A Landing page is a web page with a single-focused call-to-action — either a signup form or a button. Contests and coupons can also be used as landing pages. Visitors generally arrive there after clicking on a Google ad, Facebook ad, or a link on the Google search results page.
The main task of landing sites is converting users into leads or buyers and encouraging them to complete a specific action. This action can be a purchase, subscription to the newsletter, registration, or app download.
One of the most important aspects of landing pages is that they have no top-bar navigation links limiting the options available to your visitors and guiding them towards the intended action. Contests perform well to get new Facebook likes and Twitter followers, as well as generate traffic to your website and leads by incentivizing the audience with a prize.
There are many different types of contests, from the most basic random draw like Facebook sweepstakes to highly-involved video contests that have a panel of judges for determining the winner, all of which can be easily set up with contest apps like Washponds. Here is the contest advice: do not give away an iPad! You will get tons of entries but those people will not be interested in your product — they will only be interested in the iPad. This will make it almost impossible for you to turn those leads into customers. Giving away a product that you sell (or offering gift cards for your store) ensures that the entrants are actually interested in your products which makes it easy to convert them into sales.
There are two types of main landing pages for two different goals:
- First — click-through pages which are meant to sell visitors a product, service, or an offer via a value proposition. Make sure to include images and descriptions needed to make an informed decision, get them to click a call-to-action button that directs them to an e-commerce shopping cart, a PayPal payment form, or a registration page.
- Second — lead generation pages. These are used to collect information such as name and email address via a sign-up form. This allows you to market to and connect with your potential customers in the future. Hence, a lead generation page will include a form along with a description of what visitors are going to get in return for submitting information. For example, e-books, free webinars, coupons, or giveaways are often offered in exchange for email addresses.
Do you usually pay attention to the landing page of the product?
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Effective Landing Pages
An awesome landing page is simply the one that clearly defines its value to its visitors and generates leads, but the most effective way to do this depends on your specific audience, brand, and industry.
Many great landing pages come with the following features:
- A video explaining and further detailing the offer and its value.
- Relevant pictures of people to help the visitor visualize himself/herself after receiving the offer.
- Social proof to back up the brand's claims.
- Answers to frequently asked questions to flatten objections and friction.
- Compelling, concise images and descriptions.
- An explanation of "what to expect" after the form has been submitted.
Here are a few things that should be considered when creating landing pages:
- Visual component is really meaningful.
Giving your landing page color and a clean UI can only help. Visitors would like to learn more about your products and notice the proof of the value you're offering.
Let the offer or photos do the talk, but make sure to include concise headlines and supporting text so that your landing page is transparent and convincing. This goes to all the components of the page: try white space, simple copy, and shorter forms.
- Keep visitors on the page.
When eliminating the main navigation or any distracting backlinks, it's less likely there will be any lead generation friction that causes visitors to abandon your page.
Using social media sharing buttons is an easy way to get visitors to engage with your landing page, so they can distribute your content to their social follow-ups. After all, customers are at the heart of your marketing flywheel.
Landing pages are crucial for a successful marketing campaign. Market psychology can often be surprising, that is why experimenting with different versions of your page is often the best practice to see what variant has the highest conversion rate (CVR). Check the offer's location, CTAs styles, and even the color scheme.
The CTA is a very meaningful component of the landing page and the threshold where prospects might become contacts. CTAs invite visitors to subscribe, download, fill out a form, share on social media, and more — but, overall, CTAs are required to make your audiences more engaged with the offering. To generate leads, CTAs should be captivating and eye-catching, but most importantly, they need to effectively present the value of the product.
The Difference Between a Landing Page and a Website
Let’s just make it clear: generally, a landing page and a website page are quite similar. They are quite similar but they are not the same.
First of all, we need to pay attention to the page structure. Landing page has a simple structure and no distractions, whereas a website page has a standard structure with multiple modules and functions, such as navigation links, sidebar, About, Company Information, Services, and Blog.
Another aspect to consider is the purpose. Talking about a landing page, we need to emphasize that it has a very specific purpose, such as signing up new users, gathering information, selling a product, clickable advertising, or marketing campaign.
And what about the website page? It is designed to describe and explain your product or service with ample text and images.
Alright, next up is navigation. With the landing page, the situation is clear: limited access is available, for example, only a clickable CTA. As for the website page, all pages are accessible for clicking and jumping with reversible interactions.
Now let's have a look at some brilliant examples of landing pages.
1. Centros
The landing page for the Raleigh is a mini-trip on an innovative Centros bike. Scrolling, the consumer seems to be taking a ride.
Smooth animation, contrasting block design, brief descriptions — all of the page's elements work together to display the bike. The screen with a magnifying glass is a notable feature that allows you to display the model in detail. At the end, there are buttons you can use only to visit the online store or find a sales point in the nearest city.
2. Maslo
The Maslo promo page shows app-platform advantages, such as emotional intelligence measurement. ‘Hey, I'm maslo’ — from the first screen, users are introduced unobtrusively to the technology. The text is short and neat but each sentence explains the characteristics of the product clearly and concisely. Shifting the navigation menu down is a non-trivial solution: you can navigate through the screen as if you are reading a book.
The soft purple gradient in the screen design and smooth lines hint at something deep and emotional — they support the idea of the product itself.
3. Roland LX700 Series
It is a pleasure to use the review page of the piano series from the company Roland. We paid attention to every detail: there is a description of the design, ergonomics, and internal design of the instrument.
There are various ways of presenting the information: brief texts, animation, and multi-format photos and videos. The latter deserves special attention — they demonstrate the sound of the piano in different rooms: from the Studio to the Cathedral.
4. Userbot
The landing page of the startup that designed a corporate bot for communication with clients. The webmaster tried to design the page with a specific goal — to attract investors — and succeeded.
Bright color scheme, unusual cursor, non-standard implementation of the "Problem" — "Solution" tab. The page contains selected information for potential investors: the team and partners are represented; there is a roadmap for product development; information about competitors; economic and financial data, and awards.
5. Miro
This is the site of the former Realtimeboard collaboration platform. On the first screen you see an amazing title that unrestrictedly conveys the key meaning and intent of service-cooperation. Below the first screen there is a video clearly displaying all the benefits of the service.
Vibrant colors, peculiar shapes, creative illustrations — the service is made by creative people and intended for the same users.
6. Petalcard
The landing page introduces the "credit card of the future", which can be used without transaction fees. The design and content are minimalistic and tell the visitors: Let’s get to the point. The advantages of using the map are shown via cards with animated icons. The key difference is the catchy "Apply now" button on multiple screens.
7. Catch fish and chips
Everything is simple and stylish on Catch fish and chips cafe website. A creative slogan that fills with water gradually is a non-standard solution for the loading indicator.
An animation from a series of photos appears when you scroll. This is an interesting approach to grab your attention and show the cooking process in the cafe. The page header contains the "Menu" and "Contact" buttons: A discreet opportunity to research positions and to book a table.
8. Spisy no spisy
"Taste the emotions" — from the first seconds, the page of the Asian restaurant Spisy no spisy encourages you to visit this establishment. You can book a table without leaving the main screen — the CTA button opens the request form, where you can reserve a seat for a specific date.
The design supports the concept of the restaurant: muted colors and hand-drawn pictures in the Oriental style. At the same time, the emphasis is on photos of dishes and the interior of the restaurant: bright, in a variety of angles — everything identifies the restaurant's page.
9. Toggl
The service page for planning internal processes attracts attention with its original color scheme. Detailed animated characters perfectly describe the product. A fancy and non-standard solution is a design feature.
10. Squarespace / Circle
Design, tones, and typography. The page of the professional community of designers Squarespace/Circle is an ode to minimalism.
The photo content fits the description perfectly and corresponds to the overall design of the site. The creators of the page managed to tell about the community without unnecessary elements and words: minimum text, maximum aesthetics. Thought out to the smallest detail, worthy of the highest rating.
11. OranjeBitter
Here is a complete opposite of the previous case but it is also really appealing! Oranjebitter promo page invites guests to a party. Summer, juicy colors — the design of the page hints that the event program promises to be bright.
Kaleidoscope — an interesting move that holds the attention. Despite the challenging colors, the CTA buttons "Tickets" fit very well. The first — in the header of the page, the second - at the end of the scroll: do not distract attention, you can buy a ticket at any time.
12. Australian Emu
Promotional website Australian Emu presents a limited edition gold coin from the company Metal Market Europe. The color scheme is concise, the interface is smooth and intuitive. During the scrolling, a moving coin catches your attention, and thoughtful description helps you to learn all the characteristics of the product.
The navigation menu on the left is visualized as a route and duplicated in "hamburger". The landing page ends with a subscription form: you can subscribe to the newsletter in order not to miss the release of a new coin.
13. Viita Titan HRV
This page is dedicated to the smartwatch model. You can view the product in all its details: the watch itself is located in the center of the screen — a cool solution to focus the user's attention. The design looks brutal — black and white palette, molten metal on the background of screens. A lot of attention is paid to typography — in some blocks, the word height is more than half of the screen.
14. Fontface
Fontface is a browser extension that allows you to view and bookmark any fonts. Attention management is implemented perfectly. The screen moves smoothly, changes shape, and a magnifying glass appears on it: when scrolling, the user can learn more about how the extension works. The logical end of the page is an offer to install the extension.
15. Unaweel
The Unaweel landing page demonstrates the characteristics of a wheelchair-controlled scooter wheel.
The advantages of the product are demonstrated clearly and thoroughly: while scrolling, you learn how to install and use the steering wheel, as well as get acquainted with its dimensions and capabilities. At the bottom there are buttons with an offer to take a free test drive or purchase a product. Simple, clear and convenient.
16. Shopify
Like many other landing pages in this post, Shopify's trial landing page keeps it simple. For example, the user-oriented headline is only a few words, and the page relies on simple bullets, not paragraphs, to communicate the trial's details and benefits. There are only a few fields you need to fill out before you get started. All of this makes it easier for you to get to the point: selling online with their tool.
17. Trulia
This landing page starts with a simple form asking for "an address". Below this simple form field is a bright orange button that contrasts well with the image behind the form, and emphasizes that the estimate will be personalized.
Naturally, the address itself will not be sufficient to estimate a home's value. It literally denotes the neighborhood of the house. That's why the next page follows with more questions about the property itself. Below, you see the copy "Tell us where to send the report" — with a disclaimer that, by entering this information, you're agreeing to connect with a real estate agent. This is a perfect example of a business that gives value from the get-go to its visitors.
18. Landbot
Landbot, a service that creates chatbot-based landing pages, puts their own product front and center on their chat-fueled landing page. Visitors are welcomed by a friendly bot — complete with emojis and GIFs — which encourages them to provide information in a conversational format, rather than through a traditional form.
19. Webprofits
Here is an example of long landing pages. With just a few tricks, you can make even the longest landing page feel short. Webprofits' landing page below shows us how.
There's a CTA button right at the top to learn more — with a nice contrast to the context so it stands out, and a downward arrow to facilitate scrolling. By not putting a form field up front, they help to lower the friction and provide an incentive for visitors to learn more before a conversion option is provided.
They also make it easy for you to figure out what Webprofits actually does. The rest of the page offers detailed information about what you'll get when you give over your information. Plus, it includes strategic CTAs throughout to take you back to the top to fill out the form, like "Let's Talk".
20. H.BLOOM
Here you can see the manifest of high-resolution photography and lots of white space. H.BLOOM's landing page is a pleasure to look at.
The page has some fantastic conversion elements aside from its beauty: an above-the-fold template, a simple and brief explanation of what will happen when you fill out the form, and even the bright orange "Send" button.
21. Upwork
The best way to design a landing page is to highlight the main CTA button. Upwork makes good use of this. From their CTA design, it is easy to see that their goal is to attract businesses and freelancers to register.
From the user experience point of view, the green "Post a Job" button targets businesses, while the question written in small characters — "What type of work do you need?" — is for freelancers.
Their copywriting is also very directional. Instead of using a rigid CTA like "Employer: register here," they use creative language ("Let freelancers do more work"), and then an action-oriented CTA urges potential users to "post your work" here.
22. Captico
Simple and succinct flat architecture lets the landing page show a smooth animation. The imaginative combination of the CTA button and animation will make the user experience both seamless and vibrant. Animation is also a pleasant compliment to the responsive theme of the platform.
23. Flickr
As we all know, Flickr is a photo sharing and storage platform. Both amateur and professional photographers can join and be inspired. The architecture of the landing page takes the form of a picture carousel to highlight the photography of the user. The author is also underlined by the signature of the artwork and the name of the author, encouraging users to learn more about authors and their work.
The large, visible CTA button design draws users to the Flickr community.
24. Mayweather Boxing + Fitness
What you can’t see from the screenshot of this landing page is that it has a video background that scrolls to show different services in a fun and appealing way. It uses a simple and straightforward message that is in line with its brand, given that it’s a fitness center owned by Floyd Mayweather, a 26-time champion boxer. On top of that, it also includes a high-value offer to try a class for free.
25. GOTOEGYPT
As a travel landing page, this website capitalizes on a point of advertising and website theme construction by utilizing breathtaking scenery.The image is a perfect creative background.
The natural combo of colors makes visitors feel comfortable and achieves the goal of eliciting a desire to travel and explore.
Get Inspired and Always Test!
These are some of the best examples of landing pages representing a wide range of industries with many different conversion objectives. We don't adopt every best practice out there, but we hope you've noticed some inspiring elements in each.
Remember: every page can become better. Moreover, if some strategies work for one page, they won’t necessarily work for you. With this in mind you should test your landing pages all the time.
