Any time I publish a landing page, I’m immediately thinking about what I could do next to make it better. How can I optimize the page to pull in more visitors? What new things can I add to see if we can improve conversions?
Managing a successful landing page involves constantly testing new ideas, keeping an eye on the data, and adapting to whatever seems to resonate with your target audience. It’s the beauty (or the drag, depending on how you look at it!) of online marketing.
To inspire your next campaign, I’ve collected 20 of the best landing page examples from a range of industries: SaaS, health and wellness, eCommerce, marketing, and more. Ahead, I’ll tell you what they do right and give you tips on how to boost conversions with your own landing pages.
20 landing page examples for your next campaign
The pages below have more than a well-placed CTA. Take a look, and see which elements from these landing page examples might translate well for your own purposes. (Note: some of these examples come from home pages, but the tactics will work just as well for your landing pages.)
Table of contents:
1. Revolution Studio
Why it works: Wows with video
As a writer, this is something that’s tough to admit: sometimes, copy just isn’t enough. I’ve grown to accept that using video on landing pages can really fill gaps, helping you communicate messages and ideas where copy, images, or illustrations fall short.
Check out the above example from Revolution Studio, which is the spin studio I actually go to. I signed up for a membership without even visiting the place because the video did so much to convince me that it was exactly the kind of workout I was looking for. No powerful adjectives would’ve had the same effect.
There are a few different ways you could go about adding video to your landing pages:
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You could embed a product or how-to video to show your product in action and bring a few use cases to life.
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You could use a testimonial video to add some social proof.
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You could even turn the entire background of your landing page into a video. With health and fitness businesses, for example, communicating the right energy and atmosphere is key to pushing visitors over that line, and in-your-face video is the perfect way to do it.
2. HubSpot website grader
Why it works: Offers something for free
Sometimes, a free trial of a product or service isn’t enough to push prospects to hit that CTA. If you expect a fair bit of commitment from your customers (a substantial monthly fee or annual contract, for example), you might need to go a step further. Give them something for free—and do it on your landing page.
A great example is HubSpot’s website grader. Enter your website URL (and your email address, of course), and it will give you an overall score and highlight any potential areas of your website that aren’t performing well. “Oh, and did we mention we offer websites as part of your HubSpot package?” It’s the perfect foot-in-the-door technique.
If you’re a B2C business selling a tangible product, some sort of free sample will go down a treat. If you’re selling a B2B SaaS product, think about offering something that you know will be of value to your target market, like an eBook or an insights report—any sort of lead magnet is a great start to the inbound journey.
You can use Zapier’s pre-built free offer template to collect customer information through a highly customizable form. After someone submits the form, they’ll immediately receive an automated email with your free offer. All this is happening while your leads’ data is neatly organized in a connected table.
3. HelloFresh
Why it works: Links to your app (with a QR code)
A friend recently talked me into joining the meal-kit company HelloFresh. (She got a free meal box out of it, of course!) Scanning through the landing page, I was pretty convinced, but what made me want to act immediately was the QR code that took me straight to the app. There, I could choose my menu and see the different options available for my area, so it felt personalized (and even more convincing).
Capturing leads is one thing, but what if you need visitors to download an iOS or Android app to fully sign up? The more you can connect these two outcomes, the better. Including Apple and Google Play store buttons on your landing page works, but adding a QR code that takes visitors straight to the app download is way more streamlined (and a bit more fun).
Sure, QR code technology is nothing new, but there’s still something kind of novel about it, right? Linking the landing page up to the app also meant I was able to easily sign up using Apple Pay in a couple of phone clicks instead of manually entering my card details—which makes me much more likely to convert.
4. BorrowMyDoggy
Why it works: Showcases social proof
We all know social proof works. Studies have shown it, and the fact that you’ve probably never bought anything without reading a review first shows it. So it’s no surprise that adding social proof to landing pages can do a good job at increasing conversions.
The example above from dog-walking marketplace BorrowMyDoggy shows how convincing this technique can be. Here, you have pictures of real customers along with reviews that address the most common buyer questions and objections. This kind of social proof does all the selling for you.
Social proof can come in all sorts of ways: reviews, testimonials, quotes, photos—the list goes on. If other people like what you’re trying to sell, a landing page is the right place to show that off.
5. Zapier
Why it works: Integrates a social media feed
Social feeds work so well that lots of brands actually put them on their home page. Here’s how Zapier does it.
If your customers are so engaged with your brand that they actually take the time to post about you on social media, you know you’re doing something right—and integrating a social media feed on your landing pages is social proof gold. It’s raw, unfiltered community showcasing that screams, “you’re going to love this brand as much as we do.”
6. Airbnb
Why it works: Personalizes with geolocation
Here’s a great example of a personalized landing page from Airbnb. They use geolocation data to automatically generate potential earnings for you based on the last 12 months of booking data for similar listings in your area. You can use the sliding scale to see how much you’d earn from one night up to 30 nights if you were to rent your property through the service.
I’d never even considered renting my apartment through Airbnb; I was only on the site to book accommodation for a trip to Prague. Now, all of a sudden, I’m seriously considering becoming a host and moving in with my parents to make some cash. See if your landing page builder offers geolocation options, and you might be able to create something that has the same impact.
7. Suno
Why it works: Provides a “here’s one I made earlier”
Suno is an AI tool that auto-generates songs for you based on a simple description like “make a heartfelt song about my postman, Henry.” They built a neat introductory landing page where you can scroll through sample descriptions and click to hear the songs the tool has generated.
After listening to the demos, the simple “Make a song” button is so tempting. How could I resist signing up so I can make a song about my favorite cat, Zsa Zsa, who snores like a human and does tricks like a dog? (Yes, he’s real!)
If, like me, you grew up watching Blue Peter in the ’90s, the line “here’s one I made earlier” will strike a chord. Even if you didn’t, I’m sure you get the idea. This tactic won’t work for every landing page, as it relies on your product or service being something you can easily access online. But if you’re able to provide a tangible demonstration of what you’re offering in action, this is going to be really convincing on a landing page.
8. Notion
Why it works: Includes a secondary CTA
We all know the rules when it comes to adding CTAs to landing pages: use one, keep the copy short, and make sure it encourages quick action. But sometimes, a prospect will hit your landing page, and they’re not quite ready to “sign up” or “join now.” Why should you lose that prospect completely just because they’re not sales-ready?
I’ve noticed a lot of big brands breaking the CTA rules in a way that totally makes sense. They’re adding secondary CTAs to landing pages to capture those colder leads, so they can warm them up later.
Take the above example from Notion. While both CTA options involve seeing the software in action, Notion has likely learned that not everyone is ready to instantly start using the software—even if they can use it for free. Getting the most out of a platform like Notion can involve a bit of an initial learning curve, so some prospects will prefer to have a demo before feeling their way around themselves.
The colors of the buttons ensure that the secondary CTA doesn’t overshadow the primary one (they would rather people try the tool themselves because demos cost resources), but adding that extra option to the page will undoubtedly improve conversions.
This is why it’s so important to consistently A/B test your landing pages with different CTA options to see what resonates with your audience. You might find that breaking the rules is exactly what your website visitors want.
9. WordPress
Why it works: Showcases visual examples
What better way to advertise WordPress than to show off what others have made using WordPress? While you can’t see them in a static screenshot, this landing page has three revolving carousels of design themes, curated to demonstrate the breadth and depth of WordPress’s CMS.
As an amateur web designer, nothing draws me to a site builder quite like beautiful themes. I want to know what my website could look like before I put in the hours to create it. WordPress’s landing page gives me as many visual examples as I could ask for, which is important for something as variable as web design.
Even better, each of these themes will freeze and display a CTA when you hover over one with your mouse. And in this case, the more opportunities to convert, the better.
10. Cocokind
Why it works: Engages with a quiz
Online quizzes are an internet treasure. You can take them to find out just about anything: which animal kingdom you belong to, which fruit or vegetable you most closely resemble, and what your favorite ice cream flavor should be based on your zodiac sign.
Beauty, wellness, and other brands use online quizzes to give personalized product recommendations to customers. They make for a more engaging shopping experience than the basic “search, browse, add to cart” routine (while still creating opportunities to convert). Check out the above landing page from Cocokind for a solid example.
As far as CTAs go, I find quizzes to be especially enticing—I know a product page is coming eventually, but I can have a bit of fun before I get there.
11. NordVPN
Why it works: Features a flash sale