What is a Landing page 2020 ( Definition ) and how to use it for Digital online marketing

What is a Website Landing Page?

A website landing page is a single web page with a primary call to action typically created in support of a specific campaign or offer. Built with a single goal in mind, website landing pages have a significant emphasis on conversion rate performance. Marketing teams very often conduct extensive conversion experiments on landing pages in order to increase the number of leads or sales generated from these pages.

Marketers use landing pages for a variety of different reasons. But ultimately, their main purpose is to prompt site visitors to take a specific action. A successful landing page will convert your visitors into leads or customers, and connect them to the right people within your company. Having a single focused objective (your primary call to action) is what makes website landing pages your best bet to drive conversions.

Landing Pages vs Website Pages

Some people loosely define landing pages as “a page you land on.” But that could be any page on your website: your homepage, your about page, your product page–literally anything.

Landing pages are built to convert. That’s the main difference between a website landing page and a homepage–and any other page for that matter. Your homepage gives a full overview of what your business does and acts as a launchpad for all other (permanent) pages of your site.

A landing page, on the other hand, is focused on one specific topic and compels visitors to take one specific action. Traffic can come from several different sources like paid ads. And it’s not necessarily meant to be a permanent fixture on your site.

Landing Page Layouts & Formats

Website landing pages have come a long way over the past few years. Let’s consider the three main types you can build today.

Landing Pages with Forms

This is the most common type of website landing page you’ll come across. A traditional landing page uses a lead form to capture your visitor’s information in exchange for the offer being promoted.

This is where companies will request information like name, email, company size, location, budget, website URL, credit card number, mother’s maiden name etc. But seriously, people don’t want to spend time filling out form after form. Less is more here–only ask for the information you really need.

Conversational Landing Pages

Here’s where things get a bit more interesting. Conversational landing pages allow you to engage visitors while they’re live on your page through chatbot software.

You can ask your visitors strategic questions through an interactive bot and guide them to take a specific action. Conversational Landing Pages take up the entire screen–no forms. Just conversations.

This is a great way to have visitors really focus on the conversation you want them to have. You can use conversational landing pages for webinar registrations, demo requests, capturing leads during events, and for showcasing content alongside an interactive bot.

Since the internet has become saturated with B2B companies promoting content, using bot-enabled website landing pages is a great way to stand apart from the competition.

Although these pages are best used as a form replacement, try and steer clear of the usual “form” questions like first name, last name, etc. Instead, focus on creating a frictionless experience and leverage data enrichment to do the dirty work of finding first and last names, and company name after getting a business email.

Traditional Landing Pages with Bots

This third type is a hybrid between traditional website landing pages and Conversational Landing Pages. Instead of ditching all your traditional pages, you can embed a chatbot onto your existing landing page to create a customized chat experience for your site visitors.

This is a great way to engage your visitors and increase the conversion rates on these pages.

Landing Page Best Practices

What makes an effective landing page? Here’s what it takes to drive conversions.

Set A Clearly Defined Goal

Before you start building a new website landing page, consider why you’re creating one in the first place. Set a specific goal. It’s a cliché but it’s true: You can’t score without a goal. You want to ensure your landing page is tied to a business or marketing outcome.

You can’t score without a goal. You want to ensure your landing page is tied to a business or marketing outcome.

Ask yourself what you want your visitors to do, then decide what clear call to action will compel them to do it. Only then can you get to writing and designing a landing page that will motivate your visitors to take the specific action you want them to take.

Write Compelling & Convincing Copy

To be successful, your landing page needs to tell your visitors what they’ll get out of your offer. And that comes down to great copywriting. To write a landing page that converts, speak your buyers’ language. What do they have to win by engaging with you?

7 Tips to Writing Great Landing Page Copy

1) Focus on your buyers

This rule applies to all the copy you write for your business. To write a landing page that converts, speak your buyers’ language. What do they have to win by engaging with you? Think about your buyers’ experience holistically and what happens after they give their contact details.

2) Keep it clear and concise

If you’re not clear, your site visitors won’t spend time trying to figure out what you’re offering. Our attention spans aren’t getting any longer. Edit your landing page until the message is concise and persuasive enough to incite visitors to take action. Kill your darlings–ensure every sentence serves a purpose. If it doesn’t, cut it out.

3) Use action-oriented language

Landing pages are all about taking action. Rather than just informing your visitors, make sure your writing drives action. What does that mean? Start your sentences with verbs (just like this one) and use an active voice to keep visitors engaged.

4) Describe the benefits

No one cares about you. To put it less bluntly, your visitors don’t want to hear about how great your company or product is. Focus on how your offer benefits them, and what problem those benefits solve. Transform your landing page copy by asking yourself “So what?” for every line you write. What’s in it for your buyers? Why should they care?

5) Create a sense of urgency

No need to get overly dramatic here, but creating implied urgency through your copy is one way to encourage your visitors to take action. Test using words like “now,” “today” and “instant” to provoke quick responses. Taking a “stop what you’re doing” approach also works to tell visitors that their current actions are hurting their business.

6) Address potential objections

Anticipate your visitors’ objections and overcome them in your landing page. This persuasive technique shows visitors’ you truly understand them and helps to instill a sense of trust.

7) Use social proof

Using social proof is one of the most powerful ways to boost landing page conversions. Add short testimonials from happy customers or embed social media posts from people that positively reflect your brand to your pages. Combining a sense of urgency with social proof creates a sense of FOMO (fear of missing out) and will prompt your visitors to act fast.

How to Make Your Landing Page Design Pop

How are top companies building and optimizing landing pages today? Discover the latest trends you should know.


Including elements of animation will make your landing page stand out from all your competitors’ static pages. Here’s an example from MailChimp:


Adding videos to your landing pages that explain your product benefits can work wonders to convert more customers. Here’s how PageCloud did it:

Dynamic typography

Custom photography

More and more companies are saying goodbye to cringey stock photography. RIP stock photos (and good riddance). Using authentic, custom photos on your landing pages humanizes your brand. We’re all tired of seeing the same stock photos online so custom photography is like a breath of fresh air for your visitors. Here’s what Airbnb does:

Be consistent

Keep your landing page designs consistent with your brand. Even if the page isn’t a permanent fixture on your website, you want to provide a consistent customer experience across all channels.

Avoid visual clutter

Keep the design simple and include plenty of white space. This helps you draw attention to the most important elements of your landing page.

Remove your site navigation

You want your visitors to take a specific action on your landing page–not get distracted and navigate away. Remove your main navigation menu to avoid killing your conversion rate.

Include videos to illustrate your value proposition

Many companies see a huge jump in conversion rates by adding videos to their landing pages. Videos encourage people to stay on your page longer and increase trust.

Make sure your video has a clear purpose that’s aligned with your landing page goal. You don’t want your video to distract from your CTA–you want it to push people towards a decision.

Include social sharing buttons

This makes it easy for people to spread the landing page love to their personal networks. Why not let your visitors do some of the work for you?

Ensure the page looks great on mobile

Every landing page you create needs to be mobile friendly. Mobile is the #1 way people use the internet today so you want your landing pages to look just as fabulous on mobile as they do on desktop.

Ensure minimal scrolling

This point comes back to keeping your landing page as simple and clear as possible. In traditional landing pages, place your CTA above the fold to ensure your visitors don’t have to scroll for days before converting.

7 Ways to Promote Landing Pages

How do you use landing pages for your business? Let me count the ways…

1. Content Download

Just published a new research report? Created a how-to guide? Use a lead capture landing page to give your site visitors instant access to your latest content in exchange for personal data.

2. Infographics

Have you conducted research and are looking for another way to express your insights outside of a report of white paper? An infographic is a great alternative as people find data visualizations a more interesting way to consume key insights. Metrics on page engagement for these types of pages like social shares and increased time on page are great benefits for SEO.

3. Event or Webinar Registration

Hoping to draw a large audience for your upcoming webinar or live event? Spread the word through a lead generation landing page. You’ll grow your attendance and get more sign-ups.

4. Request a Demo

Do you offer free demos? A well-crafted landing page that compels visitors to give your product a go will help you book more qualified meetings.

5. Product Detail

Launching or promoting a specific product? Use a landing page that outlines the benefits, features, design and testimonials, and prompts visitors to try or buy it. By creating a landing page separate from your main product page, you ensure a strong message match between the ad or link and your landing page.

6. Account-Based Marketing

To take an ABM approach, build a landing page that targets your ideal customers in the messaging. Then use focused paid advertising to reach this niche audience and boost conversions.

7. Email List Opt-In

Get more subscribers to your blog or newsletter by creating a dedicated landing page that prompts people to sign up. Tell people what they can expect and why they don’t want to miss out on your sweet newsletter.

How to Promote Your Landing Page

There are a few different ways you can drive traffic to your landing page. You’ll want to choose your tactics based on your goals and target audience.

Organic social

Promote your landing page through your company and individual employee social media accounts.

Paid social

Direct your visitors to your landing page from a social ad on LinkedIn, Twitter, Facebook or Instagram. This is where message matching is especially important.

Google Adwords

Send paid search traffic directly to your landing page through a PPC campaign.


Include a link to your landing page in emails part of specific workflows, or have your team members add a link in your email signature.

Direct Mail

Using direct mail as part of your account based marketing campaigns can be a great way to bring your offline efforts online. You can make these URLs extremely short by using a customer URL shortener to ease the burden on the user to find your page quickly. You could even consider including a QR code to easily bring the experience online.

Using direct mail as part of your account based marketing campaigns can be a great way to bring your offline efforts online.

Content Syndication

Use third party vendors to promote your content via their promotional vehicles like e-newsletters, promotional email or others.

Landing Page Metrics to Track

How is your landing page performing? Connecting Google Analytics and Facebook Pixel Tracking to your pages makes it easy to track these landing page metrics.

Page views

How many visitors are coming to your landing page? Check your total page views and daily traffic volume to find out. Look for any patterns based on the day and pinpoint what promotion would have triggered any spikes in views.

Remember that not all metrics are equal–page views are worthless if you’re reaching the wrong audience and no one converts.

Remember that not all metrics are equal–page views are worthless if you’re reaching the wrong audience and no one converts.

Traffic source

Where is the traffic coming from? How are visitors finding your landing page? This is a key metric to track because it tells you what is and isn’t working in terms of promotion. Are people coming to your landing page from a blog post CTA? Are social ads getting you the best results? Double down on what’s already working, but remember it’s important to have a diverse number of sources.

Conversion rate

Your landing page isn’t successful if you don’t reach your goal. For traditional landing pages, you can set up Goals in Google Analytics to monitor how many people took action on your page by completing a form or engaging with chat. You track completion rates with Conversational Landing Pages in a similar way and monitor how many visitors converted by providing their email.

Visitor to contact ratio

Are your landing page visitors converting? At the beginning of your campaign, you can set the number of contacts you need, then monitor the number of visitors to stay on the right track. You can track exactly who’s converting on your pages and set up triggers to launch follow-up workflows.

Landing Page Optimization

Once you’ve published your landing page, your work isn’t done. Always be analyzing, iterating and optimizing your page to increase conversions. Here are a few reasons why your landing page might not be performing.

You don’t know who you’re targeting

If you don’t know your target audience in the first place, how can you create a landing page that speaks directly to them? Go back to square one and figure out who you’re speaking to and why. Only then can you send the right message to the right people.

Go back to square one and figure out who you’re speaking to and why. Only then can you send the right message to the right people.

Your form is too long

Gated content and old-school lead forms simply don’t work for all B2B buyers. That doesn’t mean you have to ditch your forms altogether, but try asking fewer questions to help increase conversions.

You have too many options

Do you have more than one CTA on your page? Your secondary CTA might be diluting your main message and detracting people from taking action on your landing page.

Your headline doesn’t grab your visitors’ attention

Your headline is the first thing visitors see on your landing page. So you’ve got to make it count. A specific and succinct benefit-oriented headline can dramatically increase your conversion rate. It always comes back to knowing and focusing on your users.

A specific and succinct benefit-oriented headline can dramatically increase your conversion rate.

You’re missing a human element

You can make your brand more friendly and relatable through the right messaging and visuals. But sometimes, that’s still not enough.

Conversations are the fundamental way humans engage and understand each other. So why don’t we apply that principle to B2B sales and marketing? Making your landing pages conversational by using a chatbot. You can take visitors directly from an ad to a conversation to give them the answers they need now.

You’ve done zero promotion

There are several ways you can get the right people’s eyes on your landing page. But the biggest mistake would be to do zero promotion and just cross your fingers that people will stumble upon it.

You haven’t run any tests

A/B testing CTA button colors for the sake of it won’t get you very far in the long run. But it is important to strategically test specific elements of your landing pages for different segments and campaigns.

Have a clear testing plan and only test one element at a time, like the copy, layout, design or image. Split the traffic evenly between both pages, measure your results, and conduct follow-up tests if needed.

What Makes a Great Landing Page? 7 Strategies to Increase Your Conversions in 2020

You could have the most beautiful landing page in the world . . . but it’d be useless if it didn’t actually convert.

A landing page is any webpage created for conversion. It’s where you want your site visitors to not just land, but also jump off again — to an eBook download, to a sale, to that next point in their customer journey.

Think of a landing page like a trampoline, where your leads quickly spring from Point A to Point B.

But what if they fall flat on their faces?

If leads aren’t filling out the form on your landing page (and are doing the bad kind of bouncing), either:

  • Your offer isn’t good enough.
  • You’re not making it seem good enough.

When you send people to your landing page, you’re asking them to give you their information (and possibly their money) in exchange for something you have — so make it worth their while.

If you’re struggling to generate leads from your website, here are seven proven strategies to increase your landing page conversion.

1. Write a Super-Direct Headline

Your landing page headline needs to be shockingly specific. Readers should know exactly what your page is about within 2.6 seconds of arriving there. That means that not only should your headline be concise (10 to 20 words max), it should also grab readers’ attention immediately.

Don’t be cute. Don’t be clever. Be clear.

Tell your visitors precisely what they should do and why they should do it. Some ways to focus your copy on benefits rather than features include:

  • Start with an action verb.
  • Use “you” language to directly address the reader.
  • Try the “So what?” test.

Your headline should also meet your readers’ expectations. Think about how they’re getting to your landing page. If they found the link in an email, a social media post, and/or another webpage, be sure you’re using similar verbiage throughout.

You don’t want people to click through to your landing page, only to be greeted by an unfamiliar headline. That’s a sure way to get them to click the “back” button.

2. Show Us What You’re Offering

It’s no secret that humans are visual learners. In fact, we process images 60,000 times faster than text.

Especially if you’re offering something physical, you may want to include a relevant image on your landing page. Not only are images fun to look at, they also reinforce your content by showing your product or service in action.

Landing page imagery shouldn’t be limited to stock photos (even those from actually decent stock image websites). Consider these ways to get creative with your landing page images:

  • Try a short video (which can increase your conversion rate by 80%!).
  • Make use of color theory.
  • Use the concept of eye direction to point models’ faces toward your call-to-action (CTA).

Be careful not to overwhelm your page with visuals. Never use more than one hero image, especially above the fold — and even that might be too much. If an image doesn’t make sense for your offer or will cause your page to look cluttered, you’re better off with a clean, text-only landing page.

3. Cut Out All Distractions

By the time someone reaches your landing page, they should be at least somewhat familiar with your business and what you’re about to offer. That means you don’t need to waste space on top-of-the-funnel stuff, like company descriptions, links to blog posts, or even — dare we say — site navigation bars.

By removing your main navigation bars (i.e. the links in your site header and footer), you remove the risk of distraction. You don’t want visitors clicking away from this page — you want them clicking your CTA button!

Removing navigational links is proven to increase conversions by as much as 100%. But that doesn’t mean you should remove all links on your landing page. You want to keep your logo on every page of your site, linking back to your home page — it’s considered a common courtesy in user experience.

Navigation bars aren’t the only threats of distraction. Here are a few other ways to keep your readers’ attention on your landing page offer:

  • Remove any sidebars or social sharing links.
  • Condense your copy (aim for fewer than 500 words for specific sign-up pages).
  • Stick to one main topic per landing page.

Your goal in creating a landing page is simple: get people to fill out your form. Don’t jeopardize that by giving users any reason to leave your page.

Give users a reason to visit your page instead. Download our free eBook to learn how!

[eBook] Web Content for Auto Dealers

4. Keep Form Fields to the Absolute Minimum

Only 3% of users will fill out four fields on a contact form.

People are skeptical (and stubborn). If you ask for too much information on your landing page, they just aren’t going to give it to you.

After all, your users hold the cards here. It’s up to them to decide whether they want to show you their hand.

So make it easy on them. Ask for only the form fields you truly need. If you don’t actually make sales calls or don’t really care where someone lives, don’t ask for their phone number or city. And certainly don’t make fields “required” if they aren’t.

To figure out what form fields to include on your landing page, first identify the part of the sales funnel you’re trying to target. If you’re casting a wide net with, say, a blog subscription page, you may need only one field. If you’re seeking a specific sect of people, you can include more fields, knowing you’ll get fewer (yet more qualified) form submissions.

Here’s a rough list of form fields you can expect to include on various types of landing pages:

  • Top-of-the-funnel landing pages: Email address and maybe first name.
  • Middle-of-the-funnel landing pages: First name, last name, email address, and one or two other relevant fields (max).
  • Bottom-of-the-funnel landing pages: All the above fields and a select few others (such as company name, company size, website URL, or marketing goals) that will help you segment your audience.

Consider creative ways to format your form. Instead of making every field a plain text box, try other field types, like dropdown menus or checkboxes. Along with adding visual interest, these alternative field types make it quicker for users to fill out the form, since they don’t have to type as much.

Another way to make your form easier to fill out is by including progressive fields, which change depending on what you already know about the form submitter.

For instance, if Joe Shmoe is already in your contact database, the next form he sees wouldn’t ask for his first and last name, but rather his job role or industry. You’ll need a marketing automation software to use smart content like this, but if you truly want qualified leads, it’s worth the investment.

Learn more about marketing automation by watching our on-demand webinar!

[Webinar] Use Marketing Automation to Align Your Sales and Marketing Teams

5. Optimize that CTA Button!

So small, yet so powerful. Make sure your call-to-action (CTA) button is shouldering the work it should.

After all, the CTA is theoretically the only link you want users to click — so make it count!

It’s easy to get caught up in the design of your landing page CTA, but don’t forget the importance of the text itself. Many marketers fall back on the default “Submit,” but that’s actually about the worst copy you could write. “Submit” is not only not descriptive, it’s also not desirable. (Who wants to submit to anything?)

Instead, use power words, like “Create,” “Discover,” or “Upgrade,” to evoke a more emotional response in your users.

Here are a few other best practices for landing page CTAs:

  • Keep it above the fold.
  • Ensure it actually looks like a button (perhaps using hover effects).
  • Make it stand out from the rest of the page (with a large size and contrasting colors).

No matter what, your landing page CTA should convey a sense of urgency. That doesn’t mean shouting “DO THIS NOW!!” at your visitors. It means being direct, using first-person speech, and just generally emphasizing the importance of clicking on the CTA.

If your CTA doesn’t excite you, it certainly won’t excite your visitors.

6. Back Your Claims with Social Proof

You’re more likely to buy something (or buy into something) if it’s trusted by a person you trust. Right?

Don’t expect that your company reputation simply “speaks for itself.” Allow your customers to do the speaking for you in the form of social proof on your landing page.

Social proof is basically what happens when we assume the behavior of those around us, especially “influencers” in our community. When used in marketing, social proof is described by CXL as:

“Essentially, it’s borrowing third-party influence to sway potential customers.”

That might sound sketchy, but as long as those third parties are honest, there’s nothing wrong with using their opinions to help sell your product or service. You’d be foolish not to!

Here are some ways to leverage social proof on your landing page:

  • Include quotes, testimonials, and/or reviews.
  • Embed social media posts from happy customers.
  • Use stats to your advantage (number of downloads, percentage of repeat customers, etc).

Another way to build trust with your audience is to offer some sort of “guarantee” on your landing page. Even the word itself can increase conversion!

Basically, it all comes down to making sure leads know that you — and your customers — stand behind your product or service.

7. Ask an Outsider

In the end, you could have a landing page you love, but if no one else does, it’s essentially worthless. That’s why it’s critical to research the effectiveness of your landing page.

Of course, you should do extensive testing and editing within your own company. But often, the best editors are outside your office.

For the most objective opinions, consult the following resources for landing page design:

  • People who fit your buyer personas: Try to enlist people who were previously unfamiliar with your company, as they’ll have the most unbiased perspective.
  • Website testing tools: Use software like Crazy Egg to see heat maps and other reports of how people are actually using your site (not just how you hope they’re using it).
  • Other (well-designed) landing pages: Don’t be afraid to seek inspiration from other landing pages you like. After all, we all learn by example.

Oh, and did we mention A/B testing your landing pages? Split testing is a huge piece of any marketing strategy, especially one as important as a landing page. Watch our on-demand webinar to learn our best strategies for content testing.

[Webinar] Become a Marketing Scientist: How to Improve Your Results with Content Testing

We can’t stress enough the importance of content testing. From minor tests (like the color of your CTA button) to major tests (like the length or format of your entire page), A/B testing is the only true way to measure — and improve — your landing page conversion rate.

Ready to Rock Your Next Landing Page?

With these proven landing page conversion strategies, you should be ready to jump right in!

. . . But if you’re not, that’s okay too. Landing page design is trickier than it looks. It takes a lot of work to not only optimize one landing page, but also integrate that page into your overall digital marketing strategy.

Landing Page Examples: 21 Best Examples From Real Companies To Steal Today

I have the perfect mix of landing page examples to help you turn traffic into sales.

Remember that a landing page has only one purpose as a page. So, when you think that it’s time to cram everything in because “THEY NEED TO KNOW!”, don’t.

You only need to have a single call-to-action, such as “sign up for our newsletter”, “request a live demo”, “sign up for a free trial”.

Real Estate landing page examples

1. Zoopla Landing Page Example

Realtors can design a landing page for their prospects.

Lead generation remains quite important, even with an ever-growing demand for real estate in major cities.

Whether you are collecting leads through your own dedicated website or through a property search platform such as Zoopla, you want to keep things simple: get that email, Linda!

An orange call-to-action button draws all the attention on the, arguably, minimal right-hand side of the page.

2. Berkshire Hathaway Landing Page Example

I’ve kept my favorite one last. Yes, there are some great real estate landing pages out there. Like the Zoopla one we saw in the beginning. But, as far as I’ve searched, this one takes the cake.

Isn’t this the house you’ve been looking for your whole life? Isn’t this search bar the simplest and most practical one you’ve ever come across? Doesn’t this Berskhire Hathaway page invite you to get down to business the moment you lay eyes on it? Mission accomplished!

Ecommerce landing page examples

3. Urban Outfitters Landing Page Example

Here is a great way to differentiate your fashion brand and boost user engagement: start a loyalty program!

In one of my favorite ecommerce landing page examples, Urban Outfitters prompts its shoppers and potential customers to subscribe to their rewards program.

Essentially, users are expected to create an account, after they’ve been given a quick overview of the benefits involved (see 1 through 4).

Even to someone with a short attention span like myself, there is only a single action to take; sign up.4

4. OUAI Landing Page Example

Here’s what I did; I searched for “hair styling products for curly hair” and I got a bunch of results, listicle articles from magazines and bloggers, primarily.

So when I dug a little deeper, I came across this landing page, which does not appear on the top menu of the website (see below):

This page is so targeted that makes a curly-haired girl like moi feel included and catered to!

And MAY I SAY how I loved, loved, LOVED that the popup on this OUAI page features a woman with curly hair (see below)?

That’s the kind of harmony I need in my life!

5. Haruki Murakami Landing Page Example

OK, ok, relax, it’s nothing. It’s only that one of the best contemporary authors also offers one of the best book landing page examples of 2019.

First you create an atmosphere that matches your writing style.

Then you offer an interesting quote from your book.

Last but not least, you show some great reviews on your book.

And you’re done! In other words, let your book talk about it itself. Simple as that!

6. Halsey Landing Page Example

I thought I should include an example from as many industries as possible, so here goes one for the musicians (struggling and not) reading this.


Now, on a side note, did you know you could start building your fanbase with email marketing, notifying your fans of your release dates, tour dates, causes you are supporting, collaborations you are working on, and other exclusive content?

Well, here is one more thing you can do! Create multiple landing pages to do any of the above or sell your own merchandise.

Here’s an email I got from Halsey’s marketing team the other day, reminding me I can pre-order my vinyl for her latest hit “Without Me” and prompting me to check out the official Halsey store.

Which I totally did, and it’s something between a landing page and an eshop, even though it’s still on pre-order.

I like how minimal this is and how the user’s attention is drawn to the product at hand.

SaaS Landing Page Examples

7. Slack Landing Page Example

I’ve always loved the landing pages on slack! In fact, I’ve been looking for the previous version, too, which I liked so so much, but couldn’t find it.

Of course, it didn’t compare to how clean and relaxing even (!) the current landing page is.

A compact, three-line long tagline, followed by a short description of the service offered, and an email signup form.

That’s all it takes to enter the world of productivity!

8. Salesforce Landing Page Example

What other way is there to show you are confident about the awesomeness of your product or service than offer it for free for 30 days?

Attracting customers with free trials are a brand’s best way to declare fabulosity, and we, at Moosend, should know.

Even though it has a plethora of landing pages to choose from, to me this Salesforce page is one of the best product landing pages examples. Because apparently, lead generation is quite central to them, isn’t it?

All of their landing pages follow the same pattern as you can see.

What I really like about their landing pages is that they are on-brand and almost iconic.

Headings vary, describing the offering and on the right-hand side they offer, while the signup form is identical:

By the way, as I was taking screenshots of these pages and all, I noticed that the exit-intent popups of the pages feature different copy:

This could mean that Salesforce is A/B testing their popups, either in terms of image size (notice the zoomed-in version on the right?) or in terms of CTA.

9. Zendesk Landing Page Example

Zendesk offers of the most beautiful website landing page examples.

Although it is not exactly designed on-brand (the brand colors vary considerably), it remains SO pleasing to the eye.

By adding a simple Yes/No button, every one-off demo booking can turn into an ongoing relationship with your brand via newsletter. Smart!

10. Moosend Landing Page Example

You probably already know that there is an amazing AI tool that helps you improve your subject lines for free, right?

It so happens that we published it and we are very proud to share it with our users!

Yes, back to the landing page! Offering this service for free enables visitors to become acquainted with the quality of our service.

At the same time, thanks to Refine being closely associated with our offering (Email Marketing and Automation), it increases our authority over the competition.

Last, users are prompted to sign up to our newsletter either via popup or via a signup form on the page.

11. Cascade Landing Page Example

I’ve seen my fair share of “book a demo” landing pages but this one I liked because it allowed you to choose your time zone.

So, whether you are having cronuts in the America or find yourself riding a wave in Australia you get to book a date, and pre-select the time you have available for the appointment (or your estimate for your level of familiarity with the service).

I also think it is a nice touch that there is a section outlining what one should expect for the demo.

This really helps manage expectations and avoid overpromising or dealing with under-delivery effects.

12. Wrike Landing Page Example

Another whimsical way to use landing pages for lead generation is to offer free ebook downloads.

Offering free content in exchange for an email address is one of the greatest lead magnets ever known to marketers.

Trust me, they are worth all the extra work on your part.

In this case, we see Wrike’s ebook on High-performance tips for marketers. This will certainly resonate with a lot of marketing professionals with leadership potential and will quickly garner a handful of leads for Wrike!

One of the parts I like best here is the choice of color; white draws attention to the book and matches the custom fields waiting to be filled.

13. Invision Landing Page Example

Think about the effort that goes into designing, organizing, and launching a webinar.

You can’t afford all this time and energy to go to waste or half-perform.

You need it to succeed.

And, what they say is true, first impressions matter.

There is no other way to make a lasting good impression when you present your webinar than with a good landing page.

I really like what Invision came up with for their design talk. It’s compelling, spot-on, and minimal.

That’s why I consider it as one of the best webinar landing page examples. And app landing page examples too, if I may add. Last, they get extra points for changing their CTA to “Unlock” — nice touch!

14. Matchpool Landing Page Example

This one I dragged out of my “best landing page exampes 2018” because it was so good I couldn’t keep it for myself.

The landing page design is fresh and lively, giving you a sense of super modern community you want to join.

Whatsmore, straight to the point and direct, Matchpool‘s headline is confident and self-explanatory at the same time, all because the brand know exactly who it refers to.

Travel Landing Page Examples

15. Eurowings Landing Page Examples

This one took me a little while to discover, but as soon as I googled for “flights to Naples low cost” this Eurowings landing page came up. And it’s one of the most beatiful travel landing page examples!

This is a landing page dedicated to inspiring travelers-to-be to experience the culture of Naples, providing further information on the destination.

And there, right at the heart of the landing page, against a darker background, there is a white CTA button which, like a Siren, is prompting the user to: Book low cost flights.

16. African Overland Tours Landing Page Example

Now here is a different approach on travel landing page design.

I only wish I could add music on my posts since this is the way African Overland Tours welcome you on their website. But, you can always check it yourself

So, music is the first thing I loved on this one. But there’s more to it. The “95% of travelers recommend” box on the right of the page, the “need help picking a trip” box at the bottom and of course the option to watch a video of what is is like discovering Africa. I mean, what better way to get you craving for a trip?

Blog Landing Page Examples

17. Amy Porterfield Landing Page Example

Have you noticed how Instagram is now serving an ad after you’ve tapped past the first story on your Instagram account?

Well, this is the one I got just minutes earlier, so I thought I should share with you how Instagram story ads can lead to a landing page and drive conversions.

This is the ad I came across about the Free Masterclass of the influencer.

The call to action is “Reserve my seat” but, upon clicking we are driven to a landing page which provides more information about the what and the how of the masterclass.

Users are required to pledge their passion to reserve their seat by clicking “Reserve” for a second time (I could have done with a different call to action here, maybe).

Last, a quick registration process follows and the future learner only needs to choose their attendance date.

18. Copyblogger Landing Page Example

Not only is Copyblogger one of the best blog examples out there but I also love its page layout design.

This is the landing page you get after you confirm your newsletter subscription.

With a simple, yet elegant and informative landing page, Copyblogger shows its cards from the very beginning so you know what you’re in for from now on. Additionaly, the discreet CTA (love the way they call it “a little brain bomb”) takes you to one of their best blog posts to get you started the right way.

19. Entepreneur Landing Page Example

In the case of Entrepreneur.com, a Facebook user is presented with a value-for-money proposition: getting access to almost 1 day and a half of content in order to get social media certified for less than $20 seems like an honorable deal.

When clicking the ad, the user is transferred to a page describing the benefits and profit-making in social media while smartphone penetration is soaring.

It appears to be just another article until, right before the end, there is a link leading to the checkout page:

As soon as you click that link, you get to the original image with the Add To Cart button.

Online Classes Landing Page Examples

20. Masterclass Landing Page Example

How do you leverage a Facebook ad and your landing page?

Remember the red thread we talked about at the beginning of this article?

It’s like we are creating a visual chain:

The Facebook ad shows the offering and the caption describes the benefit for the user.

Clicking the link the user is taken to a landing page where they can find out more about the offer at hand or similar offers.

In the example of Masterclass, I got Dominique Ansel, the famous baker, because I had watched the entire video clip and the poor man has been following me around Facebook, begging me to allow him to teach me his madeleine biscuits, which would go down faster than popcorn, if I may add.

Then, I am presented with two options (really the same): either take the class or gift it to a friend. And then, I am prompted to enter my credit card details.

And, may I say, adding a video to your landing page brings your landing page to life.

Bonus Landing Page Examples

21. Lintense Landing Page Example

Another landing page example that I cannot hide from you is Lintense Landing Page. It has a unique selling proposition.

What does it mean to you? You can set your service or goods apart from others.

Its modern presentation of social proof is something that will make your services more persuasive. If you want them to convert, make sure to show that others have already done that.

By the way, I should also mention a quick registration process. It has the same importance as creating an attractive headline and a super-remarkable list of benefits.

What landing page stats teach us

Now that you’ve whet your appetite with some great best landing page examples, let’s move on to the numbers just to make sure you don’t postpone this for tomorrow!

  1. Did you know that business websites with 10+ landing pages get more than 50% more conversions compared to websites with fewer than 10 landing pages?
  2. If you have more than 40 landing pages (talk about targeting!), your business is expected to enjoy an increase in conversions of over 500%, especially if you are a B2B.

Practically, these stats show us that the more landing pages we have, the more likely we are to exceed your sales target.

This makes perfect sense because if you have many landing pages, you cater to more segments.

Essentially, you get a chance to laser-target your audience every time and present smaller audiences with the benefits they are interested in.

For instance, you can get truly niche with your primary and secondary buyer personas.

This also helps you with exploring the potential of other audiences; simply put up a few variations of the same landing page, adjust the copy, and then run ads and A/B tests.

See which one performs better and scale your actions. If you need more control over these actions, you are going to love these marketing calendar worksheets for your marketing plan.

Landing pages: what NOT to do

Suppose you are on Facebook and see an ad about 30% off on hair styling products and click.

Naturally, you expect to land on a page where the hero image reads “30% off hair styling products”.

If instead, there are just hair styling products without the “30% off” tag or just plain cosmetic products, you will experience a feeling of dissonance.

By agreeing to click on the link you expressed your desire to find out more about styling products on offer.

Now, arriving at a page that is not optimized for the ad it got the lead-in from takes its toll on your reliability as a brand.

Keeping your promises should permeate your branding, user experience, everything about you.

But this is real life, not just a blog post describing ideal situations.

In other words, I totally understand that having to design a landing page every time takes the spontaneity out of creating an ad on the spot for the pain at hand.

So, if it’s the end of the month and you are still struggling with your KPIs, your blog registrations, your monthly sales target, your live demo bookings, or your user engagement rates, you just need to take action. And hopefully, the above landing page examples will help

And a little-big landing page tip

Don’t compromise on your monthly targets which, in the long run, could hurt your professional reputation and your self-esteem or even create tension within your team.

Try to take as much out of the process yourself, leaving little to be done by the design team.

In other words, write down what needs to be on the landing page and where.

For example, for a 404 landing page, you need your logo and a 404 designed on-brand.

But what if you made a landing page that was more than just 404?

I just typed “hi” at the end of the Starbucks website URL to get this.

What I love about the Starbucks 404 landing page below is that it is not a dead-end landing page:

Note how there is a list of possible causes listed at the top, which could be very helpful for older audiences.

Then, there is a list of actions the user can take with direct links to the home page or the site map.

These guide the user into taking another action so that they don’t quit on a negative note.

Also, there is an option to contact Starbucks via a contact form.

Last, we see a signup form to join their email list.

Judging from the design of the page, the 404 landing page has more than one call-to-action but, I believe that the primary one is that of the newsletter subscription.

The rest are like the branches of the tree to help direct users who lost their way.

Landing page copy

High coverting landing pages thrive in that they offer targeted information on a single topic. Right.

To design and implement the perfect landing page you need to align your copy with it.

Better yet, your landing page copy needs to be an integral part of your landing page design; this will build a stronger association in users’ minds.

Imagine this as a circle where your tagline meets your copy meets the creative of the banner ad meets the creative of the landing page meets your tagline.

So, before you ping the task over or asana/trello/slack your designer(s), send them a list of copy ideas.

Copy is central to designing the best landing page, because it sets the focal point.

Plus, doing so will give your design team plenty of time to draft ideas and draw some inspiration online.

Within 10 to 30 minutes, you should be able to arrange a quick meeting to create landing pages which build on the copy or creative of the ad or banner that leads users to them.

For example, suppose you are to publish a gif banner.

Let’s say that the copy of the banner is “Is your hair dry and thin?”(1st slide)- “It doesn’t have to be this way.” (2nd slide)- “All you have to do is ask.”(3rd slide)

This is where your taglines come into play.

If your tagline is, say, “The hair genie” then you should bake that in the banner ad.

Following this, the landing page could feature a genie in a bottle. Or wishes in the form of doodles. Or different hairstyles doodles of healthy, beautiful hair.

Now, on your part as a Marketing expert, you should make sure that the content and everything that goes into the page is readily provided.

It’s amazing what this little preparation time can do for your creatives’ results!

Landing page checklist

It goes without saying that the landing page copy and landing page visuals play a cardinal role in the success of a page.


I almost left that out, because I think it’s SO basic that everyone does that.

But, yeah, don’t forget to design a landing page that is optimized for all device types.

It’s not cool to lose leads because your landing page is not mobile or tablet responsive.

Not cool at all.


Essentially, we are trying to establish a governing principle among your tagline-copy-banner-landing page; a “fil rouge”, so to speak.

These components should all be on-brand; copy, imagery, style, colors, everything should exude your branding and brand personality.

It should create a story in the brains of the consumers so natural and flowy, that it shouldn’t even feel like they are being stalled with another click, rather that they are turning the page of their favorite book.


When designing your landing page, you must consider the user journey.

In other words, think of the type of banner your users came through: was it a remarketing banner? Was it first-time visitors? Or maybe they were multiple-time visitors but no conversion?

In every case, make sure that each of the respective landing pages comes with its own targeted, unique copy.

In a nutshell: How to use landing pages for your business

  1. Repurpose content you already have to create an ebook, pdf, quotes for users to download.
  2. Create multiple versions of the same content to appeal to different customers. Improve your targeting, that is.
  3. A/B test a variety of offers and see which best resonates with your audience.
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