10 Highly Effective Lead Generation Landing Pages
Having a great lead capture landing page is important for collecting contact information, growing your email list, and attracting leads who are likely to become customers. Lead capture pages don’t just ask for details—they deliver value, build trust, and make it easy for visitors to sign up.
In this guide, we’ll go over 10 real lead gen landing page examples from fast-growing startups in different industries. These companies have mastered creating lead generation pages by building strong relationships with their audience and providing immediate value.
Some of the most effective strategies they use include offering free trials, ebooks, demos, and more. By studying these examples, you’ll learn how to apply their techniques to your own lead capture page to boost conversions and grow your business.
Let’s explore the lead capture landing pages of these companies and see what makes them successful.
1. Grain: Shareable Video Highlights with a Free Trial
Grain is a platform that lets users record and share highlights from video meetings. Their lead generation page stands out for its simplicity and effectiveness. As soon as visitors land on the page, they’re offered a free trial, making it easy to try the platform without an upfront payment.
Key Elements:
Free Trial: Grain’s lead capture landing page puts the focus on offering a free trial. This encourages potential customers to experience the platform firsthand before committing.
Simple Lead Capture Form: The form is simple, only asking for a name and email address, which reduces friction and makes it easier for visitors to sign up.
Social Proof: The lead gen page features logos from well-known companies like Drift and Typeform, adding credibility and making visitors more comfortable sharing their information.
Why It Works:
Grain’s lead landing page is effective because it makes signing up easy and risk-free. The presence of social proof from well-known brands further increases trust, making visitors feel confident about trying the platform.
Actionable Takeaways:
Keep It Simple: The fewer form fields on your lead capture form, the better. Ask only for essential details.
Use Social Proof: Display logos or testimonials from well-known customers to build trust with new visitors.
2. Superhuman: Building Demand Through Exclusivity
Superhuman, an email client known for its speed, uses exclusivity to capture leads. Instead of offering a free trial, Superhuman uses a waitlist as its lead magnet. Visitors need to provide their email addresses to join the exclusive list and eventually gain access to the tool.
Key Elements:
Exclusivity: Superhuman’s lead capture landing page emphasizes the "invite-only" model, which makes visitors feel special and eager to sign up.
Minimal Form: The form is very simple, only asking for the visitor’s email address. This low-friction approach increases conversions.
Social Proof: Endorsements from tech influencers add credibility, making the service more desirable.
Why It Works:
Superhuman’s exclusivity tactic taps into the psychology of FOMO (fear of missing out). Visitors feel they are gaining access to something special, which makes them more likely to provide their contact details. The minimalist lead landing page also reduces hesitation, encouraging quick sign-ups.
Actionable Takeaways:
Create Scarcity: Limited access or invite-only models can create urgency and drive lead capture.
Simplify Your Form: Asking for minimal information—like just an email address—can increase sign-ups.
3. Wistia: Free Ebook to Drive Lead Generation
Wistia, a video hosting platform for businesses, attracts leads with educational content. Their lead capture landing page offers a free ebook titled “A Beginner’s Guide to Video Marketing,” which is highly relevant to their target audience.
Key Elements:
Lead Magnet: The ebook serves as the lead magnet on this lead generation page. It provides visitors with immediate value while establishing Wistia as an expert in video marketing.
Minimal Form Fields: Wistia keeps its form fields to a minimum, asking only for an email address and job title. This simplicity encourages more people to fill out the form.
Social Proof: The page includes logos and testimonials from well-known brands, adding trustworthiness.
Why It Works:
Wistia’s lead gen page is effective because it offers something valuable to their target audience. By keeping the form fields minimal and including social proof, they make the sign-up process easy and frictionless, leading to more conversions.
Actionable Takeaways:
Offer Valuable Content: Use ebooks or guides that directly address your audience’s pain points.
Keep Forms Short: Focus on essential details like name and email to encourage sign-ups.
4. Loom: Video Demo and Free Trial to Capture Leads
Loom, a video messaging tool, uses a combination of a video demo and a free trial to convert visitors on their lead generation page.
Key Elements:
Video Demo: Loom’s lead landing page features a short demo video showing potential customers how the tool works. This helps visitors understand the product quickly.
Free Trial: Loom’s lead capture page offers a free trial, encouraging visitors to try the platform without risk.
Social Proof: Testimonials from happy customers further reinforce the product’s value.
Why It Works:
By using a video demo, Loom helps visitors see the value of their product right away. The free trial gives potential customers a risk-free way to try the tool, and social proof makes the product more trustworthy.
Actionable Takeaways:
Use Visuals: A short video demo can quickly communicate your product’s value.
Offer a Free Trial: Let visitors try your product for free to increase conversions.
5. Notion: Using Free Templates to Capture Leads
Notion, a versatile tool for note-taking and project management, uses free templates as a lead magnet on their lead generation page. These templates align perfectly with their core offering, helping users stay organized.
Key Elements:
Free Templates: Notion’s lead capture landing page offers free templates for project management, note-taking, and collaboration. These templates provide immediate value to visitors.
Clear Call-to-Action: The page includes a clear and simple CTA, prompting visitors to download the templates by entering their email address.
Social Proof: Notion includes case studies and success stories from existing customers, adding credibility.
Why It Works:
Notion’s free templates solve a real problem for their audience. The lead capture page is simple, the CTA is clear, and the templates are highly relevant to the audience’s needs.
Actionable Takeaways:
Provide Useful Resources: Free templates or tools that help your audience solve problems can increase conversions.
Make the CTA Clear: A direct call-to-action makes it easier for visitors to understand what they need to do.
6. Zapier: Free Ebook and Email Course for Lead Generation
Zapier, a platform that automates workflows by connecting different apps, uses a free ebook and an email course to capture leads on their lead generation page.
Key Elements:
Free Ebook: Zapier’s ebook focuses on workflow automation, offering valuable content to productivity enthusiasts.
Email Course: When visitors download the ebook, they’re also enrolled in an email course that delivers additional tips and insights over time.
Simple Form: The form on Zapier’s lead landing page only asks for an email address, making it easy for visitors to sign up.
Why It Works:
Zapier’s lead gen page provides immediate value through the ebook, while the email course keeps visitors engaged over time. This ongoing engagement helps build a relationship, increasing the likelihood of conversion.
Actionable Takeaways:
Keep Visitors Engaged: Use email courses to stay connected with leads after the initial sign-up.
Offer an Ebook: A free ebook relevant to your audience’s needs is an excellent lead magnet.
7. Airtable: Using Templates to Attract Business Leads
Airtable, a tool that combines the functionality of spreadsheets and databases, offers free templates as a lead magnet on their lead generation page. These templates are geared towards businesses and help users organize their data.
Key Elements:
Free Templates: Airtable offers downloadable templates that assist with project management, data tracking, and collaboration. These templates provide immediate value to visitors.
Form Fields for Segmentation: Airtable’s lead capture form asks for additional details, such as company size and role. This helps them segment leads and send more personalized follow-up messages.
Social Proof: Logos and case studies from well-known companies are featured, adding credibility to the page.
Why It Works:
Airtable’s templates provide real business value, while the extra form fields allow them to better segment their leads. This leads to more personalized follow-up emails, increasing the chances of conversion.
Actionable Takeaways:
Segment Your Leads: Use extra form fields to collect information like job role and company size for more personalized marketing.
Offer Free Templates: Providing downloadable templates is a great way to attract leads and offer value upfront.
8. Calendly: Simple Sign-Up with a Free Trial
Calendly, a popular scheduling tool, uses a free trial to capture leads on their lead capture landing page. The sign-up process is simple and quick.
Key Elements:
Free Trial: Calendly’s lead generation page encourages visitors to start a free trial, removing the barrier to entry.
Minimal Form: The form is short, asking only for an email address and password, making it easy for visitors to sign up.
Social Proof: Calendly’s lead capture page features logos from well-known companies like Dropbox and eBay, which adds credibility.
Why It Works:
Calendly’s lead capture page is straightforward. The free trial gives visitors a no-risk way to try the platform, while the short form makes it easy to sign up. Social proof from trusted brands increases the likelihood of conversions.
Actionable Takeaways:
Keep Forms Short: Fewer form fields make it easier for people to sign up.
Highlight Well-Known Customers: Use logos or testimonials from trusted brands to build credibility.
9. Buffer: Clean Design with a Focus on Free Trials
Buffer, a social media scheduling tool, has a clean and simple lead generation page. The primary goal is to get visitors to sign up for a free trial.
Key Elements:
Free Trial: Buffer’s lead capture landing page centers around a free trial, encouraging visitors to start using the tool right away.
Minimal Form: The form is straightforward, only asking for an email address and password, which reduces friction.
Social Proof: Buffer includes testimonials and case studies from satisfied customers to build trust.
Why It Works:
Buffer’s lead gen page is highly focused, with a clean design and a clear goal—signing up for the free trial. Minimal form fields reduce barriers to sign-up, and social proof helps reassure visitors.
Actionable Takeaways:
Focus on One Goal: Keep your lead capture landing page clean and focused on a single conversion goal, like a free trial.
Include Testimonials: Social proof in the form of testimonials or case studies builds trust with new visitors.
10. Drift: Free Demo to Capture Leads
Drift, a conversational marketing platform, offers a free demo on their lead generation page. Visitors can sign up for the demo to experience the platform before making a purchase decision.
Key Elements:
Free Demo: Drift’s lead capture page encourages visitors to try the platform through a free demo.
Form Fields for Qualification: Drift’s form asks for details like job title and company size to help qualify leads.
Social Proof: Case studies and testimonials from companies like Shopify are displayed on the page, adding credibility.
Why It Works:
Offering a free demo lets visitors experience the platform firsthand, which makes them more likely to convert. The additional form fields help Drift qualify high-quality leads, leading to more targeted follow-up.
Actionable Takeaways:
Offer a Free Demo: A demo gives potential customers a firsthand look at your product’s value.
Qualify Leads: Use extra form fields to help identify high-quality leads.
Conclusion
These 10 startups have mastered lead gen landing pages by providing immediate value. Whether it’s a free trial, ebook, demo, or templates, these companies make it easy for visitors to sign up by offering something useful in return.
By keeping forms simple, using social proof, and offering valuable resources, you can create lead capture pages that attract more qualified leads and fuel business growth. Take inspiration from these examples and apply them to your own lead capture landing pages to improve your marketing campaigns.