To create the best landing pages is a tricky business. You need to take note of the different elements your landing page needs to have and make them convert. These elements should be at its “best” so it works in meeting your goals.
But the best landing pages does not follow a magic formula.
Best practices may be out there for reference, but how these practices apply to your business is what will matter most to you. For instance, best practices will dictate that short forms are ideal, but there are cases where long forms also have high submission rates. It will all depend on your goals.
To create the best landing pages, it is essential to see the different elements that make a landing page great, how these elements work in action and why it works. In this article, we will cover nine landing page examples plus some key takeaways for each that you can apply as you create your own.
But wait, what is a landing page?
A landing page is any page that your visitor arrives at. It can be any page on your website, but more often than not, it is a standalone web page created for a particular objective. The reason why it is not tied to the main website is to eliminate the factors that may distract visitors from fulfilling the intended goal.
There are also two kinds of landing pages – click-through landing pages and lead generation landing pages.
The goal of click-through landing pages is to persuade visitors to click through to another web page. This type of landing page is often used in ecommerce funnels where it describes a product or a promo in greater detail, leading a visitor closer to finalizing a purchase decision. Hence, the common destination pages of click-through landing pages is a shopping cart page or a registration page.
On the other hand, the goal of a lead generation landing page is to capture customer data, such as names, phone numbers and email addresses, which will be used for future marketing purposes. This type of landing page has a form and a description of what one will get in exchange of providing their name and contact details.
Based on its website, Club W is the best way to buy wine online. Every month, Club W makes wine recommendations to its users based on the palate profiles they submitted. Users can go with Club W’s suggestions or they can choose their wine selection for the month.
Club W’s gifting landing page demonstrates the powerful impact of words in terms of your conversion goal. Their playful use of words – “Hint: It’s Wine” below the header helps humanize their brand and make them likable to its target audience.
The actual image of the wine gift together with the wine bottles placed next to the form is a great way of establishing customers’ expectations. And the addition of the customer testimonials at the bottom of the landing page adds credibility to their exclusive gifting service.
- Do not be afraid to humanize your brand with clever and playful words. Connect with your target market with words that will resonate with them.
- When selling items perfect as gifts, display how the actual gift will look like along with its contents. Level up the convenience of shopping online by making it equally easy to shop for gifts online.
- Keep your form short and limit the fields to a necessary number.
For anyone interested to grow their own fruits and vegetables, Grove Labs offers a unique and indoor solution.
Comparing its registration landing page with its main website, you can see the uniformity in its copy and tone. One does not digress from the other, helping to communicate its personality and establish unity in its messaging.
The reservation landing page is easy to navigate too. The steps are easy to customize (one simply needs to click on the box that meets their choice and the fields are easy to fill out), the page is filled with detailed product descriptions, and the the final step to placing deposits is coupled with a security information, reducing friction and possible confusion in the process.
The same landing page is even easy to navigate and fill out on mobile – a great plus to increase conversions both on desktop and mobile.
The display of product images is also noteworthy. You know exactly the product you are getting, thanks to the roll of high-res images that are easy to swipe from left to right.
- Find your niche and individuality and make sure to reflect it on the different elements of your landing page – copy, font, images, etc.
- Display high-res images and make sure it is easy to view or swipe each.
- Make your landing page easy to navigate and fill out. Include security information and badges if there are deposits that need to be made on the page for your customers’ peace of mind.
- Ideally, have just one CTA on the landing page. But if there is more than one, make the main CTA larger than the secondary CTA similar to how ‘Place Deposit Now’ is slightly larger than ‘Submit’ for Grove Labs’ newsletter subscription.
Aside from coming up with the best landing pages on desktop, there should be equal attention too to your mobile landing pages. GoToMeeting is an online meeting, desktop sharing, and video conferencing service.
If you are considering a lead generation landing page on mobile, make sure it is easy to fill out as GoToMeeting’s. If there are options to choose from, make sure the drop down of choices are easy to select and click on. Ideally, have no more than three to four fields on the form and insert a clear CTA. If there are other information you want to share, make sure to have it farther down the page.
- Make your form on mobile as simple as possible. Limit form fields to three or four.
- Make forms load fast too.
We all know that high-resolution images can help you meet your conversion goals. And one of the best landing pages we’ve seen so far that uses beautiful imagery is H. Bloom, a delivery service of luxury flowers. Its balance of white space and high-res images makes the landing page truly a pleasure to look at.
Beyond its beauty, some of the notable features of H. Bloom’s landing page are its form that fits well above the fold, the clear description of its service and the bright ‘Submit’ button. They also detailed how their service works and complemented it with images, which is helpful in establishing customer expectations.
- As much as possible, keep your form above the fold. Above-the-fold content should always be reserved for your conversion goal.
- Instead of using a generic ‘Submit’ CTA button, use something more specific to your goal. A ‘Schedule’ CTA button is more fitting in the case of H. Bloom’s landing page.
- Always use high-res images. It’s a great way to draw attention to your landing page.
MailChimp is an email marketing solution. It’s widely used in mobile email marketing and also one that has the best landing pages on mobile.
Why does it work? Because it’s very simple. It has one solid call-to-action, ‘Sign Up Free’, which helps minimize distractions or confusions a visitor might have. It’s even mentioned twice on the page for good measure. The landing page also has a clear and succinct description of its new service called Product Recommendations.
- When designing a mobile landing page, make sure to have just one CTA. Space is limited on mobile screens and therefore must be focused on just one objective. While there is the second CTA in the example (‘Learn More’), it is subdued in white, making the main CTA in orange more prioritized and stand out.
- Consider making your CTA a click-to-call phone number on a mobile landing page. If your business can go either way, test it out and measure the results. You are targeting your mobile customers after all.
- Always keep your descriptions short and sweet on mobile.
Patreon may not be an ecommerce site, but we are including it here in our list for its clever use of language in its landing page. In copywriting, one of the powerful weapons that can make your words convert is to use aspirational language. Patreon is a crowdfunding site for artists and creators. It connects artists to fans, who in turn support their favorite artists financially.
Instead of asking money point blank from fans, Patreon uses aspirational copy in its landing page to appeal to fans and encourage them to become part of their favorite artists’ creative process. This goal is further substantiated by the series of featured artists found once one scrolls down the landing page. It is complete with the number of patrons per artist plus the amount raised so far as support.
This positioning of Patreon is clever – it gives artists the chance to get funding for their work and patrons can support the artists they love financially while thinking of themselves as critical to their artistic development.
- Use aspirational language especially when the goal of your landing page is to seek financial support or donations.
- To add credibility to your cause, feature real people who have benefited so far from your objectives.
- Use videos. The video on the Patreon landing page features what Patreon is all about. Videos are great ways to introduce your cause in greater detail and make your visitors spend more time on your page.
Reed and Barton
Reed & Barton is a high-end store for household products. Like DogCollar.ca, it’s easy to identify Reed & Barton’s niche and individuality. Apart from the its elegant products that are on display, the choice of font style and wording reflect the brand’s exclusivity and top-tier personality.
This landing page also has communicated well its USP, which is to make a house a home using a modern and stylish approach. This USP definitely matches the high-end and meticulous customers it seeks to attract.
Another thing that’s notable about their landing page is its choice of colors. The use of black, white and silver excellently communicates sophistication and class. It also makes the black CTA button (‘View the Collection’) stand out on the page.
- Play around your USP and be consistent about it with your choice of words, font style, colors and product images on your landing page.
- Highlight your uniqueness and make it the grand focus of your landing page. In the case of Reed & Barton, its sophistication was definitely written all over the place.
- Your USP need not be in the products you offer. It can also be the lifestyle or brand philosophy you want to impart.
- Do not overdo the images you will display on your landing page. Three to four images is optimal.
- Make your CTA button larger and consider repeating it at the bottom of the landing page.
Wistia is an internet video hosting and analytics company. It’s probably one of the cleanest, minimalist and straight-forward lead generation landing pages, thanks to its 5-field form that you will use to create an account. The white fields contrast perfectly with the bright blue background of the landing page.
Given the length of the form and its prominent placement on the page, it eliminates all possible frictions to create an account. And for any concerns a potential customer might have, there is a series of FAQs right below the form.
- Keep the fields in your form to the bare minimum.
- Have contrasting colors for your form fields and background.
- Include a short FAQs section for any concerns that may arise.
Xero Shoes is an ecommerce company that sells lightweight recreation sandals. The whole concept was built on the trend of barefoot running.
What’s good about its landing page is it is easy to navigate. Right off the bat, the links to the men’s, women’s and kids’ selection are readily seen. It also has clear CTAs (‘Shop Men’s’ and ‘Shop Women’s’) in large yellow buttons. The color contrast also makes the buttons pop on the page and the way it changes to white once hovered is assuring.
The landing page also uses images with context and customer testimonials are complemented with headshots, adding credibility to the reviews.
- Ensure your landing page is easy to navigate. One of the sure ways to reduce bounce rate is to make a landing page easy to explore and click through.
- Make your CTAs stand out. Use contrasting colors that will make your buttons pop on the page.
When including customer testimonials in your landing page, pair it with actual customer headshots for veracity.
- Use trust symbols on your landing page. There should be no shortage of trust signals especially in an ecommerce setting. In Xero Shoes’ landing page, it included the different TV shows their product was previously seen.
Fundamental to your success are landing pages that help you meet your objectives and conversion goals. Every marketing campaign you run must be accompanied with a custom landing page and as a conclusion, below are some last-minute tips to remember by as you build your own.
Stamp your logo. It is the best way for your visitors to know exactly where they are especially if they are coming from a different source like an email you sent them, an ad on Facebook or a post on Twitter. Place your logo prominently either on the top left or top right of your landing page.
Keep the page clean and clear. Visual clutter is a no-no in landing pages. It is the easiest way to distract your visitors from the main point of your page. The images you use should enhance and support your objective – not be a source of distraction.
Format your landing page well. Especially on a mobile landing page, formatting can go a long way in making your logo, headline, images, copy and form highlight your offer and compel your visitors to perform your conversion goal.
The use of contrasting colors is good. This applies most especially for your landing page’s CTA buttons. Using contrasting colors help call attention to where exactly you want it.
Insert social proof. It can be your customers, known personalities who have used your product, TV shows your product has appeared on, etc. This adds credibility to what you are saying and helps influence your visitors to take the necessary action.
Go straight to the point. Do not gamble with your visitors’ short attention spans. Concentrate on your main objective and drive straight to the point. When writing your copy, read, re-read and edit and check if your landing page is direct to the point or not.
And lastly, A/B test your landing pages. It’s the most practical way to arrive at the best version of your landing page. Consider testing your headline, CTA, images, button design, button color and your form length if you are using it for lead generation.
What about you – have you created a landing page for your business recently? What are some key takeaways and landing page examples you’d like to share?