If you have landed on this page, it is probably because you are thinking about creating a lead generation landing page or you want to see some examples to inspire you when implementing it in your digital project.
As the digital age continues to evolve, landing pages and online marketing strategies are becoming more and more sophisticated. We find ourselves in an increasingly competitive marketplace, where small details and good marketing planning are becoming more and more important.
In this article we are going to analyze lead generation landing page examples so that you can see how companies make their own campaigns. But how do you make a really effective lead generation landing page? What aspects should you take special care of? Let’s get started! 😉
What is a lead generation landing page?
A lead generation landing page is a page strategically designed for the sole purpose of converting visitors into leads.
Basically, a lead generation page serves as the linking element between a marketing campaign and a company’s sales funnel, being the key element in achieving marketing and customer acquisition goals.
Therefore, these types of landing pages seek to capture a significant amount of user data through a form that includes fields such as name, surname, email address, company, position in the company and other relevant data. Data collection is usually done in exchange for something valuable to the visitor, which can range from an e-book download, a free product trial, a newsletter subscription or a webinar registration.
🏆 Best tools for creating lead generation landing pages:
- Leadpages – Best for small businesses and beginners
- Swipe Pages – Perfect for creating fast, high-converting pages
- Landingi – Extensive design customization and analytics
- Instapage – Perfect for team collaboration and agencies
- OptimizePress – Best tool for WordPress users
- Unbounce – Outstanding for Conversion Rate Optimization (CRO)
Anatomy of a lead generation page
Now it’s time to talk about what lead gen landing pages look like. In a noisy digital marketplace, the ability to attract and convert visitors into leads is increasingly complicated. It is common to find users oversaturated with advertising impacts and information, so it is very important to create simple, well-structured pages.
The anatomy of lead generation landing pages can be broken down into several core components:
- Attention-grabbing headline: Use an eye-catching headline that communicates the main offer or benefit.
- Visual element: It is very useful to incorporate relevant, high-quality images or videos to try to explain the unique selling proposition and the benefits of the offer. Videos are the most recommended, as they enhance the understanding of the offer and support the overall narrative.
- Unique Selling Proposition (USP): It is important to express a unique offering or advantage that helps you differentiate yourself from competitors and similar propositions.
- Benefit-oriented content: Create short, concise content focused on highlighting the benefits of the product or service. Users want to know how it will help them solve their problem or satisfy their needs. Don’t talk about features.
- Lead capture form: This is where users will enter their data. Depending on the type of product or service and the stage of the sales funnel they are in, it is recommended to ask for more or less information. Generally, the further away they are from purchasing, the less data should be requested.
- Strong Call-To-Action (CTA): It is advisable to use a clear and compelling CTA that encourages visitors to submit the form.
- Social proof: It is crucial to add elements that prove credibility. To do this, you can include testimonials (in text or video), ratings or case studies to build trust and credibility. Use real testimonials that speak honestly about the product or service.
- Avoid distractions: It is also advisable to eliminate menus or navigation elements, so that users remain focused on finishing the action.
Note: The items mentioned in the list may appear on these types of landing pages, but this is not always the case.
How to create a lead generation landing page
Creating a lead capture landing page is an art that requires a balance between design, persuasive copywriting, and of course a good product or service 😏
Before you start creating a lead generation landing page, it is essential to define the three main ways to create them. The choice between one method or another depends largely on your budget, available time and skills.
Ways to create a lead gen landing page:
- Using a landing page builder
- Using a content management system (such as WordPress)
- Custom design by outsourcing it to a third party
Using a landing page builder
A landing page builder is, in essence, an online platform that allows you to create a page from pre-designed and editable templates. No technical knowledge is required, as you can use intuitive editing tools that allow you to “drag and drop” elements to make the landing page to your liking. Among our favorites are Leadpages (for small businesses), Swipe Pages (for quick creation of landing pages) and Unbounce (best for conversion rate optimization).
Using a CMS like WordPress
You can also use a CMS (Content Management System) like WordPress as a great tool to create a lead capture page. These tools are more flexible than page builders since they allow you to customize each of the elements in greater depth. However, CMS are recommended for people with a medium (or higher) level of technical skills. For this CMS our favorite tool is OptimizePress.
Hiring a freelancer
Perhaps you don’t have time to use these tools and are thinking of delegating these tasks to a third party. If you want to create a unique landing page custom-made by a professional, you can hire the services of a freelance web designer or a digital marketing agency. On sites like Fiverr or Upwork you can find excellent landing page designers.
10 Lead generation landing page examples
In this section, we show you some lead generation landing page examples. Each of these hand-selected examples come from well-known brands that demonstrate the principles of effective landing page design for lead generation. I hope they inspire you to replicate their tactics in your own projects.
1. Zoom
Zoom is a cloud-based video conferencing service that has created a perfect landing page to capture leads. They offer a free demo of the software. This page includes all the necessary ingredients to be successful and subsequently convert users into real customers.
What do we like the most?
- They use an eye-catching headline offering a free trial
- Corporate colors are used while maintaining a clean and minimalist look
- Lead capture form is predominant and the color of the CTA button stands out
2. Dataiku
Dataiku is an artificial intelligence and machine learning company that has created a landing page offering a free ebook in exchange for contact information. It is a good example of the use of a lead magnet.
What do we like the most?
- The navigation menu has been removed to avoid user distractions
- Strong headlines that perfectly explain what the user is going to receive
- All elements are combined to create a design in line with the company’s corporate identity
3. Workable
Workable is a software that offers an applicant tracking system that simplifies the recruitment and management of the hiring process. Here you can see one of the best landing page examples for lead generation with a simple and minimalist look. To give the user confidence, they offer a 15-day free trial to use the tool in exchange for the information.
What do we like the most?
- Stylish design using corporate colors
- They highlight the benefits of testing the tool
- Simple form that stands out on the landing page
4. Adobe Commerce
Adobe Commerce, also known as Magento, is a well-known e-commerce platform for creating online stores. In this landing page they offer a personalized demo in exchange for contact information.
What do we like the most?
- They provide a good copy to explain the benefits of their software
- Navigation menus have been eliminated to keep users focused
- Minimalist page with a clear CTA
5. Zavvy
Zavvy is a platform that helps organizations train their employees to promote their performance, culture and well-being. On this B2B lead generation landing page, you are invited to download a checklist in exchange for the data.
What do we like the most?
- They use eye-catching design and vibrant colors to attract the user’s attention
- You can read about the benefits of downloading the checklist
- Clear and compelling CTA to invite user to download
6. Row House
Row House is an American fitness franchise that runs a landing page where they offer a free class to users. As key data, they ask for people’s email and phone number.
What do we like the most?
- Offers a clear proposition with an eye-catching headline
- They add a quality image in the background, which makes the form stand out
- The CTA button is highlighted in yellow, their corporate color
7. IBM
The IBM Institute for Business Value (IBV) is a business research organization that surveys thousands of executives, consumers and experts around the world to provide insights and recommendations on emerging business trends, opportunities and challenges. To receive a whitepaper with the latest research and analysis, you need to fill out a form on their landing page.
What do we like the most?
- An eye-catching headline appears telling you what you are going to get
- The page indicates the benefits you will get after filling in the form
- Navigation menu has been removed to avoid distractions
8. BigCommerce
BigCommerce is an e-commerce platform for creating online stores and selling products online. On this landing page, the company offers you a 15-day free trial, in exchange for entering the data to start the creation of the online store.
What do we like the most?
- The headline is eye-catching and invites the visitor to take action
- The size and color of the CTA button is prominent
- The layout is simple, pleasant and without navigation menus
9. Cadillac
Cadillac is a well-known U.S. automobile manufacturer that has created a landing page for test drive requests. Through this form, the company receives the details of a potential customer who shows considerable interest in these vehicles.
What do we like the most?
- Everything is integrated in one big form
- Black and white colors to match their corporate image
- Allows the selection of the vehicle to be tested
10. Skillshare
Skillshare is an American company that offers courses for people who want to improve any kind of skill or knowledge. In this amazing lead generation landing page they offer a one month free trial for all users who request it.
What do we like the most?
- The visual element stands out for its high quality and striking colors
- Eye-catching headline that communicates the main offer
- The color of the CTA button grabs attention
Tips and best practices for lead generation landing pages
Getting leads is an easier task than it seems. It is about getting visitors to a high converting page and offering them something of value in exchange for their data, usually a lead magnet.
Therefore, it is essential to have an excellent product or service that solves the problems of individuals and companies. It is easy to find marketers who strive to get qualified customers when they provide a poor solution for customers. In these cases, no matter if you build an exceptional landing page, the strategy will not work.
Assuming you have an amazing product or service, you should focus on offering the user something of value in exchange for their data. In order to do this, you can offer free ebooks, industry reports, checklists, free trials, demos, webinars or free masterclasses. With these ingredients, you are sure to get a large volume of leads.
However, we often forget some good practices when making these type of pages. Let’s take a look at them below.
Tips for creating lead generation landing pages:
- Single objective: The landing page should only pursue one objective. Do not try to pursue several objectives as this will distract the user.
- Relevant offer: Make sure that what the user is going to receive in exchange for providing their data is something that truly adds value.
- Segment the audience: Many times we think that having a single landing page is a good idea. Well, it is actually the opposite. Creating several landing pages with different value propositions and approaches is very useful to know what works best. Separate the audience and see their behavior is key to increase the volume of leads. Doing A/B tests with your landing pages is something crucial.
- Add the key elements: As we have seen in the section “anatomy of a lead generation page”, you should make sure that most of these elements are included on your landing page.
- Increase the sense of urgency: Time-limited offers or the availability of something on a temporary basis triggers the user’s sense of urgency and therefore increases conversions.
- Use tracking tools: Use web analytics tools to know the evolution of your results. Use Google Analytics and heat maps to get a detailed view of user behavior on your landing page.
Frequently Asked Questions
A B2B (Business-to-Business) lead generation landing page is a page designed to capture contact information from companies that could become customers. These pages target business professionals and, in exchange for the data, they often offer industry reports, whitepapers, webinars, free trials or product demonstrations.
A B2C (Business-to-Consumer) lead generation landing page is a page designed to capture information from individual consumers rather than companies. These landing pages are typically used to promote products, services or offers that appeal directly to consumers.
Although both lead generation landing pages and squeeze pages are designed to collect information from visitors, they differ in their complexity and the depth of information they request. In essence, lead generation pages tend to offer more value and collect more detailed information, while squeeze pages seek quick conversions by requesting as little information as possible (usually only email).
There are many tools available to help create effective lead generation pages, and the best one for you would depend on your specific needs. However, some of our favourite tools that have proven to be user-friendly and robust are Leadpages, Unbounce, and OptimizePress (for WordPress users).
