Before You Design: 15 Lead Magnet Landing Page Examples to Review

Before You Design: 15 Lead Magnet Landing Page Examples to Review

Last updated on by Stephanie Mialki in Landing Page Examples


One of the most commonly asked questions for digital marketers is: how can I grow my email list? When so much of a marketing campaign’s success hinges on your ability to capture a prospect’s email and nurture them to sale, how can you get more potential customers into the sales funnel?

Simply asking people for their email address won’t provide stellar results. Understandably so. Why should they willingly give up personal information without receiving anything in return? Instead, marketers are increasingly turning to lead magnets as part of their inbound and content marketing strategy.

What is a lead magnet?

A lead magnet is a valuable offer that you provide to your prospects in exchange for contact information such as name and email. The best way to promote that offer is with a landing page. Therefore, a lead magnet landing page encourages a reciprocal relationship between a company and prospect. They provide their personal information in exchange for what is behind the form.

There are plenty of lead magnet ideas to draw inspiration from on the web, and it’s important to note they do not have to be a content download (PDF file or otherwise). We’ve compiled 15 lead magnet examples that demonstrate the various ways marketers use gated offers to maximize leads and drive sales.

(For shorter pages, we’ve displayed the entire page. However, for longer pages, we’ve only shown above the fold, so you may need to click through on some examples to see some of the points we discuss. Also, keep in mind that some pages may be undergoing A/B testing with an alternate version than is displayed below.)

15 lead magnet landing pages critiqued

1. Blog subscription

A blog subscription is a common lead magnet to promote at the beginning of the buyer’s journey when the target persona is starting to become aware of your company. By subscribing to the blog, they can stay up to date on new products and services, announcements, industry best practices, and more.

Salesforce created this landing page to grow their blog subscriber list:

lead magnet examples Salesforce

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2. Gated blog article

Gated blog articles are rare to find because most companies provide blog content for SEO and thought leadership purposes. This offer is similar to a blog subscription except that only one specific article requires prospects to submit their information. Pursuing a gated blog article offer is one step beyond subscribing to an entire blog because if a prospect wants to trade their information for one piece of content, it likely means that they’re even more serious about your product or service.

Frost & Sullivan created the landing page below for their five-point checklist article. Since it includes vital information on how to drive returns with content marketing, they placed the article behind a form:

lead magnet examples blog article

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3. Toolkit

Still in the awareness stage of the funnel, toolkits make great lead magnets. They provide prospects with the necessary tools, resources, and best practices that people need to solve a problem and succeed in their industry.

Industrial Strength Marketing promotes their free B2B Digital Marketing Toolkit with this landing page:

lead magnet examples toolkit

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4. Ebook

Ebooks make great lead magnets because they’re comprehensive and provide people with content more in depth than a simple checklist or cheat sheet. Since they’re more lengthy than other resources and take more time to read, it’s important that you promote it by highlighting a powerful benefit — one that’s worth taking the time to read the book.

Let’s see if this Mixpanel ebook lead magnet does that:

lead magnet examples ebook

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5. Guide/report

Moving into the consideration stage of the buyer’s journey, guides and reports are some of the most commonly utilized types of lead magnets for educating prospects on why they should choose you as the solution to their problem.

Here’s a report lead magnet example from Lithium:
lead magnet examples report

What the page does well:

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6. Live webinar

Webinars serve as great lead magnets for several reasons. Online users often find it easier and more enjoyable to watch and listen to content than to read through it. Webinars allow prospects to see and hear you, providing a sense of comfort, familiarity, and security. It’s like giving each of your prospects their own personal invitation to attend your video presentation.

An additional benefit with live webinars is that they only occur at specific times, so prospects are faced with a sense of urgency and irresistibility when it comes to registering for them.

Take a look how this GCE Solutions lead magnet page plays off of that sense of urgency:

lead magnet examples webinar

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7. On-demand webinar

Live webinars are frequently offered as on-demand webinars once they’ve ended, and these make for effective lead magnets as well.

Socedo offers this on-demand webinar to assist marketers with developing an effective social media strategy:

lead magnet examples webinar on-demand

What the page does well:

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8. Survey

Surveys are valuable for providing useful information and market research to prospects who are interested. Since they typically include industry statistics and exact data, they typically make for good lead generation assets.

Here’s a survey lead magnet that Digital Marketing Depot offers:

lead magnet landing page survey

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9. White paper

A white paper is a short report or guide that is used to help prospects better understand a certain topic. Since white papers are typically longer than most of the other assets mentioned in this article, they contain a lot of in-depth research and thought leadership. Thus, are great content pieces for marketing teams to use for lead generation.

Tableau’s white paper is their gated asset with this landing page:
lead magnet landing page white paper

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10. Case study

When prospects are considering your brand as one of the potential solutions to their problem, an excellent way to win them over is to demonstrate how other people have benefited from using your product or service. A case study is one of the best lead magnet examples to do just that.

Tapad understands the power of case studies as a lead gen tool. Let’s see how their lead magnet landing page stacks up:
lead magnet landing page case study

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11. Demo

Once the prospect has reached the decision stage of your marketing funnel, offering a demo is a great sales assistant tool. If they’ve made it this far, you know they’re truly interested in what your brand has to offer, so why not show them what you can do for them, instead of just telling them?

Grow uses this demo landing page to promote their service:
lead magnet landing page demo

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12. Consultation/evaluation

Consultations or evaluations are another common gated offer at the bottom of the marketing funnel because anybody requesting one is close to purchasing.

SalesX helps marketers increase their ROI, and offers free evaluations to get started. Here is their free evaluation landing page:
lead magnet landing page consultation

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13. Free trial

Similar to consultations and evaluations, free trials are one of the best lead magnet examples to use at the bottom of the funnel — especially for software companies. In fact, many software companies will even include a large CTA on their homepage to encourage visitors to sign up for a free trial of their software.

Instead of including a CTA button on their homepage, Sendible created this lead magnet landing page to offer a free 30-day trial of their social media marketing software:

lead magnet landing page free trial

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14. Subscription

Subscriptions make great offers because prospects are expecting to receive something, digitally or through the mail, and know that they will need to submit their contact information to receive the content. By capturing an email or mailing address, companies can continue their communication with the customer and develop a stronger relationship.

Entrepreneur offers a subscription to their newspaper in digital and/or print format. Let’s see how their page fares when up to the test:

lead magnet landing page subscription

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15. Sales page

Similar to a subscription offer, a sales page is at the very bottom of the funnel since prospects are paying for what is behind the form. For that reason, sales pages need to be extra convincing since they require payment for access.

In this last example, Jon Loomer offers two different membership options for the Power Hitters Club:

lead magnet landing page sales page

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Create your own lead magnet landing page

The modern digital marketer knows that to grow an email list and nurture leads to sale requires a variety of content and a dedicated lead magnet page for each offer. The examples above are not all-inclusive, but they demonstrate how brands can use content to maximize leads throughout the funnel.

The next time you create a landing page for your marketing campaigns, use the most professional platform available in Instapage. With our 100% customizable templates and designer-friendly builder, you can’t go wrong.

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