Free Marketing Audit — Lead-Gen Landing Page
An original lead-magnet landing page sample for a fictional marketing agency — tests a low-friction, two-field form against a typical multi-field 'contact us' pattern.
A self-initiated sample built around a lead-magnet pattern I've seen work well on real PPC pages: ask for almost nothing up front (just a URL and an email), promise a specific, fast deliverable (an audit report), and explain the process in three short steps so the visitor knows exactly what happens after they submit.
Case study
Problem
Most lead-gen pages default to a 'Contact Us' form — name, company, phone, message — and ask for all of it before the visitor has any reason to trust the business yet. That mismatch, asking for more than you've earned, is what actually kills conversion on cold traffic.
Approach
I swapped the generic form for a specific, low-effort lead magnet instead: give a URL and an email, get a free audit back. Nothing vague about what happens next. The form sits right beside the headline, not below a scroll, and a three-step explainer directly under it answers the obvious question — what happens after I submit this?
Key decisions
- Two fields, URL and email. Every extra field on cold traffic is a place someone leaves.
- The offer is a specific deliverable — 'a free audit report' — not a vague 'get in touch.' Specific things are easier to trust.
- Scarcity gets one plain-text line, not a countdown timer. Timers read as fake on B2B-leaning traffic more often than they read as urgent.
Outcome
// TODO: No real traffic — this is a self-initiated sample, not a deployed campaign. Conversion data not available.
Highlights
- Two-field lead form (URL + email) instead of a full contact form, to lower the commitment ask
- Three-step 'what happens next' section placed right after the form to reduce post-submit anxiety
- Scarcity line ('Limited to 10 audits this week') used once, plainly, instead of countdown timers or pop-ups