Written by James Scherer
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Top 10 Ebook Landing Page Headline Formulas We See Work Again and Again

I’ll get right to it…

We’ve been in the content and lead generating business for a while now, and read, produce, and optimize lead gen landing pages every day. We have also written several posts about B2C and B2B lead generation. In this straightforward formula article, we’ll give you the top ten B2B lead gen landing page and ebook title formulas we’ve encountered.

Without further ado, here’s 10 B2B lead gen landing page title formulas we love.

1. Get [Awesome Vague Result]! Download this free Ebook on [Specific Subject]


Example : Get More Customers! Download This Free B2B Lead Generation eBook

Check out the real-world example from OpenView.

Explanation: The [Get Awesome Vague Result] serves as a hook in this title, and is backed up by the specificity of the second half or a subtitle. Consider testing the exclamation point in serious educational content.

2. The [Synonym of Complete] Guide to Lead Generation


Example: The Definitive Guide to Landing Page Optimization for In-House Marketers

Check out the real-world example from JeremySaid.

Words to Consider:

  • Definitive
  • Complete
  • Comprehensive
  • All-Encompassing
  • Unabridged
  • Exhaustive
  • Ultimate
  • Unabbreviated

Explanation : Ebooks should be the most comprehensive piece of content your business creates, and advertising that can be your main selling point. If people are being asked to provide lead information for your content, they want to know they’re getting maximum value.

3. How to [Understand/Do/Define] a [Specific Element of Lead Generation]


Example: How to Define your Lead Segments

Check out the real-world example from Marketo.

Explanation: Don’t be afraid to fall back on the old ‘How-To’ as it’s still one of the most searched-for terms. Be sure your ebook, however, actually provides a step-by-step how-to on its subject.

4. The [Flattering Word] Marketer’s Guide to Lead Generation


Example: The Smart Marketer’s Guide to Lead Generation

Check out the real-world example from DuctTapeMarketing.

Words to Consider:

  • Smart
  • Informed
  • Experienced
  • Sophisticated
  • Advanced
  • Resourceful
  • Effective

Explanation: Everybody wants to be the smart guy in the office or in their career. This title gives them that. It also, entirely subconsciously creates a level of inclusion to new leads, who want to feel part of the exclusive world of “smart” marketers.

5. The Lead Generation [Synonym of Guide]


Example: The Lead Generation B2B Planning Manual

Check out the real-world example from ReallyB2B.

Words to Consider:

  • Bible
  • Manifesto
  • Handbook
  • Manual
  • Encyclopedia
  • Textbook
  • Compendium (points for whoever uses that!)

Explanation : Succinct and to the point, this title (like “comprehensive” above) also communicates a complete guide to your subject. It also asserts your ebook or lead generating piece of content as the “be-all-and-end-all” of content on that subject.

6. A B2B Marketer’s Guide to [Specific Element] for [Positive, Vague Outcome]


Example: A B2B Marketer’s Guide to Website Redesign for Maximum Impact

Check out the real-world example from CirclesStudio.

Words to Consider:

  • Maximum Impact
  • Return on Investment
  • Conversions
  • Lead Generation
  • Customer Acquisition
  • Cost Per Lead

Explanation : This title effectively cuts down on your target audience (as someone who’s not a B2B marketer is unlikely to download it). You might think that reducing the amount of people interested in your content would be a bad thing, but what it actually does is improve the value of your leads. The title also ties a specific element of lead generation to a more understandable positive result.

7. [Number] of Website Must-Haves for Driving [Positive Result]


Example : 25 B2B Website Must-Haves for Driving Traffic, Leads and Sales

Check out the real-world example from Hubspot.

Explanation : This title communicates need with the phrase “must-have”. It argues that not including these elements or variables will result in failure. This kind of title also raises the eyebrows of your landing page visitor, who may download your content because they’re skeptical.

8. The [Number] Greatest [Synonym of Strategies] for B2B Lead Generation


Example : The 30 Greatest B2B Lead Generation Tips, Tricks & Ideas

Check out the real-world example from Hubspot.

Words to Consider:

  • Tips
  • Tricks
  • Strategies
  • Ideas
  • Tactics
  • Blueprint
  • Method
  • Plan

Explanation : A large number at the beginning of your title is always a good thing. Your possible leads are far more likely to download “30 B2B Lead Generation Tips” than they are five or ten. This is just as true for ebooks and your landing page titles as it is for blog content. If you’re considering using “plan,” “method,” or “blueprint” test out “the [number]-step blueprint to [positive outcome].

9. Lead Generation/Management made [Synonym of Simple]


Example: Painless Lead Management for B2B

Words to Consider:

  • Easy
  • Straightforward
  • Elementary
  • Painless
  • Effortless

Explanation: Making complicated concepts simple is one of the best subjects for your ebook, and also one of the best titles. Newcomers to B2B lead generation want to know not only the basics, but also that the more advanced stuff is doable.

10. [Number] of [Synonym of Advanced] Strategies for [Specific Element of Lead Generation]


Example: 7 Advanced Tricks to Optimize Landing Page Conversion

Check out the real-world example from Wishpond.

Words to Consider:

  • Advanced
  • Cutting-Edge
  • New
  • Leading

Explanation : Making your content about how advanced marketers can find success with lead generation is just as effective as focusing your guide on how newcomers can do it. Using words like the ones I’ve recommended also intimate the idea that this ebook or resource will be full of things readers may not have seen before - increasing its assumed value.

Bonus Top Tip:


The best landing page titles blend together several of the formulas I’ve mentioned above to improve your B2B lead generation results. Consider a high-number with the exclusivity of “advanced” and urgency of “must-have”.

Something like: “25 Must-Have Lead Generation Strategies for Advanced B2B Marketers”

Make sense?

Written by James Scherer

James Scherer is the content editor at Wishpond. When he's not writing or designing for Wishpond he's risking his life biking around the city. Reach out to him on Twitter @JDScherer.