Landing pages play an important role in gaining leads and sales. A landing page is a web page, distinct from a website’s home page, designed to bring traffic to the site. Landing pages can be found in several ways, including an organic search result, an ad or a link.
Digital marketers and designers create landing pages in such a way that it provides relevant and informative content to searches. In other words, landing pages are always focused on offering a solution to a searcher’s specific problem or questions. Essentially, it’s the next step in turning a visitor into a customer.
Considering this, not all landing pages are always successful. Many businesses don’t understand what makes a landing page work. For it to stand out, it should contain certain elements. Therefore, it is important to hire dedicated web developers or a design team to work on your landing page. A fully optimized and well-designed page can lead to significant benefits for your website.
Big brands typically set the standard in the world of digital marketing as they use tried and tested processes and design methods. They are usually at the forefront of marketing trends and understand the value of a landing page.
Looking at a few strong landing pages can help you to understand how to design your own pages with the help of dedicated developers, by incorporating certain elements that are known to work.
1. Uber
Uber Technologies, Inc., commonly known as Uber, is one of the world’s biggest and most well-known transport and food delivery services. With their landing page design, their objective is to persuade people to sign up for their service on their popular mobile app.
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Uber makes use of minimalist copy, colors and graphics and a clean overall design to keep the focus on the lead capture form. A cluttered page can easily frustrate a visitor which will lead to them leaving the page.
Uber’s use of an easy-to-fill-in form allows visitors to click through efficiently, while the use of their logo at the top of the form gives visitors the comfort knowing they’re dealing directly with Uber. The CTA button is displayed in a different color than the rest of the page, making it stand out. In general, the page is easy to navigate and simple though striking. It will keep visitors engaged while prompting them to take action.
2. Patreon
Patreon has created a platform for creators and artists to easily make money by gaining fans. Anyone around the world can support their favorite illustrators, photographers, writers and more, by signing up for exclusive monthly rewards and perks offered by the creator. Patreon’s landing page is focused on signing up supporters.
When looking at Patreon’s landing page, you are instantly engaged. This is an important aspect regarding the company’s objective, as it will spur interest immediately and the visitor will want to learn more. Patreon makes use of minimal, though bold, clever copy using motivational language that engages the aim of the visitors’ search. They understand that asking for donations on the page can scare away visitors, therefore, they rather ask people to become a “Patron of the Arts.”
The large image of an artist immediately draws visitors in, as it tells the story of what the page is about. The use of a bright orange CTA button makes it stand out and helps to persuade the visitor to opt-in. There is also a second CTA which invites visitors to “learn more”. Because of the nature of the main CTA (To spend money), a second CTA is a clever way not to lose visitors immediately, but rather to ask them to get more information first.
3. Trello
Trello is a free collaborative list-making application focused on businesses to keep track of projects. The aim of their landing page is to get visitors to sign up for the platform.
Trello’s landing page makes use of bold fonts and colors to keep visitors engaged and interested from the start. The headline gets straight to the point, explaining exactly what the application is about, while the subheadline offers information around the project management feature and sub-features.
By using a large, colorful illustration on the one side of the page gives it an interesting element and perfectly balances out the design. The green CTA button stands out against the blue background, placing the focus on the aim of the page – to sign up to Trello.
4. Salesforce
Salesforce is a cloud-based software company specializing in customer relationship management services and a complementary suite of business applications. Their landing page is focused on getting visitors to sign up for a Salesforce reporting application.
Salesforce makes use of brand-focused copy, images and a convenient leads form on their landing page. The headlines are compelling as they immediately provide a solution. It also describes what the page and product are about and as a result, will lead to more targeted leads.
The blue color used for the form makes it stand out against the white background, guiding visitors’ eyes to it, while the form itself has eight easy-to-fill-out fields. It’s not overwhelming and can be completed in just a few minutes.
The use of trust badges and a privacy policy help increase confidence in signing up with Salesforce. Trust is important for businesses and because they are B2B focused, these elements are highly effective.
5. GoToMeeting
GoToMeeting is an online meeting, and video conferencing platform focused on businesses with remote teams. Their landing page is designed with the objective to sign visitors up for a free trial.
GoToMeeting keeps things concise with simple but effective elements. The headline states what the platform is all about, while the image complements the text showing how the platform is used. The bright orange CTA stands out and is placed right at the top of the page, ensuring the most important part is seen first by anyone who lands on the page.
6. Moz Pro
Moz Pro is an all-in-one SEO software suite offering tools designed to improve search engine rankings. Their aim with their landing page is to sign people up to try the suite.
Moz Pro makes it easy to understand exactly what their landing page is about through the use of a bold heading. Visitors can expect higher rankings, quality traffic and measurable results. The CTA is in a bright shade of yellow, making it stand out against the faded image. This is a great design tactic to guide visitors’ eyes to the most important part of the page: To sign up for a trail. The faded image shows three people working on their laptops, which further boosts what the page is about and may also enhance interest.
7. Slack
Slack is a communication platform used by thousands of businesses around the world. With Slack’s landing page, they aim to get visitors to try their application.
Slack has designed a simple, though effective landing page to persuade people to try the app. They’ve opted for a simple layout, in line with the brand, with shades of purple and an image in the header which makes it more engaging. This page features a unique scrolling style allowing the most important content to be displayed at all times, making it easier for visitors to access information when needed.
The most prominent elements on the page are the lead generation form and the CTA buttons which makes it convenient for visitors to sign up. The most important button “Try Slack” is designed in a darker shade, which makes it stand out, while the other button “See The Demo” offers visitors a choice to get more information before they make a choice. Slack has opted to use “Try Slack” instead of “Sign Up”, as trying a new product out first is often more appealing.
8. Asana
Asana is a free application designed to help teams organize and manage their projects. Their landing page’s focus is to get visitors to try it out.
Asana has made use of very simplistic design to place the focus on the CTA. They’ve used clever copy that mentions a major benefit for working professionals: To save time. The CTA is the only colorful element on the page, which makes it stand out immediately. To boost trust and credibility, they’ve added the logos of popular companies they have worked with in the past.
9. Maze
Maze helps build amazing products. This word game is a great way to capture people’s attention when they land on the website. The headline is very direct and motivates people to take action. It addresses some of the pain points product managers may have and provides a practical solution. Two CTA buttons are placed right below the copy and serve as a logical continuation of the message.
Another amazing aspect of the landing page is the animation. It feels integrated into the page without clear borders or lines. Although the elements move slowly, each has a different path that keeps people engaged long enough to consider the tool and, ideally, take action. The rest of the page is designed in the same style, with plenty of captivating animations and strong copy. Every element works together and naturally leads users step-by-step through the website.
10. Restream
Restream has a very straightforward landing page that explains the purpose of the tool in a single sentence. There are no teasers or vague statements. The copy is clear and concise, followed by different Signup options. Users are immediately asked to follow through and try the software.
The illustrations are very cheerful and intended to show what the tool does. The elements are striking, thanks to the dark background combined with a bright palette. The dominant elements on this page are CTAs. The bottom right corner has the traditional “Get started” button. However, every “Sign up” option serves as a form of CTA. Wherever people look, they see an invitation to try the tool.
11. Zoom
Zoom has been one of the most popular video conferencing tools for many years now. However, it has proven to be even more helpful in the new hybrid setting. The landing page focuses on this aspect very well. Instead of promoting Zoom as just a conference tool, it explains how it can be helpful in a specific setting. With the rise of hybrid workspaces, almost all communication has to be done online and Zoom is one of the best solutions. At least, this is the message that users get after landing on the website.
Zoom stays true to its well-known illustrations when it comes to visual identity. The brand has reached the point of being easily recognizable without any additional descriptions. This is why the landing page is quite simple and encourages people to sign up for the tool.
12. Snapchat
Snapchat is famous for its bright yellow color, used as a theme on its landing page. This is an excellent example of a company that stays true to its brand and visual identity without introducing too many novelties. Once people visit the page, they immediately associate the color with the brand, so there’s no need to explain much.
The left side of the screen is reserved for showcasing the experience with Snapchat, while the right side invites people to join the network. No lengthy descriptions and promotional copy. A simple CTA with a phone number field is enough to get people started.
It’s important to note that this type of landing page can work only if people are already quite familiar with a brand. Most of them don’t land on the website to learn more but to take some action. In that sense, such a minimalist landing page does a great job of attracting and keeping new customers.
13. MasterClass
Everybody knows about Masterclass. Whether you are a chef, business owner, artist or scientist – Masterclass has a great course to offer. Their landing page shows all of the famous lecturers in a series. There is no need for complex design or illustrations. Showing the biggest asset of this program (in this case, people) helps attract new users.
It’s important to note that the copy sends a compelling message. It tells people they could be just like one of the world-known icons. The text is highly motivational and free of any fluff. Just a simple message to encourage individuals to get started with a course. Plus, it’s enough to enter an email address and join the MasterClass community.
The background is dark, which helps all colors stand out and the CTA button. A strong contrast boosts the message, making it impossible to ignore once you land on the website.
14. Vectary
The best way to attract users to a design tool is to show what it can do. This landing page presents different animated elements made with the help of Vectary. Although it may seem that there is no connection between a watch, a spiral and a ball, users get the impression that all of those components belong together.
There are no lengthy texts on this website. The only message is encouraging users to get started with the tool. The entire focus is on showing people what the user experience is like instead of describing it with words. The more people scroll down, the more they learn about all functionalities that the tool offers.
15. Petal
Credit card websites often look like one another and don’t spark interest in people. They are professional, serious and full of information. However, Petal takes this to another level. Their landing page is interactive and motivates users to scroll down and see what comes next. The animation is excellent and focuses on a single element – the credit card.
The copy is concise and appears to be in the second plan compared to the animation. However, CTA is very easy to find throughout the entire page so that people can get started very quickly. Minimalism is at the core of this landing page and it works very well. Those who have more questions are intrigued to look further. The page is easy to navigate and has a natural flow that keeps users hooked.
16. Helpscout
A great way to promote your tool is to show people how it works. HelpScout provides several examples of how their tool helps improve customer support. As a proof of expertise, the landing page includes three badges of recognition, thereby boosting the software’s credibility. These don’t take too much space, so people don’t get the feeling they’re too promotional.
HelpScout has an exciting combination of light colors and engaging illustrations. The copy is very concise and on-point, leaving no space for too much inference. Plus, both CTA buttons are indicative, which helps the users get started in just a couple of clicks.
17. Gong
The first thing that catches the eye on this landing page is different elements that don’t all appear simultaneously. This keeps people engaged for a few seconds and helps them focus on one section at a time. The process doesn’t take too long as it could be perceived as frustrating. Instead, Gong achieves an excellent balance and makes visitors stick for a while.
Even after all of the elements appear, the page remains interactive and users can move different parts of the page. This kind of experience matches the company’s motto, which is “Unlock reality”. Gong is an excellent example of a landing page with all of its segments working together and creating a unique user experience. Every word, illustration and button are designed to showcase the software’s uniqueness.
18. BambooHR
BambooHR is a well-known HR software designed to modernize hiring and improve employee experience in the process. This is precisely what the landing page emphasizes. The focus is on people, regardless of their age, sex, religion or ethnicity. BambooHR landing page showcases some of the company’s central values in just a few photos.
The selection of green colors shows the company’s visual identity very appealingly. The copy is quite simple and focuses on the most relevant keywords. Thanks to the page’s simplicity, it was easy to integrate a ‘New main feature’ section without it looking overly promotional.
19. Zenefits
What we love about Zenefits’ landing page, is that it offers a compelling problem solution using a clear headline: with the help of their user-friendly platform, employers can manage their staff without wasting time on useless papers. They followed the main principles needed for crafting a headline that piques clients’ interest:
- This headline shows what problem they’re going to solve. And a subheadline demonstrates how an issue can be handled.
- Less is more: Zenefits keeps its headline up to 20 words.
This landing page is attractive to customers and the message boils down to how the business can handle the prospect’s biggest issue. This way, customers’ attention is held at once and they are interested in surfing the given landing page.
20. Phrasee
This landing page has caught our attention at once. Phrasee, AI-based copywriting service, lures a user to watch a video snippet right after they read a captivating headline and a subheadline. This is a quick intro to the company’s product with all the advantages highlighted in a skilful way.
In the given case, a video is a perfect way to explain Phrasee’s core AI principles within a minute. In fact, brands which incorporate visual elements into their marketing campaigns experience 49% higher conversion rates than those who disregard them.
21. Invisible
A modern and thriving business usually adopts a forward-thinking approach. There’s a pile of factors to take into account when in search of conversion rate improvement. And proactive customer service is one of them.
Invisible has it all in its landing page. To provide its clients with an easy-to-notice way of contacting a support team, Invisible installs a live chat widget to its landing page. The thing is that clients just need to interact with another person to have their issues fixed. No FAQs, pop-ups, or other long forms will have a sought-after effect. That’s why, if visitors have a burning question, they will talk to a real customer support rep, which demonstrates the company’s commitment and respect.
22. Neverbounce
The landing page from Neverbounce is brimming with authentic badges from credible companies. And they make it right as establishing credibility is a must for a brand. Do that if increasing client confidence is your top-of-mind priority.
Putting authentic badges will be effective for those visitors who are coming across this brand for the first time. Seeing trust symbols can dispel their concerns and help them be at ease. Neverbounce demonstrates widely known brands that have already teamed up with it.
Moreover, this brand follows a certain data protection policy, which says that it will never let its client personal information go public. We believe that this is one of the most important criteria that allows a visitor to feel confident while on this landing page.
23. Netflix
Netflix lures its landing pages’ visitors with a tempting CTA. It depicts all the perks this company can give in several simple words. When a user comes to this landing page for the first time, a big red button with quite a compelling offer ‘Try 30 days free’ appears.
In the background, there’re most-in-demand TV shows that inspire a visitor to sign up. Everything that visitors have to do now is just enter an email address to enjoy their favorite films and other hits. Therefore, signing up for a 30-day trial is a tempting opportunity to watch movies and shows as much as you like.
Netflix thinks over what the service can give to the visitors. The CTA button is goal-oriented and noticeable. Plus, they don’t use generic phrases like ‘Submit’ or ‘Go’ which may have the biggest impact on sales.
24. Omniconvert
Omniconvert helps businesses all across the globe optimize their marketing campaigns in a smart way. In fact, its landing page is crafted in keeping with the best practices, including CTAs, customer testimonials, trust symbols, and useful stats. Once you achieve the latter section, the numbers get animated. As a result, you see up-to-the-minute and accurate data.
This landing page displays specific numbers. Better yet, you don’t get too overwhelmed with digits here. So, the attention is grabbed and even if visitors will be unsure about Omniconvert’s products or services, some facts and infographics can push them to deal with this brand.
25. Panoply
Unlike some other landing page examples we shared before, data analytics tool Panoply doesn’t have any visually attractive product or service to show off. Though, its landing page includes everything a perfectly designed page should have: clear CTAs, a tempting headline, social proof, and some reasons why the users should use Panoply.
If you scroll down, you’ll find customer testimonials. We find this section especially great as reviews are videotaped which make them easier to perceive. Moreover, this landing page shows a number of integrations and industry awards Panoply has. Demonstrating various awards is always a great idea.
26. SignalHire
SignalHire is a tool that searches for and validates tons of emails and other contacts. This company has created a landing page with their customers in mind.
The CTAs ‘Start Free Trial’ and ‘Install extension’ are all over its landing page. That’s why, clients won’t have a chance to leave it without clicking these buttons. Plus, there’s a catchy animated visual element on your right which piques interest at the blink of an eye.
What’s more, SignalHire delivers the content that is visually structured. This trick adds to brand credibility and trust. All the information is laid out in bullet points. Who wants to read bulks of information in non-readable sentences?
27. GetResponse
This all-in-one marketing solutions company moves with the times. Due to the recent events in the world, they have placed a luring sentence with a CTA for those who work from home now. This shows the company’s dedication and commitment to its customers.
What GetResponse also does the right way is a headline and a subheadline saying what the company has to offer. Plus, all its features are depicted here and each of them has a clear explanation. If you scroll down, you can see one of the success stories GetResponse is proud of. It includes a full size picture and a quote — two main elements that all prospective clients should notice while on a landing page.
28. Shopify
Shopify is trusted by many industries all around the globe and is truly a leader. They use their landing page to drive sales and engage more customers year after year. One of the strategies Shopify follows is creating multiple landing pages for different campaigns. This allows them to focus on their target audience better and generate more conversions.
What the given page does well is, first of all, its headline and subheadline. They contrast with a dark background, which makes attention-grabbing immediately. Then comes the ‘Let’s Talk’ CTA button. It transfers us to a form where a user needs to write personal details and take action.
One of the most enjoyable things about this landing page is its minimalistic and bulleted copy. This makes it easier to navigate a page and bullet points help drive attention to the main benefits Shopify has.
29. Basecamp
Basecamp’s landing page really impresses us with its distinctive font and minimal design. The header shows what the business is about and what value it can bring to the table. In the subheadline, there’re the benefits a user can get after using Basecamp. This is a smart way to demonstrate what can be missed out on without this tool.
A yellow CTA ‘Give Basecamp a Try’ is effective as right below it there’s data on the number of companies signed up. And at the bottom of this landing page there is a simple but helpful graph showing how Basecamp’s client base has evolved over the years. These tricks are inspiring and make more people join this community.
30. Teambit
Fancy is one of those words we come up with when landed on a Teambit’s landing page. This illustration-heavy page of HR software is both fun and informative. This company offers three options for signing up, with a Google Account, Slack, or an email, which allows users to be flexible and doesn’t limit them. It’s more comfortable for a person not to hand in every personal detail all at once.
An animal cartoon shows next to each informational section across the landing page keeping visitors interested and scrolling through to find out more. Teambit’s landing page is an ideal proof that you don’t have to be too conventional with your products or services to design a fun page.
31. Optimizely
Optimizely is a platform for thriving businesses. This company helps marketing, product, engineering, and data teams optimize their products faster using advanced tools. When you first land on this landing page, you can’t but watch a demo from Optimizely. And that makes sense as they have designed this page perfectly.
Why does Optimizely’s landing page work? They use eye-catching visuals, bulleted copy, and social proof. So, if you want to spruce up your marketing strategy, consider adding them to your landing page. A video file, for instance, is better perceived than a cumbersome text. Plus, it can encourage your clients to stay on your page longer and provide more information about what your company deals with.
32. Platformly
Who doesn’t like animation? The first thing that catches our attention here is a round-robin vividly demonstrating all Platformly’s features. It’s a smart choice as a visitor don’t have to read bulks of information all at once and has an opportunity to actually see what Platformly has to offer and how it works.
This landing page is designed in a minimalistic and convenient way. Plus, you can look through these features briefly just by mousing over to the section as you scroll through the page. Just click ‘Learn more’ and you’ll be transferred to a separate page explaining what this feature entails in detail.
33. Mailtrap
This fresh Mailtrap landing page design is what many others have to adopt. Its colors are light, soft, and eye-appealing. The CTA button ‘How it works’ piques interest in the split second, so you can watch a quick video about Mailtrap’s main features.
Besides, Mailtrap heroes are all over the page which adds to the company’s individuality and distinction. Their aim is to show how Mailtrap can help with email inspection and debugging. Plus, small pieces of text next to each character are brief and to the point, which doesn’t make you get tunnel vision. You see, read, and sign up: it’s that simple.
34. Zapier
Zapier helps users all over the globe integrate their web applications and automate the workflow. When we first landed on this well-thought-out landing page, we couldn’t help but notice that this company invites its potential coworkers to join and puts a small ‘Work remotely’ offer at the top right corner. Though it would be even more impactful if this sentence was in plain view.
Apart from an easy-to-see contrasting headline and subheadline that gives you a brief overview of what Zapier has to offer, we also find the Integrations section really user-friendly.
A search box is a perfect way to draw user’s attention. You search for an app, see if Zapier is compatible with it, and click the CTA button to sign up for free. This way, a visitor stays on a page longer and won’t switch to a Zapier’s competitor.
35. BuildFire
The BuildFire’s landing page is actually all about CTAs, which we don’t find over the top at all. While you scroll down, you see the CTAs ‘Get started’ or ‘Learn More’. Such a trick leaves a visitor with no choice: try BuildFire.
On the other hand, it’s great that BuildFire demonstrates three options to work with them. Each of these ways explains what benefits a user can get if they choose it. If you lack information, hit the CTAs. It’s more convenient than just reading cumbersome text at once.
36. Dropbox
Simplicity can be beneficial. And this Dropbox landing page is as simple as it gets. They offer us to get right down to business and demonstrate perfectly written pricing plans which change depending on what option you click: billed monthly or yearly.
What we love about this section is that there are two options: to try this product for 30 days free or purchase now. No pushing, it’s a visitor who is a decision-maker. Plus, Dropbox anticipates that customers may have pricing-related questions, so the CTA ‘Contact us’ is right next to the prices.
37. FreshBooks
FreshBooks is an accounting software vendor that also provides resources for a variety of business concerns, including project management, invoicing, and payments.
Their landing page for service rendered invoice templates attracts their target audience with useful resources that can be used immediately.
Perhaps the best thing about this landing pages is that it convinces customers to convert by making them feel like they’ll be missing out if they don’t. The fact that they say “Join 24 million people who have used FreshBooks” creates a sense of FOMO — or fear of missing out — that will deter people from clicking away from the page.
The copy on this page also states that the free templates help freelancers and small businesses get paid two times faster. This statistic addresses a huge pain point for their clientele.
Solving pain points and relieving headaches is a great way to optimize your landing page and build conversions. It shows that you understand your customers and are dedicated to helping them.
The templates they provide can also be adjusted to fit a variety of invoicing needs. Scrolling down the page helps to clarify what different invoices should be used for, what they look like, and what template to use for each.
This demonstrates their expertise and further helps convince visitors to join FreshBooks to simplify their invoicing needs. After using their templates and developing a trust for the organization, people are more likely to come back to FreshBooks in the future for more accounting and project management services.
An important point to learn from this example is to design each landing page around a specific goal. Every single service you offer can’t be sold in one place — that could lead to information overload. Instead, pick one thing. It could be a bestselling product, an economic service bundle, or a free and helpful template.
Customers will come back for more when they’re satisfied with your first pitch.
38. Looka
Looka is a design company that provides branding tips, logo design ideas, and a patented logo maker.
The landing page for this logo maker puts the product front and center. Visitors don’t have to go looking to find the resource they need.
Their process is explained right away and looks quick and easy to follow. Reviews are also visible above the fold and, with overwhelmingly positive results, it almost seems too good to be true.
Those still uncertain can follow the steps in the process with a walkthrough, and see examples of some of the amazing results Looka has achieved for other businesses. Helpful FAQs round up the content on the webpage, and help address any outstanding concerns.
The quiz format is accessible and fun, and the cheery CTA “Let’s make a logo!” gets customers excited about starting their Looka logo journey.
The logo maker shows how you can turn a quiz function into an effective landing page feature. It only takes about three steps, and lets you input your company name, pick a base style, and then adjust colors, symbols, and orientation to get a product you’ll love.
To add this type of feature to your landing pages, check out Woorise’s quiz maker tool. Not only can a quiz help engage your visitors, but it can also provide you with additional consumer data.
If you choose to create any quizzes for your website, make them relevant and accessible. Show how easy and fun they are to use. Then, demonstrate their amazing results and add a powerful call to action. Sometimes, it really is that simple!
39. Venngage
Venngage is another web design software company, but it’s one that specializes in infographics and eye-catching structured data presentations.
Their sign-up page makes joining simple and accessible and does a brilliant job of demonstrating to visitors how easy it is to work with their software.
With just three steps from the template to the final product, telling stories and presenting data couldn’t look easier.
The page also presents a gallery of template options and advice on how to get the most out of their product. Increasing viewer interaction, improving presentation quality, and getting access to impeccable customer service are also phenomenal additional perks.
Their simple CTA button, “sign up for free” gives visitors a no-risk trial to find out if the service will work for them, too.
To utilize these tactics, balance emotional messaging with practical value. Your product has an aspirational quality (e.g. helps tell stories), and solves a clear need (e.g. increases clicks or improves presentations). Further, it’s easy to start using. And, with great customer service and a no-risk commitment to try it out, visitors will want to convert and sign up with your company to find out if it’s really that easy for them to reap the benefits.
40. Loganix
Loganix is an SEO service provider that helps clients perfect their digital marketing strategies.
Their landing page for SEO packages demonstrates this clearly and effectively. They take the process out of your hands with services so reliable that you won’t feel the need to micromanage. This simple statement is a great way to address a common customer pain point when it comes to outsourcing business operations.
Before presenting the pricing for their services, they explain exactly what they stand for. By providing comprehensive audits and strategic content creation, Loganix helps businesses jump-start their search engine optimization without having to break the bank in the process.
They describe their process, present powerful testimonials, and explain what to expect in working with them. Then, they list the pricing for different services and additional FAQs alongside contact information, in case further clarification is needed.
These are landing page strategies that big brands follow. The system works because it’s straight to the point, transparent about procedures and policies, and demonstrates that the process works. Quoted testimonials serve as social proof, which also helps reassure potential clients that they can trust the organization and will be satisfied with the results.
Furthermore, questions and concerns are readily answered, and contact information is accessible for additional help. This lets visitors know that they will be heard, they will be understood, and their problems will be taken care of.
41. Wave
Another accounting and business software provider, Wave, has a landing page dedicated specifically to its competitors. Their FreshBooks vs. QuickBooks vs. Wave comparison page shows how the different companies stack up against each other.
First, this works because it saves visitors time by presenting all of the relevant information in one place. The table makes it super easy to compare the different options and visualize the differences between the services.
They also have other pages with one-on-one comparisons, making the differences simple to identify.
This landing page design is useful for companies with a few strong competitors. By making a direct comparison, this style of presentation can attract potential customers from two camps. First, it targets visitors just learning about the topic and trying to disentangle the differences between prominent competitors. Second, it also directly targets customers dissatisfied with the service they’re receiving from competitors.
In order to most effectively utilize this tactic, make the differences simple and clear. List tangible dimensions of comparison, and use a table or other graphic to make the winner obvious.
With additional testimonials, strong CTAs, and a thorough explanation of your services, you are sure to pick up customers while your competitors trail behind.
42. Roadside Dental Marketing
Roadside Dental Marketing specializes in digital marketing for dental services. Their landing page for PPC/SEM ads does what any good marketer should: presents the facts first.
They present relevant statistics clearly and professionally, providing links to the sources so visitors can learn more. The most important facet of each is bolded to catch the eye of the reader, and the most important concerns are addressed first.
Small businesses and startups will often wonder whether paid ads are worth it, but the statistics speak for themselves. Further, with such an impressive ROI from paid advertising, it’s clear that the money invested is worth its value.
Another standout feature on this landing page is the “Request Marketing Info” form field, which offers a low-stakes way to continue connecting with the company. This also allows visitors to tailor their experience to the services they need.
To effectively boost conversion rates on your landing pages, present the facts first. Explaining the mathematical reasons why your business is worth the investment makes working with your organization the obvious answer.
Additionally, structure information in a way that makes it immediately noticeable at first glance. Bullet points, numbers, and graphics are all great tools for catching the attention of your readers.
Finally, if you’re using one contact portal for potential customers to request more information, make sure that you use a selection format to allow visitors to choose which information they want, and which information they don’t. This lets you segment your consumer questions and direct them to the proper departments. Further, it ensures that any resources you distribute to survey responders target their particular interests and demonstrate how your organization is uniquely positioned to address their needs.
The Value of a Well-designed Landing Page
The thing to keep in mind as you craft your landing pages is that they’re fundamentally different, and yet closely connected to, your main website.
A company’s website should have lots of information available – more than anyone looking for just one promotion or deal would need right away. The whole website should provide information on the brand itself, the company’s mission, individual products or services, and so on.
A landing page, on the other hand, exists for the specific purpose of encouraging customers to take action and provide their details in exchange for a promotion or deal.
In other words, landing page content is more specifically targeted than the content you’d find on the website as a whole. Landing pages should show the value of your brand but not provide its entire story or ethos in one place.
With that said, a landing page and its content should still fit into the brand image as a whole. It should still incorporate the brand’s overall message and adhere to all aspects of the brand’s established style, thereby creating textual and visual consistency.
A truly great landing page does more than just call customers to action, although it should do this as well. What sets excellent examples of landing pages apart from their competition is their ability to linger in a customer’s mind and to be an organic part of the brand journey.
