Landing pages may be simple, short pages on your website, but they do a lot of heavy lifting. They can generate leads or encourage sales. And when done right, they can engage your customers and entertain them. A lot of work goes into a good landing page. That’s why we’re sharing these landing pages we love and why they work.
Landing pages serve a unique purpose but fall into two different categories: pages for lead generation and click-through pages.
Lead generation pages exist to collect email addresses from your customers in exchange for something free, like a discount code or a free download.
Click-through landing pages aim to get customers to click a button and go to the next page. These are pages where people click to book a call, then are taken to a scheduling page. Or they may click the buy button and go to the checkout page.
While you may pepper similar calls to action throughout your content, landing pages have a distinct advantage over other pages on your site.
You’ve probably seen a ton of landing pages. If you know a landing page when you see one, you may have noticed some elements they all seem to share. Here’s a list of things you must have on your landing page to increase conversions.
Unlike your home page, a landing page exists for a single purpose – to get conversions. So don’t distract customers with too many links or options to navigate away from the page. You want to make sure they know and want to take the action you desire.
Landing pages need to communicate their purpose clearly to the customer. This purpose should compel the customer to follow the call to action. So, when making landing page mockups, ensure every element you add supports this single purpose.
The headline is the first thing your customer will read when they hit your landing page, so it should convey what they stand to gain from what you’re offering.
Make it clear and punchy. The headline is no place to try out your stream-of-consciousness poetry. Instead, use it to tell your customer what makes this particular offer on the landing page so special.
It’s the first place on the landing page where you get to tell the story of your offer. Make sure you hook them with the headline and use a sub-headline to clarify that hook and keep them interested.
Your landing page is no place for silly, generic stock images. Choose visuals that show off your products or services or convey customers’ emotions after using your product.
Pay special attention to the details in the images. Landing pages need to make first impressions quickly, and every detail counts.
The images you choose help tell the story just as much as your compelling headline. So, pick visuals that will resonate with your ideal customer. You want your customers to see themselves in your images to feel closer to your offer.
Many agencies still build landing pages for themselves and others but don’t use alt text for screen readers. Ensure all images on your pages utilize alt text and describe the photos so each is accessible.
The benefits of your offer take your customers further into the story and show them how your offer will improve their lives.
The key to making this section of your landing page hit home is to share the features of your product or service and directly relate them to the benefits your customers will gain from using your product or service.
Outlining the benefits in a bulleted list is best because it makes them easier to read. You don’t want to overload your landing page with large blocks of text.
For example, here’s what it might look like in action for a company that makes fitness trackers:
Social proof is evidence that others have already taken part in your offering. If you’ve ever looked at product reviews or searched through product hashtags on Instagram before making a purchase, you’ve used social proof to help you decide.
Ask past customers for testimonials to share on your landing page—don’t forget to ask them for a headshot and if you can use their real name. The more authentic your testimonials, the more a potential customer will trust you.
You can also embed or screenshot social media comments for social proof on your landing page.
And, of course, don’t forget the logos of companies you’ve worked with or organizations that have recognized your products or services. That kind of social proof is landing page gold.
If there’s no deadline, people likely won’t take action. Even if it’s an offer they need, they may scroll away from a landing page because they feel like the offer will always be there. So, to grease the gears a bit, give your potential customers a sense of urgency. Let them know this offer won’t last forever.
Use an ending date and/or a countdown timer until the offer closes on the page if it’s that urgent. Creating a sense of urgency will get customers to take action faster, increasing conversions.
Now, this is the place on the landing page where you tell your customers what you want them to do. Do you want them to sign up for your email list? Do you want them to click to schedule a call? Do you want them to hit the buy button so they go to a checkout page?
The call to action you choose depends entirely on the single purpose of the landing page, so make sure it matches that purpose, and keep this call to action visible above the fold of the landing page, so customers know what to do without having to scroll.
Only use that one consistent CTA throughout the page, even if you post it multiple times. You don’t want to confuse customers about how to get the offer or what to do next.
It’s one thing to know the elements of a landing page and another to see it all in action. Here are some landing pages we love, and we think you will too.
Why It Works: The headline is clear, and the subheading lets you know there are no strings attached to the offer. Paid Memberships Pro clearly lays out all the plans they have to offer, then follows it up with social proof.
Why It Works: The hero image is bright and shows you some food possibilities available to you with DoorDash. And the page makes it easy to take action and find food near you by allowing you to enter your home address right below the headline.
We promise we don’t have some kind of deal to promote DoorDash. We wanted to show you two different examples from the same company.
Why It Works: The page for drivers to sign up with DoorDash is entirely different from the landing page for customers looking for a meal. This landing page excels because the headline and benefits enforce how great it can be working for DoorDash, and the image features a smiling delivery driver. Photos of actual people using the product or service are always best for converting. The directions are simple, and the page shows the user where to put their information and click next.
Why It Works: Disney Plus has been killing it with new Marvel and Star Wars shows, and they know it. So rather than sharing a revealing hero image full of spoilers from shows, they keep the details locked down. The page features images from popular shows and movies that fade into the dark background, leading your eye directly to the two options for signing up. Beneath that, they share what you get with your subscription and remind you about all the incredible shows you’re missing if you don’t sign up.
Why It Works: Rather than having one simple sign-up page for every potential writer, Substack has individual pages for popular topics, allowing them to share their unique value to that particular industry. The image and headline are clear, and there’s a clear sign-up button beneath it, followed by a quote from one of their most successful finance writers. This landing page exemplifies how minimal these pages can be and still be effective.
Why It Works: Homeownership is a dream for many, and Zillow knows it. They choose hero images of ideal homes that many people would love to have. The headline outlines the process of finding your dream home, and the search bar allows you to pick your ideal area.
Why It Works: Most website owners know they need SEO as a part of their marketing efforts, but many of them are frustrated by all the various platforms they have to sign up with to get the data they need to create a marketing plan. Semrush knows this, and their headline and subheading convey how easy it can be to get all the data you need in just one place if you work with them. In other words, they immediately recognize the pain point and offer a solution. Then, beneath it, they display some of the biggest companies in the world that trust their products.
Why It Works: Netflix offers a simple landing page. Their headline is clear, and the subheading clarifies the offer while minimizing the risk of trying their product. You have nothing to lose if you can cancel anytime, right? The images in the background feature popular shows that people are talking about on social media. And the simple call to action and get started button make it super simple to join.
Why It Works: Daily Harvest offers easy-to-prepare food options in the form of healthy meals, snacks, and smoothies. Their landing page to sign up has a strong headline and subheading that shares exactly what the company offers. The call to action encourages you to add your information to see if their product is available in your area. The image is clean and bright and showcases some of the food options you can enjoy when you sign up.
Why It Works: Milanote is a collaborative digital whiteboard. Milanote appeals to creatives who want to organize visuals in a way that works for their workflow. The landing page has a clear headline, subheading, and a button that features the call to action. The image shows what it looks like to use Milanote. There’s even a quote from a user — all above the fold.
Why It Works: Surfshark opts for a more visual landing page than most, with little text. They know their ideal customer is an internet-savvy person, so they don’t waste time explaining what they do or what a VPN is. They share the huge discount they have to offer and use the image and subheading as a way to show how much this deal rocks. The button with the call to action stands out against the background, and the design is fun and playful.
Why It Works: Dropbox is a well-known and trusted brand, and its headline reflects that. The subheading clarifies why the brand is so popular, and the image shows what it looks like when you sign into your account. The button encourages you to click through and find the plan that works for you. Overall, the page is clear and direct, and they know they have a strong reputation, so they don’t spend time trying to convince potential customers they have something to offer.
After your landing page is live for a while, you’ll likely have some information about traffic and conversions. You can use this data to help you improve your landing page to increase your conversion rate. Before you create a second version of your landing page to run some A/B testing, here are some landing page elements to consider:
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