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Also known as the value proposition, this is where you present your core description of what the page is about. Your USP is a high-level term for a collection of statements that you use to explain what your offering is. As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence. To extend the message by applying an additional persuasive message to support the primary one. If people can’t determine the purpose of your page from the main headline (and subhead) you’re doing something wrong. As your landing page comes to a close, you have one final chance to communicate the benefit of your offering.
It’s common practice on long landing pages, to repeat your call-to-action in several places. This is where you present test subjects (people) with your landing page for 5 seconds, then hide it from view. You will learn all about how to write effective headlines in part 5 of the course on landing page copywriting.
The hero shot is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining. Notice how the main headline, supporting headline and hero shot combine together to show exactly what the page is about.
Your hero shot should dominate the page, making it immediately clear what the page is about. People are more likely to understand your product or service if you can demonstrate it in action. Following the other elements on your page, you should by now have the attention of your visitor.
Your benefit statements should attach directly to the pain felt by people seeking out what you are offering. To support your brief benefit statements you want to extend the bullet point descriptions into a more detailed overview of their purpose and benefit.
The important point to remember here is that you need to communicate the benefit of your offering first. You often want to include imagery here that shows how each feature will look when being used, such as screenshots, where applicable. To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead gen form.
Your CTA is critical to conversions as it’s the target of your pages’ conversion goal – in other words, it’s what you want people to interact with on your landing page. On your landing pages, the call-to-action represents the tipping point between bounce and conversion.
Both these elements have direct impact on conversions; however, they play two different roles in the conversion scenario. Button design is a visual cue that helps attract prospects’ attention to the call-to-action. Often, the best way to understand the design of CTAs is to look at examples for inspiration. A simple guiding principle for CTAs is that the copy (text) on your button, should describe exactly what will happen when it’s clicked. There are lots of incentives you can give away to prospects in exchange for their personal data.
A fair exchange for a newsletter registration would be an email address and perhaps a first name. Always try to balance the “size of the prize” (what you are giving away) with the level of information you are asking a prospect to provide. Your confirmation page is the first thing a new customer or lead sees after they have completed your conversion goal. For a click-through landing page, the confirmation page is encountered further down the sales funnel, often after the prospect has become a customer by purchasing something from you.
The opportunity for more subtle follow-up marketing: keeping people within the sphere of marketing influence if they follow or share on social media. If you completed “Landing Page 101” you should already have a free account to build your pages. Watch this video to see how to build a landing page from a blank canvas, adding each page element to create a fully designed landing page. This post is all about showcasing awesome landing pages, to give you some inspiration for your next design.
Note: All of these landing pages were built using the Unbounce Landing Page Platform – huzzah! Validation: They jump right into showing off the famous publications that have featured their company.
Removal of doubt: The subtext below the CTA lowers the perceived risk, which can improve the click-through-rate (CTR). The example below shows an alternate page they created, presumably to speak to a different segment or create a different emotional trigger.
Clear value proposition: The headline is very simple and leaves no doubt about the purpose of the page and the product.
Highlighted testimonial: The brushed highlight of the testimonial gives it a bit of extra design zing and prevents the page from feeling too text heavy. Context of use: Their choice of imagery lets you know that the product can produce mobile-ready polls. Validation: Like the example above, they provide a strong sense of trust by including a set of logos.
Remove the footer navigation: Any extraneous navigation on a landing page can lead your visitors down the wrong path.
Price: Travel is very much about price, and they get that out of the way right off the bat, so you can move on to the finder details after unerstanding if you can afford it or not. Testimonials: The testimonials shown are anonymous which reduces their impact (as they could have been made up). Use of video: There are two videos that help build an honest and open dialog with visitors right off the bat. Visual chunking: The page is broken up very well vertically, aiding the consumption of information. Content chunking: Like the previous example, the page is broken down vertically in a way that makes it easy to digest.
Strong clarity in the value proposition: The headline is simple and inviting and the secondary block of content and CTA explain in simple terms that you can create a free site. Major endorsements: Having testimonials from big names like Zappos and top business author Daniel Pink gives you instant credibility. Privacy policy: You should always include a privacy policy when asking for an email address. Social proof: The decent sized Facebook following lends credibility to their appeal and the fact that they understand how to build a following which is what they are selling. Honesty: It tells you the cost, so you can weigh up the potential value associated with extending your brand reach.
Clear contact method: The big phone number increases the trust factors by letting you know there are real people to deal with. How are the logos connected: Are they just hotel names to help you understand the point of the page?
Repetition of CTA: Being a long page they are using the smart practice of repeating the CTA throughout. Teaser: The low price with free shipping placed next to the CTA is a nice way to encourage a click-through. Eating your own dog food: The offering here is all about design, and what better way to sell yourself than with a beautiful design.
Directional cues: The use of arrows guides people through how they should interact with your page.
Emphasis: Startup Weekend clearly got the memo that bold is a good way to draw attention to important information. Function: About the eBook has a concise description of what the book contains, now the visitor knows what they are going to get. Trust and Action: I would also test putting the major media logos directly before asking for the action. Sharing: Test a secondary call to send this page to a friend, or share on Twitter or Facebook, instead of just following (more action oriented than passive).
Tell them and tell them again: The page opens and closes with the same challenge (16 second sign-up).
Benefits: I was most of the way through the page before I could answer the questions about why I would want this. Make Two Pages: Differentiate the action Free audit and Paid Plan into separate landing pages so you can segment the traffic from channels like PPC. Anyone that’s been in this industry long enough knows a good landing page can make or a break a campaign. Imagine a scenario where you’re advertising on a traffic source such as Facebook hoping to profit.
However the same couple have a much higher chance of buying that vehicle if they get talked to by a good car salesmen.
Breaking even is a good thing because I know I can split test ads, make my landing page better, test more offers, get a higher payout on the offer, etc. The key to knowing when to and when not to is to think about how much action to they have to take, and how much information do they have to give up. I see a lot of competitors out there that direct link some campaigns and probably would benefit more if they had a landing page. Do you have any campaigns where it took you a ridiculous amount of testing to finally get profitable? I’m running 2 campaigns on adcenter ppc right now and both are getting closer to breakeven but this is 5 ads later and I could use some motivation. A lot of the guys that run that kind of stuff have it approved by lawyers that specialize in that area of law, and feature legit testimonials and pictures. Heatmap doesn’t work when I implement it on each of my LP and traffic is sent to the rotator script. To decide what kind of landing page is best suited to your business, it’s important to first determine what exactly you’d like the page to do.  Are you looking for an increased mailing list?
No matter what your business does, or what your marketing needs are, you can be sure that a landing page will help you grow your business.  A good landing page will attract a targeted, interested audience and convert online window shoppers into loyal customers. Each example will examine the thought process you’d go through when analyzing a page (or the reaction a visitor might have when arriving for the first time), a testing hypothesis for how the page might perform better, and some examples of what you could test to prove your hypothesis.
Note: Each landing page was built by customers using Unbounce, and permission was kindly provided by the page creators. Be warned, I’ll call out anyone (nicely) who uses that foul button language in the critiques below. And remember – every page can be better, and the best way to get better is by testing.
By reducing the length of the page by removing the features section, and making it available as needed, the page will communicate its main message more succinctly, and keep the form top of mind – increasing the number of signups. Interested in learning more about landing page optimization?Download this ebook and become an expert at designing landing pages that convert like crazy.


By entering your email you'll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius. By enhancing the messaging of the form area to explain, and focus on, the purpose of the page, the clarity of communication will improve and encourage more people to complete a form they know will benefit them. Add a FAQ: You can remove the need for so many questions by opening a FAQ page in a lightbox that addresses all of the questions you are currently answering via external links. At first glance, I thought this was an ebook download, but after a bit of reading figured out it was for a bundle of something. Finally, the social proof at the bottom is all about KISSmetrics, which is very dominant and doesn’t really seem congruent with the purpose of the page.
By listing the companies included in the bundle and providing a clearer sense of what the cheat-sheet actually is, the download rate will increase. KISSmetrics have such a beautifully crafted value proposition that is being wasted on the first landing page. My first reaction is that the headline is an incomplete sentence until you read the sub-header. I like that the form uses the principle of encapsulation to separate it visually from the rest of the page, highlighting this as the area of interaction. The design elements at the top and bottom feel like a distraction to me, and the top image essentially bumps the ebook image and form down for no real reason. By removing the top-right design elements, the page layout will have more flexibility to raise the dominance of the form area, increasing downloads. Clearer headline: Try removing the shapes and run the headline right across the top, including a supporting sub-header for clarity. This is a really really long landing page, which can be great for warming up your visitors so that they are making an informed decision. By focusing the whole page on getting a free assessment, there will be more form submissions, resulting in more qualified leads and potential business.
Lightbox Benefits: Reduce the length of the page by listing the 6 benefits as bullets, then opening the full details on demand.
By clarifying the platform and adding feature descriptions, the click-through-rate will increase. Social proof: Mention how many people are already playing the tournaments to give a sense of its popularity. By using the design principle of encapsulation the form area will stand out more making it clarify what the goal of the page is resulting in more form completions. Encapsulation: Test placing a box behind the entire content section in the header photo to make it pop against the background.
By explaining more clearly what a promotional pen is and why they are beneficial, the CTA click-through-rate will increase. By changing the header to have a social media image coupled with a headline that talks about your social media life, there will be less page defections and more downloads. By bringing social proof elements to the top of the page, more people will believe in the quality of the product, increasing downloads.
Header image: Consider using the cloud-to-safe image as the main image to illustrate more immediately what the product is for.
Flow diagram: At the bottom the very last thing you see is a descriptive visual flow diagram. By including a sense of the service benefit in the CTA, click-through conversions will improve.
By being more explicit in the headline about what TAVR is, more people will be able to relate, staying on the page and completing the form as a result.
Being a location based service, it would be helpful to know the level of nationwide or state coverage.
By listing the range of coverage the service provides, there will be a greater confidence and relevance to a visitor, and as a result, form completions will increase. Where: Mention where the service is available and perhaps add a map that shows precise locations. If we explain that we are offering an online marketing consultation, we’ll get more targeted companies filling out the consultation request form. By focusing on the local business aspect in the CTA, there will be a better understanding of the local brick and mortar business relevance and more targeted downloads (creating better qualified leads). Directional cue: There is an arrow pointing from the sub-header to the form, helping to guide the visitor to the conversion goal.
Encapsulation: This is a great example of how to use encapsulation to highlight a form, which is exactly what I was talking about for #8.
The visual design of this page is intriguing, but I don’t get a solid sense of what Bounding Box Boxing is right off the bat and would therefor have a hard time staying on the page.
Moreover, the CTA is so crowded with text that it doesn’t look like a button anymore, and requires some squinting to know why you would want to provide an email. By adding a clear headline about how a ticket holder can experience the design competition and removing any misunderstanding about who is participating and who the prize money, will increase the chance of a form completion. By including a strong value proposition that illustrates why they are unique, people will be more willing to click through to the next step. Tagline: There could be a tagline right next to the logo (to use some of the wasted space up there) that helps define the company right away.
By including explanatory copy in the CTA the purpose and main benefit of the product will be more apparent, raising the click-through-rate of the CTA.
By changing the page title to directly describe the purpose of the page, the bounce rate will be lowered, and conversions lifted. Replacing the infographic with key facts in written form will improve the clarity and time spent reading, resulting in more people completing the form, as they will have a better idea of what the benefits of using FWCanada are. Replace the infographic: Take the key points out of the infographic to inform readers who can apply, who can be a sponsor, and how to apply. It also doesn’t say whether you will qualify as soon as you click the button, or whether you will be contacted via email to take the next step. Form fields: If you find out if you qualify immediately upon form submission (via an online check), then consider removing the email address to decrease friction. By changing the headline to focus on the conversion goal, more people will proceed to the form to download the guide (and produce more leads).
This page is actually a microsite, so I would first suggest ripping out the header and footer navigation to increase the on-page engagement and turn it into a promotion specific landing page.
What Falcon Social does really well is something that I’ve been preaching for a long time, namely the use of lightboxes to show extended content without leaving the page. However, the page lacks explanation of what the solution provides prior to asking someone to start a free trial.
By changing the CTA copy to a benefit driven statement and telling the customer what they would be when they sign up, more people will start a trial.
CTA copy: To test different CTA’s, I’d run the original against a core benefit CTA such as “Grow Your Brand Socially” and a 3rd CTA that says “Grow Your Brand Socially” with a smaller supporting “x-day free trial” directly beneath the button. By describing how the ashes are transported into space and providing or alluding to information on costs, more qualified will be generated. Aside from that, I’ll reiterate the importance of having the headline in text rather an image. By removing the required field for email address, more leads will be captured to receive an agent callback via the phone. Form changes: Make the email field to be not required and change the CTA copy to reflect that an agent will contact you over the phone.
Sounds like a cool concept, apart from the fact that I had to read every word on the page to really understand the mechanism it’s based on. By including two embedded videos inside the phone images, the two-sided concept will clarify the concept.
Doing some LP design myself with unbounce, but when I see what other people create I think I need to go back to the drawing board. Elements of Design is a different type of web design gallery which focuses on individual aspects of web design such as menus, footers, search boxes, login forms, and more. Today we’re going to take a look at the different landing page elements that go together to build your pages.
It’s critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place.
An example (for a dishwasher) being “Saves you hours every week by cleaning your dishes for you”. Ask yourself “What do my potential customers need?”, then write down one sentence solutions to those needs.
A good way to approach this is to expand upon the benefits first, and then if needed, add some feature details below.
Then, and only then, do you start to add features – which are typically directed towards those who require more detail in order to make a decision. It’s purely a label intended to keep you focused on this page element when designing your page. When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page. This classic post from Smashing Magazine has a large collection of call-to-action examples.
Examples of this would include: “Get my free ebook now”, “Take the 5 minute tour”, “Start my 30-day free trial”.
The important lesson for lead gen is to strike a balance between what you are giving away, and what you are asking for in return. In this instance, asking for a phone number and the size of your company would create an imbalance that could hurt your conversion rates. There is a fine line between being too greedy and not asking for enough to satisfy your marketing needs. For a lead generation landing page your prospect submitted your form turning them into a lead and they are now typically faced with a page that either says “thank you” or provides the link to download content. Take advantage of post-conversion opportunities to extend your marketing potential and reach. Today we start from a blank slate and add all of the elements you just learned about until we have a super awesome, fully functioning landing page.
If not, you can open a free Unbounce account (60 seconds to sign up – no credit card required).
From a design perspective, the grey monotone prevents a mishmash of colour creating any visual distraction from the call to action (CTA). They’ve gone with B here, presumably in an attempt to catch your attention and increase curiosity (or to push a particular button). And it’s nicely backed up by a well written explanation of some of the core benefits directly below.
Always ask permission to use a testimonial and include the name of the person providing it for extra trust points. They have the same message and the same color to let you know which areas to pay attention to. First you get to hear from the company and then they use real video testimonials from clients – much more effective than written quotes. Yeah, I know ugly pages convert great too, but the design here makes me want to stare at it and find out what they’re all about.
I get a rough sense of what the purpose of the company is, but I wouldn’t mind a more detailed description.
They aid getting you back to the top (as it’s a long page) with the classic ^top links at the end of each section.


Here they repeat the CTA (the yellow button) in 3 of the sections to keep enticing you to sign up (this is smart as you don’t know which piece of content will trigger the sign-up response and having a CTA right there will aid conversions.
Especially when doing Google AdWords as they can sometimes ban your account if you don’t have one.
The big bold headline tells you right away that you’re getting a free trial, helping to increase the no-risk factor. This will also help with being able to assess the time, number of fans (what demographic they are) and value that you’ll get for your spend.
When offering a video solution, you should really be using a video to demonstrate what your product is about. The white background with orange headers and black body text stands out easily and the action is easy to see. If you are giving something for free people don’t necessarily think about how much it would cost them to buy the thing you are giving. That makes the eBook more important than the authors, but still offers up the authors as a trust factor at the action point.
Try making Create Video the Right Way more about how to connect to the people watching, or what feelings the non-profit needs to produce. Instead of three rows make the second row two columns: one with function, one with benefits. Showing the visitor you are trustworthy and legitimate before asking them to do anything is a good way to maximize your response rate. Usually I avoid second calls, but this is an appropriate use of social out links to let the person decide how they want the notification to come. I have a lot of respect for companies that begin their journey with a conscious desire to provide excellence through multiple channels (design, UX, usability) – all of which ultimately lead to conversion.
Even though this is a tool built on a more robust software let this page get people into the free version and use other pages to upgrade the user.
I’ve seen stale niches become hot overnight because someone came out with a new angle on their landing page.
You’ll do this through an affiliate link so you can get credit for any sales you generate.
The point of a landing page is they help increase the visitor’s desire to complete the actions you want. I send $100 worth of clicks at a $.20 cost per click (500 clicks) that goes to my landing page. Someone that has to pull out their credit card to complete the action will need a landing page. Imagine you have a new niche with several countries and you don’t know which country to start. I usually keep testing if it’s a niche I know a lot of people are making money on, and the volume potential is worth it.
I read that the FTC came down hard on flogs (fake blogs) a while back, but I still see them around (so it seems they still work, but are risky). However, it does work when it is implemented on just 1 LP and traffic is sent only to that LP. I created Blogging.orgBlogging has changed my life and business for the better and it can do the same for you.
After years of finding success with content marketing and blogging, I wanted to share my story and help others learn how to do the same.
It would make sense to somehow shorten the page, yet still provide access to the features in an on-demand manner. Removing all links on the page so there is only one action, will increase the engagement with the page’s conversion goal, increasing form completions and reducing the bounce rate. If you really need to link to something, do it in a lightbox to keep prospective students on the page.
This will reduce your total points of interaction to three: The CTA, privacy policy and the FAQ. The first indicates it is a cheat-sheet (perhaps only one page), but then it becomes a bundle (which is a bit confusing), and then it changes back to a cheat-sheet in the form header. It should be placed in a prominent place on the confirmation page to reinforce the brand as the purpose of the page is to get a free consultation. I prefer to use the sub-header as a supporting element for the headline – rather than a continuation of a sentence. The conversion goal of this page is to get people to get a free assessment and become a highly qualified lead. The do a good job of focusing on the form by having a CTA at the bottom jump you back up to the top. Although I don’t get a clear sense of what TAVR is right away (the tiny description of the acronym is hard to see).
This would increase the Quality Score and the test would compare the change in Quality Score by making the header bot-readable. I would think they’d have more success by using some of the copy used further down the page in the supporting headline, while clarifying where the coffee will happen.
There seems to be a mismatch of company size that could make people perceive their offering targeted toward the enterprise market. These could use more consistency, and represent what the next step will reveal (assuming the homepage). I don’t know how the company differentiates from the 100 other email service providers out there.
But I find myself literally going in circles – like the diagram – to decipher what the product and page is all about.
This is a great opportunity to solidify the purpose of the page, almost acting as a supporting headline. The video could be as simple as a simple voiceover as the circle revolves, explaining each method of adding leads.
Took me quite a bit of reading to get people to download a restaurant furniture buyer’s guide. This could include having an introductory paragraph beside the video that mentions how long the trial is along and include a benefit statement.
This will penalize you severely in the landing page quality quotient of your Adwords Quality Score. The video on the other page uses a lightbox, which would be perfect for the landing page as a mechanism to educate without leaving the page. Removing the large “Watch Our Video” CTA will result in a single CTA with additional whitespace for clarity. Their goal is to convert the traffic that these campaigns send — this may include subscribing to a service, buying a product, or making a request for more information. The web design galleries are designed to be easy to scan with minimal clicking — making it easy to find inspiration or see what design patterns exist for a range of common web design elements.
Often, hearing someone else communicate it will strengthen your own understanding and to help you craft an effective USP. It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors. Albeit cheesy, the Slap Chop or Sham Wow infomercials you see on TV do a great job of doing this. The concept being that you are more likely to convert if you see that others before you have, and were glad they did. You’ll often see people checking out reviews on their phone while in an electronics store or when considering a restaurant. It’s often the beginning of the marketing process, where the email address gathered is used to send follow up correspondence to try and convert the new leads into customers. This would help from a reporting angle (letting you gauge the needs of your prospects in a simpler manner). Aside from that, I just think it’s awesome that the Cheezburger family is using Unbounce. Non-profits in particular rely on emotional and human connections, if you are trying to speak to them you should have some human benefits attached. Try showing characters using the appropriate devices, or acting out things related to using the product.
I am like Ric Flair, I will use every trick I can in the book to increase conversion rates (Whhhhhhoooooooo!!!!). I’m going to keep things as simple as possible since I have a lot of beginners that read.
I know from tons of experience that I could create a landing page for that eHarmony offer and it would do better than direct linking. I use a strategy I call Minimum Viable Campaigns where I test the ideas with direct linking before I really invest my time. If I had a $500 budget I would set a $50 budget for each campaign and direct link them all. I've helped 1,000s of people get started with a blog of their own and now I want to show you how to do the same.
And it’s about time we stopped copying bad habits and started creating relevant Calls-To-Action (CTAs). Yet, having skimmed (that’s all people will do) the page copy, I see no mention of an event. A better description of what’s inside and a list of the tools would add incentive to download. The CTA at the end that directs people to a different page – breaking the rule of one page, one goal.
However, the most important area of the page, containing the headline, form and trust symbols, is difficult to read. The features below do a much better job of outlining what it is all about – but I may not get that far having seen the headline. If you have highly targeted ads, then you need to make sure the headline is a clear match with them. If you send someone to this page and they fill out all the information, you get $5 or whatever. Using our scenario, someone clicks your ad on Facebook and then they immediately go to the eHarmony page. If you don’t know, then you have to test direct linking vs a landing page and see for yourself.
I’d also like to know how long the document is to gauge how much detail they will go into for each tool. In my mind, the page should be entirely focused on trying to get people to fill out the assessment form. There’s also a calculation about yearly impressions which makes it sound like a banner ad. Then include the grab a coffee as a secondary element so the brand personality is maintained. I’m also a bit confused by the focus on the diagram being about manual entry, as that seems like the most work of all the methods of lead entry. So my test advice is to say exactly what you will receive in the header, and reinforce that in the CTA.



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