After you’ve set up your business and have successfully launched your website, it’s time to start capturing some leads. So, what’s the most productive way to gain valuable information or engagement from your site visitors? Landing pages (LPs). Why? Because they are easy to create, affordable, and extremely effective.
Unlike a traditional website, where visitors are encouraged to browse through multiple pages and categories, a landing page is a one-page website. The reason for that is very simple: A landing page serves one purpose, and one purpose only. It should have one clear message, supported by a descriptive headline, a few engaging visuals and one captivating CTA (Call-to-Action). Be it to sell a product, capture new email subscribers or get registrations to an event, when done correctly, this powerful marketing tool can drive conversion for any purpose you may need (For more information, check out this guide on how to create a powerful landing page). Marketers and companies promote their landing pages through paid campaigns on Google, Facebook and other types of referral traffic. Think of this page as a place where potential clients ‘land’ once they have clicked on your Google Ads link - unlike a standard website, where most of your visitors will come from organic search.
Due to the diversity of industries that use landing pages, not to mention the vast amount of purposes they serve, there isn’t a magic formula that is guaranteed to work for everyone (unfortunately). Because of this, it’s best to turn to existing examples to learn and understand what essential ingredients are needed in order to create successful LPs. Here are 10 examples of landing pages that were done right:
10 of the best landing page examples From eCommerce to hospitality, from web design to online marketing, let’s go over some of the best landing page examples out there. We’ll explain why each page is effective and what you can learn and implement when creating your own. 01. Wix.com We’ll start off with something a little familiar. If you don’t know by now, Wix is the preferred website builder of over 150 million users in the world, from businesses to bloggers, from artists to online shops. Wix makes it possible for everyone to get online with a stunning, professional and functional website - all of this, for free. Regardless of your experience, you’ll be able to find the tools and solutions you need in order to create the website of your dreams. This landing page is one of many used by Wix to draw in potential clients who are looking to start their online journey. The first fold includes all the essential elements a landing page should encompass: the Wix logo, a straightforward and descriptive headline, one consistent message, engaging and appropriate visuals, and a prominent CTA. 📷 Let’s take an in depth look into some of these elements. What you can learn from Wix’s landing page: A prominent CTA: The CTA should be the hero of your landing page. Don’t be afraid to be direct with the wording and bold with the colors. ‘Start Now’ is clear and conveys a slight emotion of urgency, while the purple color pops against the light blue background. Here are a few more tips for writing your own CTAs: Keep it short: two to four words.Use action oriented words.Incorporate just a hint of persuasion and urgency. Use language that matches your brand. Be as direct as possible: Users should know exactly what to expect after they have clicked your CTA. Engaging visuals: Wix has beautified their landing page with captivating and evocative images. There’s a full screen image that it merged with the picture of a web browser. Here, we see a pair of hikers looking into the distance towards their goal of either climbing a mountain or perhaps creating a website. The image(s) you choose should effectively and quickly show what purpose your product or service serves. Minimize the scroll: All of your poignant information should appear ‘above the fold’ (The part of the website that’s viewable on the screen before visitors have to scroll down). This content should greet your visitor from the second that they click on your link. In this example, the logo, headline, CTA and visuals are all available to the viewer ‘above the fold’. If your landing page requires more information, and therefore more space, you can use directional visual cues like arrows to invite them to scroll down. 02. Airbnb Since 2008, Airbnb has changed the way people travel. The online marketplace and hospitality service has only grown more and more, thanks to their affordable options. This is true for travelers looking for a safe and easy night’s stay no matter where they find themselves in the world (sans extravagant hotel prices). The company’s website has various sections pertaining to different users, whether they want to become a host, or book a stay. Here, the selected landing page is targeting businesses who want to use their services for when they need accommodation, co-working spaces or team building exercises while travelling. The first page is filled with a large video background showing various scenarios of colleagues travelling, working and mingling. A clear headline in stark white describes the notion that Airbnb wishes to portray. In order to get started, visitors simply have to input their email and press ‘Continue’. To maximize conversion opportunities, the same CTA repeats at the bottom of the page. If you scroll down, the page is filled with more scenario pictures and descriptions of all the various options like work-ready homes. These are also accompanied by tailored CTAs: ‘Explore work-ready homes’. In order to show a sense of credibility, there’s a dedicated testimonial section. 📷 What you can learn from Airbnb’s landing page: A video background: Video is an excellent (and captivating) tool to show the product or service that you are promoting. Since Airbnb has numerous options, locations and services, a video is a smart way to show it all off at once. It’s important that the visual language remains the same throughout your page. The company achieves this by using only video and images that complement each other in terms of light, atmosphere and visual language. Ensure your brand is present: This could be through your logo, slogan name or any other element that will help your audience to ‘recognize’ you - regardless of how they landed on your page. Don’t have a logo? You can easily create one with this online logo maker. Note the locations: Airbnb’s simple yet distinctive logo is placed in white over the video background and again towards the bottom of the page, in order to create a subtle consistency throughout the layout. 03. Uber Uber has really created a name for itself since the ridesharing service started out in 2009. Since then, the brand has exponentially expanded from peer-to-peer sharing to private rides, food delivery services, and even a bicycle-sharing system. A more recent chapter in their development is ‘Uber Central’. This solution gives businesses the ability to schedule pickups for their clients, guests or customers. These rides can be requested on the spot or scheduled ahead of time. All you need to arrange the ride is your guest’s name, their phone number and destination. Unlike you, as the user, your guest does not need the app in order to catch their ride. Although the landing page for Uber Central looks slightly different from a generic Uber page, it is still highly recognizable as part of the Uber brand. Elements of this can be seen in the interface of the phone. The first fold of the page includes the crux of what’s on offer as well as a ‘Get Started’ CTA. As you scroll, more information is revealed in greater detail. 📷
What you can learn from Uber’s landing page: Keep your text short: Your visitors are flooded with information. This is why most Internet browsers have fallen into a habit of skim reading. In order to combat this, keep your text concise and sweet, just like Uber did. While they present a lot of information, it’s spaced out, sentences are kept succinct (one to two lines each), and because ‘an image speaks a thousand words’, small icons are used to reinforce the messages. Follow the ‘F pattern’: Another method used to catch those skim readers is something labelled the ‘F pattern’. The key here is to grab viewers’ attention to areas where their eyes naturally gravitate towards. This was developed due to the extensive research in eye-tracking (long before the Internet even existed). Here’s how it works: Imagine someone mapped out the letter ‘F’ on your landing page. Whatever areas are included along its lines are the places where you will want to insert all of the most important information and phrases in your writing. The horizontal lines of the F-Pattern are areas where you can place headers that quickly explain to the reader what they can expect to find on your page. Uber achieves this by placing ‘Uber for Business’ in the top left corner. After that, your eye is drawn to the next chunk of text starting on the left: ‘Get your customers where they need to go - with Uber Central’. The vertical line: After scanning across the top horizontal section of your page, a reader will naturally gravitate vertically downwards, staying on the left-hand side. Your job will be to fill this space with interesting features to jump off the page. This encourages readers to break with their instinctive scanning pace and actually follow the remainder of the sentence. It’s best to use bulleted lists, quote pulls or featured images in order to break up your content a bit. Uber follows this by placing their blue CTA which pops against the yellow background on the left-hand side. As you scroll, keeping to the left, you’ll see more bold text, promises, images, icons and a signup form.
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