12 Ways ​That​ LinkedIn Uses Landing Pages to Generate Leads

Last updated on by in Landing Page Examples



Since LinkedIn boasts itself as the world’s largest professional network, it makes sense they want to help foster connections between businesses and individuals.

And if your email inbox looks like mine, you receive the following types of emails from LinkedIn:

All of these emails are intended to get me back on their platform and engaging with my network. Sometimes it works and sometimes it doesn’t.

For marketers like you and I, there are 10 ways to build your brand and generate leads. But what about LinkedIn itself? How do they continue to build their brand and generate leads, signups, and sales?

Like you and I do: with landing pages.

We’ve highlighted how Google, Shopify, Airbnb, Uber, and Salesforce use landing pages for their respective marketing campaigns. Now it’s LinkedIn’s turn to take the spotlight.

Take a look at these 12 LinkedIn landing pages and use them for inspiration when designing your next page.

(Keep in mind, for shorter pages, we’ve shown the entire page. However, for longer pages, we only displayed above the fold. You may need to click through to the page to see some of the points we discuss and some examples may be A/B testing their page with an alternate version than is displayed below.)

How LinkedIn pages drive user engagement

1. To accumulate blog subscribers

What they did well:

What could be A/B tested:

2. To generate ebook downloads

LinkedIn has a total of 433 million users, and just like many other business models, they want to monetize their platform. Since I am one of those users, they do their best to get me to advertise with them. This is an InMail message andated ad I received recently:

Both the “Download Now” CTA and the ad go to this landing page:

Just like any smart digital marketer, they A/B test the page. Here is the “B” variation:

Although the page uses a different header image, headline, and copy. The form is the same (with a minor variation in CTA copy).

For both variations, LinkedIn sends prospects to a thank you page with the content and push them further down the funnel by requesting I speak with sales:

Granted, I didn’t submit this form to contact sales, but I would hope I get put into a different lead nurturing funnel than I was by downloading their ebook.

What they did well on their thank you page:

What could be A/B tested on their thank you page:

3. To contact sales

Once I received the thank you email for downloading the ebook, I clicked on the “Get Started” with LinkedIn Marketing Solutions CTA, which directed me to this page:

What they did well:

What could be A/B tested:

4. To generate survey downloads

What they did well:

What could be A/B tested:

5. To generate social selling ebook downloads

What they did well:

What could be A/B tested:

6. To prompt more referrals

What they did well:

What could be A/B tested:

7. To promote their recruiting platform

This page is actually a click-through page that directs visitors to LinkedIn Recruiter’s main site.

What they did well:

What could be A/B tested:

8. To generate recruiting guide downloads

What they did well:

What could be A/B tested:

9. To drive job posting toolkit downloads

What they did well:

What could be A/B tested:

10. To generate downloads for global talent trends

What they did well:

What could be A/B tested:

11. To help build your talent brand

What they did well:

What could be A/B tested:

12. To drive employee referral kit ebook downloads

What they did well:

What could be A/B tested:

Which LinkedIn pages inspired you?

LinkedIn definitely understands the power of landing pages. Even though many on this list above are for recruiters or to promote LinkedIn’s recruiting service, they do so by offering many different types of content (ebooks, toolkits, reports, etc.)

The main thing to keep in mind is that LinkedIn pages are used to promote a variety of different things, which are separate from their main website.

Some other key takeaways from LinkedIn’s landing pages are:

Now that you know some best practices, what is your next offer going to be? Whatever you decide, make sure to create a professional landing page designed to convert!

Show Me The Top 10 Landing Pages