6 Awesome Landing Pages and the Secrets to Their Greatness
I spend a lot of hours on the world wide web. I’m a multitasker extraordinaire (my wife says I’m actually just ADD), and I love to peruse the online world while I’m working or watching the Cubs or just sitting at a stoplight. I’m convinced that we learn best by learning from the best, and so I make it a practice to stay up-to-date on leading organizations’ digital spaces.
Below is a list of six awesome landing pages, and why each is outstanding. These certainly aren’t the top six out there, but they’re a handful that showcase the key “musts” for a landing page, while also demonstrating a unique takeaway–a “secret,” if you will–that we can all learn from.
So, here’s a little bit on each page… Why I find it awesome, and the secrets to its greatness.
plated.com Selling a food delivery service
Plated’s “above the fold” section has all the hot, necessary elements for success. Notice that there’s a large, aesthetically-pleasing center graphic that sets the tone for the site, paints a clear promise for the viewer (“Buy this, and this prettiness can be yours!”), and draws the eye in. It’s overlaid with a colorful, clear “Call to Action” (CTA) and strong copy; a creative tagline and a few snippets of short descriptors clarify what the product is.
The site is easily navigable. The top nav is straightforward, and a scroll down the homepage walks the viewer through a story: What is the brand? How does it work? What is its promise?
I always tell marketers to consider the questions–even the subconscious questions–their viewers will be asking, and then answer them visually, one by one, through the landing page. Plated.com does that perfectly, through illustration, lifestyle photography, and strong, succinct copy.
The main CTA (“See Available Plans”) is both above the fold, as well as the last item on the homepage. To have made the homepage CTA “Buy now!” would have been too much too fast. For those unfamiliar with the product, “See” is welcoming, not intimidating, and walks consumers through to the next stage of brand familiarity.
Unique takeaway: Consider your viewer’s questions before they think of them–and answer them through visual elements and strong copy. Consumers trust and engage with what they understand. Make understanding clear by eliminating questions.Consumers will trust what they understand. Make understanding clear by eliminating questions. Click To Tweet
basecamp.com Selling a web-based project management and collaboration tool
This is a page that screams action… but organized action, which fits the brand’s promise perfectly. The white space surrounding the main image offers an overall calming factor to balance out the “there’s a lot going on!” feel of the visual. Having more visual elements than text, as we see here above the fold, can be tricky to master, as it requires the images to do the work. The power of this single image, specifically, is that it tells a strong story. The primary color of green connects the brand logo to the call to action (CTA).
Quick scrolling leads to playful Q&A text that identifies the visitor’s felt needs/“pain points” and possible objections, offering a solution and promise around each.
The CTA for a free 2-month trial, while below the fold, is clear and repeated three times. It’s important to keep in mind what the viewer sees with each scroll. Including the same CTA in various locations is not only acceptable, but wise.
The brand voice, which is high in personality and characterized by playfulness, is consistent throughout the entire site. My favorite example of this is that clicking the “start a free trial” CTA leads to a form with a little cartoon man whose arm moves with each field the visitor fills in. I know it’s nerdy, but I just love it! It’s surprising and delightful to the user; the personality-focused feel is a thread throughout each layer.
Unique takeaway: Be aware of how your messaging and visuals combine into a single brand voice. Don’t be afraid to incorporate consistent personality into the page to demonstrate a product’s promise. In this case, the tone is playful and a little silly, but also smart. The consistency of the brand voice, if it fits the overall tone of the product, will foster a viewer’s quick feeling of familiarity with the brand.
selfpublishingsuccesssummit.com Promoting a digital summit for self-published authors
Chandler Bolt, the young 20-something who created Self-Publishing Success Summit knows a thing or two about landing pages. His has the clear CTA above the fold, alongside a dollar figure and a strong promise that explicitly demonstrate the value of the free summit.
This landing page is busier than others we’ve looked at, but this works for his audience and brand. The “felt need” language–those words that immediately answer the visitor’s “What’s in it for me?” question–are highlighted and clear.
I love having videos above the fold because they offer that multimedia experience for the visitor, even without having to scroll. In this case, Chandler’s short video intro to the product gives us a different medium for learning the summit’s value and offers us the beginning of a relationship with Chandler as an authority.
Unique takeaway: The best landing page doesn’t have to be multi-layered or complex. Note that this is just one page. There are not multiple tabs; everything is scrollable from the minute you land there. The menu at the top simply offers anchor points. This is an excellent example of simplicity that’s effective in conversion.
invisionapp.com Selling an app for design prototyping, collaboration, and workflow
This page walks the visitor immediately into an experience. Strong video elements in the background combine nicely with a clear tagline and CTA. Pops of color highlight the most important elements–the logo and the CTA–without being overpowering. It has all the “musts” of a good landing page.
I am most impressed by InvisionApp.com, though, because it excels at establishing authority. By showcasing the logos of their current clients (which are extremely well-known and highly-respected) prominently above the fold, and then including testimonials related to each client within the embedded video, they automatically establish their authority. Endorsements at the bottom of the homepage further augment this. Trustworthiness is built in.
Unique takeaway: Baking in authority-building elements is key. If you have strong endorsements or top media hits, showcase them clearly and quickly. Be sure to do so in a way that fits the overall brand and isn’t all-consuming–but don’t be shy about showcasing praise. It builds your expertise and fosters trust better than anything else.
slack.com Selling a workplace messaging app
I am a Slack evangelist. It’s a workplace messaging tool that has completely revolutionized how my team operates. Free up your inbox, message back and forth in real time–it’s awesome. And, not surprisingly, the Slack sales page is just as awesome as the app itself.
We see the “above the fold” housing the same winning items that I’ve mentioned thus far: Big, eye-catching image. Clear, central, colorful CTA. Easy-to-navigate top menu bar. On-brand messaging. And more…
One element on the Slack.com page that I love is their use of video. Clicking on “product” in the top nav allows you the option to “watch the tour,” and takes a viewer through a dynamic look at the true experience of using the app itself. Additionally, there are numerous screenshots of various pieces of the app. Both the video and the screenshots allow for a viewer to feel as if they’ve tested out the product and know what they’re getting into. Explanation of the product is visual-heavy. More pictures, fewer words.
There’s much we can learn from Slack’s strategy under the “pricing” tab, as well. They’re explicit in their pricing packages and list the bulky value under each option, but right there on that same page, we find “social proof” and “authority-building” pieces–tweets from real people who love Slack, plus the logos of companies that use it. A prospective consumer sees not only the dollar values, but also the testimonials–through words and through logos–of those who have paid those dollars and found Slack worth the cost. That’s huge.
Unique takeaway: Use images and videos to explain a process or a product. Don’t rely on words online. Additionally, be explicit in stating prices, but let those dollars be closely accompanied by folks who have paid the big bucks and are glad they did. Social proof goes a long way.
elevationchurch.org Standing as the online home for Elevation Church in Charlotte, NC
This landing page is super simple. Its visuals fit the brand’s look and intent beautifully, demonstrating a warm liveliness. A visitor is drawn into the experience of the large image before anything else. The logo is clean and clear, but not overpowering. Distractions are minimal, and there are two calls-to-action (CTAs) above the fold, which is my recommendation, as I said in my last post.
Elevation Church knows its audience. While the website serves current members and regular attendees well, the two CTAs above the fold offer the prospective non-member (the individual to whom they’re trying to “sell”) a quick way to easily access more information (“learn more”) and test out the “product” for free (“view sermon archive”), which offers a deeper glimpse of the brand overall.
While it might seem crass to use words like “sell” and “product” when talking about a church (and certainly, that’s not the heart of Elevation), this landing place–just like all product landing pages–is strategically built to offer a value-laden, positive experience that makes the prospective customer take action.
Unique takeaway: This site is an awesome illustration of how a church or non-profit can use the basic rules of customer conversion to grow its digital influence, and therefore further its ministry/mission. The elements that make an effective product landing page are equally valuable for organizations striving to serve people well.
As you’re using the internet day in and day out, keep a critical eye out for landing pages that rock, or landing pages that crash and burn. There’s much to be learned from each. Consider the elements that draw you in, or that make you X out immediately. The internet is a loud and highly-saturated marketplace, and an excellent digital home is key for your product or service to stand out and win.