21 Landing Page Examples That Convert

A great landing page will help users convert, whether that means making sales or generating leads. Read on for awesome landing page examples, plus pro tips from digital marketing experts.

From FAQ sections to customer reviews, a lot goes into creating effective landing pages for your business.

Once you’ve written out your marketing strategy and perfected your SEO, it’s time to get writing — but where do you even start?

We’ll go over some best practices, including tips from eight growth marketing experts. We’ve also got 21 fabulous landing page examples that showcase how to achieve higher landing page conversion rates and much more.

Let’s touch down.

What makes a landing page effective?

A successful landing page is an effective landing page, no matter what that looks like. Before we share our landing page examples, let’s get into some details.

Important elements to include in your landing page:

Headline

A compelling headline should not only snatch readers’ attention, it should also clearly communicate the benefit or offer.

If you can, take the time to come up with 5-15 potential headline ideas, and be sure to research the search engine results page (SERP) to see what your competitors are doing as well.

Concise content

Your landing page copy should be clear, persuasive, and succinct. One of our favorite approaches to this is the ol’ copywriting classic: Problem, Agitate, Solution (or, PAS, if we’re friends).

Here’s how it works:

1. Identify the problem (that your product or service can solve)
2. Get to the heart of that problem through agitation (pour some salt in that wound you just opened up)
3. Offer up your solution (aka your call to action or CTA)

Clear CTA

This is crucial for guiding visitors toward the desired outcome. Your CTA should be clear, compelling, and prominently featured on the page — generally above the fold.

One best practice is to use action-oriented language and create a sense of urgency (or exclusivity) to encourage readers to take action.

Visually appealing design

When someone queries on a search engine, clicks a PPC ad, and gets on your landing page, the last thing you want to do is make it difficult for them to complete the CTA.

Don’t have an in-house design team? Use a landing page template instead.

Minimal distractions

This one ties in with having an appealing design. Be wary of making your landing page too busy.

Keeping your message clear and your page minimal helps keep visitors focused on your desired outcome.

Mobile responsiveness

With the ever-increasing use of mobile devices, it’s vital that your landing page be mobile-friendly and responsive.

Ensure your page loads quickly on mobile devices and is optimized for different screen sizes.

Accessible design

“Addressing accessibility and optimizing a landing page go hand-in-hand,” says marketing and accessibility professional Blake Steinecke.

“By following simple tips like using a logical heading hierarchy, high-contrast CTA buttons, labeled links and buttons, white space, and alt text in images, you can improve accessibility and drop the bounce rate of users with disabilities.”

Trust indicators

Including “trust signals” such as testimonials, reviews, client logos, or any relevant certifications can help build credibility with readers. It reassures folks that your offer is legitimate and worth considering.

Here’s an example from our own site:

Top 21 landing page examples:

Ready to see some effective landing pages in action? Here are 21 examples that take the cake:

1. Aerie
2. ZAG Technological Services
3. RiptGear
4. Foothills Physical Therapy
5. Spectrm
6. Hoosier Crane
7. Winc
8. Triaxiom Security
9. HelloFresh
10. Peppermint
11. DSA Signage
12. PESI
13. Midwest Sea Salt
14. Trinity Home Capitol
15. Law Champs
16. Insense
17. Rize
18. Ramp
19. Crunch Fitness
20. HOMER
21. Ling

1. Aerie

(Image: Aerie)

Aerie’s active, lounge, and swimwear landing page example is a case study of the adage “less is more”. Their landing pages show diverse bodies wearing their brand in the wild, inviting readers to easily picture how their pieces might fit into their everyday lives. The headline offers a value proposition to their customers: a sweet sweet sale.

Some ecommerce sites will up the ante with a sale countdown, which is an excellent motivator for shoppers to “buy now” so they don’t miss out.

This example showcases several elements of a good landing page, including succinct, informative content, a clear call to action (CTA), and relevant visuals.

Vertical: Ecommerce

Goal: Driving sales

Why it works: Who doesn’t love a good sale? The prominent “50% off” header paired with an image of swimsuit options strikes a perfect balance of “show, don’t tell” that will entice users to browse.

2. ZAG Technological Services

(Image: ZAG Technological Services)

ZAG’s group of IT experts provides industry-trusted solutions for technology compliance audits. It’s no secret that SaaS marketing is no walk in the park, so creating an effective, easy-to-follow landing page in this space can certainly be a challenge.

Tech compliance is a complex topic, and ZAG breaks it down to cleanly show what types of IT compliance and regulations they cover and how they get you there. Notice that they sprinkle their CTAs throughout, giving readers plenty of opportunities to continue down the funnel.

Vertical: IT

Goal: Lead generation

Why it works: ZAG hit the mark with this landing page example. The design is clean and distraction-free, the copy is concise yet informative, and the information flows nicely. Plus, multiple CTAs give the reader lots of chances to opt in.

3. RiptGear

(Image: Ript Gear)

RiptGear is an ecommerce brand focused on support and recovery gear for all you gym sharks out there.

Their most popular products include compression braces for knees, backs, and elbows, all designed to stand the test of time (and be worn all day long).

Further down the page, RiptGear features CTAs to shop by category and offers customer testimonials. Brand reviews are huge for ecommerce businesses, as they help to establish trust and authority with your target audience.

(Image: RiptGear)

Vertical: Ecommerce

Goal: Engagement, conversions

Why it works: The focus on customer satisfaction shows that this is a brand that cares. With a target audience that likely includes lots of folks recovering from injury, this emotional angle goes a long way toward building a loyal customer base.

4. Foothills Physical Therapy

(Image: Foothills Physical Therapy)

Foothills Physical Therapy shows its therapy solutions right off the bat with a minimalist design and awesome copy that conveys both their trustworthiness and expertise. Contrasting colors make it easy to read and guide the reader to their form CTA nicely.

Vertical: Healthcare

Goal: Appointment bookings

Why it works: The real star on this landing page is the copy. The first paragraph shows that Foothills serves a wide range of clients from athletes to office workers, giving the page a welcoming feel that’s sure to keep readers scrolling.

This page relies on conveying the business as trustworthy, which is essential to the healthcare industry.

5. Spectrm

(Image: Spectrm)

B2B marketing is a unique beast. When you’re speaking to businesses rather than consumers, you need to leverage the right language. This landing page example from Spectrm is an excellent example of B2B content.

Vertical: SaaS/B2B

Goal: Book demos

Why it works: Right away, the B2B language in the headline is great: “Optimize Your Funnel with Facebook Chatbots”. From there, Spectrm launches into the benefits (and relative ease) of creating these chatbots as well as featuring a prominent CTA to book a demo.

Spectrm also builds trust and authority by showcasing big-name clients and customer testimonials right on the page.

6. Hoosier Crane

(Image: Hoosier Cranes)

Audiences for industrial goods are a very niche group, and an effective landing page example in this space should reflect that fact. Hoosier Crane knows how to do it right.

This top section outlines a few different types of cranes on offer, notably without going into too much detail, as the target audience is equipment-savvy.

The color scheme is easy on the eyes, and the images add value to the user by clearly showing the equipment.

(Image: Hoosier Crane)

As we scroll down the mobile-friendly page, we get into the services that Hoosier Crane offers. These are clearly outlined in east-to-read text boxes that give a short summary of what you can expect when you work with this business. Once again, the clean interface and layout keep you scrolling, and the CTAs guide us further into the site for more information.

Vertical: Industrial

Goal: Lead generation

Why it works: This is a case study in clean design informative copy that keeps users on-page, giving them vital information without overwhelming them with industry buzzwords or too many complicated extras. CTA buttons are clear and easy to see, and we get a good overview of the business and its benefits to potential customers.

7. Winc

(Image: Winc Wine Club)

Winc is an online wine club where customers can either hand-pick delicious wines or take a quiz to discover new blends that suit their palettes – and get them delivered straight to their doors.

This page is a strong example of how to stand out in an otherwise crowded digital marketplace. The headline offers a distinct value proposition: Like a traditional wine club but modernized. Simple graphics let the copy do the talking.

Too much flash and too little substance can be unclear (not to mention affect conversions), but when you strike the right balance between minimalist web design and appealing copy, you’ll find that your landing page stands out in the best possible way.

Vertical: Ecommerce

Goal: Sign-ups

Why it works: The black CTA buttons against a bright background guide readers right to the good stuff.

Concise copy and minimalist design give this page a clean look, and the addition of those trust indicators in blue lets folks know that this is a service worth trying.

8. Triaxiom Security

(Image: Triaxiom Security)

A good lead capture page can be a tough balance to strike, and this landing page example from Triaxiom Security does the trick.

Cybersecurity is a hot topic in today’s digital landscape, and this page gets right to the meat of what potential customers want and need.

The headline is short and sweet, and the small paragraph below expresses what a penetration test is and why it’s important.

Vertical: Cybersecurity

Goal: Lead generation

Why it works: The lead gen form is prominent on this page, and also short – meaning folks are much more likely to complete it and send it off.

They’re also offering a direct benefit to filling out the form with the CTA: “Request a Free Quote.” Simply gorgeous.

9. HelloFresh

(Image: HelloFresh)

If you’ve ever listened to a podcast, you’ve probably heard of HelloFresh. This meal kit delivery system is very on-trend and convenient.

However, because this idea is so trendy, there are a lot of these services out there right now – so how does HelloFresh make theirs stand out?

(Image: HelloFresh)

We see that there are multiple plan options and that they cater to different diets. Whether you’re vegan, vegetarian, trying keto, etc., there are tons of recipes available for you to try.

This landing page conveys all of that information succinctly. Pictures are huge here, of course, when it comes to food we tend to “eat” with our eyes first and our stomachs second.

Specialized photography isn’t required for landing pages, but it certainly packs a punch when trying to convey your product or service in an appetizing way.

Vertical: Ecommerce

Goal: Gain subscribers

Why it works: The copy here is delicious (sorry for all the food puns) but the emphasis on options, one-pot meals, and all-around convenience make for a thorough homepage.

10. Peppermint

(Image: peppermint)

Peppermint is a service that offers a “more affordable way to 401k”. Aimed at helping small businesses offload retirement plan management, their SaaS company certainly has a niche audience to cater to – and we think they nail it.

This landing page example by peppermint is an excellent example of explaining a SaaS business model to an audience without dumbing it down.

SaaS audiences are already super-savvy, so chances are you won’t need to go over the basics on your landing page. The main goal of this page is to summarize the product or service, address how it would solve potential problems, and outline what the benefits are to the users.

Let’s take a look at peppermint’s mobile landing page to see how they accomplish this.

(Image: peppermint)

This page template is stunning in its simplicity. The color palette is on-brand, easy to read, and makes for a gorgeously cohesive web page that leads readers all the way through.

Moving further down, we see a brief set of questions the target audience may have. This service is aimed at engaging small business HR professionals, so you’ll see a quick breakdown of what a Pooled Employer Plan is and why peppermint is a good choice.

Scrolling down the rest of the page, peppermint explains their SaaS service to a traditional 401k.

(Image: peppermint)

This section is the true star of the landing page, expertly outlining the service’s benefits to its customers.

Vertical: SaaS

Goal: Gain new clients

Why it works: Highlighting your service’s features as benefits to the customer is a cornerstone of proper SaaS writing. Peppermint’s clean, simplistic style paired with a friendly and informative brand voice hits the nail right on the head.

11. DSA Signage

(Image: DSA Signage)

This unique service creates sleek, custom signage that’ll instantly elevate your brick-and-mortar store. With an eye-catching homepage that gets right to the point, DSA Signage has all the elements to bring in stellar conversion rates.

Simple, clean, and informative, the reader is introduced to DSA Signage with a list of top benefits along with two different calls to action to get the ball rolling.

We love the option here to either request a quote or start a conversation because it gives choices for any reader, no matter which stage of the sales funnel they’re in.

(Image: DSA Signage)

Further down, we have an excellent use of white space that makes the bright colors and copy of the top features front and center.

Vertical: B2B sales

Goal: Gain new clients

Why it works: Prominent call-to-action buttons paired with simple copy and select images of their products make for a great landing page example. The reader gets just enough information and keeps them wanting more.

12. PESI

(Image: PESI)

The #1 thing you want to take into account when creating your landing page is: Who is your target audience?

The answer to this question will determine pretty much everything about your page from the tone of your copy to landing page design.

The target audience for this landing page example by PESI is speaking to mental health professionals looking to offer telehealth services. Let’s see how they did it.

Professionals searching for continuing education classes are likely ready to get started right away, so the CTA that PESI offers, “register now” is sure to translate into a high-converting landing page.

On top of that, we see that PESI courses offer both certifications and continuing education credits to suit user’s needs. This method is also effective to get signups for webinars or other online events (especially if you advertise on LinkedIn).

The use of testimonials here is an excellent way to build trust and authority with potential clients.

Vertical: Education, healthcare

Goal: Course registration

Why it works: This page is all substance, no fluff. The headline is specific and succinct so readers know exactly what information they’ll find, and once again the use of whitespace guides your eye directly to those call-to-action buttons.

13. Midwest Sea Salt

(Image: Midwest Sea Salt)

If you’re looking for inspo when it comes to beefing up your email list, we suggest taking a leaf from Midwest Sea Salt’s book.

Midwest Sea Salt’s target audience is a group of folks who love a good, quality skincare routine so much that they’ve created their own.

This service helps small business owners in the bath & body industry package and label their products, so they’ve got to make sure they’re seen as a trustworthy and authoritative voice. Just take it from their subheading: they do it all.

Their signup form offers their latest pricing list in exchange for some contact information, which is an excellent freebie to offer SMB professionals.

Vertical: B2B

Goal: Expand email list

Why it works: The page copy, including searchable terms like “high-quality bath & body products,” is sure to bring the perfect audience to this landing page example. Pair this with a spa-worthy landing page design and Midwest Sea Salt has a recipe for success.

14. Trinity Home Capitol

(Image: Trinity Home)

Trinity Home Capital shows off a bunch of best practices on this landing page example. This real estate investor loan service provider speaks to a niche group of savvy home sellers in a language they know and that’s easy to understand.

Time to break down a couple of those page elements and see how they work.

At the top of the page, we see bullet points listing trust indicators that showcase why the audience should choose this service: 25 years of experience, past work with B2B and B2C, and the most competitive rates.

Having this right at the top of the landing page is a great incentive for readers to keep scrolling to find out more, click that call to action button, or call the phone number.

After a quick history, we get another bulleted list of client benefits, followed by another well-placed CTA to apply for a loan.

My personal favorite section is the red box that says, “Our Commitment to a Solution.” If you’re in this stage as a real estate investor, chances are that a solution is exactly what you’re looking for.

A hallmark of a great landing page is how well it conveys your product or service as a solution to a proposed problem – and Trinity Home Capital has this one in the bag.

Vertical: Real estate

Goal: Gain clients

Why it works: The page is neatly broken up into sections that get more specific as you scroll down, leaving that top-of-page real estate open for a concise overview and a good CTA.

15. Law Champs

(Image: Law Champs)

I don’t know about you, but when I think of traditional government services I think of slow, outdated websites and a frustrating user experience.

While some of those services may be a little late to the digital marketing game, Law Champs is certainly not one of them.

Law Champs takes a time-consuming task (finding a lawyer for personal or business matters) and streamlines it. Most of us don’t know what to look for in a good lawyer, and Law Champs is dedicated to finding the best, most qualified professional for their customers’ needs.

This landing page example is extremely well-optimized for mobile, giving you all the most important information up front.

Vertical: Legal services

Goal: Gain clients

Why it works: Short, sweet, and to the point. Dark text on a white background makes for an enjoyable user experience, while an orange call to action button with a clear CTA stands out at the bottom of the page.

16. Insense

(Image: Insense)

If you work in paid social, you know how tough it can be to find and manage the right creators for your marketing campaigns.

Insense seamlessly addresses this challenge with a short, to-the-point headline: “Upscale paid social with creators.” The subheading then concisely explains the platform’s approach so busy marketers can quickly determine if Insense is right for them.

“I was part of the team working to create this new Insense homepage,” shares Daria Gogoleva, Growth Strategist at Tweet Binder by Audiense. “I think it might be used as a benchmark for all homepages.”

She adds that it’s easy to navigate, it contains all must-have sections — like a powerful header with CTAs, a use case section (pictured below) showcasing what might be achieved with the platform, how to do it in three steps, and social proof with case studies linked to it.

(Image: Insense)

Vertical: B2B SaaS

Goal: Book demos

Why it works: It’s a prime example of how to create an effective landing page, as it checks all the boxes. Even the linked demo form is neatly designed and optimized for conversions.

(Demo form. Image: Insense)

17. Rize

(image: Rize)

Tristan Harris, senior marketing manager at Thrive, led the redesign for Rize, a review facilitator for service-based businesses. “The original page layout was cluttered, causing users to lose focus and abandon their journey,” he explains.

“We simplified the design, rendered it more consistent throughout, improved the navigation, and made the call-to-action more prominent.”

The result? An increase in conversions by 35%. For Harris, user experience (UX) is the core of a successful landing page.

(Image: Rize)

In addition to displaying customer reviews and client logos, the site makes it easy for prospects to see how the service works and if it’s right for them.

The landing page succinctly shares the two-step process to convey how straightforward it is to get started.

Vertical: Professional services

Goal: Book demo

Why it works: The page design, UX, and copy work together to guide visitors toward the main goal: booking a demo.

18. Ramp

(Image: Ramp)

Easily the most minimal example on this list, Ramp has an incredibly effective landing page design for FinTech. The headline, “Business Cards, Simplified,” is short and to the point, while the subheading lists some of the platform’s perks.

To establish trust, the landing page also highlights Ramp’s impressive G2 rating and total number of reviews. To get started, visitors simply have to enter their work email addresses and press the CTA button, which features the brand’s signature color.

Vertical: FinTech

Goal: Lead generation

Why it works: “‘Brutalist’ design is a recent trend I’ve spotted,” explains growth marketer Abhi Bavishi. “It seems ironic with its bare-minimum look, but it works. The minimalist design speeds up page load times, another crucial conversion factor.”

19. Crunch Fitness

(Image: Crunch Fitness)

When you open most landing pages, the headline is the most prominent element. This Crunch Fitness landing page does things a little differently, guiding visitors’ attention right to the map.

Why? For many gym goers, finding a convenient location is by far the most important aspect.

The map uses location data to display the closest gym automatically. All visitors have to do is provide their contact information to get a free three-day pass.

(Image: Crunch Fitness)

For page visitors who need a little extra information, the landing page provides basic details about the gym’s benefits.

However, this example has one of the most concise page layouts. It’s designed for high-intent prospects who already know the brand and who are ready to sign up.

Vertical: Fitness

Goal: Free trials

Why it works: It’s incredibly simple and focuses on what matters most to gym goers: a convenient location and a free trial pass.

20. HOMER

(Image: HOMER)

Early education app HOMER knows its target market well. The landing page captures the interest of parents with young children right away.

“The headline is the means through which you can get into your customer story right away and show your understanding,” Gogoleva explains.

“As a parent, this headline immediately grabs my interest and attention, as usually I have a negative feeling when my children are in front of the screen.”

“To do something powerful like that requires deep customer and market understanding. These are very basic marketing things that are easy to understand but hard to get. This is the art of marketing and research.”

Vertical: Education app

Goal: Free trials

Why it works: It starts with a compelling headline, followed by all the essential elements of effective landing page design — including social proof, customer reviews, and clear CTAs.

21. Ling

(Image: Ling)

Language learning app Ling helps users learn to speak 60+ languages. Like the Thai language landing page above, each page uses a similar template to convert new learners efficiently.

“The design and copy needs to be crisp, and the UX must be clear and easy to use,” suggests Natalia Dávila Merlo, Content Marketing Manager for the Ling app. “You may believe that everyone knows how to use the internet today, but the reality is they don’t. Make things easily consumable and CTA easily identifiable.”

(Image: Ling)

“Increasingly, landing pages are using GIFs or moving animations,” Merlo shares. “These may look cool and add an element of fun, but they distract from the purpose of what you want your visitors to do.”

As a result, Ling’s landing pages use an engaging yet simple design, with social proof, benefits, and a quick walkthrough of the app.

Vertical: Education app

Goal: New signups

Why it works: It has a clean landing page design with plenty of social proof and crystal-clear CTAs. It’s also easy to template and test across multiple language learning pages.

Landing page best practices

Now that you’re good and inspired, let’s dig into some best practices. The best landing pages (the memorable ones at least) are creative and effective and will have a lot of these best practices in common.

To give you a Hawk’s-eye view (get it?) a landing page should always:

Align with the audience’s expectations

The questions your page answers and the approach it uses will depend on the goal of the page and, of course, the action you want your audience to take.

If someone clicks on a button that says “learn more” and lands on your page, you’d better be sure they’re going to learn something on that page.

That’s why you’re likely to find that a single landing page won’t work for all audience segments or marketing campaigns.

In fact, you may need different landing page versions for organic social media campaigns, branded organic search, and bottom-of-funnel paid search ads.

“Personalization will only grow in importance,” confirms Jason Smit, CEO of Contentellect. “With tools like progressive profiling, tailor messaging to fit individual visitor needs. Segmented landing pages convert up to 50% better.”

Guide prospects to the desired outcome

A good landing page should guide prospects toward the desired outcome using a combination of copy, creatives, and a compelling offer. If you find that your landing pages aren’t converting, use our A/B testing tips below to improve your results.

“Having a singular focus is key,” suggests Gianluca Ferruggia, General Manager at DesignRush.

“Every element should direct the visitor to convert, not distract them. That means highlighting the USP in the headline, using concise copy to explain benefits, utilizing social proof like testimonials, and having a prominent CTA.”

Address objections

Your audience may be ready to convert right away. But if they aren’t convinced immediately, you won’t want them to click away. Instead, anticipate and address any objections they may have.

This could look like clarifying specific offers, addressing frequently asked questions, or even offering a free trial or demo to entice your audience to make the decision you want them to make.

(Image: Ling FAQ page)

For example, the Ling app landing page we covered above includes several FAQs at the bottom. These questions respond to common customer concerns to increase conversion rates.

How to make your landing page stand out

So, how do you stand out in the online crowd? It’s not easy, but these tips can help you get there. Let’s dive in.

1. Craft a compelling headline

A good landing page always starts with a clear and compelling headline. Craft a concise and attention-grabbing headline that clearly communicates the value proposition or offer. It should capture the visitor’s interest and make them want to explore further.

After all, this is the first thing your audience will see. Here’s a handy chart showing how to make them count:

(Image: HawkSEM’s landing page best practices)

Pro tip: Test different formats, even within the same page. I.e. body copy, bulleted list, headline, testimonials, paragraphs.

2. Keep the message focused and simple

Provide clear and concise information about the offer, addressing the visitor’s pain points and highlighting the key benefits (Remember, PAS!). You want to avoid overwhelming your reader with excessive content or distracting information.

“The one thing you have to get right for a landing page to succeed is the copy,” explains Gauri Manglik, CEO & co-founder of Instrumentl.

“You can have a great design and some catchy images, but if you can’t convince people to click on your call-to-action button, your landing page won’t do you much good. Your copy needs to be persuasive, clear, and direct.”

So what should your landing page copy say exactly?

“Beyond strong UX design, the most critical element for landing page success is nailing your value proposition” shares Smit. “Visitors need to immediately grasp what your offer means for them, specifically.”

Specificity is key. Quantify benefits like time savings or revenue increases. Appeal to their aspirations and pain points. Make your value prop feel indispensable.

3. Get creative with visuals

Include relevant and high-quality visuals such as images, videos, or infographics that support your message and engage your readers. Visuals should grab attention, but also add value to the overall experience.

(Image: HubSpot)

For example, the HubSpot landing page pictured above mainly features graphics. They illustrate the software platform’s customer relationship management (CRM) tool and complement the copy without distracting visitors from the goal of the page.

(Image: HubSpot)

However, the bottom of the landing page features a selection of case study videos.

These videos are strategically placed here to convince prospects who didn’t click the CTA at the top of the page — and who likely need to see proof before signing up for the platform.

4. Keep it simple, silly

It might be tempting to make the coolest landing page ever to be on the internet. But, more often than not, less is more.

For example, if your landing page includes a form for visitors to fill out, keep it as simple and streamlined as possible. Only ask for essential information that is necessary for the desired action. Lengthy forms can discourage conversions.

Instead of building a landing page from the ground up, consider using templates.

Landing page builders like Unbounce, Leadpages, and Shopify offer landing page templates that have already been optimized for conversions. All you have to do is plug in your copy, creatives, and branding.

“I use templates, but I also customize them for each offer that I create,” shares Manglik.

“That way, I can ensure that every landing page looks and feels like it belongs with the rest of my brand aesthetic, while still being unique and distinct from other offers on my site.”

5. Create a prominent CTA

As you know, landing pages are all about that CTA. Our best practice checklist outlines that your call-to-action should:

• Motivate the user to click
• Give a clear idea of what happens when you click
• Be relevant to your conversion goal (e.g. lead generation, engagement, etc.)
• Start with a verb
• Focus on what you gain, not what you part with
• Set realistic expectations

Try the “squint test.” Squint your eyes while looking at a section of your page once it’s been designed.

Ask yourself: What is your eye drawn to when you can’t actually read anything? Hint: it should be drawn to your CTA.

For example, the Demandbase landing page pictured below uses a bold CTA button to drive action. The magenta button repeats at least three times across the landing page, each time clearly conveying what clicking will help the user achieve — “Watch Now.”

(Image: Demandbase)

In the upper right corner, the landing page includes an additional CTA button. It suggests a unique but related outcome, encouraging in-market visitors to “Book a Meeting.”

Want to increase the chance that prospects take action? Create a sense of urgency or a fear of missing out (FOMO). Countdown timers with limited-time offers can help.

(Image: Fitness Connection)

For example, the Fitness Connection landing page above features a prompt encouraging visitors to join for free. The countdown timer shows how much time is left to take advantage of the deal in real time.

6. Leverage social proof

This one’s a doozy. Social proof is a phenomenon you likely see all the time in marketing psychology. It leverages the idea that people tend to take in the actions and ideas of others to inform their own decision-making.

Social proof can take various forms, including:

Testimonials and reviews

Displaying positive testimonials or reviews from satisfied customers can help establish credibility and trust in your product or service. For B2B marketers, social proof can be particularly effective. According to B2B SaaS Reviews, software companies can increase conversions by 37% or more by adding customer reviews to landing pages.

(Image: LastPass)

For example, the LastPass landing page pictured above encourages visitors to try the password manager for free. The landing page features a range of positive G2 reviews and awards as social proof.

(Image: LastPass)

“I’ve dabbled in landing page optimization for years now,” explains Bavishi. “The ‘one element’ for me is trust. It can’t be understated. Even the flashiest CTA plays second fiddle to this.”

Without trust, your efforts might lead nowhere. “Empathy maps and visitor persona tools assist me in building convincing, trust-creating content,” he adds. “It’s a mix of hard proof, social proof, and emotional resonance.”

User-generated content

Sharing content created by customers, such as social media posts, photos, or videos featuring the product or service, can demonstrate real-life usage and satisfaction.

(Image: Aerie)

For example, the Aerie landing page at the top of the list above includes user-generated content (UGC). The photo feed features customer-supplied images sourced from social media.

Case studies and success stories

Showcasing examples of how individuals or businesses have achieved success or overcome challenges using the product or service can inspire trust and confidence. We have a whole host of case studies ourselves.

Social media followers and engagement

Highlighting the number of followers, likes, shares, and comments on social media platforms can indicate popularity and create a perception of value and trustworthiness.

Influencer endorsements

When reputable individuals or influencers in a specific industry or niche endorse a product or service, it can significantly impact the perception of credibility and generate interest from their followers.

Expert endorsements or industry awards

Being recognized by industry experts, receiving awards, or gaining endorsements from trusted authorities can enhance credibility and trustworthiness.

(Image: Hootsuite)

Software and SaaS companies tend to have some of the best landing page examples with industry awards. For example, the Hootsuite landing page pictured above features several awards from major software review sites like G2, TrustRadius, and Capterra to build trust with potential customers.

(Image: Hootsuite)

Social proof can play a vital role in influencing consumer behavior, increasing conversions, and building a positive brand reputation. Keep in mind, social proof should always be specific, relatable to your audience, and support an actual claim.

7. A/B testing & optimization

Landing pages don’t always convert visitors perfectly on the first try. Whether your page has a conversion rate that’s lower than expected or you want to see how much you can increase it, A/B testing can help.

Also known as split-testing, this process involves testing different elements of the landing page such as CTA buttons, headlines, page layouts, colors, and copy to help identify what works best.

Good landing pages leverage data-driven optimizations to continually improve the page’s performance.

“Optimizing landing pages takes testing and iteration,” explains Ferruggia.

“Start by understanding customer motivations and design pages to align with their intent. Be rigorous about tracking key metrics like bounce rate to identify areas for improvement. Refine through continuous small changes informed by data.”

The takeaway

With a combination of tried-and-true best practices and ongoing testing and optimization, you can create effective landing pages that attract your target audience and drive conversions.

And with these examples, you’ll have plenty of inspiration to guide the process.

Unsure how to get the ball rolling? That’s where HawkSEM can help. If you need assistance crafting the best landing page possible, look no further. Chat with us today and get started on a partnership that will help take your business to the next level.

This article has been updated and was originally published in November 2023.