Of course, when we say “swipe,” we really mean “study,” “research,” “learn.” In other words, below are seven landing pages we feel are terrific. Take a look and learn.
Minimialism. No fuss. No muss. Easy to understand.
Signing up for Wistia’s free account is simple: the landing page is clean and a lovely, calming shade of blue. All someone has to do is just fill out the form. Questions? They are at the bottom of the sign up form (page visitors will need to scroll down) on a clean white field.
Contrasting Colors Help Visitors Know EXACTLY What to Do
Another clean and simple form – one that also provides a great headline and benefits-laden sub-head – is WebDAM’s landing page for its guide on choosing its software. The page provides an orange submit button, which is a nice complimentary contrasting color to the blue in the form itself.
Scroll below the form and you’ll see more benefits laid out neatly, as well as customer testimonials.
Helping Visitors See Clearly How Signing Up Benefits Them
Lyft wants to get more drivers. So Lyft allows drivers to actually see their potential earnings potential. The landing page lets wanna-be drivers see how much money they could make by having them fill out where they live and how many hours they think they may want to work. Once they fill out the form and see the potential income, an “apply now” pops up, taking them – once clicked – to an application.
Trust Is Important: Use Testimonials
Showing that others have used your product (or downloaded your offer, or signed up for your service using the landing page form) is called using “trust signals.” These can take the form of testimonials, or customer logos.
Companies who may want to use trust signals are those which work in “sensitive areas,” such as law, medicine, finance, etc.
Recurly’s landing page (its homepage) uses logos of some pretty impressive customers. Three or four short testimonials of happy customers also effectively showcase trusts.
(Important note: most experts recommend not having your homepage do double duty as a landing page, mostly because taking a navigation bar off a landing page actually increases conversion rates! A nav bar can “encourage” visitors to leave your landing page. Don’t distract them!)
Consider Interactive Elements for Even More Engagement
Visitors want interactive engagement, even when it comes to filling out forms on landing pages. The more helpful an interactive element, the better.
Tailor4Less.com’s landing page (also its homepage) allows visitors to “start designing” their own custom-made suit. In fact, that CTA button (“START DESIGNING”) is even more compelling than the average CTA.
(Another important note: because Tailor4Less.com’s homepage serves as a landing page, it also provides more “offers” on that page. Generally, it’s best to offer just one thing on a landing page. Again, don’t distract your visitor from the action you want him to take: filling out your form!)
NEVER Dawdle: Get to the Point!
Too many marketing pros believe that if someone clicks on an ad, a free offer CTA or a link in a social media post then they don’t have to explain what their offer is – as well as its benefits – on the landing page itself.
Think of your landing page as distinct from wherever the visitor clicked from to get to the landing page. You need to be sure a visitor can quickly tell what you do, what you’re selling and your offer’s benefits. The longer it takes a visitor to figure this out, the bigger chance you have of losing him or her.
HiNative.com’s homepage is its landing page. Notice that its benefit is extremely simple and clear. Notice also that the landing page shows a lot of people of (apparently) different nationalities. What’s more, notice that all of them on the page appear to be “looking” at the headline/benefit statement, helping to direct the visitor’s eye to that headline/benefit.
(Another note: yes, we know HiNative shouldn’t have its landing page as its homepage. But notice it doesn’t have a nav bar at the top. Also, the whole site asks just one thing of visitors: download the app. Still simple and non-distracting.)
Do Questions Work? Yes.
In fact, asking a question on your landing page is pretty effective. It engages visitors immediately as they ponder what the answer might be, which translates into an amazingly effective strategy to get those visitors to fill out a form and click on through.
Trulia.com does this really well: when we buy a home, after a few months or so we want to know how much it’s now worth. Has its value gone up or down? By using visitors’ understandable curiosity regarding what arguably is the most valuable asset they own, it’s quite tempting to fill out the street address and get the information.
(Note: once someone fills out the street address, he arrives at another page where he must enter his name and e-mail information in order to get an estimate of his home’s value.)
Creating a landing page takes considerable thought and effort. Even the simplest of designs must be created carefully with your marketing strategy at top of mind.
If you’d like more information regarding our take on landing pages and how they can generate plenty of targeted leads for your services/products, give us a call at 970-925-6025 or send us a message.
In the meantime, we offer several free downloadable reports on inbound marketing strategies.