Landing pages are a crucial part of a
successful inbound marketing strategy.
No serious online business can do without several high-converting landing pages in their funnel. It’s because having many landing pages has great marketing benefits.
More prospects’ data. More qualified
leads. More conversions.
But, building a landing page that converts is no child’s play. It’s a science every online marketer and business should master. And to make that easier for you, I’ve compiled a selection of some of the best landing page examples on the Internet.
Why?
To give you:
- Inspiration
- Ideas
- Insight
The best way to master any discipline
is to learn from the best. That’s why it’s important to note successful landing
pages and tear them apart to see what makes them tick. Before we do that,
however, let’s quickly get a few foundational basics out of the way first.
What are landing pages and what purpose do they serve?
A landing page is a page on your website that visitors “land” on after clicking an ad or a link strategically placed to drive traffic to the page. Many business owners prefer to use their homepage as a landing page. Homepages have a lot going on:
- Numerous links
- Company info
- Navigation menu
- Brand positioning
This is okay for a homepage because it targets a broad range of prospects. But it spells doom to a landing page because it distracts the customers-to-be.
Dedicated campaign landing pages are
focused and have fewer diversions. This hikes conversions because visitors are
not lured away from the page.
Which brings us to the question – what purpose do landing pages serve?
The purpose of a landing page
A landing page serves one main purpose – to convert traffic into leads. A well-designed landing page does this by:
- Giving visitors specific
information about a product, service or any other offer. - Directing visitors on the
specific steps they must take to access the offer you’re making.
In this hyper-competitive digital
world, converting traffic into customers efficiently is critical. And that is
the main reason you need to direct your traffic to an optimized landing page
instead of just your homepage.
Two types of landing pages you need to know (and use)
The concept of landing pages may
sound simple, but there’s more to it than meets the eye. For starters, there
are many landing pages that serve different purposes. Most fall under 2
categories:
- Lead generation landing pages. They’re also called lead capture pages and they feature a web form. The main purpose of lead generation landing pages is to collect lead data (such as names and email addresses).
- Click-through landing pages. Click-through landing pages are not designed to capture visitor information like their counterparts. Instead, they reinforce an action like purchasing a product or signing up for a service or subscription.
Now that you understand what a
landing page is, let’s quickly look at a few factors that make for an effective
landing page.
10 elements of a successful landing page
So what does an optimized landing
page look like?
While we’ll look at some examples of well-optimized landing pages in a moment, let’s quickly look at some elements that make for a highly effective landing page.
1. Focuses on one goal
A landing page must have one (and only one) goal. It could be to download an eBook, sign up for a newsletter or service, or anything else you need your visitors to do. Because it has one goal, it must only have one message and CTA (which can be in multiple places if the landing page is long).
2. Highly targeted
High-converting landing pages are laser targeted. They are:
- Directed at a particular
audience. - Focus on a particular pain
point. - Point to only one
product/solution.
If your business offers different products or services, you must create a dedicated landing page for each. Yes, it means more work, but considering that multiple offers decrease a landing page’s effectiveness by 266%, a single offer landing page is the way to go.
3. Simple design
Simplicity is critical in getting
people to follow through with the instructions on your landing page. A
cluttered landing page only leads to confusion and makes visitors drop off in
droves. Besides, including too many elements on your landing page will distract
your visitors from what they really need to do on the landing page.
4. Compelling copy
No matter how great your product may be, if you’re not able to convince readers that they need it, your landing page won’t convert well. Not only should your copy be compelling, but it must engage, too – and all that without using too many words.
5. Catchy headline
Your headline is your first chance of
hooking your readers. Because of this, it must be catchy. It has to confirm
your offer in a way that encourages readers to find out more about what you’re
offering them.
6. Clear CTA
What action do you want your visitors
to take? Make it clear in your CTA. There should be no second-guessing. A great
CTA makes it easy for visitors to transition from your landing page to your
“money page” fluidly, therefore increasing conversions.
7. Focuses on the visitor
Tempting as it is to talk endlessly about your awesome product or eBook on your landing page, resist the urge. Instead, let the landing page be more about your visitor, their problem, and how your offer will benefit their lives. Everyone has a narcissistic side. Take advantage of that in your landing page copy and you’ll definitely create a winning (and profitable) landing page.
FYI, personalizing your landing pages
can boost your conversions by a factor of 4.
8. Unmistakable branding
High-converting landing pages have one main thing in common – they offer a seamless transition from the source of the traffic. One factor that helps is consistent branding. A visitor to your landing page must not feel disoriented when they move from one of your pages to your landing page.
9. Social proof
People want to do business with a
brand they can trust. Especially with online transactions, you must prove you
are legit and can also deliver.
This is where social proof comes in.
Leverage social proof in the form of
customer reviews or validation from other reputable brands to increase the
chances of your landing page converting more.
10. Relevant image
Our brains interpret visuals 60,000 times faster than text. So it’s
important to include an image or video on your landing page. If you can include
a shot of your product or, better yet, someone using it, all the better. This
is because visualizing the offer makes it more appealing, thus making the landing
page convert better.
While this is not an exhaustive list
of the elements that make for a high-converting landing
page, these are a good foundation to have. These will also help you
understand why the landing pages featured made this list of the best landing
page examples to draw inspiration from.
Without further ado, let’s get to our
list then, shall we?
8 landing pages examples for you to steal (ethically, of course)
Tired of creating landing pages that barely get you across the marketing finish line?
Then take a cue from businesses that
have mastered the science of creating landing pages that convert like
gangbusters. And don’t worry, we’ve taken care of all the heavy lifting for you
by compiling a list of great landing page examples and the lessons you can take
away from them.
Let’s get to it.
1. Netflix
With over 150 million subscribers to boast of, Netflix is
one brand that has nailed the marketing. And one piece of their marketing
machine that has contributed to the massive success is their high-converting
landing page.
One of the best aspects of Netflix’s
landing page is that it’s minimalistic and yet packs in a lot of information
for the reader. How?
- They keep the copy to a minimum. With 12 simple yet compelling words,
the landing page sells the service and reassures subscribers that they’ve got
nothing to lose by signing up. Sure, you can scroll down the page for more
information, but most people don’t. Those 12 words are enough to get them on
board. - Clever use of imagery. If there’s one thing entertainment
buffs love, it’s having a wide choice of shows and movies to choose from.
Netflix does a great job of showing they’ve got that pat-down by using a
background image that shows the popular shows subscribers can look forward to
consuming. - Irresistible CTA. The well-designed and well-placed call-to-action
button on this landing page example is hard to resist. It just begs to be
clicked.
It’s also interesting to note, that this could have easily been a long-form landing page, but the designers opted to turn it into an easy 3-step journey. With a landing page like this, it’s no wonder Netflix has and continues to grow so fast.
2. Uber
Do you want to use your love for driving to make money? Uber helps you do just that. And if you’re not sure about it, then the landing page will certainly convince you that you can.
Uber’s landing page is another example of less is more. From the simple design to the crisp, clear, and compelling copy, this landing page achieves its goals – getting drivers to sign up.
Speaking of the landing page copy, Uber’s is award-winning as it promises readers 2 of the most sough-after things in life – income and freedom. As for the sign-up form, it’s user-friendly as it has a few easy-to-fill fields, making the process simple and fast.
Other key takeaways from this landing
page example include:
- Use language your audience relates to. In Uber’s case, words
like “drive” help readers relate to the offer. - Relevant images bolster your message. Use images that help
visitors to your landing page picture themselves using your product/service.
Uber’s landing page example is one
you’ll do well to emulate. As simple as it looks, it’s very effective.
3. CoSchedule
If there’s one thing marketers
struggle with, it’s keeping all the moving pieces of their campaigns in one
place.
That’s where CoSchedule comes in.
Three important things to note from
this landing page are:
- Hyper-targeted. CoSchedule’s target audience is clear – overwhelmed marketers who want to get their marketing act together. And the landing page copy does an excellent job of addressing their pain points in a way that makes the product look like the hero they’ve been waiting for.
- Headline. A great landing page headline tells you exactly what to expect from the offer and in a way that makes you immediately want to click into it. That’s exactly what CoSchedule’s cleverly crafted headline does.
- Call-to-action. notice how the CTA extends the headline and, ultimately, what Coschedule is offering. This is a brilliant way of reinforcing they have the solution their audience is looking for.
Another noteworthy element in this
landing page example is the way CoSchedule infused a sense of urgency into the
landing page.
By including a time-limited offer,
this landing page’s chances of converting increase. This offer does a great job
of encouraging those who are not sure to sign up even if it’s just for the
book.
This is definitely a landing page
worth swiping for more reasons than one.
4. Workable
If you’re looking for one of the best lead generation landing page examples, Workable always build swipe-worthy ones.
Marketers always want to be ahead of
the curve when it comes to trends, hence Workable’s minimalistic landing page
design. Besides, their audience are super-busy HR managers and recruiters who
want to get straight to the point. By understanding their target audience and
designing their landing page with their needs in mind, Workable nailed this
one.
As for the simple and easy to fill
sign-up form, it’s another testament that the team at Workable certainly know
what they’re doing – and who they’re doing it for.
Here are a few subtle landing page
design cues you can borrow from this landing page:
- Less is more. By employing a minimalistic design, the landing page communicates more about Workable’s philosophy – keeping things simple for you.
- Be benefits-oriented. Most of the copy on the landing page points to the benefits you get from using the platform.
- Employ social media sign-ins. Fill in the form by clicking on one of the social media icons. Again, this makes it easy for busy people.
- Build trust by using testimonials. By including the fact that 96% of GetApp reviewers recommend Workable, readers are inspired to put their faith in the platform.
Lead generation landing pages can be
tricky to get right. But with careful planning and inspiration from some of the
best landing page examples, you can succeed in building a high-converting one
for your business.
5. Trello
Collaborating on a project is never easy – especially when the team has remote members. Trello is one of the best tools on the market to help you overcome this hurdle. And that’s the first pain point they address in their landing page.
One of the best parts about Trello’s
landing page is the way the design and all the elements on the page work
together to give you a friendly and welcoming feeling. Unlike most landing
pages that put readers under pressure to sign up, Trello took a more laid back
approach.
A scroll down the page will also reveal a few
other strong points:
- User-focused copy. Reading the copy on Trello’s landing
page is like talking to a concerned friend. Instead of pushing the product in
your face, the copy addresses the challenges you face and points at the
benefits of using Trello in overcoming those challenges. - Mini tutorial. Before taking the plunge to sign up, Trello gives
you a mini-tutorial on how to use the service and get the most out of it. This
reassures those gripped by technophobia (fear of new technology and advanced
devices) that the platform is super easy to use.
One of the best ways to ensure that
your landing page converts well is to make it all about your customers. And
that’s what makes Trello’s landing page copy a winner.
6. Jacob McMillen
Freelance writer, Jacob McMillen,
recently launched a mastermind group with the sole purpose of helping other
freelance writers succeed in their copywriting businesses. The landing page for the
said group is a great example of an effective long-form landing page.
For one, the color combination and
typography was so well-executed the landing page is easy on the eyes (unlike
most designs that are loud). As for the copy, he hit the nail on the head by
touching on the most common pain points writers face, such as:
- Loneliness
- The struggle to hit 6
figures - Scaling their businesses
And if there’s one thing a landing page needs to do well, it’s allaying people’s doubts about your product and instil such a sense of trust that they’ll readily take the next step. This landing page example does just that, with social proof from some of the most revered names in writing circles.
Another winning strategy employed on this landing page is that of exclusivity. The bold orange CTA with the words “join the waitlist” hint at the group being exclusive and not for everyone. The result? The FOMO effect, or the fear of missing out, goes into play, driving readers to sign up very fast.
7. GetResponse
The holiday season is one of the busiest times of the year for everyone. But it can be a nightmare for marketers as the competition becomes stiffer with everyone running a promotion of their own.
GetResponse helps marketers get noticed in busy times of the year, as was the case with the Ultimate Marketing Bundle for Black Friday. Below is the landing page for the same offer:
What makes this landing page tick?
For one, it gives a solution to a common pain point. For most marketers, marketing during the holiday season is hard. GetResponse offers a solution to making your vacation marketing easy. This alone is enough to get marketers to click through to the offer.
Scroll down the page and you’ll soon
find some other nuggets you can implement on your next landing page. Here’s a
good example:
Including a countdown timer is a classic and subtle way of evoking a sense of urgency in the landing page. Seeing how many days are left before the holiday season kicks in is a great way to show visitors they are running out of time to plan and execute their holiday marketing strategy.
Usually, a few marketers may fall
behind schedule and feel overwhelmed by all they have to put in place in a
short space of time. Well, GetResponse addresses this issue too.
“Let’s do this together”. Nothing is
as comforting as knowing that you’re not facing a challenge alone. By including
this emotional trigger, GetResponse increases their chances of clickthroughs as
people decide based on emotions. Yes, even in B2B circles.
From the design to the copy to the
structure of the landing page, this is one landing page example with many
lessons to takeaway.
8. SEMrush’s content marathon
Content Marathon is a writing course that aims at
turning anyone into an exceptional writer. Hosted by Stewart Rogers of Venture Beat and “guided
by” SEMrush and Content Marketing Institute, this is definitely one writing
course to invest if you’re a writer.
And the landing page?
It’s definitely a masterpiece!
First off, Stewart’s warm fatherly
smile easily disarms the reader and makes them open to whatever he (and the
landing page copy) has to say. Use images of real people on your landing page
as research shows they boost
conversions.
These help:
- Visitors connect easier to
your offer. After all, people relate better to people than inanimate objects - Express the feelings your
audience relates to their pain point or the joy of finding a solution
The next piece of genius is how this
landing page explains how Content Marathon works and what sets it apart from
other writing courses. This is crucial as there are tons of writing courses out
there and setting themselves apart is critical if the landing page is to convert
well.
Why should you bother investing in
this course?
Because 73.4% of employers prefer
candidates who have strong writing skills. This strategic placement of this
statistic and other reasons for joining the marathon hooks the reader as they
show:
- The course is not just a
way of getting money from you. instead, its main purpose is to improve your
chances of getting employment or making an income. - Everyone needs to work on
their writing skills as long as they want to earn a living – whether
self-employed or as an employee.
Scroll down the page you’ll find more
information on the course, testimonials from last season’s students, and a lot
more. Plus, the page is structured in such a way that it makes the journey to
the bottom very gripping. If you’re looking for an example of a well-executed
long-form landing page, then this is definitely it.
Best landing page examples – yours can be next
Building a landing page that converts well is no mean feat – even for the pros.
And, there’s no perfect landing page.
However, there are some common threads you’ll find in the best landing pages. Use these 8 landing page examples to benchmark for your next landing page and convert hard-won traffic into revenue.
If you want to try your hand at designing a perfect landing page for your audience, start a free trial in GetResponse today:
