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Creating a high-converting landing page can be complicated.
There’s a ton of conflicting information and ideas out there and there are lots of “successful” landing page examples that look nothing like each other.
Instead of attempting to give you some sort of typical “perfect landing page” advice, we’re going to be realistic and present 31 unique landing page examples that are brilliant for a variety of reasons.
We’ll tell you why they’re successful and give you the tools and resources to copy their success.
If you’ve been seeking landing page inspiration or a one-stop-shop for crafting your own high-converting landing page, you’ve come to the right place.
Let’s dive in.
Your homepage is one of, if not the most important page on your website.
We’ll start by looking at several websites with exceptional homepages.
Gumroad somehow manages to be a prototype of a landing page despite the ludicrously ugly design (but that’s subjective, right?).
I mean look at this thing.
We have a range of unattractive grays combined with a man-ish looking stick-figure that’s less adorable and more “get that off my screen”. Throw in some… snow? confetti? ashes from a nuclear bomb? … and I’m left with confusing feelings as soon as as I land on this page.
And I love it! As it turns out, a lot of ugly sites are kicking butt online.
Gumroad’s homepage is a case study in why great design is overrated. They accomplish exactly what they need to within the hero shot:
I think what most impresses me about Gumroad’s landing page is that they really go all-in on their target market – Creators.
Many businesses worry about excluding certain segments of possible customers. Gumroad’s payment processing could work for many types of online business, and yet they have chosen to really zero-in on solo or small-team creators. This is touched on in every element of the page copy, and it has massively paid off for them.
In stark contrast to Gumroad’s ugly brilliance, we have IMPRESS, a web design agency marketing itself as your choice for standing head and shoulder above the crowd.
Anyone can make a WordPress website look great. But not everyone can build the type of creative, immaculately designed sites we see in the IMPRESS portfolio. That’s the pitch, and they have the landing page to back it up.
IMPRESS starts their pitch by clarifying that they are combining beauty and results-driven design. And best of all, they provide a definitive timeline in which you can expect to receive your custom site.
“Delivered in 30 days.”
For those unfamiliar with hiring developers or web designers, delayed delivery and missed deadlines are a big problem. IMPRESS has made 30-day delivery a part of their value proposition, and they let you know about it the moment you arrive on-page.
Moving down the page, we see a number of key elements:
As a CRO specialist and copywriter, what amazes me most about IMPRESS is that they deliver exactly what they promise – beautiful yet results-driven web design.
Finding designers who understand marketing is incredibly challenging, which is why IMPRESS’ spot-on copy and focus on benefits is so… *cough… impressive.
To get some beautiful graphics of your own at cheap rates, try 99designs.
I’m all about simplicity that get’s right to the point, and that’s why I love Groove’s homepage. After achieving $50,000 monthly revenue, the following redesign increased conversions by 100%.
Just like their product, Groove’s home landing page is designed to concisely accomplish a simple purpose. It introduces new visitors to the SaaS company via a delightful explainer video.
Groove does some amazing things with this page.
It’s crucial to give visitor an immediate option for conversion at all times, and Groove does a good job of this, although I’d probably recommend locking the top navigation menu in place so the “Sign Up Free” button is visible 100% of the time.
If you’d like to create your own explainer video, Moovly has a free option to do just that.
Here’s the thing about personal development advice online.
Why? Because everyone out there feels like they have to give it.
For every good article, there are easily 9 that are just watered down, recycled versions of something that was once interesting a long time ago and has spent 3 decades being beaten into a superficial over-generalized pulp.
And here comes Mark. Mark says he gives personal development advice that “doesn’t suck”. And you know what? He’s right.
Let me start with a disclaimer. Mark and I have similar design tastes.
So when I say this landing page is the best landing page I’ve ever seen, I’m a bit biased.
But biased or not, Mark does some brilliant things on his landing page that all of us should learn from.
Each step down the page is a increasingly primed opportunity for visitors to move forward, and getting people to move forward is what a great landing page is all about.
For graphics-based web development like you see here, check out this guide to hiring a graphic designer.
If there is any company that should have the best landing page ever, it’s Unbounce. Their business is software that builds landing pages, after all.
And just as you’d expect, their homepage nails it on all counts.
Stating a benefit makes for a great headline. Promising to help users avoid a problem also makes for a great headline.
Unbounce combines the two.
As Kissmetrics puts it:
“Icons help give users a point of reference – particularly when navigating a site or when scrolling and scanning over a page.”
But be careful with those icons. Only use them as an addition to your navigation, not replace it.
Finally, after touching on several more features, Unbounce finishes with a splash of personality and a crystal-clear CTA.
Job well done.
To learn how to write great headlines, check out Copyblogger’s free ebook, Magnetic Headlines.
Different strategies work for different audiences. The key to success isn’t emulating a template formula.
This is why I want to highlight Gravity Payments. Their homepage isn’t impressive to look at, but it subtly accomplishes something hardly anyone ever manages to achieve with a landing page.
2. It builds a meaningful sense of trust, which increases conversions.
Imagine you’re a small, brick & mortar business owner. You are dealing with a high volume of low-margin transactions, getting gutted by credit card companies, and having difficulty getting your voice heard.
Gravity Payments is targeting you. Specifically you. They started their business with you in mind, and despite the wide range of people who need processing services, they are only talking to you.
“We reduce the costs and headaches of accepting credit card payments by providing
low-cost solutions, transparent pricing, and the best customer service.”
They are the “Credit Card Processing Trusted Most by Community Businesses”
When you speak to a unique group of people, the exclusive nature of your words builds trust. Gravity Payments does a truly exceptional job at this, coordinating laser-targeted copy with relevant images.
The hero shot follow-up section is a bit wordy, and I would change the formatting and condense the copy, but that’s just details when you’ve already capture trust.
This section is followed up by an expression of the company’s core values, focusing again on trust and then follows up this section with perfect testimonials like this:
“Gravity Payments really cares about my needs. With large banks I felt like a small fish
that didn’t matter to them.”
Trust, trust, trust. If you can build trust, everything else is details.
For an academic look at the value proposition, check out this free ebook.
Sounding off for the home team, I wanted to mention KlientBoost’s homepage, because they do two things exceptionally well.
There are a number of great elements here.
While the copy isn’t necessarily impressive, it focuses on the client, and that’s the most important thing your copy can do.
You may have noticed that I’ve focused repeatedly on landing pages that zero-in on a specific audience.
This is what a great landing page is all about. Focus.
And this is why ConvertKit has been gaining so much traction over the last few months. They are focusing on professional bloggers who need and understand the functionality their software provides.
What I love about ConvertKit’s homepage:
Everyone has objections to any given sales pitch. There are reasons “why not”.
The key is to cover those objections BEFORE the customer thinks about them or brings them up. This is a classic sales technique.
If the customer brings it up first, anything you say will be unconvincing. If you bring it up first, it’s just another problem this fantastic product can solve.
SumoMe is a suite of traffic generating tools that can quickly and easily be installed on any website. And before you ask, “Yes they work on any website.”
You don’t see many landing pages covering objections in the hero shot. This helps put visitors at ease, giving them confidence that whatever they spend their time reading over the next few minutes will be applicable to them.
Squeeze or optin pages are designed to get email addresses.
Email converts higher than any other channel, with an average ROI of $44 per dollar spent, so many online businesses today will focus on capturing email subscribers first and then converting those subscribers to customers via email marketing.
Derek Halpern is a fairly well-known name in the online marketing world. But unlike most “gurus”, a large part of his success can be attributed his personality and sense of humor.
He’s the successful guy that doesn’t take himself too seriously. And his homepage is basically a lead magnet buffet.
What we see in this landing page is that Social Triggers is Derek Halpern. In all honesty “social triggers” is a mostly meaningless blog name. The site, the brand, the marketing and the product all revolved around Derek’s personality.
Derek’s homepage is a fantastic case study in communicating personality, and every business should be tapping into the power of personality.
Noah Kagan has, in my opinion, one of the most iconic squeeze pages on the web. This is in part because he’s one of the few guys who doesn’t redo his web design every year, but it’s also because he’s a master at email list building.
Noah’s optin page promises to deliver the expertise he’s gained starting 2 multi-million dollar businesses in exchange for your email address.
It’s a simple layout. Headline. Email collection. Description.
He follows it up with two testimonials that establish him as the type of guy you’d like to chill with and hire to build your business at the same time, and then he presents an invitation to read the blog.
There’s not a lot to this page, and that’s precisely the point. If simplicity works for Noah Kagan, it will probably work for you too.
Many landing pages, and particularly optin pages, utilize popups to influence visitors into become subscribers. Popups brings readers to an immediate point of action. Either opt in or opt out.
While most pages are nice about it, waiting for you to browse several minutes before calling in the popups, Michael Hyatt whacks you over the head with his popup within seconds of arriving on his page.
He really wants you to see his popup.
Why would he use this popup technique? Well here’s some reasons:
Popups increase signups in nearly every case study because they allow you to get your message directly in front of the reader.
“Using exit-intent popups on only single posts and not site wide on every page they
saw an increase of sign-ups by 600%.”
There is zero chance they’ll miss it when it popups right up into their line of site. If you think your audience can handle the in-your-face approach, popups are a great way to increase conversions on any optin page.
To quickly install your own pop-ups at no charge, use SumoMe’s Listbuilder plugin.
Bryan Harris has become one of the web’s premier thought-leaders on the subject of email list building.
Accordingly, you’d expect his email optin page to be fantastic, and it really is.
“Want More Email Subscribers?” Great, sign up here.
Notice that if you don’t subscribe, you are immediately shown social proof and then given the option to make a more specific selection on what you need help with.
If this basic, straightforward intro doesn’t do it for you, Bryan then goes more in-depth, discussing his personal frustrations, talking about how he was able to overcome common problems, and then inviting you to join him on the journey.
Jon Morrow is one of the most successful bloggers in existence. His networks of blogs command millions of readers, hundreds of thousands of subscribers, and millions in sales.
Here’s one of his favorite optin pages.
That’s it. That’s the whole thing. Either you want to read this guide on writing for Huff Post… or you don’t.
This type of page works because it has a very compelling offer. Most people have heard of Huff Post, and many think of it as a magical standard for becoming a recognized writer (even though that’s bull****).
The key here is that to continue, you have to subscribe. There is no other option. And with an compelling offer like this, Jon is getting around a 50% conversion rate.
Check out this list of great lead magnets for your squeeze pages.
Lead capture pages are designed to get targeted leads without offering some form of downloadable content in exchange.
For several years, Neil Patel has been generating insane amounts of great marketing content via several of his blogs. I’m convinced ghostwriters are doing it all, but he’s probably just a machine.
Neil recently turned the home page of his NeilPatel.com blog into an optin page for an intro webinar that funnels viewers into his new marketing training course.
And after so much free content, I’m pretty excited that he’s finally selling me stuff.
Let’s break down this page.
This is an easily repeatable model, but the problem is that you don’t have the same name recognition as Neil Patel.
That’s okay. You’ll just want to add some additional social proof and use some data to establish expertise.
KISSmetrics has been making webinars a massive part of its content marketing strategy over the last few years. There is a new webinar being pitched in the sidebar every week or so.
It’s a great way to collect targeted leads on specific topics of interest.
And signing up for those webinars looks like this.
There’s a few reasons I love this page, even thought at first glance it might seem rather generic.
Finding free templates is easy, but you won’t always get the clean, modern look we see on KISSmetrics’ pages. Sometimes it’s worth spending a few bucks.
In this case, we have a list of over 600 WordPress themes that will give you amazing landing pages for under $20.
You can’t get everyone interested in clicking-through to your lead-capture page. It’s much easier to get them to a blog post, particular when that blog post offers exceptional content.
This is why Brian Dean creates massive guides and how-tos instead of regular blog posts, and he turns each one into a subtle lead capture page by pitching strategically placed downloads and offers throughout the page.
This is typically referred to as a “content upgrade” and it’s become the new standard in content marketing and lead capture.
Giveaways are a fantastic strategy for increasing your subscriber list. Buffer is one of many companies to use this optimized squeeze page for their giveaway.
Offering a great incentive is always a solid strategy for getting subscribers, but it’s also important to make signup easy.
Buffer is using KingSumo Giveaways, which you too can use to instantly create the exact same giveaway squeeze page.
This two step landing page allows the visitor to get exactly what they need very fast.
You can go through the multi-step landing page getting very specific or you can call immediately.
Also, notice the contrasting CTA buttons with simple copy that directs visitors through the right funnel.
Discounts aren’t as effective, especially in a commodities market where prices are relatively fixed.
Bodybuilding.com has become the online leader in fitness information and supplement sales, and it’s in large part because of their highly effective email marketing campaigns. They get subscribers into that list using pages like the following.
While this page is a good deal yet there is more cluttered than I typically prefer. It’s copy is spot on, meshing the audience’s desire to transform with the tools needed to do so.
What’s the point of all these emails if you can’t sell a product, right? Well here are 10 outsanding examples of product sales landing pages.
We showed you how Michael Hyatt utilizes popups earlier, but I wanted to show you one of his landing pages, because it doesn’t use a special design of any sort.
He is literally just using standard WordPress Page and he’s doing very well with it.
Michael does a few things really well on this page.
As I mentioned before, much of today’s selling is done via email rather than directly through a product sales landing page.
But a strategy that is even more effective than email is referrals. Freshbooks uses a custom landing page generator to personalize the landing page based on who is referring them.
Referrals establish major trust, and including the referrer’s name taps into that trust immediately, which is why this is such an effective landing page.
Referrals capitalize on the power of persuasion. Click here to learn more about using the power of persuasion for your business.
Just like referrals are a fantastic way to increase sales, selling to your existing customers is another great way to increase sales.
StudioPress capitalizes on this concept by offering an “Everything We’ll Ever Make” package to existing customers at every turn.
Bundling is a powerful way to increase sales. Notice how the normal price is very clearly displayed and marked out in favor of the discounted rate.
I wanted to point out this page from Tony Robbins as a great example of a landing page that is a bit dated in its design but is still incredibly effective.
Let’s look at the progression.
Nothing is left to chance here. Tony Robbins’ team removes any risk involved in attending his event, and bolsters it with repeated testimonials and promises of a “life changing” experience.
I’ve mentioned “focus” many times in this article, and while it usually applies to the customer you are targeting, it can also apply to your own strength and weaknesses.
Let’s take the Apple MacBook, for example.
People love Apple products because they look amazing. That is what sets them apart from the competition.
So when we look at this landing page, design and beauty are what we see and what we read about.
We don’t see specifications and performance details highlighted. We don’t see price discussed. Apple can’t and doesn’t even attempt to compete in these areas.
They focus instead on the only thing they are amazing at. Beautiful hardware.
To insure your graphics-driven page is loading quickly, use Pingdom’s free sitespeed checker.
Sales pages have mostly moved away from the long-form sales pitch. But that doesn’t mean a longer page can’t be effective.
John McIntyre has created a great long-form sales page for his Mastermind group.
This page has some great elements to it.
Are you a serious blogger?
That’s such a loaded question. It’s such a loaded phrase. “Serious bloggers only”.
Staying with the theme of the long-form sales page, Jon Morrow takes us on a solid 10 minute read in this landing page.
It’s all there. Benefits. Social proof. Frustrations. Promises. Etc.
Jon’s optin pages average conversion rates as high as 50%. He knows what he’s doing.
Click here for 30 free landing page templates that will let you copy this page.
In addition to showing one of the greatest Super Bowl commercials of all time, Dollar Shave Club’s landing page combines fantastic design with humorous copy.
They even provide a visual of the exact product you’ll be receiving in the mail.
It’s not long, but it’s effective. If you can create a great video to kick off your landing page, you’re already halfway there. Unbounce found that great explainer videos increase conversions by 20% on average.
For WordPress themes that have great landing page, check out this list.
There are a lot of coffee drinkers around. In fact, over half you reading this have a cup of coffee on your desk right now.
Craft Coffee’s subscription sales page hits all the right notes, starting with a perfectly descriptive headline.
“Brew Better Coffee. Pay Grocery Store Prices“
This is followed up with a visual “How It Works” and a prominent Satisfaction Guarantee. Guarantees can have a major impact on your conversion rate. One online watch seller improved conversions 41% simply by adding a guarantee.
I’d recommend including some extra testimonials early on the page, but there are some fantastic ones included further down on the landing page.
Overall, this is a great example of a sales landing page.
Most all of our examples focus on a single product, which is virtually always the correct way to use a landing page. Offering less options tends to convert better.
However, I wanted to provide an example of how a landing page can influence an eCommerce platform.
Etsy does a great job with this.
When you land on the homepage, you are told immediately what Etsy is all about and what it’s customers are all about.
“Shop directly from people around the world. Discover items you can’t find anywhere else”
This sets the tone for the products being presented below. This isn’t a corporate brand or a person attempting to build an empire. This is a shop for people with a value for the unique.
For better headlines, check out CoSchedule’s Headline Analyzer tool.
Some of the fastest growing businesses are ones that simply hitch their ride to a fast-moving train. If you can offer a supplemental service to something that tons of people are using, you can piggyback on their success.
In the crowded landing page designer market, GetResponse appeals directly to 4 platforms virtually everyone is already using.
Integration with these platforms isn’t challenging. Many service offer it, but few tell you about it. When a potential customer sees that your product is designed to work with the tools they’re already using, you’ve just taken a big leap forward toward conversion.
GetResponse offer a fairly lengthy free trial if you’ve ever wanted to try out a landing page builder.
When you arrive at the Lyft’s Become a Driver landing page, there are two things you can do quickly and easily: (1) create your driving profile and (2) calculate how much you can make. From the start, they play to the audience who have already made their decision to apply, and those that simply want more information about how Lyft works for drivers.
There are few things that people like as much as “free”. TextMagic knows that and doesn’t make you hunt around for their offer.
It’s important for a business to clearly communicate what they do and why their potential customer should care.
Final uses a short video on their landing page to tell you everything you need to know. For those that don’t want to read through a bunch of text to understand what they’re offering, a video is a perfect match. It’s hard not to enjoy the dry sarcastic humor as you watch.
If your goal was to get inspiration from different landing page examples, then I hope you have a treasure trove of ideas to get started.
With the many different landing pages out there, it’s vital to have an arsenal of testing ideas ready to go with insight you can steal from others.
After reading this post, what kind of landing page will you be creating?
When it comes to PPC, the first person I turn to is Johnathan Dane. He and his team cut through the bullshit and get straight to the point with the goal of making you more money. Work with him."