You've built a download people can use. Now it needs a page that tells the right reader what they'll get, a form that asks only for what you need, and a delivery route that works every time, including when someone signs up twice.
Lead capture tends to break in boring places: a download link that expires, a confirmation that says nothing useful, a follow-up series that starts over when someone requests the file again. Each of those is a setting you can check before launch.
This article writes the page and plans the follow-up for the First 1:1s Planner, an illustrative download from Leah Morgan, an illustrative coach for new engineering managers. You'll finish with annotated copy, the form and consent fields, the confirmation, a build in HighLevel (other email platforms have equivalent settings under their own names) and a 10-case test plan.
Jump to the free Lead Magnet Landing Page and Delivery Kit
Lead magnet landing page template: who it helps and what's inside
A lead magnet landing page needs 6 core parts: a headline naming the finished result, a line saying who it's for, a preview of the inside, 3 or 4 bullets listing the contents, a short credibility line and the form. Write in the reader's words, and promise only what the download delivers on its first use.
The page, annotated
| Part | Copy on Leah's page | Why it's there |
|---|---|---|
| Eyebrow | Free planner for new engineering managers | Sorts readers in a second, and the wrong ones leave early |
| Headline | Plan your first 1:1 with every person on your team | Names the finished result in the reader's words |
| Subhead | 8 questions, a filled-in example and a working page for each person. The first agenda takes about 20 minutes. | States the time cost up front |
| Preview | Image of the completed example page | Shows a working document, which a cover image can't |
| Contents | The 4 bullets below | Lets readers match the contents to their need |
| Who it's for | Engineers in their first 6 months as managers, especially if you now lead former teammates | Names the trigger moment |
| About Leah | Leah spent 11 years as an engineering director and now coaches first-year managers. | 1 line of credibility, all of it checkable |
| Form | First name, email, optional team size, follow-up checkbox | Asks for what delivery needs, plus 1 optional field |
| Button | Email me the planner | Says what happens on click |
The 4 contents bullets:
- 8 first-meeting questions, with a note on when to use each
- Ana's completed example, a manager planning a 1:1 with a former peer
- Working pages for each person, as a Google Doc and a printable PDF
- The 3-line message to send the day before
Give the preview image alt text that describes what's in it, for example: "Page 4 of the First 1:1s Planner, a completed agenda for a first one-to-one with a senior engineer."
What to leave off
Leave off anything you can't back up yet: testimonials you don't have, download counts, countdown timers. The reader and moment come from the brief you wrote when you chose the lead magnet idea, so the page has little to invent.
If you want a second headline to test later, write it from a different row of that brief. "Turn your 1:1s back into conversations" leads with the trigger moment, where the first headline leads with the result.
Choose form fields and write the confirmation
Ask for first name and email, add 1 optional field only if you'll use the answer, and give ongoing emails their own unticked checkbox. The resource arrives whatever the reader decides about marketing. Then write a confirmation that shows the download link, says when the email will arrive and explains what to do if it doesn't.
Leah's form
| Field | Required | Why |
|---|---|---|
| First name | Yes | Personalizes the delivery email |
| Yes | Delivery address | |
| How many people report to you? 1 to 3, 4 to 7, or 8 or more | No | Lets Leah tailor 1 line in a later email |
| Unticked checkbox: "Send me Leah's emails for new managers: a short series this week, then a monthly newsletter. Unsubscribe anytime." | No | A separate choice for ongoing marketing |
Under the button sits 1 line: "We'll email the planner to this address. Our privacy notice explains what we store and why," with the last 2 words linking to the notice.
Keep delivery and marketing separate
Someone who wants the planner has asked for the planner. Whether they also want ongoing emails is a second question, so it gets a second, unticked box. The download never depends on the box.
UK guidance points the same way. The UK regulator's guidance on valid consent says consent should be unbundled from other terms, shouldn't be a condition of a service unless it's necessary for it, and can't come from a pre-ticked box.
Its email marketing guidance says marketing email to individuals generally needs their specific consent. Both pages note they're under review after the Data (Use and Access) Act.
In the US, the FTC's CAN-SPAM compliance guide says commercial email must include a working opt-out and a valid postal address. This is general information, and rules vary by country and change, so check yours with an adviser before launch.
An email address given freely moves a reader 1 step away from the rented audience the Community Engine guide describes, where a platform owns the relationship. Asking cleanly keeps that trust intact.
The confirmation
After the button, Leah's page replaces the form with this message:
Done. The planner is on its way and should reach your inbox within 5 minutes, from Leah Morgan. If it isn't there, check Promotions or Spam.
Want it now? Open the Google Doc or download the PDF.
Optional: if you're planning your first round of 1:1s this month and want a second pair of eyes, book a 20-minute call with Leah. The planner's yours either way.
Putting the links on the page means delivery never depends on the email arriving. A time estimate tells readers how long to wait before they try again, and the call is labeled optional because it is.
The delivery email
Leah's delivery email repeats both links, gives 1 starting step and says what happens next. You'll find the full text, plus the 2 emails that follow for people who ticked the box, in the welcome email sequence for coaches and consultants.
Build it in HighLevel
HighLevel is the demo platform here. The labels below match HighLevel's help docs as checked on October 30, 2026, and its interface changes often, so confirm each one in your account.
- Host the file where the link won't expire. HighLevel's Media Storage makes a file private when you upload it as a Digital Product file, and private links expire after 10 minutes (Media Storage limits), which makes them the wrong choice for an email. Use a public file link, or a Google Doc shared so anyone with the link can view it.
- Build the form in Sites > Forms > + Create New Form (form guide). Add First Name, Email and the optional dropdown, then a Custom Checkbox with your follow-up wording, left optional and unticked (consent guide). Put the privacy notice line, with its link, next to the button.
- Add a Source element with a value such as planner-page. Adding ?source=linkedin to the page URL overrides it for that visit, and HighLevel keeps Source separate from its attribution and UTM data (Source field).
- Set the post-submission behavior to show the confirmation message, or redirect to a thank-you page carrying the same content.
- Embed it: open the Integrate tab, choose Embed, select Standard, then click Embed code and Copy code, and paste it into your page (Integrate tab).
- Check duplicates in Settings > Business Profile > Contact Deduplication Preferences. With Allow Duplicate Contact off, a repeat submission with the same email updates the existing contact (deduplication).
- Create the delivery workflow with the Form Submitted trigger and its "Form Is" filter set to the planner form (Form Submitted). Add 3 actions: Add Contact Tag planner-requested, Send Email with the delivery email, and an If Else branch on the checkbox field that adds the tag planner-followup when it's ticked.
- In that workflow's Settings tab, turn Allow Re-entry on (workflow settings). HighLevel's trigger fires on every submission, repeats included, so a second request gets the file again.
- Build the follow-up as a separate workflow, triggered by the Contact Tag trigger set to Added for planner-followup (Contact Tag). Turn Allow Re-entry off so a second request never restarts the series, and turn Stop on Response on so a reply to emails 2 or 3 ends it. Stop on Response only watches that workflow's own emails, so add an exit workflow with 2 triggers: Customer Replied, with Replied to Workflow set to the delivery workflow (Customer Replied), and Customer Booked Appointment, with In Calendar set to your call calendar (Customer Booked Appointment). Its action is Remove from Workflow, pointed at the follow-up.
- For the optional call, embed the calendar on the thank-you page via Calendars > Calendar Settings, the 3-dot menu, Share and Embed Code (calendar embed). A custom form attached in the calendar's Forms & Payment tab appears after the visitor picks a slot, and its answers save only when the booking completes (calendar forms).
Keep the calendar off the delivery path. The file arrives whether or not anyone books.
The Lead Magnet Landing Page and Delivery Kit has this copy, the form spec and the 10 build steps as an editable checklist.
Test signup, delivery and the optional next step
Run 10 test cases before you send any traffic: a new contact with the box ticked and unticked, an existing contact, a repeat request, inbox placement, a booking, an abandoned booking, a reply, an unsubscribe and a source override, split between desktop and mobile. Use a fresh email address for each new-contact case, compare what happened with what should happen, and screenshot every pass.
The plan below is a specification, so every row starts untested. Run it in your own account and fill in the last column.
The test plan
| Case | Device | Expected result | Result |
|---|---|---|---|
| New contact, box ticked | Desktop | Confirmation shows both links, and both open in a private window with no access request; delivery email within 5 minutes; tags planner-requested and planner-followup; Source reads planner-page | |
| New contact, box unticked | Mobile | Delivery email only, with no planner-followup tag and no email 2 on day 2 | |
| Existing contact submits | Desktop | 1 record, updated; delivery email sent | |
| Same email submits again next day | Mobile | Delivery email sent again; follow-up series stays where it was | |
| Inbox placement | Desktop | Arrives at a Gmail and an Outlook test address, with the unsubscribe link in the footer | |
| Book from the thank-you page | Mobile | Custom form after slot choice; answers on the contact; follow-up stops | |
| Abandon the booking form | Desktop | No booking answers saved; planner still delivered | |
| Reply to the delivery email | Mobile | Contact leaves the follow-up; no email on day 2 | |
| Unsubscribe from the delivery email | Desktop | Email DND turns on; no further marketing email | |
| ?source=linkedin on the page URL | Desktop | Source reads linkedin; attribution fields recorded separately |
HighLevel includes an unsubscribe link in every email by default, controlled by Include Unsubscribe Link under Business Profile > General (unsubscribe links). An unsubscribe turns on Email DND, which blocks marketing email while calendar notifications can still send (DND). That's why a booking confirmation still reaches someone who left the series.
For each row, note the date, device, tester and a screenshot filename. When a row fails, fix it and rerun the whole table, since a change to 1 workflow can break another.
When a row fails
- Missing delivery email: check that the workflow is published, that the Form Is filter points at this form and that the sender address matches a verified domain.
- Follow-up restarted on a repeat request: Allow Re-entry is on in the follow-up workflow, or the tag was removed and added again.
- 2 contact records for 1 email: Allow Duplicate Contact is on.
- Follow-up continued after a reply or booking: the exit workflow isn't published, or its Replied to Workflow or In Calendar filter points at the wrong place.
- Booking answers missing: the field isn't mapped to a custom field, which the calendar form guide says is required for answers to save to the contact.
Your next step is the test table. Build the form and the 3 workflows, run all 10 cases on a phone and a laptop, and only then put the link in your LinkedIn Featured section or newsletter. If the page gets visits and few signups, rewrite the headline and bullets before you touch the design.