Do you have an online business that sells services, products or software, but your website is not doing its job of converting visitors into customers? You might want to take a look at your landing page strategy.
Whether you already have an existing landing page that you want to enhance, or wanting to build one, there are certain elements that can be designed to lead a potential customer on a journey from where they are to where you can help envision them to be, without looking like a used car salesman.
That’s where a landing page comes in.
Customers and clients don’t want to be sold to. The more your page sounds like an annoying sales ad, the more turned off they’ll be. Instead, what you want to show them is your recognition of their problem, an understanding of their pain, and finally a revelation of how your product or service is the perfect solution.
Rather than try to close a sale, what you want to do on your landing page is provide information in an easy to understand way, so that the buyer can go through their journey on their own, with your landing page doing the job of being the perfect guide.
Here we showcase several examples of landing pages in various industries, that include a certain element or feature that’s designed to perform well. Check out our list and see which ideas you might want to incorporate into your own landing page.
Asana
First and foremost, a good landing page should have a good headline that is short but tells you everything about the product. That’s not an easy feat. If you can keep your headline below 10 words, and still be able to explain what your SaaS does, then you too can join the ranks of the likes of Asana.
Asana is a team management, project management platform, but instead they use even simpler words that are easy to understand and even more effective in conveying what they do.
Barnes and Noble Bookstore in Saugus, MA
We love the events section of Barnes and Noble’s landing pages – for those who love book readings and signings at their stores, B&N events are updated real-time, with options to add the event to your calendar, or to forward to a friend.
Other important elements: the local landing page includes all the necessary information in 3 easy to read columns. Nothing fancy, but a photo of how the storefront looks helps to identify it, their name, address, and a phone number (note: it’s just one phone number, not multiple alternatives). Store hours are also included in the second column. And a list of links in the third column, for information like map and directions, store features, and social media sites.
Marie Forleo
Marie Forleo’s website is a perfect example of the consultant being the front and center of the landing page. She peppers her landing page with personable shots of herself, clear and well-lit. In the hero shot above-fold, notice how she’s looking right at the message that she wants her clients to read.
It’s also interesting to note that Marie’s CTA doesn’t sell any programs or products, but points to free offers, such “Marie TV” or audio training. The selling happens via email marketing, keeping the landing page sales-free.
Sujan Patel
We love how bold and to-the-point the headline is on Sujan Patel’s website. In 6 words, he tells you what he does without having to explain with a description below, or testimonials or anything else. And it’s in first person.
The only other thing that’s on here is the Let’s Talk button, making the potential conversation seem personal.
Muzzle
Go on Muzzle’s landing page and you can’t stop reading the text notifications that come up on the side of their screen. They don’t even have to explain what they do more than what they offer in their headline: “a simple mac app to silence embarrassing notifications.” ‘Nuff said.
Muzzle uses this show and tell strategy very effectively, and it’s hilarious to boot. Probably because it’s happened to all of us at some point.
Crazy Egg
We all know the power of testimonials to persuade a potential customer. Crazy Egg sprinkles their customer testimonials throughout their landing page, and pairs them with the tools that the customer used along with the results and the benefits of the tool.
In the example here, Crazy Egg says their customer WallMonkeys saw an increase of a whopping 550% – whoa, doesn’t that alone make you want to try it out for yourself?
REI Maple Grove, MN
The top two lines of the REI store landing pages grab your attention with the most current bits of information. The name of the store and location, followed by the store open time for the day and curbside pick up hours for the day (while serving during COVID-19).
For this REI in Minnesota, they list the links to their popular in-store services, as well as a link for job opportunities. Other necessary information, like a picture of the storefront and the map, is displayed in an easy to read 2-column format. And lastly, there’s a section to provide feedback, as well as a sign up box for REI emails.
Roto-Rooter, Canterbury, CT
The Roto-Rooter landing page is a little long for a local business, however we like that the most important thing, well two things, is displayed in large font, above-fold: their phone number, and a button to Schedule Online. Clicking on the Schedule button opens a pop-up window which doesn’t bog you down with details – just a place to enter your contact info and a calendar for scheduling. They also address the 1-2-3 next steps the customer can expect, as well as a 5-star review and their award badges, to reassure the customer before booking their service visit.
Classic Blinds and Closets, Brentwood, TN
With the Classic Blinds and Closets store landing pages, the overall design is clean, branding is consistent, and lots of white space to make it easy to read. They also display their award badges and their customer ratings and reviews, which goes a long way toward boosting their credibility.
One feature that we appreciate is how they showcase some of the projects that they’ve done in the local area, including gorgeous well-lit photos, and clicking on the picture leads the customer to additional photos and information about the project such as the products that were used.
King Rooter & Plumbing, LLC
While the intro paragraph could be rewritten with a little more attention to what makes them stand out, the King Rooter & Plumbing local landing page does a good job of showing their award badges right on the banner, alongside their name and phone number. They also show all the badges they’ve received at the bottom of the page right next to their contact form and schedule button.
Other information they include like “Over 20 years of experience” and “free estimates” help draw customers’ attention.
American Eagle Investigations, Private Investigator, Bronx, NY
For local businesses in metropolitan cities like New York, it’s more often than not that clients take the train or the subway to get from A to B, so we like the extra map that American Eagle Investigations included for transit passengers, in addition to the map for car drivers.
The text on the page is a bit wordy, but they include a few 5 star reviews by customers and a link to read more of their 78 (and counting) real time reviews on Google.
Taking your car to a service shop can be intimidating, and you may even be wary of getting duped or being charged too much. The CBAC landing page has a crisp design and all the pertinent information that helps induce confidence in their customers.
We are more prone to seeing services listed in long lists of bullet points, but with CBAC, we especially like the block of icons showing their services at a glance, and a button to lead you off page to browse through their complete list of services.
The Dry Bar, Phoenix, AZ
When a picture does the talking, you don’t need a whole lot of words to explain. The design on the Dry Bar landing pages is simple, elegant and shows you what you need, and nothing more.
Everything fits into the small section above fold, including a gorgeous shot of their local store, the hours and the address, map and phone number, and their Book an Appointment button in a bold yellow against a dark background. Stunning.
LowestRates.ca, Quebec, CA
Getting a mortgage is not a fun topic. Even the initial process of getting quotes can be an overwhelming experience. We think LowestRates.ca does a good job of making the process simpler, while still providing all the relevant local market statistics to make the decision easier.
The simple 3 buttons are eye catching and the promise to compare quotes in 3 minutes is tempting. Once you click on one of the buttons, the information gathering process is also easy and intuitive, and by leading the homeowner/buyer through only the one next step, they make the process less overwhelming.
Truckee-Tahoe Pet Lodge, North Lake Tahoe, CA
The folks at the Truckee-Tahoe Pet Lodge show that they’re aware and in-tune with their customers who come to Lake Tahoe for vacationing, but need a place to sit their dog while they go skiing. Dogs are not always allowed in most areas, so they include lots of links to local pet-friendly places and fun ideas to do with their dogs.
The design on their page is also fun, friendly and easy to read, although a little wordy.
The Original Stormy Kromer Cap
$45 for a cap? How do they convince you that it’s worth the price? The feature image is the centerpiece here – it’s the most important element on your product landing page. You want a good clean image, large enough to grab attention, and a high enough resolution so that it stands up to zooming in closer to get a better idea of the product’s quality. Every detail, even the stitching is important in a well-made cap, and the feature image here allows you to take that closer look.
They also have other persuasive elements, such as supportive images, color options, size guide, their 5 star ratings, and of course a big bold red button to add it to your cart. How can you not?
Two Leaves and a Bud Alpine Berry Loose Tea
How to differentiate your product from a sea of tea sellers? The product landing pages for Two Leaves and a Bud teas are simple, with tons of white space and a minimal verbiage. The description, ingredients, reviews and how to brew directions are separated into tabs, keeping the design simple and clean. Using graphic images to explain their steeping directions make tea making as simple as 1-2-3, making it as seemingly simple to click on the buy button.
Paul Mitchell Lavender Mint Moisturizing Shampoo
Product descriptions are everything in an online shop, since the visitor can’t touch and smell the thing. With the Details and How to Use sections, Paul Mitchell shows you that they know what their customers are looking for, and give them the information that’s important to them.
Take a look at their description of the fragrance – the words they use evoke the lavender mint shampoo in a way that can help you imagine and experience it, even online. Plus, they highlight the small print with graphic icons, pointing out that it’s a color-safe, vegan, paraben free and gluten free product – information that’s essential for those who are looking for it.
Marucci Sports AP5 Custom Pro Model
There is a ton of detail that goes into making a custom baseball bat: handle, barrel, colors, tones, finish, logo color, bat grip, bat length, bat weight, knob, wood type, and that’s just the beginning of it. So how do you create a landing page that doesn’t look like word vomit all over the page?
Marucci does this by leading the customer down a series of interactive selections, one single selection at a time. They keep the page design simple – all white background, and gray and black font, so that the only thing that shines on the page is the interactive custom baseball bat image that changes as you choose your options.
Fitbit Smartwatch Versa 2
The hero image of the Fitbit product is a stunning close up shot that arrests your attention on the page. But what’s even more effective is that the image is interactive. You can click on the watch and get a 360 degree view of it from every angle, in high definition.
Fitbit takes so much care with their images that clicking on a color option for the band also changes the background color to make the watch look its best.
Project Juice Custom Juice Pack
With names like “Get Your Greens” and “Deep Green” and “Daily Celery Detox” the folks at Project Juice show their colorful personality. They also kick the one-CTA-per-page dictum to the curb. This one pager allows you to customize your 6 pack: you can choose any 6 juices (or more) and you’ll see the subtotal add up as you add to the cart. It works because they keep their product descriptions to a minimum, just a simple listing of the ingredients.
FLOS Chasen Pendant Light
This is a higher end product with a higher end clientele. So what makes it distinguish itself from any other light pendant? That it’s a designer product, and FLOS highlights that factor by adding the name and photo of the designer front and center, in bold lettering.
They have a more detailed description of the design and the designer below, as well as her inspiration for the design. The stark image of the light lends itself well to the modern, architectural nature of FLOS’s designs.
Ethel’s Baking Co. Turtle Dandy Dozen
Ethel’s Baking Co. does many things right, but we want to highlight the exquisite branding throughout their site. From the chocolate colored secondary color, set against a creamy vanilla background color, and the sprinkling of Robin’s egg blue highlights, everything on the site is set to do one thing: to tempt the viewer. Even the branded fonts they chose look good enough to eat!
But it doesn’t stop there. They make sure to include their star ratings as well as customer reviews on each of their product pages, iconography to call out important product info like GF (gluten free), or Non-GMO, and the customization options they display are not overwhelming, but provide choice for the customer.
Solillas Carmenestrella Taupe Suede Espadrille Menorcan Sandals
To create a visual experience on an online product page that a viewer can get shopping in a brick and mortar store, it’s important to take into account every angle of the product. In the case of Solillas, they’ve used the gallery of images to their advantage, showing their shoes and sandals in photographs from various different angles, making sure to use white light and high resolution so that the shoes stand up to close-up inspection.
Other interesting design elements include lots of white space across the page, size options and guide, and product names that are uniquely in line with the brand.
Daily Harvest Ginger + Greens
The pictures on the Daily Harvest website look like how we might imagine they’d taste, and that’s a feat in itself. But what we love more is how short and sweet the names and descriptions are. The title and URL is as simple as it gets. And their “Tastes like” descriptions, instead of going into lengthy explanations, are very succinct.
Somehow they manage to include a lot of information in the above-fold, for example in their list of ingredients, without overwhelming the visitor.
Solo Stove Campfire
There’s a lot you could explain about how to build a campfire, and Solo Stove does a good job of including a lot of descriptive information about their products, however, what’s more effective is their use of eye catching graphics to make their point. A picture is worth a thousand words, so the saying goes.
By not only printing the dimensions but setting the stove against an outline of a human body gives an instant visual of the size and scale of the product. It’s small, compared to most stoves. The icons on the left showing the weight, material and fuel does the same job of conveying information in an instant visual way.
SquareUp Credit Card Reader
The design on SquareUp’s credit card reader page does a good job of using plenty of white space and a clean layout, but what they do better is their landing page copy. In a series of sections, they make use of subtitles and short descriptions to convey all the key points a card reader customer would look for.
With subtitles like Serious Security, Run Your Business Anywhere, A Card Reader for iPhone or Android, they take wordy topics and break them down into simple, easy to understand selling points.
Wistia Video Marketing Software
The first thing that grabs your attention on the Wistia product page is their bright yellow background and hot pink highlights. But what keeps your attention is their video animation that’s utterly watchable, making you wonder, how did they do that?
Considering Wistia’s product is video marketing software, for customers wanting to incorporate video into their marketing, the animation on the Wistia product page doesn’t come across as cheesy, but intriguing.
Bellroy Slim Your Wallet
Another example of animation done well, Bellroy’s Slim Your Wallet shows a side by side comparison of what it might look like stuffing 10 credit cards into a regular wallet versus theirs. By using a slider where the viewer can select the number of cards in their own wallet, they make it an interactive experience.
They do also include a video comparison further down on their page, which is just as compelling.
Meeaudio Wireless Earphones
Yes, gorgeous photographs do half the selling in an ecommerce store, but not if the page loading speed is weighed down by the size of those pictures – the viewers won’t stay long enough to become customers.
Meeaudio’s product page for wireless earphones loads several options, however by keeping their photos at the same aspect ratio, the images look consistent. And because the image resolutions are lower, they load quickly.
SEO Blueprint
With SEO Blueprint, Glen Allsopp runs a quarterly program that opens for business to allow students to sign up for each cohort. While not in session, the landing page still provides a ton of information for students on the waiting list for the next cohort.
The headline is bold and in quotes, conveying what an SEO Blueprint student/customer would want from the program. It’s literally a 2 dots connecting from the headline to the CTA, which is to sign up to get on the waiting list, with very few other elements in between, like FAQs and testimonials, that’s it.
Mayweather Boxing + Fitness
This is a landing page for pre-selling before doors open. The CTA is a brilliant strategy to get potential customers to reserve pre-opening rates, giving them incentive to sign up for the Mayweather Boxing+Fitness mailing list.
It doesn’t hurt that Floyd Mayweather, the owner and a 26-time championship boxer is on the background images of the video on their Coming Soon hero banner.
Varsity Tutors
The Varsity Tutors landing page is simple, clean and friendly, while still being comprehensive. The elements they choose to include above-fold are copy such as “Award-Winning,” “150,000+ clients” and “4.9/5.0 Rating” are all effective in making the customer feel confident before purchasing their tutoring sessions.
They put their tutors’ photos right on the landing page, with links to learn more about a specific tutor. This makes them seem personal and credible.
Masterclass
While the individuals showcased here are not exactly consultants, Masterclass takes full advantage of the name and brand of celebrity personalities to sell their service, which is a monthly membership. The masterclasses include a thousands of topics, such as skateboarding, gardening, cooking, magic, and acting, and a chance for you to learn from the “world’s best minds.”
Soothe
Soothe is a service that extends the services of massage therapists right in your own home or apartment or office. Their How It Works section couldn’t be simpler, and the icons used against a white background with an orange CTA button keeps it clutter free. Clicking on the Book Now button leads to their scheduling page which is also simple, their options not overwhelming, so that the whole process feels easy-breezy. Exactly what you’d want from a massage therapy.
Decorist
Similar to Soothe, Decorist is a service that connects you with an interior designer to work with on your budget and location. One of the effective elements on their landing page is a section that showcases client projects. Each project showcase includes before and after pictures, the client’s goals and how the interior designer solved the client’s missive.
The rest of the page is colorful without being in your face, with loads of pretty pictures, but the loading time is pretty quick, so it works.
GrowthLab
GrowthLab was founded by Ramit Sethi, of I Will Teach You To Be Rich fame, to help people start and grow their businesses. To invite them to sign up to their mailing list, they offer a value-driven freebie that includes a word-for-word email funnel – it’s gold for start up online business folks.
Another interesting strategy here is using two either/or CTA buttons – it’s a play on your mindset whether you can resist saying No to such a valuable offer.
Jason Swenk
This is a consulting landing page for Jason Swenk’s Digital Agency Playbook to help agencies set up their systems and strategies. The page lays out all the features, benefits, testimonials and descriptions that persuades a client to purchase their framework. But the last section is about a limited time bonus that reads like a running list of all the extra goodies you get for signing up for the program. The strategy here intends to show a bigger value on the program than what the customer paid for.
Joe Kashurba
Joe Kashurba runs training sessions for web design businesses, and this landing page promoting the free webinar is shockingly short. There’s only 2 sections, both filled with videos. The first section consists of a video of Joe Kashurba doing an intro of the webinar, and in the second section is a series of video testimonials, all less than 2 minutes each. Compelling.
The Fletcher Method Launch Maps
This is it. This is all there is on the landing page for the Fletcher Method Launch Map freebie. But the picture of the map right there, just within reach of one email address seems like a no-brainer, such an easy ask.
The whites, blacks and grays recede to the background and push the bright blue Show Me button – grabbing your attention and not letting it go until you provide that email address.
Consulting.com Consulting Accelerator
The landing page on Consulting.com is a classic textbook case of how a consulting landing page should be done. It includes all the right elements in all the right order, making for a persuasive reading, in a linear fashion.
While the image in the top section above-fold looks a little busy, it also includes a bulleted checklist of what you learn in the program. You really don’t need to read the rest of the page to click the Free Trial button.
Coaching Soccer Tactics
The CTA on the landing page for Coaching Soccer Tactics is to promote free and paid membership options. They provide a preview of the type of free and discounted resources only available for members. Since the collection of resources can become a bit all over the place, their layout of Benefits For Coaches section gives an instant glimpse into the various resources and benefits available to members. We also like that they keep the CTA limited to membership, rather than try to promote their other books and products.
Midas Media
Midas Media provides Google ads management services, and they say it through simple animated text against a white background. The red text changes into a series of messages. The bright bold red button Let’s Discuss Targets conveys that they’re ready to get down to business, and that they’re not about pitching or selling. Their tagline is straightforward – pay on results. Clean, simple, effective.
HelpScout
Not a lot of SaaS companies use this strategy but it works well for Help Scout: to offer free training and classes through HelpU to get the most out of HelpScout. They have great content to educate not only their customers, but also visitors and leads who are potential customers signed up for their free trial.
By signing potential customers on to their email list Help Scout can take them through their email marketing campaign that not only educates them, but primes them for conversion into customers.
Close
Close is a CRM platform that connects all the customer relationship touchpoints, thereby giving a full picture perspective of the customer at any given time.
We love the animation Close uses on their SaaS landing page to show how easy it is to update your status, streamline your process, and hopefully close your deal. They have several tools showcased on their page, but with the use of effective animation, they make it seem less overwhelming than a CRM could be at first glance.
Webflow
With all the copy and descriptions and testimonials Webflow includes on their SaaS landing page, it could look busy, but they do a good job of sectioning out the page. They’ve used simple bold verbs to define their sections: Build, Launch and Grow, with each section including an appealing animation view of their tools, a simple description and list of benefits, as well as a highlighted review from one of their customers.
For a SaaS whose service is to build better websites, their own website is a great showcase.
AdEspresso
The landing page for AdEspresso is simple and straightforward, but there’s nothing wrong with that. A solid headline, a promising description and a big, bold call-to-action button is all you need above-fold.
It’s hard to miss the big green Start Your Free Trial button in a bright green. The rest of the page looks like what they promise – easy, fast, effective. There’s no gimmicks or glitzy animations, but the page is easy to read, fast to load, and effective in conveying their features and benefits.
Lattice
Video is an effective way to communicate your message, features and benefits, but only if done right. Rather than including elaborate descriptions of their SaaS, lattice embedded a simple graphic video to provide an overview in less than 2 minutes, as they say right on the thumbnail. They restrained themselves from adding any other words to the thumbnail, reducing clutter, and keeping the CTA clear and actionable.
Plutio
Similar to reviews and testimonials, award badges go a long way toward enhancing credibility of a product or a service. If you have one, flaunt it.
Plutio is another project management, team management platform, competing with several others on the market, but they have a way to stand out in the crowd. Plutio has their Forbes Top Ten Tools award highlighted above-fold right by their CTA button to sign up for a free trial.
Shopify
In a landing page world where less is more and whitespace is the sacred word, Shopify goes the other way – fearlessly.
Colorful, packed with images and examples, they give a visual sneak-peek of what you could do with your Shopify page. And then there’s a link to explore more examples, with a CTA to sign up for a free trial. It’s hard to resist.
Lobe.ai
For an AI software, the landing page of Lobe.ai does a great job of explaining their SaaS in an easy to understand visual way. They show their drag-and-drop tool that connects building blocks (that they call lobes) using animation that shows exactly that.
We also love the variety of different application examples they include, like emotions, handwriting, music, movement, without it seeming like a bunch of spaghetti thrown on the wall.
Landbot
Landbot is a chatbot builder, and their tagline says that it’s an intuitive, no-code chatbot builder, and what better way than to show you how easy it is to build your own chatbot?
Their SaaS landing page looks and feels like an IM chat, fun, friendly and casual, and their own chatbot is who you’re interacting with, when you ask your questions, or when they ask you for your information.
Unbounce
For all the images and animations and videos that Unbounce packs into their landing page, it loads surprisingly fast. That’s a great testament to their service, which is to build custom landing pages.
The bright colors are eye-catching against the plenty of whitespace, and the page isn’t too long, but it ends with a bright blue CTA section to preview their builder, without having to sign up. No need to think twice about clicking the button.
Perspective Funnels
It’s a little dizzying how fast their 9.41 second video seems, for building a mobile sales funnel using Perspective Funnels. But that proves their point. In the time it takes to play the video, they show you how you can put together a funnel and get the customer to sign up for a test drive.
Their copy is simple and straightforward, relying on their numbers to do the talking: more than a million photos, 100+ themes, more than a 100 field tested templates. And most importantly, that they’re made for mobile phones.
Gusto
Gusto does a great job of keeping their landing page simple, despite the many applications they advertise. It’s almost shocking that they use no more than three sections on their landing page.
Gusto does this with their simple drawing, illustrating various small businesses, and an icon that’s a link to longer copy for that specific niche. It works.
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By Myriam
