While many landing pages look different and use a variety of interesting strategies to attract audiences, they all serve one main purpose. On these pages, website visitors can move on to the next stage in the buyer’s journey.
What is the purpose of a landing page?
A landing page offers a prospect a resource like an e-book or webinar registration in exchange for their basic contact information. The goal of these pages is to generate leads while pulling potential customers further down the customer funnel.
Instead of serving as a basic advertisement showing a product to a customer, a landing page is meant to appeal to and inspire a customer by offering them something related to the product or the company’s industry. If they fill out the form and receive a reward for interesting content, they may be even more likely to trust your brand and become a customer.
Quick tip: Would you like to easily add a form to your landing page? HubSpot’s free form builder tool can be used to fill your CRM with leads from your website.
Let’s go through an example of when a landing page can be particularly effective. When a company wants to sell an AI product that helps sellers, they might create a landing page where the audience can get a free video on using AI in the sales industry. Interested target groups can offer their contact information in exchange for the valuable information. If they like the video they received, they may be more likely to respond to a product or buy it from a company representative who calls them.
In another scenario, a publisher targeting an executive audience may create a landing page that prompts the audience to sign up for a webinar hosted by an executive at a large company.
After the email address is provided on the registration form on the landing page, leads will receive an email with the webinar details and login information, as well as instructions on how to register for the newsletter or subscribe to the publication. When the user is happy with the webinar, they can sign up for the newsletter or a subscription to keep up with similar posting content.
While its purpose is simple enough in theory, designing a successful landing page requires detailed planning and creative tests.
Even after your landing page starts, you should keep an eye on the conversion rates to see how well they are working.
What is a good landing page conversion rate?
According to WordStream, the average landing page conversion rate across industries is 2.35%, with the top 25 percentile of landing pages hitting 5.31% or more.
To determine your conversion rate, simply divide the number of conversions a website generates by the number of people who have visited that page.
Don’t worry if your conversion rate isn’t close to the average yet. Setting these percentages can be a challenge at first, especially if you have a lot of regular site visitors. Fortunately, there are a number of simple conversion rate optimization strategies that can help you quickly increase your current rate.
Regardless of what your business is selling or what conversion action you’re looking to trigger, it helps to get inspiration from what other great landing pages look like. And because there is no “right” way to design a landing page, you should look at examples from many different industries for different stages of the buying process.
Do you want to be inspired? Check out the great examples of landing pages below.
We don’t have access to the analytics for each of these landing pages so I can’t tell you exactly how well they convert visitors, contacts, leads, and customers. However, many of them follow best practices while implementing some new experiments that can give you ideas for your own landing pages.
13 great examples of landing page design
We love that on Lyft’s landing page they focus on their drivers’ main motivation: make money easy.
We also love that in addition to the Apply Now form, drivers can enter their city and the number of hours they could drive for Lyft in a week to calculate how much they would make. When visitors fill in this information and click “Calculate” they will not be redirected to a new page. Instead, it shows a dollar amount, followed by a new “Apply Now” call-to-action (which, when clicked, takes drivers to the form).
By offering these two conversion paths, you can target two different types of people on the conversion path: those who are ready to make the decision now and those who need a little more information before converting.
2. The professional wingman
Okay, the whole idea of having a professional wingman helping you find dates and a meaningful relationship is pretty cool. But when you are faced with the prospect of hiring one, it also raises questions. How does it work? How much is it? Will this really help me?
That’s why we love this landing page for Thomas Edwards, the original Professional Wingman himself, which details exactly what a free coaching session will do. Plus, it’s clear it’s free thanks to the colored call-to-action button above the crease.
Once you click this button, you will not be redirected to a new page. Instead, an interstitial shape appears right there. And while asking for a lot of information – some of it personal – it also sends the message that The Professional Wingman will take it seriously, but only if you do.
3. Muck rack
This landing page design has it all. It’s visually engaging and interactive, features scannable yet descriptive headings on Muck Rack’s services, and uses quotes from industry professionals as social proof. Plus, the site is intuitive and easy to navigate.
The cool thing about this landing page is that it can appeal to both of Muck Rack’s audiences. The top of the page is split in two and shows two different services side by side. As soon as a visitor moves their mouse over one of the “Find Journalists” or “Create Free Portfolio” CTAs, a very simple form is displayed – and this is important in order not to distract the user from the actual task at hand.
There are a few things that make this cigital landing page work. It has simple and relevant images. The headline is straightforward and the description of the e-book informs viewers of the specific value they will get by downloading it. There is only one call to action – “READ THE EBOOK” – which stands out thanks to a bright yellow CTA button on the side.
The only thing we would change about this landing page is that we would remove the navigation bar at the top. They tend to distract visitors and lead them away from the intended action. Not only is this a best practice for landing page design, but we’ve run A / B testing which has shown that removing navigation links from landing pages increases conversion rates.
5. Khan Academy
The difficult thing about using your homepage as a landing page is that you need to target different audiences. But the Khan Academy’s homepage does that very well. This site is clearly aimed at three different types of visitors: those who want to learn, those who want to teach, and parents who are interested in using Khan Academy for their children. And how motivating is the succinct text “You can learn everything” above?
The rest of the page is aimed at viewers who are not fully familiar with Khan Academy. It shows in a colorful and comprehensive way the key benefits of using the learning platform, all of which are easy to scan and understand. There is also a recurring CTA: “Start Learning Now.” Once viewers feel they have enough information, they can click the CTA to return to the form at the top of the page without having to scroll down.
6. Club W.
A little bit adorable specimen can go a long way on your landing page. We love the playful little side effect “(Hint: It’s Wine)” that Club W has under the heading of their corporate gift landing page. It humanizes the brand and makes them likeable, which could have a positive effect on their conversion rate.
The images under this header make very good use of the negative area and show the user exactly what their gift recipient could actually get if they opt for a Club W gift. And of course there is this bold call to action – “drop us a line”.
What would we change The CTA prompts the user’s email software to open, which completely diverts traffic away from the site and browser. A form could be more effective here – Club W could not only determine what information to collect, but also keep the user on-site.
I like this site because it is easy to copy and design. The image above the fold is a computer screen displaying an HTML bracket with a blinking cursor – a whimsical, clear image that accompanies the form to the right.
The form itself is simple and only requires an email address, username, password, and confirmation that you are not a robot to create an account. You can also simply use your Facebook or Google Plus login and shorten the conversion path even further.
For visitors who need more information before creating an account, the landing page also has a video under the fold explaining their concept and value through a real world success story. This, in turn, helps make the potentially intimidating world of coding more accessible to beginners.
Those who need to be more persuasive can keep looking for additional testimonials and other forms of social proof.
I don’t think we have ever lived in a time when we were so culturally obsessed with food. Poached has turned it into a B2B model with a platform to connect owners and culinary talents.
When you visit the home page, it is no wonder what to do – the giant Post a job and Choose a city call for help. And once you click on any of these, you will be directed to a simple form to become a member or sign up, or to a list of jobs in each city. It’s colorful and comprehensive – and it makes us hungry.
Here’s another example of clever, responsive design on a landing page. As soon as you visit Breather.com there is an immediate call to action: indicate where you want to find a spot. It also uses location services to help you find out where you are and provides instant options nearby.
We love how Breather used a simple, concise copy to let the visitor know what the company was doing, followed by the CTA to pick a city. And if you have to scroll down for more information, you can see that Breather played with the microscopic personality (“no obligation, never”) reminding us that there are real people behind the design. That brings us a little closer to the brand. The negative space and calming color scheme are also tailored to the product – essentially room to breathe.
10. Startup Institute
Visitors to your website do not share their personal information without knowing what they are getting in return. On its landing page, the Startup Institute makes it clear what will happen after your application by listing questions and answers right next to the form. It might make some people say, “You read my mind!”
To avoid hesitation about filling out a form, use your landing page to set expectations ahead of time. That clears the air and can also stamp out the people who don’t take your content, product, or service seriously.
Who is the target audience of your landing page? While most of Edupath’s website content is aimed at students, there are sections that provide advice to parents on how to help their teenagers through college applications and SAT preparation. The landing page below is in one of these sections.
When parents enter their teen’s name, email address, and cell phone number, they will be sent a direct link to download the Edupath app. The folks at Edupath know that if their parents ask them, students are likely to do something – especially if it means they don’t have to hand over their phones.
Plus, it’s a simple one-click process. This entire conversion path is a smart and helpful way to get the apps over to the phones of more students via the parents.
12. Trial Club
If there is one thing we like more than a good whiskey, it’s a whiskey club homepage that makes it easy to become a member or learn more about membership. A typical example: Taster’s Club, which immediately makes these two CTAs available on its target page – which happens to be its homepage too.
If you want to learn more, the click of a CTA will instantly scroll the user to colorful, picture-rich details about a Taster’s Club membership content. Keep scrolling and you will get testimonials from users.
However, when you hit the Join Now button, the real fun begins. After that, you can choose your poison – the type of whiskey you like the most – and view the membership or gift options available. Once you’ve made your selections, you’ll be taken to an easy-to-navigate checkout page where you can enter your payment information. Good design and easy operation? We will drink to it.
13. Microsoft IT Showcase
The landing page below was used to market and generate leads for an episode of the Microsoft IT Showcase webinar series.
This simple and straightforward design is a great illustration of why the webinar on offer is important to IT professionals. In addition to a brief blurb that describes what will be discussed in the webinar, the page also includes links to related webinars, details about the speakers, and links to Microsoft resources that cover the topics covered.
An IT company with access to thought leaders or experts in their industry could also use this webinar landing page strategy to generate both leads and potential customer trust. Audiences who feel informed after reading the landing page can sign up and expect the webinar to be insightful.
If the webinar seems informative and credible, these audiences will think that the IT company has expertise in the product and may have high quality product offerings. This makes them more willing to speak to a representative to find out more or to buy a product.
Ready to create your landing page?
If these examples have inspired you but you’re not a design expert, we’ve also made a great list of free, professionally designed landing page templates.
If you’re looking for more examples of landing page design, check out some of our favorite HubSpot landing page examples. You can also read this quick guide on how to design the landing page.
Originally published November 13, 2020 9:47:00 am, updated November 13, 2020
Landing page design