The Beginner's Guide to Creating Lead Generation Landing Page

published on 27 July 2023

As an entrepreneur looking to grow your business, you know that generating high-quality leads is essential. However, creating an effective landing page to capture leads and move prospects further down your sales funnel can seem like an insurmountable challenge. With so many elements to consider - from choosing a template to writing persuasive copy to optimizing for mobile - building a landing page may feel overwhelming, especially if you have limited design or technical experience.

Fortunately, the process does not have to be complicated. By following some proven best practices and using an intuitive drag-and-drop builder like Unicorn Platform, you can easily create a landing page that drives more leads and sales. This guide on how to build a high-converting lead generation landing page step by step walks you through the process. With the right tools and techniques, you will be capturing more leads and growing your business in no time.

Why You Need a Lead Generation Landing Page

A lead generation landing page is a must-have for any business looking to attract new customers or clients. Unlike your homepage, a landing page has a single focused goal: to capture leads. Here are the key reasons you need a dedicated landing page for lead generation:

  • Targeted messaging. You can tailor the content and copy on your landing page to speak directly to your target audience and the product or service you want to promote. This focused messaging will resonate more with visitors and increase your lead conversion rates.
  • Call-to-action focus. An effective landing page highlights the desired conversion goal, whether it's a demo request, free trial sign-up, or ebook download. Remove any distractions and focus the page around that single call-to-action.
  • Lead capture. The primary goal of a landing page is to capture contact information from visitors in exchange for an offer like a coupon, content download or free trial. Collect information like name, email, phone number or company to build your lead list.
  • Optimization. Landing pages allow for easy A/B testing and optimization to improve conversion rates. Test different headlines, copy, form fields or call-to-action buttons to see what resonates most with your audience.
  • Analytics. Using dedicated landing pages allows you to track key metrics like page views, time on page, bounce rates, and conversion rates. See what's working and make data-driven decisions to optimize the performance of your landing pages.
  • Professional image. A well-designed landing page presents a professional image for your company and builds credibility with visitors. This can positively impact your lead conversion and sales rates.

In summary, landing pages are essential for any effective lead generation campaign. When done right, they can significantly boost your lead capture and conversion rates. Create landing pages that speak to your target audience, highlight a clear call-to-action, capture lead information, and are optimized to drive the best results.

How to Choose the Right Landing Page Builder

When choosing a landing page builder, there are a few key factors to consider:

First, consider the ease of use and learning curve. As a beginner, you want a builder that is intuitive and easy to grasp, with drag-and-drop functionality and pre-made templates to minimize technical barriers. Some highly-rated options for beginners include Unbounce, Instapage, and Leadpages.

Second, evaluate the integrations and features available. For effective lead generation, you need a builder that offers pop-ups, forms, and analytics at a minimum. It should also integrate with your CRM, email service, and payment processor. More advanced features like A/B testing, custom CSS, and conditional logic are ideal for optimization.

Third, determine if the builder meets your specific needs. If you need a simple single-page site, a more basic plan may suffice. For a multi-page lead generation machine, choose an option built for marketers and sales teams. Some are geared toward ecommerce, apps, or SaaS. Select one tailored to your industry and goals.

Pricing and Support

Price is always a consideration. Builder options range from free to several hundred dollars per month. In general, you get what you pay for. Free or very low-cost builders typically lack advanced features, integrations and customer support.

Support resources are also important for beginners. Look for knowledge bases, video tutorials, webinars and, ideally, 24/7 live chat or phone support. With the right guidance, you'll be building high-converting landing pages in no time.

In summary, evaluate builders based on your needs and priorities, not just costs. An easy-to-use platform with the features and support to achieve your lead generation goals will yield the best results, even if the investment is a bit higher. Your time and leads are too valuable to cut corners here. With the perfect landing page builder in place, you'll be well on your way to growth and success.

How to Build Lead Gen Landing Page with Unicorn Platform
How to Build Lead Gen Landing Page with Unicorn Platform

How to Build Lead Gen Landing Page with Unicorn Platform

To build an effective lead generation landing page with Unicorn Platform, follow these steps:

Select a Template

Unicorn Platform offers templates tailored for lead generation to get you started. Choose from options like “Contact Us,” “Subscribe,” or “Book a Demo.” These templates have the necessary elements for a lead gen page like an email signup form, call-to-action buttons, and minimal distractions.

Craft a Compelling Headline

Your headline should capture the visitor's attention and clearly state what the page is about. For a lead gen page, focus on the value to the visitor, e.g. “Generate More Qualified Leads” or “Double Your Monthly Sales Appointments.” Keep headlines concise, around 5 to 7 words.

Highlight Your Offering's Benefits

Use bullet points or short paragraphs to outline the key benefits and features of your offering. Explain how it solves your target customer's problems or meets their needs. Use stats or facts to build credibility, but keep this section brief.

Include a Strong Call-to-Action

The primary goal of your page is to get visitors to take action, so place a prominent call-to-action (CTA) button, like "Start Your Free Trial" or "Book a Demo." Put the CTA in a visible area above the fold for maximum visibility.

Add Relevant Images

Include images of your product or customers using your product. Images help to visually reinforce the benefits and make your page more scannable for visitors. However, do not overload the page with images that might slow load times.

Keep the Page Simple

Resist the urge to include too many details that might distract from your CTA. Use minimal navigation links and keep paragraphs and sections concise. A simple, uncluttered page will convert more leads.

Test and Optimize

Use Unicorn Platform’s integrated analytics to see how visitors interact with your page. Look for drop-off points and make changes to improve flow and conversion rates. Regular testing and optimizing based on the data can significantly improve your lead generation results over time.

Following these best practices will allow you to create a high-converting lead generation landing page with Unicorn Platform. Keep your page laser-focused on capturing leads and continue optimizing to maximize your success. If you want to learn more about the latest updates and features added to Unicorn Platform, check out Unicorn Platform's 2020 Recap.  

Crafting a Persuasive Headline and Hero Image for Your Landing Page

To create an effective lead generation landing page, crafting a persuasive headline and hero image is crucial. These elements are often the first things visitors see on your page, so they must capture attention and interest immediately.


Your headline should be compelling yet concise, using power words that evoke emotion and action. Some examples include:

Discover the Secret to Generating 500+ High-Quality Leads Per Month

How We Increased Conversion Rates by 72% and You Can Too

The Proven 4-Step Formula for Turning Website Traffic into Sales

Keep your headline to 60 characters or less for optimal viewing on mobile devices. Place it prominently at the top of your page, in a large, eye-catching font.

Hero Image

Select an image that reinforces your headline message and inspires your target audience. For a lead generation page, an appropriate hero image might show:

  • A group of professionals collaborating or shaking hands. This conveys the benefits of connecting with your company.
  • A graph or chart demonstrating upward growth. This visually represents the results and success people can achieve by opting in.
  • A product image with an annotation highlighting key features and benefits. This allows visitors to quickly understand what your company offers.
  • A close-up of a person looking intently at a screen. This connects with visitors on a personal level and draws them into your page.

Choose an image that is high quality, evocative, and matches your brand style. For best results, the hero image should span the full width of your page.

Using a persuasive headline, impactful hero image, and concise, benefit-focused copy throughout your landing page, you can effectively capture leads and convert visitors into customers. Continually test different elements on your page to optimize and improve your results over time. With a well-crafted lead generation landing page, you'll be generating more high-quality leads in no time.

Writing Compelling Copy That Converts
Writing Compelling Copy That Converts

Writing Compelling Copy That Converts

To generate leads with your landing page, you must have compelling copy that speaks to your target audience and convinces them to take action. Here are some tips for writing high-converting copy:

Focus on Benefits

Rather than listing features of your product or service, focus on the key benefits to your customers. Explain how you can solve their problems or improve their lives. Help them understand what’s in it for them if they convert.

Use a Clear CTA

Include a prominent call-to-action like “Sign Up Now” or “Get Started Today.” Place your CTA above the fold on the page so visitors see it as soon as they land. Use an eye-catching button or link for your CTA.

Build Urgency

Give visitors a reason to act now rather than later. You might offer a limited-time discount or bonus for signing up. Or explain that spots are filling up quickly. Creating a sense of urgency can motivate visitors to convert before the offer expires.

Use Social Proof

Feature testimonials, reviews, logos of industry partners, or counts of your customers and subscribers. This social proof builds credibility and trust in your product, encouraging visitors to join the crowd.

Keep it Concise

Be direct and get to the point quickly. Your copy should be succinct and scannable, using short paragraphs, sentences, and bullet points. Visitors won’t read long, wordy content.

Match Your Tone to Your Audience

Write in a tone that resonates with your target customers. For a casual, fun audience, use a lighthearted, enthusiastic tone. For a professional audience, take a formal, authoritative tone. Your copy should speak the language of your readers.

An effective landing page presents a compelling offer through copy and design that aligns perfectly with what your target audience wants and needs. By focusing on benefits, using a strong CTA, building urgency, adding social proof, keeping it concise, and matching your tone, you can create copy that persuades visitors and generates more high-quality leads.

Adding Social Proof and Credibility to Your Landing Page

To build credibility and trust on your landing page, incorporate social proof elements. These are subtle cues that show potential leads your product or service is trusted and valued by others.


Include 2-3 testimonials from happy customers highlighting the benefits and results of using your product. Keep testimonials concise, around 1-2 sentences. For images, use professional headshots of the customers along with their full name and title.

Media mentions

Feature any media publications that have covered your company. Display their logos prominently on your page, with links to the original articles. Journalists and publications lend third-party credibility.

Case studies

Publish 1-2 client case studies explaining how your product or service solved a key problem or challenge for them. Case studies build trust by showcasing real-world results and successes. Keep them scannable, around 300 words each.

Client logos

Prominently feature well-known company logos of some of your clients or customers. This signals to visitors that reputable organizations trust and use your product. Only feature companies that have given you permission to display their logo.

Ratings and reviews

If you have a profile on sites like Capterra, G2 or Trustpilot where users can leave reviews, display your ratings and star count prominently on your landing page. You can also include 2-3 of the most positive reviews as quotes, with attribution to the reviewer. Ratings and reviews are powerful social proof that builds instant credibility.

Using a combination of these elements helps establish your authority and credibility in the eyes of visitors, which can positively influence their decision to convert into leads. The key is to be transparent and only feature social proof that is authentic and accurately reflects your customers’ experiences. When done well, social proof on landing pages can be very persuasive.

Offering a Valuable Lead Magnet or Freebie

To generate high-quality leads, you need to offer visitors something of value in exchange for their contact information. A lead magnet or freebie is an effective way to achieve this.

Types of Lead Magnets

There are several types of lead magnets you can offer:

  • eBooks or whitepapers: A comprehensive guide on a topic your target audience cares about. eBooks and whitepapers are a great way to demonstrate your expertise.
  • Checklists: A step-by-step checklist on how to accomplish a goal or complete a task. Checklists are useful and appealing to many visitors.
  • Video courses: If you have video content, you can compile related videos into a mini video course. This works well for educational or skill-based businesses.
  • Webinars: Live or pre-recorded video presentations. Webinars allow you to teach and engage with your audience.
  • Free trials: For SaaS or service-based businesses, a free trial of your product is an excellent lead magnet. Visitors can experience the value of your offering firsthand.
  • Coupons or discounts: Offer visitors a one-time coupon or discount to incentivize them to purchase from you. The key is to make the discount meaningful without giving away too much.

Creating an Effective Lead Magnet

To create an effective lead magnet:

  1. Focus on your target audience and what they need. Develop content that addresses their questions, interests, and pain points.
  2. Choose a lead magnet type that aligns with your business and expertise. If you have an educational product, an eBook or video course may work well. If you offer a tool or service, a free trial is a good option.
  3. Provide high-quality, useful content. Your lead magnet should demonstrate your ability to solve your audience's problems. Offer actionable advice and how-to information.
  4. Include an email capture form to download the lead magnet. Be transparent that visitors must provide their email address in exchange for the content.
  5. Promote your lead magnet on your website, blog, and social media platforms. Raise awareness about the value of your free offer to generate more leads.
  6. Make the lead magnet easy to find. Place links prominently on your website with a clickable call-to-action like "Download Your Free Checklist Now!".
  7. Follow up with everyone who downloads your lead magnet. Send an email sequence to build familiarity, provide more value, and ultimately convert them into customers.

A valuable lead magnet can be an impactful lead generation strategy. By creating useful content tailored to your audience and following up appropriately, you will capture more quality leads for your business.

Optimizing Your Landing Page for Mobile

To optimize your landing page for mobile devices, there are a few key steps you should take:

Simplify the Layout

A cluttered or complicated page layout will frustrate mobile users and make it difficult for them to find what they need. Simplify your page design by:

  • Removing any unnecessary elements like sidebars, sliders or carousels
  • Using a single column layout
  • Increasing font sizes and button sizes for easy tapping
  • Providing plenty of white space between sections

Focus on a Single Call-to-Action

On a small mobile screen, there is little room for ambiguity. Decide on a single desired action for your visitors to take, like filling out a lead form or scheduling a demo. Place this call-to-action prominently on your page and remove any competing actions.

Keep Content Brief

With limited screen space, keep your content concise and impactful. Write short paragraphs of 2-3 sentences and use bulleted lists when possible. Focus on communicating only the key benefits and features of your offering. Save any in-depth content for subsequent pages in your lead nurturing flow.

Ensure Fast Load Times

If your landing page takes too long to load on a mobile device, visitors will quickly move on to another site. Aim for load times of 2 seconds or less by:

  • Compressing images and optimizing them for mobile
  • Minimizing HTTP requests by combining CSS and JS files
  • Using a lightweight page builder
  • Choosing a high-performance hosting provider

Test and Refine

Continuously test how your landing page displays and functions on various mobile devices. Check that all interactive elements like forms, buttons and navigation links work as intended. Get feedback from actual mobile visitors and make changes to improve their experience. With regular testing and refinement, you can create a stellar mobile landing page.

Optimizing your landing page for mobile is essential to lead generation success. By simplifying the layout, focusing the call-to-action, keeping content brief, ensuring fast load times, and testing regularly, you’ll provide the ideal experience for visitors on the go.

B2B lead generation landing pages FAQs: Common Questions Answered

When creating a lead generation landing page, there are a few common questions that frequently arise. Here are some of the most common FAQs regarding B2B lead generation landing pages:

What is a lead generation landing page?

A lead generation landing page is a web page designed specifically to capture contact information from visitors in exchange for an offer like a free guide, checklist, or consultation. The goal of a lead generation landing page is to convert website visitors into leads by capturing their email address or other contact details.

What makes an effective lead generation landing page?

An effective lead generation landing page should:

  • Have a clear and concise headline that captures the offer or promotion.
  • Explain the benefits and value proposition of the offer clearly.
  • Have an eye-catching design with minimal distractions.
  • Focus on one conversion goal and call the visitor to take action.
  • Include social proof like testimonials, case studies, reviews, etc.
  • Make it easy to sign up by having a prominent call-to-action button.

How do I drive traffic to my landing page?

Some of the best ways to drive targeted traffic to a lead generation landing page include:

  • Search engine optimization: Optimize your landing page for key search terms.
  • Pay-per-click advertising: Run Google Ads or social media ads to your landing page.
  • Content marketing: Promote your landing page in blog posts, videos, and other content.
  • Email marketing: Send dedicated email campaigns promoting the offer on your landing page.
  • Social media: Promote your landing page and offer on social networks like LinkedIn, Twitter, and Facebook.

What type of offer should I have on my landing page?

Some highly effective offers for B2B lead generation landing pages include:

  • Free guides, reports, or ebooks
  • Checklists or templates
  • Webinars or online courses
  • Consultations or product demos
  • Free trials of your software or service

An informative, engaging offer that provides real value for your target customers will convert well on a lead generation landing page. Choose an offer that aligns with your business goals and provides an incentive for visitors to exchange their contact information.


You now have the tools and knowledge to build an effective lead generation landing page. With the simple yet powerful Unicorn Platform, you can design and publish a custom landing page to start generating more high-quality leads for your business. Remember to keep your content focused, include visuals and social proof, have a strong call-to-action, and ensure your page is optimized for mobile. Building a landing page may seem daunting, but by following the step-by-step process outlined here, you'll be gaining new potential customers and growing your business in no time. Start designing your landing page today and watch as it becomes an integral part of your lead generation strategy.

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