for when creating lead magnet pages, let’s explore some popular lead magnet landing page examples that you can emulate.

1. Blog subscription

A blog subscription landing page can be helpful when users are just starting to learn about your brand. Use a well-written copy to entice visitors to subscribe to your blog. You can promise something like early access to new updates on products or access to specific blog topics or categories when they subscribe. 

Let’s see an example from Tableau’s blog subscription page:


Tableu’s landing page copy is straightforward and tells potential subscribers exactly what they’ll get when they subscribe. They also add a brief clause underneath the opt-in form where subscribers can consent to receive updates and promotional content. 

By doing so, Tableau shows that they respect the subscriber’s consent. It’s also a way to ensure that they’re compliant with regulations like the CAN-SPAM Act, which requires you to get subscribers’ permission before sending them promotional emails.

Meditech’s blog subscription page follows a similar approach. The copy provides a good overview of Meditech’s blog and the type of insights readers will get.


 Notice how Meditech concludes the copy with a clear call to action telling users to subscribe. 

Since Meditech is a B2B brand, they did not hesitate to ask for the visitor’s company name and primary role. Doing this will help Meditech segment its email list and send more relevant emails to subscribers.

One more example from The Nova Studio:

While blog subscription landing pages are typically straightforward, it’s okay to populate the page with some high-quality blog posts so that readers can get a better glimpse into the type of content you share. 

Nova Studio, for instance, adds some quick links to recent resources and a search field visitors can use to explore existing content. 

Adding other top content to your blog subscription landing pages is one way to help visitors glance through the type of content you share before subscribing.

2. Case study

With this type of lead magnet landing page, you’ll be sharing a successful client case study or a case study of a major industry. This is particularly useful if you’re a B2B brand and want to show leads how you’ve helped other brands improve significantly in a specific area. 

For example, Fingent’s landing page promotes a case study on how they helped another organization streamline operations using custom technology:

Fingent lead generation landing page


To give visitors a clearer picture, Fingent provides a quick summary of what the client needed and how they (Fingent) came up with a solution – see the screenshot below. This is something you can also add to your case study landing page.

Fingent also adds a checkbox that allows interested visitors to subscribe to emails and newsletters. 

Like Fingent, the copy on your case study landing page should focus on helping potential leads understand what the case study is about and how it’s relevant to them.

See this other case study lead magnet page from Muvi:

Muvi lead magnet landing page


Muvi’s case study landing page is also pretty direct. There’s a summary of what the client needed and how Muvi’s platform was helpful. We also like that Muvi included other case studies on this landing page. This clever move allows Muvi to show visitors other case studies that may interest them.

Then, we have Pulsara too:

EvergreenHealth Case Study lead magnet landing page


Pulsara makes good use of data to highlight how much improvement their client had. This is one effective way to pull your leads in. 

Like our previous two examples, Pulsara stated the challenges their client had and the results they delivered for the client. There’s also a clear CTA telling users to fill out the opt-in form. We like that Pulsara’s form is not too lengthy.

3. Demo

A demo landing page offers to give clients a preview of how a product works. It’s typically an excellent way to show clients you’ve created a product that meets their needs. This could be through a live session with you or a pre-recorded video that will be sent to the client’s inbox. 

Qualtrics demo page is one notable example. Qualtrics uses an intuitive design to make the landing page appealing. A short copy highlights their unique value proposition – “tracking customer satisfaction in real-time.” The heading is also quite concise and focuses on the tool.


Scrolling through the landing page, you’ll see how Qualtrics makes good use of social proof by mentioning top brands that use the tool. They showcase their ratings on review platforms like Trust Radius and Capterra. That’s one way to show credibility and build trust.

Notice how Qualtrics also places the call to action button in the middle section. If you scroll to the last half, you’ll find a third call to action button and a clean copy highlighting the tool’s major features. This is something to do if you want to create a comprehensive lead magnet page.

Another example is Talkdesk:

talkdesk lead magnet landing page


The top fold on Talkdesk’s landing page is a bit more detailed than what Qulaitrics has. This is quite strategic as visitors can quickly scan through and know what to expect from the demo. 

The rest of this page highlights the unique features of the tool. The design has a good combination of colors and images that align with Talkdesk’s brand. 

Like Qualtrics, Talkdesk also displays top brands that use their tool— they take it a little further by sharing actual customer reviews from TrustRadius.

4. Ebook

E-books offer an in-depth guide to a particular topic. With ebooks, you want to explore a topic that is more likely to interest your target audience. To do this, you could look through your published blog posts, see which topics your reader base engages with the most, and use that for your ebook. 

For instance, Salesforce is a tool that helps businesses handle their customer relationship management efforts, so it makes sense that they offer a free CRM handbook.


On your Ebook landing page, you could give clients some snippets of what is discussed in the book and prompt them to download the ebook. That’s pretty much what Salesforce does.

Let’s look at another example: 

SiteGround does a great job with the headline. Using “power words” like “Ultimate” makes the headline more captivating than a mere “How to start your online WooCommerce store.” Let’s not forget about the direct call to action and appealing design.

Siteground also adds a short video introduction. This is one way to make your landing page more personal and engaging.

If you have specific instructions about how visitors can use your free guide, you can add that to your page. For instance, the last part of Siteground’s lead magnet copy tells users how to make the most out of the guide. 

5. Free consultation or a free quote

A free consultation landing page allows customers to get your expert advice for free. It’s also one way to give a personal touch to your lead generation efforts and build rapport with potential clients.

Now, to the examples:


Best Buy is an eCommerce site, but they use the free consultation lead magnet– they offer to help clients find the best products for their homes. The copy here merges Best Buy’s expertise with the prospects’ need to find the right products for their dream homes.

To further emphasize their expertise, Best Buy includes different galleries of previous projects they have worked on. These can encourage leads to reach out for a free consultation.

And, of course, Best Buy strategically places another call to action button at the bottom of the page, so users don’t have to scroll all the way to the top for it.

You can also use a free consultation lead magnet if you offer services. For instance, digital marketing agency The Brains provides a free 30-minute consultation to prospective clients.


Notice that The Brains also adds badges to show their affiliation with notable brands like Facebook, Google, and Hubspot. This is social proof that helps showcase their credibility.

The Brains also adds a straightforward form—and underneath the call to action button, they add a link that’ll help leads know what to expect from the consultation.

A free quote lead magnet allows you to offer a personalized quote to potential customers based on the services or products they need from you. Here’s a simple free quote landing page example from eFulfillment:

Free Quote lead magnet form


Since it’s a free quote, you can make your lead capture form as detailed as possible so that you can adequately assess client needs. Alternatively, you could automate your follow-up emails and direct leads to another form where they can provide the details you need to generate the quote.

6. Free report

Free reports are great lead magnet ideas that cover valuable insights, research findings, or market trends within a specific industry. Like the free ebook, your landing page will highlight notable findings from your research and prompt leads to download the complete report. 

See the examples below:


Unidays’ report landing page is visually appealing– notice how they use bright colors that give life to the page. It’s quite ideal for a fashion report.

The copy also gives due context to what the report is about. The page also has a “download now” call to action button that’s relatively easy to spot.

Ebury’s free report landing page is also visually appealing and slightly more detailed than Unidays.’


We like how Ebury uses bullet points to highlight key learnings the report offers readers.

Ebury also presents an irresistible offer with the sub-headline, “How can this report help you stand out in the competition?” This sub-headline will likely appeal to prospects who want to outdo their competition. 

So, you can implement something similar on your page if you’re creating a report lead magnet. 

7. Gated blog post

A gated blog post is a specific type of blog content that website visitors cannot access until they provide their contact information. 

Usually, the first few paragraphs of the content are readable, and the other half is blurred out by the “gate.” 

Gated blog posts are great lead magnets to use if you offer high-value information. They also work best for long-form blog articles.

Here’s an example from The Atlantic:


See another example from Inspectioneering:

Inspectioneering lead magnet landing page


If you want to use the gated blog post lead magnet, consider using very informative articles. The first few paragraphs should also hook your readers so that they want to continue reading. You also need to use a captivating headline. 

You can use gated blog posts for exclusive news updates, case studies, or research-based pieces. 

8. Live webinar

A webinar is another lead magnet landing page you can use. Webinars are typically live online events. Users can register on your webinar magnet page so they’ll receive information about the webinar that will be held in the future. 

Here’s a webinar lead magnet landing page example from Bright Edge:


Bright Edge’s landing page gives visitors an idea of what they will learn from the webinar and has a visible and simple CTA button.

In another example, Bright Edge created a webinar landing page that allows interested people to watch previously concluded events.


One thing we like about the above example is that Bright Edge features images of speakers at the event. This brings a unique and personal touch to the lead magnet page. 

Turtl’s webinar landing page takes a more direct approach. It’s straight to the point but still communicates what the webinar is about.


We like how Trutl takes advantage of a peak period. The webinar was held towards the end of 2023, and the event was about the coming year 2024.

 That’s a good strategy if you want to run webinars that are relevant to current events. For instance, think of how you can maximize special seasons or days like Customer Service Day, Easter, Mother’s Day, Father’s Day, and so on. 

Also, remember that it’ll be more beneficial if your webinar addresses common interests within your target market.

9. Sales page

Sales pages typically focus on selling a particular product or service. The sales lead magnet landing page can also promote a special offer— for instance, a limited-time discount, free shipping, discount codes or vouchers, gift codes, and so on. It’s an effective lead magnet idea for an eCommerce brand.

Here’s an example from Girlfriend Collective:


Girlfriend Collective uses a seasonal sale as its lead magnet. This lead magnet is helpful if you wish to boost your products’ sales—particularly those relevant in that season. Notice that it was winter during the sale in the example above. That’s why winter styles like joggers were on sale.

Including some of the products on sale on your landing page is okay. That means customers can get a variety to choose from, making it easier to get them interested.

Truvani’s landing page is another perfect example of an effective sales lead magnet. Truvani uses a special discount offer to attract leads:


But that’s not all. Truvani also creates a sense of urgency paired with positive user reviews to boost conversions.

What if you’re not an eCommerce business? No worries. You can still create a dedicated sales page for generating leads. In this case, you could simply use a particular product or service. 

For example, Food Babe creates a landing sales page for her sugar detox program:

The landing page is quite vibrant and features an engaging copy. Food Babe also uses different copy variations in her CTA buttons. The first is a simple “Buy Now,” and the second is a more specific “Get the program today!” 

This second CTA button infuses a sense of urgency, which is quite effective for a sales lead magnet. If you’re creating a sales page like this, make good use of testimonials and other forms of social proof that are likely to boost sales.

Sales pages can also be effective if you sell digital products like online courses or ebooks.

10. Subscription

Here, you’ll ask leads to subscribe to a particular email list to receive exclusive updates from you. Your focus should be creating a compelling copy that shows potential subscribers you’re worth the attention. 

Here’s a subscription lead magnet example from Morning Brew:

Morning Brew’s landing page is simple and direct– quite typical for a newsletter subscription page. The headline on this landing page is also attention-grabbing. What better way to hook your leads than telling them you have over 4 million professionals reading your free newsletters?

On your landing page, be sure to highlight the value subscribers will get from your newsletters. For Morning Brew, it’s that readers will get important business news.

Here’s another subscription magnet page example:


Later’s headline highlights a sufficient value proposition: users will receive the latest trends. This plays on the leads’ curiosity and is likely to entice them. 

Later also takes advantage of its existing audience by stating they have over 1 million subscribers. 

Additionally, you can see that Later’s landing page has a nice look and feel. This helps to create a positive impression of the brand. 

11. Survey

This landing page encourages visitors to participate in a particular survey. You can promise them priority access to the findings from your survey.

Here’s an example from Publishdrive:


The copy on Publishdrive’s page helps visitors understand what the survey is about. It’s also nice that Publishdrive was honest about how long the survey will take. Doing this on your own landing page is one way to ensure users know what they’re getting into. 

Remember also to tell your participants what the survey will be used for. 

12. Toolkit

A toolkit is another great lead magnet idea. You can create a bundle of useful resources and offer them to your target customers. This could be a bundle of templates, checklists, infographics, video tutorials, free tools, and a cheat sheet.

Here’s an example of a free toolkit by Werk Life:


Week Life’s landing page has an engaging headline. The copy also effectively communicates the toolkit’s benefits— visitors will learn how to prep meals easily.

Develop something comprehensive enough to get your lead’s attention when creating your toolkit. Each piece of your toolkit should be well-formatted and easy to understand. Aim to provide practical steps that users can implement immediately. Also, don’t forget to offer a good mix of content types relevant to your target audience. 

In closing

Lead Magnet landing pages are quite effective for collecting user information to build your prospects list and nurture them into paying customers. An effective landing page should have a compelling headline, engaging copy, eye-catching imagery, an opt-in form, and a compelling call to action button.

In this blog post, we answered vital questions like what is a lead magnet page and why it is essential. We also walked you through how to create the perfect lead magnet page. Start by using a captivating template, personalizing and tailoring your content to meet audience preferences, and optimizing the overall design of your page.

Finally, we explored some notable Lead magnet examples like blog subscriptions, case studies, demos, ebooks, free consultations, free reports, gated blog posts, etc.

Over to you now. Use our tips and examples to create outstanding landing pages for your lead magnets. Good luck!

Nael Chhaytli
Nael Chhaytli
Nael Chhaytli is a Digital Marketing Expert and a Senior Content Marketing Specialist at GetResponse with a diverse background in marketing specializations. He has used his expertise to drive success and growth for businesses in the service, SaaS, and e-commerce sectors.