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.
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.
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.
It’s important to note that while this specific LP follows an ‘F-pattern’, most landing pages follow a ‘Z-pattern’. This is due to the fact that LPs are usually low on text and high on elements like buttons, forms and short explanations.
Here’s how to formulate a landing page using a ‘Z-pattern’:
The idea is that someone could roughly draw the letter ‘Z’ onto your page, starting from the upper left-hand corner and ending at the bottom right-hand corner, and hit every stage of the flow you’ve created for your web visitors.
The top of your ‘Z’ (the left hand corner) is where your readers eyes will naturally gravitate towards, making it the perfect place to add your logo. The diagonal part (the angled line) that runs across the page from the top right hand corner to the bottom left-hand corner is meant to swiftly carry visitors from the top panel to the next section you want them to focus on. Whatever you place here should immediately grab attention. In the case of your landing page, this is where you could include your offer, copy, images, video or form. Moving from there to the tail end of the letter this is your spot to grab those visitors that you have managed to hook. Finish it off with a compelling CTA. This can be a request to sign up to a newsletter, request a demo, buy your product or book an appointment.
04. Blue Apron
If you’re anything like me, I love to cook but hate the idea of going to the grocery store and having to plan out what ingredients I need to bring it all together. Enter: Blue Apron. This home delivery service enables you to select a weekly menu. Then, a delivery of fresh ingredients and recipes is dropped off straight to your door. All you have to do is assemble and voilà!
This landing page is targeted to first time users of Blue Apron as they aim to hook in new leads with an appealing introductory offer. Their logo, headline and CTA can be found front and center on the first fold. Plus, all their information is surrounded by delicious looking, high quality images.
As you explore further, an explanation of how their service works is shown through a timeline of images and text. That’s followed by all the reasons why you should try Blue Apron and customer reviews - all very convincing.
It’s important to note that they have kept their CTA consistent throughout their page. It appears several times, ensuring that when a visitor is convinced and has made the decision to claim their offer, they won’t need to scroll too much to click on that CTA.
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