Landing page is different from other web pages because it has one clear goal, such as collecting signups, selling a product or making people RSVP.
That single focus is what makes landing pages convert so well. Why? Because when people go online, they have zero patience and want to find what they need in a matter of seconds. Sound about right?
If you think about it, we’re all quite rude folx. If we click on an advertisement, we expect to immediately see more details about what’s being promoted. We don’t have time to land on a general page and look for the item or service that we saw in the ad.
Rude or not, that’s the reality. And it’s why you need landing pages.
These standalone pages target a specific audience and are created with one single goal in mind. This makes landing pages super effective to drive leads and conversions.
Get your notebook out because we’re about to analyze 10 landing pages together. For each example, you’ll learn what’s awesome and what could be tweaked. Afterward, you’ll know exactly how to build a great landing page yourself.
Landing pages should be designed with one single focus in mind. Each element—from the copy to the CTA buttons and images—helps convince the reader to take that desired action.
Marketers use landing pages because they’re more targeted, timely and have a higher chance of converting.
Let’s say you’re a photographer and you’re running a paid advertising campaign on Facebook that targets pregnant women to book a family portrait session.
Would it make more sense to redirect people to your photography homepage or to a landing page that’s focused on your maternity photoshoots services?
If you voted for the latter, you’re completely right!
General homepages usually contain several elements and CTAs. This doesn’t make it clear for the reader what action to take.
A landing page targets one specific goal, contains a single call to action and often has no website navigation menu (or at least not as extensive as your website’s menu). Focused and compact!
These standalone pages can be used for ads (like Google text or display ads) or sponsored messages .
We’re here to tell you that you can! In fact, it’s super easy.
Like you, lots of people are hesitant to get started. “I don’t know how to build a great landing page, that’s a job for web designers” is what email marketers often say.
If you’re building pages with MailerLite, you can pick one of the many ready-made templates to get started. Then it’s only a matter of swapping pictures and text. To finish, you can drag additional blocks into the layout and tweak the colors, fonts and other styles.
The easiest way to learn how to build the best landing page is by seeing how others created theirs. Analyze landing pages from a customer point of view.
- Is it clear what I’m supposed to do (e.g. purchase, register)?
- Would I take the desired action after seeing this landing page?
- What information is not convincing or missing?
- Does the design match the message? Are the colors, fonts, images, videos, etc. convincing me or making me doubt to take action?
Your answers will give you insights on how to build your own high-converting landing page.
To show you how to analyze landing pages, we’ll kick start it with 10 examples from our customers. We’ll discuss what we like and what we would improve, while you take your own notes.
Remember that our opinions are subjective and the conversion rate of a landing page all depends on the target audience. Some designs we might tweak, while their audience loves the version as is.
1. Discovery call – Studio NOOR ANISA
Studio NOOR ANISA is a true #girlboss company run by Maylene Seah, where she helps high-reaching Muslim businesses to get unstuck and level up through a distinctive, intentional brand strategy, visual identity and packaging design. See the landing page here.
The structure of the page, the colors and copy are all nicely designed and very fitting to the target group. The longer testimonials with pictures make the page seem more trustworthy.
Could be tweaked
Though we’re all for big fonts, this text could be a bit smaller. Mostly because 1) the CTA is not shown directly on desktop, first when you scroll and B) the CTA looks small in relation to the copy. You want the CTA button to stand out, and thus be bigger.
Tip: To make this landing page more compact, the portrait image and copy could have been placed next to each other. By using the HTML block, Maylene could integrate the Book a Call calendar directly on her landing page.
2. Podcast – She Leads Africa
Another heart-warming initiative. She Leads Africa is the #1 destination for smart and ambitious African women. They host coaching programs, the SLAY festival, events and have a large community. The landing page below (see here) has the aim to collect signups by offering a podcast episode on social media secrets.
This background! It’s branded, eye-catching, original and fits the message. The action is clear, as there is only one thing they ask: to fill in the form and click “I want it!”.
Could be tweaked
This depends on the context. If you’d only see this page, you might want to know more about what’s being discussed in the podcast. A quick list of bullet points could make readers more intrigued.
A link to the homepage can be added to the logo upper-left (in MailerLite, click the image block and add a link). The field titles in the form can be enlarged for better UX (web font sizes often run from 14-16px and up, so it’s readable on all devices).
Tip: Make the headline as eye-catching as possible. Clearly state the value proposition. Numbers and words like “free” or “exclusive access” can help. In this example, an alternative headline could be: “Get access to our exclusive podcast episode where we reveal the 7 secrets to building customer’s trust on social media!”
3. Advertising – No-code coffee
No-Code Coffee is a newsletter for no-code fans that want to get inspired by passionate makers, founders, and entrepreneurs that leverage no-code tools to accomplish their goals. This makes it a great platform to advertise your product or service to a hungry and active subscriber base. See their landing page here.
The short introduction, the three statistics, the newsletters, pricing and testimonials are all the elements you expect from an advertising page. We like how they creatively used the 3-column content block to make it into a pricing table.
Could be tweaked
To make the page a bit more structured, No-Code could add background colors or dividers to differentiate between each section better. Adding a background behind the three statistics makes them pop more visually. An A/B test can be run to test whether writing the copy as “we” versus “I” makes a difference. “We” can sound more like a business and can work in your benefit when talking to advertisers.
Tip: Don’t be afraid to get creative with our blocks and think out of the box, like No-Code did when they used the 3-column content block as a pricing table.
4. Book a call – OBM agency
OBM agency created a beautiful landing page with the aim to pursue visitors to book a free strategy call to discuss their small business marketing strategy. This is a great tactic to collect leads and establish the first contact of your hopefully long-term relationship.
The design of this page is on point! The different icons help to quickly spot what this agency can offer you. The interactive quiz midway keeps the reader engaged.
Could be tweaked
The agency could look at their conversion rate, create a split test and slightly tweak a part of the copy of the second version. The upper part of the page takes up a lot of space without telling the reader much. Though the CTA is clear, it can be interesting to see if different wording influences the CTR.
Tip: At the very end of the landing page, this agency integrated the Calendly app that’s used to book the free strategy session. This is done by using the HTML block for landing pages.
5. Free eBook – Tonya + Miana
Like mother, like daughter. This fabulous duo is on a mission to help people feel centered, conscious and connected. Their landing page promotes a free eBook that people can sign up for.
Pretty much everything. The color scheme fits the mood of their brand and compliments the picture below. The copy and picture of the book make it clear what you’re signing up for. The short biography creates a connection between the authors and the reader.
Could be tweaked
The opt-in checkbox is optional when you ask consent for only one purpose. It’s a nice gesture but not necessary.
When you’re offering an eBook and tell the reader they can get it for free when they sign up for your email list, you don’t need an extra checkbox. You have permission after they click the CTA button. This makes it easier to collect leads.
Tip: Curious about what you can and can’t do in regards to GDPR and subscribe forms? Find this information in Google.
The best landing pages are targeted to the needs of that specific audience. They clearly state what the visitor can expect after taking action and use engaging and convincing copy. The color scheme and images fit the message and help strengthen its delivery.
Landing pages are also a work in progress. No first draft will be the winner, there are always small things to tweak. With landing page A/B split tests, you can continue to optimize parts of your landing page until you find the version that drives the desired conversions.