There are so many elements that a top-notch landing page needs, and making those elements the "best" they can be often depends on what your landing page goals are.
Take form length for example. It's just one of the many components you need to optimize, but best practices will tell you that both short and long forms perform well -- it all depends on whether you want to generate a lot of overall form submissions, or a smaller number of quality submissions.
So if you're looking to up your landing page game, it's helpful to know what goes into a great landing page and see a few examples of these nuanced elements in action. Surprisingly, when I started doing research into the latter, I realized there are hardly any sites out there with examples of modern, impressive landing pages that are more than just a sign-up form on a homepage. So we decided to compile a list of landing pages we love ourselves.
Big, big caveat here: I don't have access to any of the stats for these pages, so I can't tell you how well they convert visitors, leads, and customers. Still, these examples have some of the best combinations of those nuanced landing page elements I've ever seen. Obviously, if you feel inspired to try any of these tactics on your own site, the only way to know whether they'll work for you for sure is by testing them out for yourself.
1) Unbounce
It's no surprise Unbounce is at the top of this list -- they've actually written the book on creating high-converting landing pages. Although there are lots of amazing things about this landing page, the two that I absolutely love are: 1) The directional cues from the headline and browser fold to fill out the form, and 2) the really detailed information below the form.
The first helps direct attention to the goal of the page -- for you to fill out the form -- in a really obvious, yet fluid design. The second gives this page an SEO boost (search engines will have more content to crawl) and assuages any worry from folks who need to know more about a piece of content before handing over their information -- all while not distracting people from the form.
2) IMPACT
Full disclosure: IMPACT is a HubSpot partner -- but that's not why they're included here. This landing page was what sparked the initial idea for this post. I love the whole layout of the page, from the banner in the top left that tells you this ebook was updated recently, to the rotating testimonials, to the outline that surrounds the form. This landing page has both beautiful and functional design -- what we all should strive to have on our landing pages.
3) Basecamp
Like the first example, Basecamp has a really long, in-depth landing page with lots of information below the fold, but what won me over was that cartoon man pointing his finger to the form. Not only does it spruce up a somewhat minimal page, but it actually directs your attention to the form. Like IMPACT's design, this little picture is pleasing to the eye and helps landing page visitors convert on the form to the right. Can't get much better than that!
4) Bills.com
Often, people think landing pages are static pages on your website ... but with the right tools, you can make them interactive and personalized.
Take the example below from Bills.com. To see if you'd benefit from their consultation, you answer two questions before you are shown a form. I'm not sure how the algorithm works (or if there's one at all), but while I was filling it out, I had some anxiety about not qualifying. Once I found out I did, I was excited to fill out the form -- which I'm sure most people who are in debt and using this tool are. By making this offer seem more exclusive before the form appeared on the landing page, I'd bet that Bills.com increased conversions pretty significantly.
5) SweetIQ
I'll be the first to say it. This landing page isn't that glamorous, but it's included in this list for one reason: It passes the "blink test" with flying colors. Because of the way they've used colors and sectioned off the value proposition on the right-hand side, you can tell what this page is about and what you're gonna get almost immediately. I especially love the "Great For" section because it gives people who fall into those categories an extra push to fill out the form.
6) Contently
According to data by Chartbeat, most people tend to spend the most time reading and engaging with content around and below the fold -- so putting a form right at the fold could pay off. That's what Contently did in the example below. They give visitors the ability to dive into two different pages of content while the form placement stays put. I love how they've balanced giving visitors in-depth information with the front-and-center form placement.
7) Conversion Lab
Typically, I wouldn't include an example of a homepage with a form on it in a post about landing pages (click here to learn why), but this website is special. The homepage is the entire website -- the navigation links just take you to the information below. When you click "get contacted," the entire site moves over to make room for the form. I love how you don't have to leave the page to fill out the form, yet the form won't feel intrusive to casual website visitors.
8) Litmus
Litmus sends one of my favorite email newsletters, but their landing page to promote these newsletters is just as remarkable. Their use of color is especially phenomenal.
Notice how the most important part of the landing page (where you need to give up your email address) has a dark background, making your eyes naturally gravitate toward it. The "subscribe" button is also a complementary color to that background -- making this area, and the form in general, pop even more. Litmus even animated the supporting images of the email newsletter, which is just the cherry on top of a terrific landing page.
Which of these landing pages were your favorite? Let us know in the comments.
8 Brilliant Landing Page Examples You Need to See
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