The Best Landing Page: 12 Landing Pages You Can Learn a Lot From

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What do the best landing pages have that yours don’t? That was the question I sought to answer when I asked marketing experts about their favorite landing pages and why they work so well.

After reviewing dozens of the best landing page examples with these experts, I chose 12 that are outstanding examples of highly effective conversion techniques we should all be using. In the process, a few best practices emerged.

Three Landing Page Best Practices for High Conversion

  1. Clear copy. Clarity is king when it comes to above-the-fold copy, and your value proposition has to be clearly and quickly described in your ‘hero section.’ No matter how good the rest of your page is, that first line is make-or-break for conversions.
  2. Uncluttered design. The best landing page designs help prospects know exactly where to look and exactly what to do. It’s clean, uncluttered, and visually appealing enough not to put prospects to sleep before they find out what you can do for them.
  3. High perceived value. You have to impart a sense of the value you’re offering, which is a team-effort between your copy, design, and other elements, like video, chatbots, and images.

These 12 landing pages have these three elements in common, but each uses them in very different ways.

Some pages shine because of their simplicity, and others for their compelling copy. Some are taking us into the future with chatbots and personalization. Others are classic, with each ‘landing page best practice’ followed to the letter, and they are all highly effective sales tools.

Just wait until you see the page I picked for #1…

12. Winc—claim to fame: simplicity.

“Winc explains their service effectively and makes an attractive offer. They make it simple to understand and choose what you want. It’s all clearly laid out without clutter.”

– Baruch Labunski, internet marketing expert and author, CEO of Rank Secure

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Above the fold.

“We make great wine” isn’t much of a differentiator, and it isn’t even close to a value proposition—the all-important statement that briefly explains what you do, why your different, and why your target client will be thrilled.

Fortunately, the tagline on this page does the heavy lifting, delivering the value proposition on no uncertain terms: “Curated to your taste & delivered to your doorstep.”

The magic happens with the “Get Started” call-to-action (CTA). “Get Started” invites you on a journey; it lets you in on a collaborative process, and that is the real selling point of Winc—the wine selection (curation) process is interactive and collaborative.

Design-wise, there are no distractions—a common theme among top performing landing pages. You get one simple statement, a clarifying value proposition statement, a CTA, and maybe a picture of the product before moving down the page.

Which means those two lines and the CTA do all the heavy-lifting to get people to scroll down. That’s one job of this above-the-fold area: To get the target client to keep reading.

“Get Started” effectively begs the question: “start what?” You have to scroll down to find out.

But first, a detour…

If you click the CTA button without first scrolling down, it brings you to a quiz—and everyone loves quizzes.

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This quiz is to determine a customer’s preferred flavor profile to enable Winc to curate an appealing, customized wine selection. Someone who drinks their coffee strong and black will likely appreciate a robust red wine. It’s fun, it’s personal, it works.

Check out that top left corner—there’s a $20 discount offer. According to BigCommerce.com, promotional marketing (ie. offering a discount) like this can increase conversion rates by 5.6% in the Food and Grocery industry.

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As we scroll down the page, there are brief sentences, with visual aids, explaining how Winc works.

The images are key. The human brain processes images 60,000 times faster than text. By using images that show, simply and clearly what Winc does, they’re reducing the friction caused by having to read text (reading takes work; images are instantly understood).

According to visual communication consultant, Mike Parkinson:

“Cognitively, graphics expedite and increase our level of communication. They increase comprehension, recollection, and retention. Visual clues help us decode text and attract attention to information or direct attention increasing the likelihood that the audience will remember.

Emotionally, pictures enhance or affect emotions and attitudes. Graphics engage our imagination and heighten our creative thinking by stimulating other areas of our brain (which in turn leads to a more profound and accurate understanding of the presented material).”

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Winc’s Landing Page To-Dos

  1. Simply state your value proposition (why buy from you?) above the fold.
  2. Eliminate distractions—keep your visuals simple.
  3. Let images do the talking.

11. CodeAcademyclaim to fame: social proof.

“As soon as you land on the page, there is a clear call to action explaining exactly what CodeAcademy does and that it’s completely free. There’s also a sign-up form on the right that requires minimal information; no unnecessary address, telephone or other weird data requests.

The entire page is also sprinkled with trust signals, including reviews from real users and brands. Down near the bottom, there is a large list of benefits and features, telling you why you should sign up.”

– Sam Carr, Marketing Manager of PPC Protect

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Above the fold.

“Social Proof” is one of Robert Cialdini’s 6 original Principles of Influence he introduced in his 1984 book: Influence: The Psychology of Persuasion.

That book is foundational to psychological marketing as we know it, and “social proof”—the psychological phenomenon that people are especially likely to perform certain actions if they see other people have done them before—is foundational to conversion.

Purchasing is an act of trust—as in, the buyer has to trust the seller to deliver the promised value before handing over cold, hard cash. When would-be purchasers see that other consumers, just like them, have received the promised value, it puts them at ease and removes a substantial emotional barrier to buying the product.

Social proof comes in many forms, not just testimonials. Here, “Join Millions” not-so-subtly tells prospects that millions of people have made the decision to buy (so why shouldn’t they?).

Any time a business claims “most popular,” “number-one best seller,” or “100 million sold”—they’re using social proof.

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As we scroll down the page, we’re hit again with social proof, this time in the form of testimonials. Only then do we get to see how CodeAcademy works.

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This last part of their long-form home page is the cincher for me. It’s personalized, asking why “you” want to learn to code, offers guidance, and lays out all of the options in a crystal-clear format.

Notice how those little descriptions are written—it’s a formula. The first part of the description says what you’ll learn; the second part of the description tells you what you can do with that skill.

CodeAcademy’s Landing Page To-Do’s

  1. Try using social proof in several different ways on your home page. Maybe the number of people using your product or service is part of your differentiator and should be included in your first line of copy. Maybe you have great testimonials. Maybe both.
  2. Features aren’t as important as benefits. What’s the difference? Features say what your product does; benefits tell how the user’s life will be changed for the better. People buy benefits, not features.
  3. Don’t just say what your product does; also explain what a user can do with it.

10. BlueApron—claim to fame: color psychology.

“The color scheme of a landing page can influence attitudes and emotions. Certain colors can have the ability to convey different meanings.

The color red for example can create a sense of urgency and the color blue can convey tranquility or trust. Not only will color scheme help aesthetically, color scheme aligning with the overall message of the landing page can influence customers to act accordingly.

The meal kit service company, Blue Apron, executes this well by weaving the color blue throughout.”

Scott Crumrine, Founder & CEO of Guava Family, Inc.

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Above the fold.

Once again, we see social proof at work with “top-rated” and an orange CTA button that says “get started.”

Behind these calls to action are a series of images of people gathering in the kitchen over food. Friends, family members, children. That is the implicit benefit—and, as we know from research into how humans process images, that benefit comes through loud and clear in a picture even though it isn’t written anywhere.best landing page (9)

 

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That’s not the only cognitive shortcut at work at Blue Apron. The secret is in the name—or, rather, the use of the color blue.

Colors, like images, are shortcuts to creating emotion. Colors, in fact, process even faster than images for an even faster emotional reaction. Emotion is an inextricable factor in the decision to purchase.

In fact, there’s a fascinating study by neuroscientist Antonio Damasio of people whose emotional centers of the brain have been damaged and who, therefore, can’t decide between two types of pasta.

According to Kissmetrics, 85% of shoppers place color as the primary reason for why they buy a product and color increases brand recognition by 80%. People are also said to make subconscious decisions in under 90 seconds, and color is a great way to trigger action.

Conversioner

Emotions are powerful, and since we traditionally associate certain colors with certain emotions, color choice can also be powerful (it’s why we’re seeing so many orange CTA buttons!). Here’s a much simplified emotional color chart. Notice the blue…

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When a color is part of a brand’s name, and runs as a leitmotif throughout the brand’s online presence, it’s carrying emotional resonances. In the case of Blue Apron, the emotion is trust.

Blue is associated with trust and purity. For a company that delivers fresh ingredients to your door, green might seem like the logical option—just think what emotional resonance “Green Apron” would evoke—but blue is good too. We want to trust the food we put into our bodies. It’s why we cook from scratch, after all.

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The color blue isn’t an overbearing presence, by any means, on the Blue Apron website. It’s used selectively and strategically, as is its complementary color orange.

Orange is an active, motivating color—great for CTAs. Red, another very popular option for CTA buttons, inspires action, but also aggression and anxiety. In fact, red may have undermined the emotional feel of blue on this page had the designer chosen to go the more traditional route with CTA colors…

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…and here’s where it gets really interesting. Blue is a very unusual color for a CTA button. It doesn’t inspire action the way that red or orange does. Here, where trust is so important, it works.

Landing Page To-Do’s

  1. Consider letting a strong image show your benefits, instead of telling them in copy.
  2. Think of your brand colors as emotional signals—what emotions do your target clients most want to have?
  3. A/B test your CTA button color. Orange? Red? Blue? Find out what works best for you.

9. Netflix—claim to fame: conversion copy.

“Landing pages with a clear call to action drive customers to act and increase conversion. A clear call to action creates a sense of urgency.

By implementing verbs and action words, the landing page clearly communicates the message and what’s expected of the customer, which eases their decision-making process. Netflix executes this well with its landing pages instructing new users to click on a button to ‘Join Free For a Month.’”

– Scott Crumrine, Founder & CEO of Guava Family, Inc.

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Above the Fold.

Netflix’s above-the-fold tactic is the polar opposite of Blue Apron’s. Instead of letting the image show the benefit, Netflix goes the more traditional route and places the emphasis on a strong value proposition and a bright red CTA button selling a FREE deal.

What they’re doing with, “Watch anywhere. Cancel anytime. Join Free for a Month” is addressing concerns a new subscriber may have right up front. You’re not locked in to a burdensome contract; there’s no risk if you don’t like it; and there’s absolutely no financial risk for the first 30 days.

The copy is systematically removing any reason not to try Netflix. And that bright red CTA button generates a sense of urgency.

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Scrolling down…

Netflix’s site is clean, simple, with very few distractions. But just below the fold, you have the option to find out more by scrolling through a series of three infographics. Notice that the first slide is—once again—removing objections to trying Netflix; “No commitments / Cancel Online at Anytime.”

The following two slides show how “watch anywhere” works, and the third is choosing a pricing plan. Couldn’t be more simple.

Landing Page To-Dos

  1. When you’re in an industry that has compromised the trust of consumers (think Netflix vs. a traditional cable company), addressing concerns up front and center can compelling copy.
  2. Limited time free trials reduce friction. Combined with a red CTA, it’s just the push many consumers need to act.
  3. Sometimes the benefits are self-explanatory. We all know the benefits of watching TV, so Netflix doesn’t have to use words or images to explain them.

8. Ahrefs.com—claim to fame: tagline mastery.

“Great CTA placement (read: in your face) as soon as you open the page, great copywriting showcasing their core features and benefits, mobile-responsive, and data-backed infographics. It’s an example of a company that truly understands its audience.”

– Steve Kurniawan, Content Marketing & Growth at Nine Peaks Media

Above the fold.

The temptation for many copywriters, and CEOs and Founders for that matter, is to get too clever with the headline and tagline. In a perfect world, you could have both.

You could be clever and clear, but if in your world you have to choose between the two, always choose clarity. That’s what they’ve done here on Ahrefs.com.

The name “Ahrefs” doesn’t tell you what to expect, which is fine (neither does Apple). So that first line on their homepage has to do all of the work to tell you what you can find and what you can do here. That headline might look plain to the point of boring, but it’s doing one thing really well. It tells you the benefits Ahrefs’ tools will give you.

“Tools to grow your search traffic, research your competitors and monitor your niche.”

The tagline makes it even more clear why you want to do these things:

“Ahrefs helps you to learn why your competitors are ranking so high and what you need to do to outrank them.”

Isn’t that what every business wants to know?

Now, they could make this even more compelling by going a step further towards showing the benefits, like “learn why your competitors are ranking so high and what you need to do to outrank them so you can win more business with a wider audience.” That’s getting long winded, but with some massaging, could develop into an even stronger tagline.

Then, once again, we have an orange CTA button with a low-cost introductory cost. On a blue background.best landing page (16)

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This section is a little features-heavy—it tells you what Ahrefs does, rather than what it does PLUS what you can do. I like the infographics that illustrate each feature so you can understand it at glance.

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This might act as a differentiator, but phrases like “the best” and “the most” are so overused in copy that they’re not really convincing anymore. It’s a good thing they have those numbers, which are always convincing.

Studies have shown that using numbers makes anything you say seem more credible. So while it may not be very effective to say “we have the best data,” it’s very effective to say “we crawl 6 billion web pages every day.”

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At the bottom, we find another CTA, just like the first: Start 7-day trial for $7. Why not a free trial? This is a calculated decision.

A free trial would get more people in the top of the sales funnel because the barrier to entry would be non-existent, but if the company has tested this in the past and found that a lot of people sign up, but a proportionally tiny number of people actually sign-in and learn to use the product…then you’re not converting more people into paying customers.

If that’s the case, then it makes sense to ask for a nominal fee for a trial because spending just a little money acts as a “micro-commitment“—a tiny first commitment that motivates people to complete the action. Like actually learning to use a product because they’ve already invested money into it.

Landing Page To-Do’s

  1. If you have to choose between a clever headline and a clear one, go for clarity, even if it seems boring.
  2. Use numbers to tell your story. Any part of your story. Numbers add credibility.
  3. When prospect follow-through is an issue with your free trial, try making it a low-cost trial instead.

7. Lyft’s “Drive with Lyft” Page—claim to fame: fast conversion.

“The ‘Drive with Lyft’ landing page is straightforward and user-friendly. Above the fold there is a strong headline on a flat purple background, without any other distractions, and just three fields to fill in.

That’s it. The limited color palette makes it much easier to focus on what’s important and find the details you need.”

– Lotem Hayun, Head of Growth at Pramp

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Above the fold.

The key to Lyft’s high-converting landing page for drivers is that there are no distractions and extremely easy steps to signing up. The biggest roadblock (pun intended) to becoming a Lyft driver would be if you didn’t have a car—a problem which Lyft solves just above the fold, so no one counts themselves out prematurely.

Notice that the only CTAs are “Sign up to drive” (not orange, for once), and “Next.” There is nothing there to slow you down from filling out this form with your phone number.

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Scrolling down…

Step-by-step, Lyft walks you through how driving for them works, with visual aids. There are four steps to scroll through, and each step is explained in one brief sentence.

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Lyft includes an FAQ section at the bottom of their landing page that addresses the main concerns a new driver might have. Here, and only here, do they write in detail to put prospective drivers at ease.

The CTA buttons are interesting because they include a “No, thanks” option. When you click on it, a survey pops up.

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This is a brilliant way to gain insights into the most common objections your target clients might have about your product or service. Clearly, Lyft uses the insights gleaned from this survey for their FAQ material, and most likely, their landing page copy as well.

Landing Page To-Do’s

  1. Make the next step crystal clear, with no distractions, to get users to take the first step (ie. fill in the first form, or press the first button) fast.
  2. Smooth sources of friction by addressing prospects’ concerns with an FAQ section.
  3. Survey people who aren’t interested to uncover more reasons for hesitation that you can address in your copy later.

6. Airbnb’s Host Page—claim to fame: personalization.

“The box on the top right corner of the Airbnb Host page detects your city and shows you the monthly potential income of the hosts in your city. You can even toggle between the number of guests and the space you plan to share to see the monthly income potential. Scrolling down, the user sees a simple step-by-step guide to becoming a host.”

– Kim Smith, Content Marketing Manager at GoodFirms

“What I really love about Airbnb’s landing page is the use of a simple hero image and a clear CTA. The hero image evokes feelings that arise when traveling, and the CTA is bright and lively.”

– Lauren Crain, Digital Marketing Content Creator at Health Labs

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Above the fold.

What is the biggest benefit of becoming an Airbnb host? Earning money for living space you don’t use! That promise is the heart of the headline; “Earn money as an Airbnb host.” Your next question is probably, “how much money”?

That’s where Airbnb’s home page ingeniously provides the answer. In two places.

Look in the top right corner, just to the left of the red “Get started” CTA button. That “Monthly potential” number is based on the monthly income potential of hosts in your city. This is before you’ve even filled out the form. Airbnb already knows where you live.

Creepy? A little. Effective? Very.

For a more specific estimate, all you have to do is fill out the simple form. It doesn’t ask for your email address, phone number or other contact information. Just your city and what you’re renting out. By not asking for contact details, they’re removing sources of friction (people would rather not give those details out unless they’re ready to buy).

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Leading with the primary benefit—the money earning potential—is a strong start.

Right after that though, Airbnb starts addressing the questions and concerns a prospective host might have.

Does it cost anything? “List your space for free.”

Can it be on my schedule? “Choose your own schedule, prices and requirements.”

Will I get support from Airbnb? “We’re there to help along the way.”

And then there’s the social proof in the form of a testimonial.

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Perhaps the biggest friction to overcome is the fear that a guest will damage your space. Airbnb addresses this concern next, listing everything they do to make Airbnb hosting as safe as possible. They offer a Host Guarantee to cover property damage and Host Protection Insurance for liability.

While they address what could go wrong, and what they do about it, Airbnb’s copy doesn’t dwell on the negative. They’re back to testimonials and CTAs to finish off the page!

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Interestingly, this CTA isn’t orange. But the image it rests on contains both orange and blue, for action and trust.

Landing Page To-Do’s

  1. Put your biggest benefit first—and bonus points if you can personalize it like Airbnb does with localized earnings estimates!
  2. Asking people to do something scary? Give them guarantees and let them know how you support them.
  3. Testimonials sprinkled throughout the page are bright reminders of what good things can happen with your product or service.

5. Shopify‘s Homepage—claim to fame: no fear.

“Shopify’s homepage is one of the best homepages I’ve ever come across. The only CTA above the fold is ‘Enter your email address.’ There is a simple photo gallery, but it does not change automatically, and the user has to be active and click the arrow sign in order to see the next photo.”

– Lotem Hayun, Head of Growth at Pramp

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Above the fold.

We’ve talked a lot about reducing fears and friction, but few landing pages do this as effectively as Shopify’s home page. Before we get into that, check out that headline. The differentiator is baked in when you read between the lines: “The [only] ecommerce platform made [just] for you.” Even if you sell out of the trunk of your car.

But the phrases that are the real converters are the ones that introduce and reinforce the theme: you have nothing to fear.

“Shopify has you covered.”

“No risk, and no credit card required.”

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This theme continues all the way down the page, addressing concern after concern in the same reassuring style.

Will I need to change my brand? “Your brand, your way.”

But I don’t have design skills. “No design skills needed.”

Every so often, they’ll mix in a big benefit, like: “You finally have a gorgeous store of your own that reflects the personality of your business.” (Will it reflect my personality?)

And… “one unified platform to run your business with ease.” (Will it be hard?)

They’re combining the benefits WITH addressing the fears!

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Then comes the social proof, which they’ve done with numbers and testimonials. Shopify is all about the one-two punch!

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I love how they sign off with “No worries. We’re here to help you at every stage of your journey.” If you still had any concerns by the end of this home page, that should finish them off—even if your concern is that you have no products to sell. If they can solve that problem, they can do anything.

Landing Page To-Do’s

  1. Are you the [only] company designed to serve [your target audience]? Do you have another differentiator that sets you apart from everyone else? Make that your headline—it’s always a good one!
  2. When possible combine addressing fears with stating your biggest benefits. It’s a great way to catch two fish with one worm. (Only monsters throw rocks at birds!)
  3. Strengthen your trust indicators by combining different forms of social proof.

4. Now.Drift.Com—claim to fame: interactivity.

“It is unique and extremely futuristic. It’s the first time I’ve seen a conversational interface being used on a landing page. It allows the user to get any answer they are looking for and allows the business to be personable to each and every user.”

– Jenna Erickson, Marketing Manager at Codal

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Above the fold.

The future has landed, at least at Drift. Their Now.Drift.com page is unlike any landing page you’ll see because the entire page is devoted to one thing: an interactive chatbot conversation.

Chatbots have been on landing pages for years now, inviting prospects to ask questions and get help, but the way Drift is using this chatbot is different. You can’t move down the page without responding to the bot’s questions, even if it’s just with a click of the mouse.

Remember when we talked about “micro-commitments“? The idea that if you commit a little, you’ll be more inclined to commit to more later?

Every single press of the CTA button “Tell me more…” is a micro-commitment leading users down a sales funnel. Combined with intriguing, conversational copy, who could resist?

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Every time you press the CTA button, more of the story reveals itself. Drift explains what the problem is that their target audience faces—a problem they may not even be aware of yet—and makes a strong case in favor of shortening the sales process and removing friction.

Incidentally, this whole chatbot conversation is one long exercise in removing friction. Notice that the bot isn’t asking you to buy anything yet. It’s just telling a story, presenting a problem, hinting at a solution.

“How would that work?” You might well ask!

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Just when you’re hooked and want to know more, that’s when they present the CTA to get early access for “the future of B2B buying.” One can only assume that chatbots would be involved because they’re keeping the mystery alive.

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Only when you’ve given your email address to find out more do they present a link to a page that promises to answer every question, with “Learn all there is to know about NOW.”

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This landing page keeps you guessing every step of the way. The mystery builds and doesn’t hand you the payoff until you’ve let loose with an email address. Asking for just the email address practically ensures conversion because it’s such a low bar. The surprise factor of the chatbot, strong storytelling, and an easy CTA make this page a conversion all-star.

Landing Page To-Do’s

  1. Catch users’ attentions with the element of surprise—don’t be afraid to do something completely different. Interactive and personal are the trends in full swing right now, so if the surprise you have in mind includes those features, you’ll be converting leads in no time.
  2. When the goal is to get the reader to scroll down the page, nothing does that as effectively as a good story with suspense thrown in.
  3. For high conversion rates, at least at the entry-level, just ask for an email address. It’s quick, it’s easy, and it gets the prospect saying “yes” to you early on—making later “yesses” that much easier.

3. Upwork—claim to fame: choose your own adventure.

“Upwork features a bright hero image with copy that clearly states the value it brings to its consumers. Upwork also displays a ‘Get Started’ CTA for ease of use.”

– Lauren Crain, Digital Marketing Content Creator at Health Labs

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Above the fold.

Upwork has it all—the headline tells you what you can do here. The tagline tells you what you’ll gain by using Upwork, and why this is THE resource for freelancers (“the top freelancing website”), and the CTA (an unusual green color) doesn’t ask you for an email or any personal information, but rather asks:

“What type of work do you want done?”

I love how this CTA focuses on what the user wants, rather than what the business wants (usually, at this stage, an email address). That alone is eye-catching. The field invites you to see if you can find just the right freelancer solution for the task at hand.

If that isn’t enough to “Get Started,” the social proof of client brands just below is compelling.

Still not sure if you can find a freelancer for your specific project? They address that concern just above the fold too, giving some specifics on the types of tasks for which freelancers are available.

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The rest of the page introduces all the options a business owner could want, including the different types of freelancers for hire, and what they call “the level of service.”

That’s a clever phrase that puts a shine on how much you’ll be paying!

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Landing Page To-Do’s

When your service can be used multiple ways, try asking what the prospect would like to do in your CTA.

  1. Let prospects know the main ways they can use your product to achieve their end goals, preferably with an infographic.
  2. Make what you’re offering feel personalized and customized to the user’s needs. That’s what Upwork does best by first asking what the user wants, and then presenting all the ways they can achieve it.

2. IWillTeachYouToBeRich—claim to fame: segmentation.

“My favorite landing pages are Ramit Sethi’s course landing pages since they are incredibly detailed about what the courses cover, and have customer testimonials that handle objections. I think they are persuasive, effective, and contain all the content needed to make a decision.”

– Stacy Caprio, Founder of Accelerated Growth Marketing

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Above the fold.

This page does everything right, and does one thing most landing pages don’t do—but we’ll get there in a minute.

First, let’s look at the title: “I will teach you to be rich.” That is one powerful value proposition. The headline of the page itself though is a question—an unusual choice, unless of course you want answers.

Which Ramit Sethi does. He wants you to take a quiz (and who doesn’t love quizzes?!). Quizzes are conversion engines. Everyone wants to take a quiz.

The point of friction comes at the end of the quiz when the quiz taker has to cough up an email address to get the results. I’m on the fence of how effective that is. I think it’s worthwhile to give value early on by delivering the results without gating that content to gain trust, but to each his own.

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If you haven’t clicked on the quiz yet, you’ll scroll down to see social proof in the “Featured on” list that contains some very impressive and recognizable names in traditional media.

Then, you’ll see “What you’ll get.”

I love that phrase because it puts the emphasis on how the prospect will benefit, which is really all a prospect wants to know at this stage of the sales cycle. And these are strong incentives. A custom report of “your unique strengths”? That’s personalized! Maybe this quiz will reveal answers you’ve been searching for… let’s find out!

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The quiz asks questions about spending habits, what type of work you do, and what your pain points are, but what it’s really doing is providing the business with information they need to qualify you as a likely lead, or not.

When you have prospects essentially segment themselves, you can construct a personal-feeling email campaign based on their expressed pain points, habits and hopes. They’ve given you all of the information you need to tailor your content to them, perfectly.

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Landing Page To-Do’s

Put your value proposition in your title. Then you can play with a more creative headline.

  1. Try using a headline that asks a question users will want to answer.
  2. Create a quiz sequence that segments prospects automatically so you can create custom content. Not sure how? Here’s one way to do it.
  1. Pupford—claim to fame: list-building machine.

“Our landing page has seen a constant 50% conversion rate because it provides an extremely high level of value (30 days of free dog training) with a very low barrier to entry.

Just a name, dog’s name and email. The signup process is simple, and CTAs are strategically placed throughout the entire page. There’s also social validation through the use of influencers and user reviews.”

– Devin Stagg, Marketing Manager at Pupford

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Above the Fold Breakdown:

Fun fact: the word “Free” is used 18 times on this one landing page. Why? Because when you really want to drive home your point, you have to repeat it. A lot.

The point here is that—yes, it’s free, but also that this course has very high value and a very low bar for entry. Just an email address.

Another fun fact: the number of CTAs on this page is seven.

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This landing page may just be for top-of-funnel free content, but they’ve got quite a few takers, and it’s no wonder why. Even though the class is free and easy to access, they’re pitching it like it costs hundreds of dollars. They give you every detail you need to make the decision to buy, and then they don’t ask you to buy.

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Here too the copy reads “What you’ll get.” It’s a magic phrase that gives the reader all of the attention, and the free class offers as much value as classes that cost much more. Then, you have your social proof: “Real Experiences from Dog Parents and Their Pups.”

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Just in case you have any hesitations about signing up for a Free (did we mention FREE?) class, they’ve included an FAQ section. It’s like they’re hitting a fly with a sledgehammer, but it works.

The real conversion magic though happens after the prospect signs up for this free material. When Pupford delivers all of this value for free, they’re gaining trust, gardening good will, and invoking what Robert Cialdini calls “reciprocity.”

Cialdini’s theory of “reciprocity” is that people are programmed to give when they receive. Humans don’t like feeling indebted to anyone.

So, when we get something for nothing, the instinct is to give…something. The higher value the freebie, the more we want to give back. This page is effectively sowing the seeds for long, happy and profitable client relationships.

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Landing Page To-Do’s

  1. When something is important, repeat it. A lot.
  2. Sprinkle CTAs throughout your page, along with social proof. You want to give people multiple chances to say “yes,” and eliminate confusion about what to do next.
  3. When you offer something for free, make it a high-value offer if you want to really foster long and profitable client relationships.

Now that you’ve had a crash-course in what works best, here’s how to apply it.

BONUS: A Quick Guide of Best Practices to Create High Converting Landing Pages.

Contributed by Brandon Telford, Web & Graphic Designer at seoplus+

Techniques for a Strong Landing Page:

  1. A Strong Headline / Value Proposition
    1. This should grab the viewer’s attention
    2. It should also be informative and explain what the page is about
  1. A Sign Up Form / Strong Call-to-Action
    1. Ideally positioned above-the-fold for quick access
    2. Limit the number of fields to increase the viewer’s likelihood of completing the form
    3. Should include a strong call-to-action (button) with short, but clear and descriptive text
  1. Evidence of Trust Factors
    1. The page should contain testimonials, featured in logos
    2. More secondary, but these help the viewer trust in your service or product
  1. Mobile Optimization
    1. With the growing number of mobile visitors, having a page optimized for smaller screens is essential
    2. Disorganized content with result in a higher viewer bounce rate (and frustration)
  1. Clean, Visual Layout
    1. It’s important to keep your viewers attention so keep the layout clean
    2. White space is okay, but don’t be afraid of adding colour and images—just make sure they aren’t distracting from the main goal.