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. 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. Using a dedicated landing page for an email marketing list can lift conversion rates up to 50%. Better yet, a landing page per list, or per campaign, gives you the power to maximize the effectiveness of each individual funnel. Perhaps best of all, dedicated email landing pages allow you to use all of the great conversion optimization techniques that usually apply to your landing pages, so you can use the same tactics in relation to email marketing. Over the last 12 months, there seems to have been a big lift in the number of online businesses using dedicated landing pages to drive an increased number of leads into their email marketing funnels. If you have a B2B software company then this example from HubSpot is one of the purest you’ll find. Each of the above examples employs a number of tricks that you must use if you are setting up a landing page dedicated to collecting leads for your email marketing. The Unbounce example above uses arrows to further highlight its already obvious call-to-action (CTA). Having a big, colorful button is a no-brainer and a standard landing page optimisation strategy, so make sure you do it, too!
A key benefit of using a landing page over a simple subscribe form in your footer or sidebar is that you can really sell your email marketing campaigns. Write copy that addresses the key why of your marketing list and answers customers’ key questions or doubts about why they should subscribe. You don’t have to make it long, the AWeber example above does a great job with seven clear points and great copy as to why you should subscribe to its blog newsletter.
Social proof shows visitors that they need to subscribe; otherwise, they’ll miss out on what the crowd is getting!
Both of these tactics are great as they help you drive otherwise “dead” traffic (traffic that may not convert to your primary call-to-action) into potential subscribers that you can then educate, earn their trust and convert into customers!

Any time you do a webinar, share a slideshow, use social media, or even just send emails with a signature, you can easily drive customers to one of your dedicated landing pages (preferably the most targeted one) and get extra subscribers without additional effort. Having the right landing page for the right content will also dramatically increase your conversions. This guide will give you the knowledge you need to set up at least one dedicated landing page for an email marketing list. For even more detailed tips on this tactic, you should check out parts 1 and 2 of Vero’s guide to using landing pages in conjunction with educational content to maximize the number of leads that turn into paying customers.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists.
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A full visual breakdown of the ten key elements needed to create perfect examples of good and great landing pages. This Thanksgiving history coloring page shows what the landing of the Pilgrims might have looked like. The man in the picture with the staff would represent William Bradford (the Governor of the Plymouth colony).
If you haven’t learned about keywords and keyword match types, as well as bidding and other factors that determine your ad placement, please read our Google AdWords Getting Started article.
Inspiration for your ads can come from Tweets that have been successful, from testimonials from customers, or from blog posts that created a stir.
You’re not going to spend all this time choosing keywords and organizing campaigns only to send people to your home page when they click on an ad – right?
When used with Google AdWords, a landing page must also be obviously relevant to the keywords and ad that lead the visitor to the landing page.
As co-owner and chief inbound marketing consultant at Scalable Social Media, Alisa Meredith spends a lot of time keeping up with online marketing trends for the benefit of our customers. Whether you’re looking to generate leads or increase sales, having your PPC ads direct visitors to persuasive landing pages is an excellent way to grow your business. In today’s post, I’ll be examining three persuasive techniques you can use for landing page optimization, five “power words” for persuasion and what makes them so effective, and how you can use these tactics to make your prospects do what you want them to. Regardless of how revolutionary or impressive it might be, it doesn’t matter what the guy’s startup is actually working on. Some marketers assume that just because someone clicked an ad, the prospect is automatically interested in whatever it is they’re selling.
Even if your product or service is truly incredible, it’s crucial to get your prospects’ attention before trying to persuade them. We’ve said it before, but it bears repeating – people don’t want to buy things, they want to solve their problems. Overall, this landing page isn’t actually that great, but we won’t focus on its shortcomings right now. Imagine if the banner copy simply read, “Make Home Feel Safe.” Not particularly powerful or persuasive, right?
This example of persuasive copywriting does exactly what it’s supposed to – grabs SimpliSafe’s prospects’ attention (in this case, by manipulating their fears), prompting them to read more about SimpliSafe’s services.
You may recall that, earlier in this post, I used an example of a bold, overly confident man striding up to you at a networking event to illustrate a point. I could have simply stated that most marketers go straight into persuasion mode without grabbing your attention first, but I’d wager that the technique I used was far more effective. By including sensory adjectives such as “crisp” in relation to the Chardonnay, I made it easier to imagine being there, sipping the wine, before being approached by the cocky entrepreneur.
Admittedly, using sensory language to create scenes in your prospects’ minds can be difficult on landing pages.
Let’s take a look at an example that addresses the aspirational qualities of this type of prospect through persuasive copywriting on their landing page. This landing page, from NEDC Design & Construction, utilizes both sensory and aspirational language to great effect. First, the introductory copy draws a stark contrast between the kitchens of previous decades (“No longer does apron-clad Mom cook alone as the family waits in another room.”), which not only implies NEDC’s progressive, modern approach to kitchen design, but also leverages the emotional response that this memory will create in many prospects’ minds. The copy then switches gears to take a more tactile approach by using a combination of sensory and aspirational language (“Today, you’re just as likely to see a couple cooking together, or the whole family pitching in on Thanksgiving dinner, or friends gathered around sipping wine as you finish making tapas.”). In addition to creating a powerful emotional response, this approach can also spur your prospects into action. In the example above, the copy is interspersed with connecting phrases such as “we understand,” and “that’s exactly when you need good advice to make the right decisions for your future.” Words such as “we,” “our,” “you” and “your” can be highly motivational when used correctly, making this landing page an excellent example of how connecting language can be used to great effect. Connecting language also lends itself very well to the introduction of trust signals in an easy, natural way. If you're still stuck on what to do with your own landing pages, check out these examples of landing page inspiration from around the web for some ideas.
Now that we’ve looked at some specific types of persuasive copywriting you can use on your landing pages, let’s take a look at some of the most common “power words.” These words, when used correctly, can take make your copy significantly more compelling, but it’s important to understand why they’re so effective. When writing landing page copy, one of the most basic assumptions you can (and maybe even should) make about your prospects is that they’re selfish. Words such as “you” and our names trigger specific responses in the brain that appeal directly to our sense of identity, making them a powerful way to connect with your prospects. If you can solve a prospect’s problem and make it as easy as possible for them to do so, you’re onto a winning formula.
When it comes to committing to a purchase, most prospects are looking to minimize two things: how much it will cost them, and how long it will take. Whatever your product or service can help your prospects save, frame it within the context of the emotional payoff they crave. The best salespeople know to let the product do the talking for them, so whatever you’re trying to sell, include real examples of how your product or service has helped existing customers.
Similarly to “results,” the word “guarantee” can be one of your most powerfully persuasive tools as a copywriter.
Just as many prospects are averse to ambiguous “solutions” to their problems, they’re even more wary of the possibility of losing something, whether it be time, money, or something else. However, just as you have to be careful with the word “results,” you should be even more cautious when using the word “guarantee.” If you promise something, you had better be ready to deliver. Writing genuinely persuasive landing page copy can be tough, but it can have a tremendous impact.
If you’re not satisfied with your conversion rates, take a look at what your landing pages are saying. I would like to add to that that some prospects are unaware if they are your target market. How many times has a commercial product or service provider received a call from a residential buyer?
Right up near the bait (the hook, line, and sinker) spell out a sentence that describes who the ideal prospect is for the product.
This GE Power website is probably not the power generation solution for a residential, off-grid home. Both the industrial distributed power generators and the residential generators had similar power words. A good point, Adam, though I personally question the impact of the word "free" in most copy these days. 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. 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). This means you can play with all of the elements from the moment the customer hits your landing page to the moment they receive and react to your emails. This sounds super obvious but having a really crisp, clear call-to-action is a must, no matter what you are selling on your landing page.
There are a ton of guides out there on optimizing landing pages, and a landing page for email marketing is no different. Using a display-style ad in the sidebar they drive traffic to their educational email course. Using AdRoll, Perfect Audience or other remarketing software makes it easy to retarget blog or site visitors on Google and Facebook. If you have a slideshow on sending targeted email marketing, and then follow up with a link to a landing page that sells an educational email course on the same content, it’ll work very well! If you have any questions on how to get this set up, I’d be happy to help you get going!
Chris spends his time working with Vero's customers to send smarter emails based on what their customers do and don't do on their website. Computers have been a passion of hers since her first T1-99, so inbound and social media marketing is a natural fit.
Website visitors favor a easier and ordered site that does not have loads of pictures, video clips, as well as other mess. However, genuinely persuasive copywriting is challenging, and it takes a great deal of nuance and subtlety to spur your prospects into action. You’re sipping a crisp glass of Chardonnay, waiting for a breakout session on securing series A financing for educational software companies to begin, when a well-dressed man in his mid-30s walks straight up to you. Understanding and leveraging this principle is important in your ad copy, but it becomes even more important on your landing pages.
However, by adding “Again” to the copy, the company is actually manipulating the emotions of its prospects.
My primary goal was to create a strong connection in your mind between the imagined scene and the point I was making.
After all, your prospects don’t want to read a story, they want to learn how your product or service can solve their problems.
There are likely several practical considerations you’re looking to address, such as insufficient counter space or poorly-fitted cupboards.
The copy puts you right there in your new kitchen, sipping wine and making tapas with friends, or preparing the cranberry sauce while the Thanksgiving turkey cooks in the oven.
By helping your visitors imagine a possible future scenario, you allow them to step out of their present – and the problem they’re trying to solve – making your solution significantly more appealing. Of course, the adversarial nature of most courtroom situations – especially divorces and other family law cases – makes this an ideal opportunity to use connective language. Although many companies are eager to tell prospects about themselves, doing so without sounding forced or overly promotional can be difficult. Even the most thoughtful, considerate people still want to know how your product or service directly benefits them, and apparently selfless acts, such as donating to charity, still make us feel good about ourselves. This approach also reinforces prospects’ desire to be treated as an individual, rather than just another customer.
It stands to reason that most people will choose the path of least resistance when solving a problem rather than make things difficult for themselves. People want to solve their problems, but they also want to do as little as possible to accomplish their goals.
Even if time and money aren’t your prospects’ primary concerns, the word “save” has powerful implications that can make your landing page copy much more persuasive. This technique is what makes services such as TurboTax so appealing; it promises one-click filing, auto-populating forms, and as little data entry as possible, saving the user not only time, but effort.
This not only serves as a trust signal, it also proves that your product does what it says it does. That’s what makes the word “guarantee” so powerful – when used correctly, it effectively removes the risk of at least trying whatever you’re selling. I can't tell which images are examples and which are just stock photos inserted in for context. However, with a little more searching the residential prospect finds GE Generators, by the same brand, and with the same brand styling. 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. 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.
Using ads, you can drive traffic to one of your dedicated landing pages without spending a lot of money. He grabs your hand, shakes it just a little too hard, before starting to talk about his new startup. As a result, many marketers do exactly what the guy at the networking event did – they start trying to impress or persuade you without making sure you’re actually interested first. If you can exploit the promised emotional payoff of solving a prospect’s problem with your product or service, they’re as good as converted.
In this context, the word “again” implies that home used to feel safe, but doesn’t anymore.
However, that doesn’t lessen the impact that using evocative language to paint pictures in your visitors’ minds can have, or mean that using this technique is impossible on a landing page. However, many people who want their kitchens remodeled also want to create an entirely new space in their home; a place they can not only cook, but spend time with their family and friends. Although we’ve come a long way since we huddled around crude fires brandishing rocks at outsiders, we still instinctively form these groups, whether it be identifying with others of a similar social standing or forming emotional attachments to certain brands (the Apple vs. However, it’s most common to see marketers use connecting language to create a stronger positive perception between the prospect and the brand. Use copy that helps them imagine how much easier their life would be by using your product or service, and make it as easy as possible for the visitor to convert. Combine this with the powerful financial incentive to file tax returns early, and you’re looking at a very persuasive proposition.
Sure, you might lose weight by drinking this delicious protein shake – but then again, you might not.
Tread carefully when framing results in this manner, though, as intentionally misleading your prospects isn’t just unethical, it can also be potentially damaging to your brand. Don’t make assertions about anything you can’t back up, and don’t make promises you can’t keep. Hopefully, these examples have given you some ideas for possible changes to your own landing page copy. Of course, it can still be highly effective if used appropriately, but I definitely think its power has been diminished as the focus for many businesses has shifted toward increasing active user counts rather than subscription models. No introduction, no conversational pleasantries – he just dives right into his elevator pitch.
This can be especially important on Facebook landing pages and ads, where you don't have as much room for copy. This copy also implies that, by choosing a SimpliSafe home security system, homeowners will feel safe again, which is the real emotional payoff prospects are looking for.
For example, the copy in the second paragraph not only states how many years of experience the firm has in handling these types of cases, but also mentions that they often advocate for negotiation over more aggressive litigation tactics, both of which could be highly persuasive to someone facing a potentially bitter court battle. The word “results” can offset prospects’ hesitation to commit and nudge them gently over the line and convert.

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