If you’re running a B2B site and want leads, gated content is a tried-and-true tactic—give people a whitepaper, template, or report, and ask for an email in return. But if you’re using Webflow, the “how” isn’t always obvious. There’s no out-of-the-box “gated content” feature, and third-party tools can be overkill or expensive for what should be simple.
This guide is for marketers, founders, or anyone who wants to collect real leads with Webflow gated content—without coding skills or buying another SaaS subscription you’ll regret. I’ll show you how to set up a form, protect your content, and actually deliver what you promised, without frustrating your visitors (or yourself).
What is Gated Content—And What Actually Works?
Gated content means putting something valuable (PDF, template, video, etc.) behind a form. Visitors give you their info (usually email, sometimes more), and you give them access. It’s a staple for B2B lead gen.
But here’s what doesn’t work: - A “gate” that’s just a link on the thank-you page. People share it. Bots find it. You get junk leads. - Overcomplicating it with expensive plug-ins that break or don’t fit Webflow’s CMS. - Forgetting to actually deliver the thing, or making people jump through too many hoops.
Simple is better. The best approach on Webflow is: - Use a native Webflow form. - Hide the content (or download link) behind a thank-you page or a dynamic email. - Actually follow up with your leads.
Now, let’s get into the step-by-step.
Step 1: Decide What to Gate (And If You Should)
Not everything is worth gating. If it’s generic, people won’t give you their info. Good options: - Original research, industry reports - Detailed templates or checklists - Useful tools/calculators (not just PDFs) - Deep-dive guides (not blog posts pretending to be “ultimate”)
Don’t gate your basic blog posts or company brochure. You’ll annoy visitors and get fake emails.
Pro tip: Ask yourself, “Would I give up my real email for this?” If not, make the content better.
Step 2: Create the Content and Prep the Assets
Build your PDF, video, or whatever you’re gating. Make sure: - It’s clearly branded (so if it’s shared, people know it’s from you) - The file name isn’t “Final_v4_Real_FINAL.pdf” (you’ll laugh, but it happens) - File size isn’t huge—no one likes waiting for a 40MB download
Upload your asset somewhere safe. Options: - Webflow’s Asset Manager works for small files (under 10MB) - Google Drive, Dropbox, or Amazon S3 for bigger files (don’t use your personal accounts—use business ones)
Beware: If you use a simple public link, it can be shared easily. If you need tighter control (tracking downloads, expiring links), you’ll need a paid tool or custom code. For most B2B lead gen, a simple link is fine.
Step 3: Build the Webflow Form
- Add a Form Block to your landing page.
- Drag in the “Form” element where you want the gate.
- Collect just what you need: name, company, email. (Fewer fields = better conversion.)
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Make sure your form labels are clear. “Business Email” gets you better leads than just “Email.”
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Set Up the Form Submission
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By default, Webflow forms send you an email. That’s fine, but you’ll want to customize delivery (see next step).
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Add Spam Protection
- Turn on reCAPTCHA or use a honeypot field. Otherwise, you’ll get garbage submissions.
Pro tip: Test your form in an incognito window. You’d be shocked how many people forget this and launch with a broken form.
Step 4: Deliver the Gated Content
You’ve got two main options, each with pros and cons:
Option 1: Thank-You Page with Download Link
After the form is submitted, redirect users to a custom thank-you page that has the download link or access details.
How to set it up:
- In the Form Settings, set the “Redirect URL” to your custom thank-you page (e.g., /thanks-report).
- On that page, add your download button or embed the content.
Pros: - Fast, easy, no extra tools needed. - Clean user experience.
Cons: - If someone shares the thank-you page link, others can access the content without filling the form. - Not secure for super-sensitive info (but fine for most B2B ebooks or templates).
When to use: Most of the time. If you’re gating a PDF or a not-too-secret resource, this works.
Option 2: Email Delivery
After form submission, send the download link or content via email.
How to set it up: - Use Webflow’s native form notification, or (better) connect to a tool like Zapier, Make, or Mailchimp. - Have the automation send a custom email with the download link.
Pros: - People have to enter a real email to get the content. (Helps weed out fake addresses.) - You can follow up automatically.
Cons: - More setup. You need a Zapier (or similar) account, and you’ll burn through “tasks” if you get lots of leads. - Email delivery can be delayed or land in spam, depending on your setup.
When to use: If lead quality matters more than quantity, or if you want to start an email nurture sequence.
Pro tip: Combine both. Give users immediate access on the thank-you page and email them the link. That way, they get the content fast and you’re in their inbox.
Step 5: Connect to Your CRM or Email Tool
Let’s be real: just collecting emails isn’t enough. You want those leads in your CRM, marketing automation, or at least a decent spreadsheet.
- Native integrations: Webflow only natively integrates with a few tools (like Mailchimp). If your CRM isn’t on the list, use Zapier or Make.
- Zapier setup: Trigger = New Webflow form submission. Action = Add to your CRM, send an email, whatever you need.
- Google Sheets: At a minimum, pipe leads into a Google Sheet so you don’t lose them.
Pro tip: Don’t over-complicate this. You do not need a full marketing automation suite to start. A spreadsheet and a well-written follow-up email beat a “smart” tool you never use.
Step 6: Test Everything (Seriously)
This is where most people get lazy and lose leads.
- Submit test entries with real and fake emails.
- Check emails land in the inbox, not spam.
- Try sharing the thank-you page link—see what someone can access.
- Make sure your CRM or spreadsheet gets the lead info.
Check this every so often. Stuff breaks—Zapier integrations get disconnected, files get moved, Webflow updates forms.
Optional: Advanced Gating (If You Really Need It)
If you need more security or want to get fancy, here are a few options: - Password-protect your content page. After form fill, email the password. Not bulletproof, but stops casual sharing. - Use Memberstack, Outseta, or similar tools. These add real user authentication, paywalls, or memberships to Webflow. Good if you want to manage lots of gated content, but overkill for a single PDF. - Custom scripting. If you have a dev, you can build dynamic, expiring links. Otherwise, don’t bother.
Honestly: For most B2B lead gen, these are more hassle than they’re worth.
What to Ignore
- "Growth hacking" plug-ins promising viral lead gen. Most just add friction or break your site.
- Popup overload. One gate is enough. Don’t hit visitors with six modals.
- Asking for phone numbers “because sales wants it.” You’ll get fewer, worse leads. Add it later if you must.
Keep It Simple, Iterate, and Don’t Overthink
Gated content on Webflow doesn’t have to be complicated. Start with a clear offer, a simple form, and a reliable way to deliver your content. Get it live, see what works, and tweak as you go. Most importantly: follow up with your leads. That’s what actually drives revenue—not the fanciest gate.
Good luck, and keep it honest.