Think of landing pages as the pickup lines of the inbound marketing world. In both situations—whether you're at a bar or online—you're trying to convince another person to hang out with you longer by getting their contact information. Then you have more time to convince them to take the next action, whether that means agreeing to a second date or (in most cases) downloading a digital offer.
Whereas there are some guys at the bar who drop cheesy lines and just don't know when to quit, your landing page should be simply irresistible. Your visitors will want to give you their contact information, because you have something that genuinely piques their interest.
Successful landing pages usually follow a basic formula. They need a clear headline, a brief description of the offer, and an input field. Even better, the most effective landing pages have no navigation bar that could potentially distract visitors into another page. This guides them directly towards your conversion goal.
I've searched the web for the best landing pages, and this is what I've found. Here are some of my favorite landing page designs that work and why.
Right off the bat you'll notice that this page only has one field. This immediately makes things easier on the user. When people run into a long form they're not always going to think it's worth their time. Like the ideal guy at a bar, your landing page should be simple and straightforward, not play mind games or seem long-winded.
This color scheme and clean, modern design make this landing page easy on the eyes as well. Not only is the design pretty, but it also hits all the marks. The headline and description are there, the button is contrasting and noticeable, and the overall imagery is friendly and inviting.
Another good tip for landing page headlines is to use action words. By saying "Sign up for your Wistia account" rather than something like "Free Wistia account," you're directly instructing the user to consider converting. In this way, there's no room for confusion or miscommunication--the viewer knows exactly what they're getting into, and they're probably excited about it.
This simplistic patterned blue background evokes a sense of trust towards Wistia as well, and the bright white fields contrasts with it nicely. (See our Psychology of Color post to learn more about how colors affect people's moods, emotions, and behaviors in the inbound marketing world.)
Clear headlines, short forms, and informative descriptions are all things that make up a great landing page. ClassPass hits those marks and more. Although there are tons of great things going on here, my absolute favorite is the button. It uses the encouraging phrase "get moving" rather than having a boring "submit" CTA. Who could say no to that?
Basecamp has a really long, in-depth landing page below the fold, but they put their form right at the top in the center. This means that you can sign up if you're ready, or scroll down to learn more if you aren't quite convinced.
The headline and button text make it easy to know what you're signing up for too, and the Basecamp logo in the center works well on this page. This logo matches the CTA below, which means your eye is being led to the conversion goal--and onto the next "date."
Sometimes you just have to admire a landing page for its beauty. SuperTasker's page is an example of how a nice piece of high-resolution photography can totally transform your landing page. They used this crisp photo as a full-width background, creating tons of whitespace. Their headline is easy to understand, and they only have one input field, which makes things straightforward for the viewer. Is it any surprise that their conversion rates are high?
Listen, I'm not saying that your landing page has to smile like Prince Charming and treat your visitors to a drink. But it should be visually appealing, direct, and convince your users to take the next step.
Want to make sure your landing pages are the perfect complement to the rest of your campaigns?