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19 Great Landing Page Examples You’ll Want to Copy in 2022

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19 Great Landing Page Examples You'll Want to Copy in 2022


While many landing pages look different and use a variety of exciting strategies to pull in audiences, they all serve one major purpose — to convert to the next stage in the buyer’s journey.

Rather than serving as a basic advertisement that shows a customer a product, a landing page aims to engage and delight a customer by offering them something that relates to the product or the company’s industry. When they fill out the form and receive a reward of interesting content, they might be even more likely to trust your brand and become a customer.

Quick tip: Want an easy way to add a form to your landing page? HubSpot’s free form builder tool can help you fill your CRM with leads from your website.

Let’s talk through an example of when a landing page can be especially effective. If a business wants to sell an AI product that helps salespeople, they might create a landing page that offers audiences a free video on how to use AI in the sales industry. Interested audiences might offer their contact information in exchange for the valuable information. If they enjoy the video they’ve received, they might be more likely to respond to or purchase a product from a company rep who calls them.

In another scenario, a publishing company that targets an audience of chief executives might create a landing page that invites audiences to sign up for a webinar hosted by an executive at a major company.

After giving their email address on the signup form presented on the landing page, the leads get an email with the webinar dates and log in information, as well as instructions on how to sign up for the publication’s newsletter or subscription. If the user is pleased by the webinar, they might sign up for the newsletter or a subscription to keep up with similar publication content.

Although their purpose is simple enough in theory, actually designing a successful landing page requires some detailed planning and creative testing.

Even after launching your landing page, you’ll want to pay attention to conversion rates to see how well it’s doing.

To determine your conversion rate, simply divide the number of conversions a web page generates by the number of people who visited that page.

If your conversion rate isn’t close to the average just yet, don’t worry. Nailing those percentages can be a bit challenging at first, especially if you have a lot of regular page visitors. Luckily, there are a number of simple conversion rate optimization strategies that can help you boost your current rate quickly.

Regardless of what your business is selling or the conversion action you hope to instigate, it’s helpful to get inspired by seeing what other great landing pages look like.

And because there’s no one “right” way of designing a landing page, you’ll want to check out examples from lots of different industries for different stages of the buying process.

Want to get inspired? Check out the great landing page examples below.

We don’t have access to the analytics for each of these landing pages, so I can’t tell you specifically how well they convert visitors, contacts, leads, and customers. But many of them do follow best practices while also implementing a few new experiments that could give you ideas for your own landing pages.

19 Great Examples of Landing Page Design

1. AirBnB

This AirBnB landing page is a one-stop shop for visitors curious about hosting. It features testimonials from current hosts, articles offering advice, and even a calculator to estimate your weekly average earnings based on your location.

If all this info convinces you to start hosting, the vibrant pink CTA in the header makes it easy to convert on the spot.

2. Wix

Wix has turned its landing page into a creative playground with a stunning and captivating digital illustration that follows you down the page. It’s not overwhelming or distracting — it’s carefully balanced with white space and clear text.

We love the use of design to emphasize certain touchpoints on the page. For instance, the mountain’s peak in the illustration points to the main CTA encouraging visitors to get started.

3. ExpressVPN

What do we love most about this landing page? It’s not what it has, but what it doesn’t — a navigation bar! By removing the navigation bar, ExpressVPN shines a spotlight on the primary CTA.

Why do we take an anti-navigation stance for landing pages? They tend to distract visitors and lead them away from the intended action. Not only is this a landing page design best practice, but we’ve also conducted A/B tests that show removing navigation links from landing pages increases conversion rates.

4. Row House

Besides its sleek design, this landing page gets bonus points for the autoplay video in the background, which adds a degree of movement to an otherwise static page. Speaking of movement, the video shows people working out at Row House, which offers a great introduction to the brand.

If it suits your brand, try enticing visitors with a video component. It could be the difference between passive and active engagement.

5. Codeacademy

I like this page because it’s simple in both copy and design. The form on the page is simple and only requires an email address and password. Or, you can use your LinkedIn, Facebook, GitHub, or Google Plus login, shortening the conversion path even further.

The landing page also offers real-life success stories, testimonials, and other forms of social proof for visitors who need more information before creating an account. This helps make the potentially intimidating world of coding more approachable for beginners.

6. Sunbasket

Sunbasket takes a competitive approach to its landing page, directly comparing its meal delivery service to its main competitor, Blue Apron. As you scroll down the page, a table highlights where Sunbasket’s features exceed those of Blue Apron.

By comparing your products or services to another, you can highlight why yours is the clear winner. It’s a smart way to provide “evidence” to potential customers as to why they should choose you.

7. Curology

I’d argue that the top fold is the most important element of a landing page, alongside the CTA. Curology’s top fold is clean, visually appealing, and to-the-point — and the copy is less than 50 characters long. Users immediately understand the offer and how it can benefit them.

Even if the brand is new to you, its message is loud and clear — regardless of your skin issues, Curology has a custom solution for you.

8. Breather

Here’s another example of clever, delightful design on a landing page. As soon as you visit Breather.com, there’s an instant call to action: indicate where you want to find a space. Plus, it uses location services to figure out where you are, providing instant options nearby.

We love how Breather used simple, to-the-point copy to let the visitor know what the company does, followed immediately by the CTA to select a city. The negative space and soothing color scheme also align with the product –– essentially, room to breathe.

9. Mailchimp

For starters, check out that sunny yellow background color — it’s impossible to ignore. It’s a bold departure from its more subdued home page, yet still on brand.

Besides the color, this landing page gets a shoutout for its CTA placement. It displays a consistent CTA (“Sign Up”) not once or twice, but three times on the page. No matter how far down you scroll, you will see the same button.

This is a solid strategy since the CTA operates as a gateway for converting clients. It should be available to visitors as they move down the page — not just once on the top fold.

10. Paramount Plus

This landing page design has it all. It’s visually appealing, interactive, and offers scannable yet descriptive headers – such as Peak Streaming, Peak Originals, and Peak Family Team. Plus, the background makes each fold look slightly different, creating a captivating scrolling experience.

The landing page also features a repeatable CTA (“Try It Free”) and several strategically-placed content offers, culminating in multiple touchpoints for visitors to convert.

11. CarMax

CarMax is ready to empower visitors to do their own research right on the landing page. It features a search bar that leads to a large database of cars and a calculator that allows visitors to estimate their ideal monthly budget.

For those looking to sell their car, it also includes a form that users can fill out to receive a quote.

It’s clear CarMax wants the buying or selling experience to be as painless as possible. By translating the company’s customer-centric approach on its landing page, CarMax effectively turns a universally dreaded event — purchasing a new car — into a straightforward process without gimmicks or barriers.

12. Edupath

Who is your landing page’s target audience? While most of Edupath’s website content is directed toward students, there are sections dedicated to advising parents on helping their teenagers through college applications and SAT preparation. The landing page below is in one of these sections.

When parents fill out their teenager’s name, email address, and mobile number, a link to download the Edupath app is sent directly to them. The folks at Edupath know students are likely to do something if their parents ask them to — especially if it means they don’t have to surrender their phones.

Plus, it’s an easy, one-click process. This whole conversion path is a clever and helpful way to get the apps on more students’ phones by way of their parents.

13. Startup Institute

Visitors to your website won’t hand over their personal information without knowing what they’re going to get in return. On its landing page, Startup Institute makes abundantly clear what will happen after you apply by listing a Q&A right beside the form. It might prompt some people to say, “They read my mind!”

To avoid hesitancy to fill out a form, use your landing page to set expectations upfront. That clears the air, and can also weed out the people who don’t take your content, product or service seriously.

Simple Landing Pages

14. Uber

People are flooded with information online. This is why creating a skim-able landing page is essential — like this one from Uber.

It features a black and white color scheme, short and easily-digestible sentences, and a simple form. The combination of these elements results in a professional and approachable page.

15. Spotify

This landing page takes a dramatic detour from Spotify’s classic green and black colors — and perhaps that’s the point. It could be a way to signal to visitors that the page serves a different purpose from its other content.

Even though the landing page is relatively simple, the stark color contrast emphasizes the text and CTAs. To entice visitors even more, it lists the most played artist, song, album, and podcast of the year —all of which are available on Spotify. It’s a creative way to promote its content library while attracting visitors to sign up.

16. Canva

Sometimes you need to admire a landing page for its attractive and straightforward design. Similar to the example above, this one features an abundance of white space that accentuates the text and balances the bright colors throughout.

To seal it off, the page ends with a FAQ section. If you suspect visitors will have additional questions about your products or services, you may want to include a similar section too. It lets potential customers better understand what you’re trying to sell them, and sends a message that you’re open to questions.

Product Landing Pages

17. Mooala

Playful isn’t usually the first word that comes to mind when you think of dairy-free milk, but Mooala’s bright and colorful landing page is exactly that.

This example illustrates how you can embrace simplicity while using relatively bold striking colors — like neon green — to highlight important headers and CTAs. To pull this off, stick with colors that correspond with your brand while also capturing the attention of visitors.

18. Nauto

When writing website copy for a product or service, a helpful rule of thumb is to expand on the benefits rather than the features. Such advice also applies to writing landing pages.

For example, instead of bombarding visitors with technical information, Nauto, a fleet safety platform, chooses to highlight its benefits with clear and engaging copy (“Your roadmap for fleet safety”). In doing so, Nauto makes its content offer more appealing.

19. Rover

Putting your pets in the care of another person can be nerve-wracking. Which is why Rover, an on-demand pet care service, leans on social proof to build trust with visitors. The landing page includes testimonials from real clients and copy about its “Rover Guarantee” and 24/7 support. Of course, the cute pictures of animals help too.

Ready to build your landing page?

Whether you’re using a landing page template or building one from scratch, it’s essential to keep these best practices top of mind. And remember to test your landing pages to improve their effectiveness.

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5 Simple Things You Can Do To Improve the Content Experience for Readers

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5 Simple Things You Can Do To Improve the Content Experience for Readers

Who doesn’t like to have a good experience consuming content?

I know I do. And isn’t that what we – as both a consumer of content and a marketer of content – all want?

What if you create such a good experience that your audience doesn’t even realize it’s an “experience?” Here’s a helpful mish-mash of easy-to-do things to make that possible.

1. Write with an inclusive heart

There’s nothing worse than being in a conversation with someone who constantly talks about themselves. Check your text to see how often you write the words – I, me, we, and us. Now, count how often the word “you” is used. If the first-person uses are disproportionate to the second-person uses, edit to delete many first-person references and add more “you” to the text.

You want to let your audience know they are included in the conversation. I like this tip shared in Take Binary Bias Out of Your Content Conversations by Content Marketing World speaker Ruth Carter: Go through your text and replace exclusionary terms such as he/him and she/her with they/them pronouns.

Go through your text and replace exclusionary terms such as he/him and she/her with they/them pronouns, says @rbcarter via @Brandlovellc @CMIContent. #WritingTips Click To Tweet

2. Make your content shine brighter with an AI assist

Content published online should look different than the research papers and essays you wrote in school. While you should adhere to grammar rules and follow a style guide as best as possible, you also should prioritize readability. That requires scannable and easily digestible text – headings, bulleted text, short sentences, brief paragraphs, etc.

Use a text-polishing aid such as Hemingway Editor (free and paid versions) to cut the dead weight from your writing. Here’s how its color-coded review system works and the improvements to make:

  • Yellow – lengthy, complex sentences, and common errors
    • Fix: Shorten or split sentences.
  • Red – dense and complicated text
    • Fix: Remove hurdles and keep your readers on a simpler path.
  • Pink – lengthy words that could be shortened
    • Fix: Scroll the mouse over the problematic word to identify potential substitutes.
  • Blue – adverbs and weakening phrases
    • Fix: Delete them or find a better way to convey the thought.
  • Green – passive voice
    • Fix: Rewrite for active voice.

Grammarly’s paid version works well, too. The premium version includes an AI-powered writing assistant, readability reports, a plagiarism checker, citation suggestions, and more than 400 additional grammar checks.

In the image below, Grammarly suggests a way to rephrase the sentence from:

“It is not good enough any longer to simply produce content “like a media company would”.

To:

“It is no longer good enough to produce content “as a media company would”.

Much cleaner, right?

3. Ask questions

See what I did with the intro (and here)? I posed questions to try to engage with you. When someone asks a question – even in writing – the person hearing (or reading) it is likely to pause for a split second to consider their answer. The reader’s role changes from a passive participant to an active one. Using this technique also can encourage your readers to interact with the author, maybe in the form of an answer in the comments.

4. Include links

Many content marketers include internal and external links in their text for their SEO value. But you also should add links to help your readers. Consider including links to help a reader who wants to learn more about the topic. You can do this in a couple of ways:

  • You can link the descriptive text in the article to content relevant to those words (as I did in this bullet point)
  • You can list the headlines of related articles as a standalone feature (see the gray box labeled Handpicked Related Content at the end of this article).

Add links to guide readers to more information on a topic – not just for SEO purposes says @Brandlovellc via @CMIContent. #WritingTips Click To Tweet

You also can include on-page links or bookmarks in the beginning (a table of contents, of sorts) in longer pieces to help the reader more quickly access the content they seek to help you learn more about a topic. This helps the reader and keeps visitors on your website longer.

5. Don’t forget the ‘invisible’ text

Alt text is often an afterthought – if you think about it all. Yet, it’s essential to have a great content experience for people who use text-to-speech readers. Though it doesn’t take too much time, I find that customizing the image description content instead of relying on the default technology works better for audience understanding.

First, ask if a listener would miss something if they didn’t have the image explained. If they wouldn’t, the image is decorative and probably doesn’t need alt text. You publish it for aesthetic reasons, such as to break up a text-heavy page. Or it may repeat information already appearing in the text (like I did in the Hemingway and Grammarly examples above).

If the listener would miss out if the image weren’t explained well, it is informative and requires alt text. General guidelines indicate up to 125 characters (including spaces) work best for alt text. That’s a short sentence or two to convey the image’s message. Don’t forget to include punctuation.

General guidelines indicate up to 125 characters (including spaces) work best for alt text, says @Brandlovellc via @CMIContent. Click To Tweet

For both decorative and informative images, include the photo credits, permissions, and copyright information, in the caption section.

For example, if I were writing an article about Best Dogs for Families, I would include an image of a mini Bernedoodle as an example because they make great family pets. Let’s use this image of my adorable puppy, Henri, and I’ll show you both a good and bad example of alt text.

An almost useless alt-text version: “An image showing a dog.”

Author’s tri-colored (brown, white, black, grey wavy hair), merle mini Bernedoodle, Henri, lying on green grass.

It wastes valuable characters with the phrase “an image showing.”

Use the available characters for a more descriptive alt text: “Author’s tri-colored (brown, white, black, grey wavy hair), merle mini Bernedoodle, Henri, lying on green grass.”

It’s more descriptive, and I only used 112 characters, including spaces.

Want to learn more? Alexa Heinrich, an award-winning social media strategist, has a helpful article on writing effective image descriptions called The Art of Alt Text. @A11yAwareness on Twitter is also a great resource for accessibility tips.

Improve your content and better the experience

Do any of these suggestions feel too hard to execute? I hope not. They don’t need a bigger budget to execute. They don’t need a lengthy approval process to implement. And they don’t demand much more time in production.

They just need you to remember to execute them the next time you write (and the time after that, and the time after that, and the … well, you get the idea.)

If you have an easy-to-implement tip to improve the content experience, please leave it in the comments. I may include it in a future update.

All tools mentioned in the article are identified by the author. If you have a tool to suggest, please feel free to add it in the comments.

If you have an idea for an original article you’d like to share with the CMI audience, you could get it published on the site. First, read our blogging guidelines and write or adjust your draft accordingly. Then submit the post for consideration following the process outlined in the guidelines.

In appreciation for guest contributors’ work, we’re offering free registration to one paid event or free enrollment in Content Marketing University to anyone who gets two new posts accepted and published on the CMI site in 2023.

HANDPLOCKAT RELATERAT INNEHÅLL:

Omslagsbild av Joseph Kalinowski/Content Marketing Institute



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The Ultimate Guide to Product Marketing in 2023

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The Ultimate Guide to Product Marketing in 2023

Product marketing is essential, even if you only sell one or two products at your organization.

(mer …)

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3 email marketing shifts to make in 2023

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3 email marketing shifts to make in 2023

Whew! We made it to 2023! As we closed in on the end of the year in December, the finish line seemed awfully far away. Many marketers told me they were busier than ever. 

I myself was fielding calls for strategy help, working on business deals and managing the chaos all the way to the eve of Christmas Eve, something that rarely happens in my 20-plus-year career. 

Look back and celebrate, then move on

The first business for 2023 will be to step back, clear your head and take stock of all the great things you accomplished in 2022 despite the odds (i.e., coming out of COVID, going into a rebound and COVID round 2, moving into supply-chain shortages and other hiccups, facing down a potential recession) and how they affected the work you did to succeed.

And now it’s 2023. I hope you got your budget request approved and you’re ready to move ahead with a clean slate and new KPIs to hit. You’re probably wondering, “What can I do now to grow my program?

3 directional changes to grow your email program

Naturally, every marketer’s goals will be unique. We have different audiences, challenges, resources and goals. But I’m focusing on three major directional changes with my clients this year. Which of these could help you succeed this year?

1. Stop sending so many emails

Yeah, I know. That sounds strange coming from somebody who believes wholeheartedly in email and its power to build your business. But even I have my limits!

Email during this last holiday shopping season was insane. In my 20+ years in the email industry, I cannot remember a time, even during the lockdown days of COVID-19, when my inbox was so full. 

I’m not the only one who noticed. Your customers also perceived that their inboxes were getting blasted to the North Pole. And they complained about it, as the Washington Post reported (“Retailers fire off more emails than ever trying to get you to shop“).

I didn’t run any numbers to measure volume, isolate cadences or track frequency curves. But every time I turned around, I saw emails pouring into my inbox. 

My advice for everyone on frequency: If you throttled up during the holiday, now it’s time to throttle back.

This should be a regularly scheduled move. But it’s important to make sure your executives understand that higher email frequency, volume and cadence aren’t the new email norm. 

If you commit to this heavier schedule, you’ll drive yourself crazy and push your audience away, to other brands or social media.

If you did increase cadence, what did it do for you? You might have hit your numbers, but consider the long-term costs: 

  • More unsubscribes.
  • More spam complaints.
  • Deliverability problems.
  • Lower revenue per email. 

Take what you learned from your holiday cadence as an opportunity to discover whether it’s a workable strategy or only as a “break glass in case of emergency” move.

My advice? Slow down. Return to your regular volume, frequency and cadence. Think of your customers and their reactions to being inundated with emails over 60 days.

2. Stop spamming

In that Washington Post article I mentioned earlier, I was encouraged that it cited one of my email gripes — visiting websites and then getting emails without granting permission first. 

I could have given the Post a salty quote about my experiences with SafeOpt and predatory email experiences (“Business stress is no excuse to spam“) for visitors to its clients’ websites. 

Successful email marketers believe in the sanctity of permission. That permission-based practice is what you want to be involved in. Buying a list means you don’t hire a company to sell you one, whether it’s a data broker or a tech provider like SafeOpt. 

Spamming people doesn’t work in the long term. Sure, I’ve heard stories from people who say they use purchased lists or companies like SafeOpt and it makes them money. But that’s a singular view of the impact. 

Email is the only marketing channel where you can do it wrong but still make money. But does that make it right? 

The problem with the “it made us money” argument is that there’s nowhere to go after that. Are you measuring how many customers you lost because you spammed them or the hits your sender reputation took? 

You might hit a short-term goal but lose the long-term battle. When you become known as an unreliable sender, you risk losing access to your customers’ inboxes.

Aside from the permission violation, emailing visitors after they leave your site is a wasted effort for three reasons:

  • A visit is not the same as intent. You don’t know why they landed on your site. Maybe they typed your URL as a mistake or discovered immediately that your brand wasn’t what they wanted. Chasing them with emails won’t bring them back.
  • You aren’t measuring interest. Did they visit multiple pages or check out your “About” or FAQ pages? As with intent, just landing on a page doesn’t signal interest.
  • They didn’t give you their email address. If they had interest or intent, they would want to connect with your brand. No email address, no permission.

Good email practice holds that email performs best when it’s permission-based. Most ESPs and ISPs operate on that principle, as do many email laws and regulations.

But even in the U.S., where opt-out email is still legal, that doesn’t mean you should send an email without permission just because somebody landed on your website.

3. Do one new thing

Many email marketers will start the year with a list of 15 things they want to do over the next two months. I try to temper those exuberant visions by focusing on achievable goals with this question: 

“What one thing could you do this year that could make a great difference in your email program’s success?”

When I started a job as head of strategy for Acxiom, I wanted to come up with a long list of goals to impress my new boss. I showed it to my mentor, the great David Baker and he said, “Can you guarantee that you can do all of these things and not just do them but hit them out of the park?”

Hmmmm…

“That’s why you don’t put down that many goals,” he said. “Go in with just one. When that one is done, come up with the next one. Then do another. If you propose five projects, your boss will assume you will do five projects. If you don’t, it just means you didn’t get it done.”

That was some of the best advice I’ve ever received and I pass it on to you. 

Come up with one goal, project or change that will drive your program forward. Take it to your boss and say, “Here’s what I’m going to do this year.”

To find that one project, look at your martech and then review MarTech’s six most popular articles from 2022 for expert advice.

You’ll find plenty of ideas and tips to help you nail down your one big idea to drive growth and bring success. But be realistic. You don’t know what events could affect your operations. 

Drive your email program forward in 2023

The new year has barely begun, but I had a little trouble getting motivated to take on what’s shaping up to be a beast of a year. You, too?

I enjoyed my time off over the holidays. Got in some golf with my dad and his buddies, ate great food and took time to step back and appreciate the phenomenal people I work with and our amazing industry. 

What gets me going at last? Reaching out to my team, friends and you. Much of my motivation comes from fellow marketers — what you need, what you worry about and what I can do to help you succeed. 

If you’re on the struggle bus with me, borrow some motivation from your coworkers and teammates, so we can gather together 12 months from now and toast each other for making it through another year. 

It’s time to strap on your marketer helmet and hit the starter. Here’s to another great year together. Let’s get the job done!


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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


Om författaren

Ryan Phelan

As the co-founder of RPEOrigin.com, Ryan Phelan’s two decades of global marketing leadership has resulted in innovative strategies for high-growth SaaS and Fortune 250 companies. His experience and history in digital marketing have shaped his perspective on creating innovative orchestrations of data, technology and customer activation for Adestra, Acxiom, Responsys, Sears & Kmart, BlueHornet and infoUSA. Working with peers to advance digital marketing and mentoring young marketers and entrepreneurs are two of Ryan’s passions. Ryan is the Chairman Emeritus of the Email Experience Council Advisory Board and a member of numerous business community groups. He is also an in-demand keynote speaker and thought leader on digital marketing.

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