Lights, camera, calls to action! Whether you’re looking to upgrade your marketing campaigns or create the best ecommerce landing page ever, use these examples to inspire your next great landing page.
Here, you’ll find:
- 15 great landing page examples
- What makes a landing page work
- Landing page best practices
- Tips for making these pages stand out
From hero images to FAQ sections and 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 along with 15 fabulous landing pages that showcase how to achieve higher landing page conversion — and much more.
Let’s touch down.
Top 15 landing page examples:
- Aerie
- ZAG Technological Services
- RiptGear
- Foothills Physical Therapy
- Spectrm
- Hoosier Crane
- Winc
- Triaxiom Security
- Hello Fresh
- Peppermint
- DSA Signage
- PESI
- Midwest Sea Salt
- Trinity Home Capitol
- Law Champs
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 you 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 provide 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, 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 towards building a loyal customer base.
4. Foothills Physical Therapy
(Image: Foothills Physical Therapy)
Foothills Physical Therapy shows their 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 guides 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 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 let 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. Hello Fresh
(Image: Hello Fresh)
If you’ve ever listened to a podcast, you’ve probably heard of Hello Fresh. 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 Hello Fresh make theirs stand out?
(Image: Hello Fresh)
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 their 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 during the peak of the COVID pandemic and beyond. 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 on how to beef 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 Capital
(Image: Trinity Home)
Trinity Home Capital shows off a bunch of best pracrtices 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 a bulleted list of trust indicators that showcase why the audience should choose this service: 25 years of experience, 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.
What’s the purpose of a landing page?
The purpose of a landing page is, in short, to drive conversions and get page visitors. Whether that means making sales or raising funds, a good landing page will have concise messaging, a clear CTA, and visually-appealing design.
What makes a landing page effective?
A successful landing page is an effective landing page, no matter what that looks like. We briefly outlined a few elements of an effective landing page above, now let’s get into some details.
Important elements to include in your landing page:
- Headline: A snazzy headline should not only snatch readers’ attention, it should also clearly communicate the benefit or offer.
- 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).
What is PAS?
Here’s how it works: Identify the problem (that your product or service can solve), get to the heart of that problem through agitation (pour some salt in that wound you just opened up), and then offer up your solution (aka your CTA).
- Clear CTA: This is crucial for guiding visitors towards the desired action. Your CTA should be clear, compelling, and prominently featured on the page. 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: Someone clicked onto your landing page, the last thing you want to do is make it difficult for them to complete the CTA. A visually appalling design paired with a prominently-placed CTA is a hallmark of a good landing page.
- Minimal distractions: This one ties in with 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.
- A/B testing & optimization: As you likely know, this involves testing different elements of the landing page such as CTA buttons, headlines, layouts, colors, and copy to help identify what works best. Good landing page leverage data-driven optimizations to continually improve the page’s performance.
- 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.
- 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:
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, 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:
Answer the target audience’s questions
What questions your page answers 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.
Reinforce motivation
Whether it’s through copy, visuals, or the offer itself, your landing page should push the reader further down the proverbial funnel into taking that leap to purchase.
Address barriers
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.
Now for the specifics.
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.
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 your attention, but also add value to the overall experience.
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.
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
Pro tip: 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.
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.(example)
- 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. (example)
- 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. (link to CS page)
- 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. (example)
- 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. (example)
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.
The takeaway
Long-form or short, Unbounce, HubSpot, or WordPress, all landing pages have a similar goal. They aim to get new customers into your sales funnel. The difference is how you get there. Do you need savvy SaaS content writers on the scene to craft excellent copy? Or maybe a professional graphic designer to bring your brand voice to life?
No matter what, with these best practices and landing page examples in mind, you’ll be swimming in leads in no time.
Unsure how to get the ball rolling? That’s where HawkSEM can help. If you need assistance crafting the best landing page you can, look no further. Chat with us today and get started on a partnership that will help take your business to the next level.
