In the world of contemporary marketing, your website’s landing page is one of your most valuable resources. A billboard, FAQ, and sign-up sheet all rolled into one, getting your landing page right is essential if you want to engage your target audience and turn leads into genuine sales.
Put simply, a landing page is a standalone webpage that users are directed to when they click on a search engine result.
The goal of a landing page is to convert this browser into a customer, which is why they are designed to guide the user through every stage of the buying process. Some of the most successful companies in the world provide great examples of landing pages that work. Here are our top five.
The global business comms software Slack’s landing page is a masterclass in user-friendly UX. The seamless scrolling takes a potential customer through the essentials of Slack and what it can offer. The onsite copy sticks to brief, single-clause sentences that cut right to the heart of what Slack does better than its competitors’ software. What’s more, their landing page form only has a single field to fill out, which increases the chance that users will actually proceed with signing up.
The ride-sharing platform Lyft dedicates its landing page to those they know will be looking at it; prospective drivers looking to work for them. To this end, Lyft keeps it short and sweet, opening the page with a point-and-click, single-action form that invites users to get started immediately. The graphics are crisp and playful, while the copy never veers from Lyft’s central sales pitch: “Drive with us to start making money instantly.”
3. Mr Green
The Stockholm-based online casino platform Mr Green provides real-money slots, blackjack, roulette, and live casino games to players in dozens of countries. Their landing page is aptly designed to deter potential customers from running to the competition. They don’t hesitate to show the extensive industry awards that their casino platform has received, as well as reviews from members of the casino gaming community. Mr Green clearly knows what its potential customers are thinking about, and have fine-tuned their landing page accordingly.
IBM’s no-nonsense approach on their landing page is clearly designed to show potential customers that they are a world apart from some of the more flowery Silicon Valley startups. You’ll find no mission statements or testimonials here. All you get is a sharp white background, a very intriguing opening line, a signup form, and, of course, IBM’s iconic logo, unchanged since 1972. This is a company that oozes confidence and efficiency in its simple and concise landing page.
5. Taster’s Club
The world’s largest whiskey club manages to combine a compelling backstory with a persuasive call to action on the very first part of its landing page. Their exquisite, old-world aesthetic invites the reader to sit down and pour themselves a dram, while simultaneously directing them to a signup form and a list of premium scotch labels available for immediate purchase. The cherries on top are the glowing testimonials from whiskey connoisseurs, which should prove effective on anyone who is still on the fence.
A landing page is a chance for you to tell your brand story and secure valuable leads all on a single page. Whatever your company’s mission is, there is something you can learn from these stellar examples.