Building fantastic landing pages is no easy feat. Everything from the page load speed, the quality of your content, and the alignment of the page’s messaging to the user’s needs—all impact how long your user is likely to find the page, stay on the page, and convert.
In this article, we’ll dive into everything you need to know about top landing pages online today and what makes each of them value-driving for a potential customer.
Skip ahead here:
- Why does having the best landing page matter?
- 5 Things great landing pages do
- 24 inspirational landing page examples by industry
- Final thoughts
Why does having the best landing page matter?
Most of your potential customers will attempt to find you online, even if you exclusively conduct business in person. Because of this, your online presence must be polished, professional, and thoughtfully curated.
To simplify matters, landing pages really have two vital functions:
- To help people find you online.
- To give them a warm welcome.
Landing pages should always be built with search engines in mind, whether your audience finds you through Instagram, YouTube, or Google. The stronger your on-page SEO is, the better your chances of getting served to the right audience.
But getting discovered is only part of the journey. You also need to keep your audience’s attention. Slow loading times, misalignment in metadata and on-page info, or low-quality content can cause people to bounce. Platforms won’t send more people to a site that doesn’t work or fit their needs.
The best landing pages will do exactly what the viewer expects. If your title tag promises 5 tips on creating the best headline, those tips shouldn’t be locked behind a paywall or hidden after 3,000 words of copy. Even better, offer 5 mindblowing tips and then offer 25 more as the next step in your strategy, whether that’s a webinar, automated email, or something else.
Whether your goal is lead generation, creating buzz for a new product, or driving webinar sign-ups, your landing pages should always align with your audience’s needs and expectations. A clear, compelling, and user-focused page is your best tool to turn traffic into meaningful connections.
Here are some things the best landing page examples have in common.
5 Things great landing pages do
Include clear CTAs
For a moment, imagine you’re a space explorer who’s just excited about the spacecraft on a foreign planet. There are many steps before your landing that help get you to this new destination, and still, the journey isn’t over. You’ve landed; it’s time to do something new…but what?
Similarly, your landing page isn’t the first step in the customer’s journey, and it’s not the last. But now they’ve landed on your website, which may be a completely new experience for them, especially if they’re new to the industry.
A clear CTA is the giant blinking sign that guides them to their next destination. That sign could say, “Download your starter kit here,” “Begin your free trial today,” or something else. Regardless of what it says, it’s important that your call to action (CTA) is straightforward, non-ambiguous, and can be found in multiple spots.
Clearly define unique selling propositions
Your unique selling proposition (USP) tells your audience exactly what you offer, how it can help them, and what makes you different from your competitors.
Your customers should not be left wondering:
- How your product or service will benefit them
- Who is your offering for
- What’s included
- What will your offering cost them
If they’re struggling to answer these questions, it might be time to step back and do some more market research to understand who your customers are and why they need what you have.
When you have these answers, pick a maximum of four value propositions to share on your landing page. Make these as specific and niche to your ideal customer profile (ICP) as possible so they can relate and feel more inclined to purchase something specific to their needs.
Follow best design practices
Your landing page should look visually appealing. And while “appealing” is certainly objective, your page should generally follow web design best practices. This means your page should be consistent with your brand, feature high-quality imagery, offer intuitive navigation, and be formatted for different viewing methods (web, tablet, and mobile).
Be interactive
It’s one thing to get someone onto your page and another to keep them there. Making the site easy to navigate is done by focusing on great user design.
Integrating interactive elements can maintain a user’s engagement and improve the visual appeal of your site. As people spend longer on the page, they consume more information, increasing their likelihood of converting.
Some examples include interactive tools (like a formula calculator), a customizer option (perhaps a customization visualizer), toggle bars, carousels, embedded content (maybe maps, podcasts, social media), and more.
Keep it concise
Unfortunately, attention spans are short these days. In fact, you should plan for your landing page to be easily skimmable within 15 seconds.
In those 15 seconds, the user should be able to assess if the page is right for them quickly. To help this, place important information at the top and keep the page generally short (no more than 3-4 minutes reading time. If you have more information to add, consider putting in a CTA to another page to learn more.
24 inspirational landing page examples by industry
Without further ado, let’s look at 25 of the best landing page examples, beginning with examples from the B2B SaaS industry.
B2B Software-as-a-Service
- This page is short and sweet – you get a quick breakdown of what the webinar covers, three learning outcomes, a few bubbles covering the panel, and some complimentary resources.
- The event registration form is in clear sight and near the top of the page.
- Fewer fields lead to more conversions. The more information you ask for, the less likely people will complete the sign-up process. In Hootsuite’s case, they may be prioritizing lead qualification over sheer volume. Whatever your goal, it’s crucial to strike the right balance between collecting the data you need and maintaining a frictionless experience.
- Extremely easy to read due to well-spaced media elements and high contrast colors.
- Simple, direct benefits that customers can derive from the product are outlined early on the page. This helps the customer understand why they should keep reading to learn more about how the product helps them meet these goals.
- Includes awards at the end of the page. While this isn’t the most important deciding factor for a customer, it is a last-push attempt to build reputation and trust with the customer, which can be especially important for smaller brand names.
- As one of the best landing pages, Monday.com is very visually engaging. It’s visually consistent with the tool’s features and interface and uses screenshots to both inform and engage the viewer.
- Additionally, it breaks it down so that users can see what each page view—board view, page view, integrations, etc.—looks like.
- The only thing to test on their page is that the “Get Started” CTA might make users feel like they have to pay immediately with no option to start a free trial (ambiguity can decrease conversions).
- AutoCAD is usually purchased by procurement teams at large organizations. And because pricing is a high priority for this audience, it’s great that pricing is placed toward the top of the landing page.
- It is fantastic that the page also has a banner for any special offers and a CTA to call the sales team to drive the sale at that exact time further
- It Provides just enough feature information & comparisons to the “LT” (lite) version of the product, which would be helpful for procurement teams to make sure they’re making the right purchase but not getting too technical.
- Visually symmetrical and aesthetically pleasing.
- It’s also very easy to navigate through the content, with the added option to sort by various filters.
- It’s clear that the purpose of this page is not to push the demo sign-up but to help build trust with the company. As such, they have a CTA that aligns well with that (“Read their story.”)
- The CTA to “Request Demo” is still available as an option at the top of the page so it is not limiting the user’s ability to talk to sales.
- The only thing here is there may be too many case studies. They might want to focus on their top 10, especially if only a select few receive a significantly higher open rate than others.
- Having an interactive tool is so great for SEO and makes for a great reason for the web user to engage with the page and share it with others.
- The interactive tool is right at the top of the page, so it’s easy to access over & over again every time the user wants to measure a new keyword.
- They make a great case for themselves by having a section of support from Google and other search engine tools/journals. This reputation builder sells the quality of the product, and by placing all of these reputation-builders together, they maximize the impact it has on customers. It is important to note that they don’t drag on too long about their support from Google and other industry leaders; they make it known but keep it simple.
- They could improve on moving their bottom paragraphs of text/FAQs under toggle headings so it’s easier to read through the information.
- Pricing is obvious – in bold and at the top, customers can quickly get the information they want. This helps avoid frustration and keep bounce rates low.
- There’s a comprehensive comparison chart. Again, this is what customers specifically come to this page for. It doesn’t have to be this detailed for all products, but VidYard did a great job of takingits impacteature comparisons and sorting them out nicely so they’re easy to digest.
- One thing to test could be having toggles on each comparison chart in case customers want the page to be more skimmable. This hides details for customers that don’t need it.
B2C Software-as-a-Service
Next in our list of the best landing page examples, let’s pivot from B2B to B2C.
- Qualifying this as one of the best landing page designs is the page’s ability to cater to 3 unique audiences: the consumer, the driver, and the business. While the bulk of this page focuses on what customers can access using the app, it starts by offering an intuitive three-bubble menu that helps visitors access relevant info.
- Leaning into this diverse customer base, the page offers custom CTAs for each unique use case. From dog food or fast food to flowers and prescriptions, there are CTAs to help guide customers to the right place.
- One recommendation for this page would be to simplify it. Like the first bubble menu (Become a Dasher, Merchant, or Customer), we think it’d be equally useful to feature another intuitive display for customer use cases.
While featuring food images can encourage hungry consumers to act now, scrolling through tiles of prescriptions, dog food, flowers, and more may create unnecessary visual clutter.
- Since the product caters to multiple ICPs depending on the software’s use case, League immediately attempts to direct users to the information page that will be most useful to them.
- A small menu at the top of the page makes it easy for users to navigate to another page during their visit.
- They showcase a lot of references to the support they have from top brands & customers. They know the healthcare industry relies on trust and reputation, so they build this throughout their on-page content.
- Aside from the top of the page, the CTAs throughout the rest of the page aren’t very bold. They may consider testing their CTAs’ design to see if it affects conversion rates.
- A very clear headline at the top makes an impact
- Interestingly, almost every section on this landing page features a group of three. Considering this company specializes in funneling customers toward a purchasing decision, there may be a useful lesson here.
- It’s easily skimmable. Even though there’s a lot of text content, users can quickly read headlines and identify useful info with graphic elements.
- One area to consider for improvement is the CTAs. “Grow your event” and “Engage your community” felt more like paths toward more information on these topics. The signup page was unexpected. We’d bet these two CTAs convert less than clearer alternatives like “Get started for free” because of that misalignment between expectation and reality.
- Jobber stands out with one of the best landing page designs on this list. It combines modern, visually appealing elements with messaging tailored to its niche audience. Using paper tape backgrounds adds a softer touch, balancing the bold branding colors and resonating with tradespeople who want a solution that elevates their business while staying true to their identity.
- The page identifies a clear benefits description of how it helps someone run their own business, which again targets the ICP perfectly.
- An area of consideration is that the edge-to-edge banner CTA can be easy to miss despite its high contrast with the page background. The style of this banner makes the CTA feel more like an ad than the “natural” next step, especially in our ad-abundant digital world.
- Featuring a GIF as the visual element at the top of the landing page grabs attention quickly and aligns with Adobe’s artistic target market.
- The page prominently features two CTAs: “View plans and pricing” in black and white and “Start free trial” in blue. The blue is a lot more noticeable, which could indicate their free trial is better at converting than driving people directly toward paid plans. This is an efficient visual use of color to direct people to a preferred CTA.
- Should users jump to the pricing plans, they’ll find a streamlined breakdown with five features per plan, max. Rather than feeling inadequate, this is a stellar example of “less is more.” Too often, pricing plans become an endless scroll of features and differences, which can fatigue the viewer.
- It would be great to run an A/B test featuring the next headline above the fold. Currently, the GIF occupies the lower half of the screen. Scrolling down reveals the headline, ‘20+ creative apps. Infinite possibilities,’ which we find punchy and impactful—especially for users who are new to the platform.
- Having a prominent CTA at the top of the page with the low price listed is very attractive for families. This is especially true for larger families, who usually are more conscious of their budget.
- The page hones in on features that appeal to families only. Having this niche focus makes potential customers relate better to the product, which can increase conversions.
- Reviews also help build trust before purchase. There’s an option to test using testimonials directly on the site rather than the embedded Trustpilot testimonials (which are faceless and nameless).
- This site targets students with specific questions or topics to research. As such, it’s a great idea to start the landing page with a drag-and-drop feature so they can try to get directly where they need right away.
- Another alternative search method (to search by course) is available when you scroll down (just in case you didn’t have a specific topic in mind).
- There’s no pricing information on the homepage, so users might be led to believe that the tool is free. Whereas in reality, it’s either paid or “earned” by supplying new resources to the site.
- Rakuten brings Eventbrite’s rule of three back and makes it easy to get started with the product by explaining the process in three simple steps.
- Short page so users are encouraged to explore. This encourages them to see what other areas of the site have to offer.
- Rackuten leans heavily into co-branding by showcasing all the brands that trust them, many of which are household brands.
- The use of white and bright purple is attributed to “affordable” and “deals.” As a result, consumers feel like they are on the path to saving money as soon as they enter the site.
- The homepage doesn’t explain much about how the CashBack program operates, and they don’t have a CTA to this on the homepage itself. Might be a consideration if their audience likes to look into details!
- As one of the best landing page builders, we’re glad they made this list!
- Pagecloud breaks the landing page down well by using colored sections to break up the text. It’s important that the color is subtle so it doesn’t distract you from the words, and not one section gets a lot more attention than the other when two vertical sections are side-by-side. This means all important information gets equal attention.
- Better yet, skimming through this page to find what you need is easy. Big headlines help you get the gist of the product’s offering and benefits, and then the smaller copy is underneath in case you need the details.
- CTAs are front and center, with high contrast to stand out on the page.
Products & Services
- Apple is known both in and out of the tech industry for its stunning web design and marketing. As such, it consistently finds itself amongst the best landing page copywriting examples and the best landing page designs.
- Apple knows their users come to the site and purchase iPhones for the brand experience. So, they lean into web design with tons of large-size images, GIFs, and other forms of rich media.
- The CTAs are visible frequently throughout the page. Apple prefers “Buy” versus an alternative like “Learn more.” To keep viewers in the branded experience, it’s even featured in Apple’s iconic iMessage blue.
- Answering what makes this year’s model better than the last is a top question that customers seek to answer. This year, Apple leans into new software feats, like Apple Intelligence and homescreen customization.
- Apple intentionally doesn’t offer sales or deals, but they could test by making more obvious links to student discount offers near the bottom of the page or other seasonal discounts to see if it further drives conversions.
- Caters well to an audience that wants to “level up” their at-home cooking environment. The colors, fonts, and visuals align well with this aesthetic-loving, experience-driven ICP.
- The page loads a pop-up with an email offering following a few seconds on the page. Because of the high-end nature of the products, this, in addition to seasonal deals, is likely a successful feature.
- One area they could improve is the footer. The footer menu has 21+ lines of text, which may be too much visual clutter for the uninvested web visitor. We’d recommend condensing this menu by combining pages like “Return policy” and “Returns.”
- The page forces visitors to focus on the product first by leveraging close-ups and large on-screen imagery.
- In an otherwise neutral landing page, bright pops of color accent the web design and create flow for the viewer.
- One single promotion is featured on the top left of the landing page. This immediately captures attention and allows the brand to lean heavily into one sales initiative at a time.
- In general, the text on the page is very small. On the good side, this pushes the visitor to focus on the product and the imagery. On the bad side, it’s not as accessible for everyone as it could be, and some web visitors may find small text unpleasant.
- Compared to a lot of other airlines and travel agencies, this page is easy to navigate. Immediately, the user is presented with a form to fill in preferred travel information and help them find a vacation soon. There are no competing heavy text blocks or pop-ups that interfere with their ability to search for vacation deals fast.
- Very clear CTA to “Book Now” in large text. This makes the user feel excited about purchasing an upcoming vacation. A small or hidden CTA simply wouldn’t do justice to the feeling of taking off on a big trip!
- Below the fold are some inspirational ideas and offers, but only a few. This is enough to make the user feel inspired but not distract them from searching for trip options or actually getting something booked.
- An area for potential improvement is making the recommended hotels section a bit smaller. This isn’t the page’s main purpose and takes up quite a lot of space. It would be better to condense this so that the page becomes more skimmable and traffic doesn’t bounce mid-way down the page.
- This ultra-luxury resort offers both products and services. Known for its sweeping views of the South Carolina landscape, the home page leans into the scenery its target market knows and loves.
- Rather than opting for a single image, the page rotates through a series of short video clips, showcasing far more than even several images could.
- Recognizing that many visitors explore hospitality sites for rates, the page features one single CTA above the fold: “check availability.” This drives potential guests to explore room rates.
- Below the fold, you’ll find additional information guests are interested in when they’re further down the marketing funnel, like resort events and discount packages.
- One thing to work on is loading time. While image-heavy web pages can take longer to load, a long load time can significantly impact SEO. The longer visitors wait for a page, the more likely they are to bounce before anything loads. This can negatively impact every initiative that drives viewers to your landing page.
Government and Education
- Very appealing visually. Great flow between content blocks use the same colors throughout the page, and leverage video in the background to help hold the user’s attention.
- Has the form right at the top so users can easily find it and submit interest in the program.
- If there’s one area to test, it might be minimizing the partner content that is not directly relevant to what will be learned in the course because it significantly increases the amount of content to read through and can be slightly overwhelming to a new user on the page.
- High contrast and large text make it really easy to see the selling points of this university.
- The menu is simple, with a relatively small number of options and clear titles so that the user can easily navigate to the page they need.
- Having a search bar in the middle of the page and near the top still keeps it accessible for those who are coming to the site to search for something specific, but it is more noticeable than many other university sites, which tuck search bars away on unique landing pages or in the footers.
- The page overall is short, so it encourages users to learn about something specific in more detail on another page and does not overwhelm the user at first glance.
- I’m unsure about the mixing of two different fonts, especially if they are used together in the same headings. It’s usually a good rule of thumb to have one font for all headings and one font for all body text.
- The Project Management Institute (PMI) offers certifications globally so it’s unique (and amazing) that they add an option to translate the page right above the fold. This makes it incredibly easy for an international user to access the site in their language.
- The individual certifications are organized very neatly, and each has a unique description to help users find what’s relevant to them.
- I like that there’s no overload of supplementary information or focus on study guides, testimonials, etc. The purpose of this page is to showcase all the options that are available for training and certification. The PMI displays this very well and gives an opportunity to showcase more detailed information on the landing pages of the individual certifications.
- An area that they might consider for improvement is removing the on-page ads. As we shared earlier, viewers in 2025 will likely have ad-blindness. We’re all used to seeing ads all the time. So, mimicking the typical ad (even if they’re your own) on your home page is probably not as effective as building that promotion or offering directly into your landing page.
Final Thoughts
Building an effective, engaging, and high-converting site is no easy feat! In fact, many digital marketers run continuous testing on their landing pages in an attempt to find the best features, copy, and visuals that appeal to their audience. It’s likely that you’re not going to have the “perfect” page right off the bat. But a commitment to ongoing improvement – soon enough, you’ll also have an inspiring landing page of your own.
Need a little help? Thinkific’s AI-powered Landing Pages offer modern templates, lead generation forms, integrated checkout, SEO optimization, and so much more. Even better, speed up the landing page creation process with AI-powered content. Start creating your landing pages today, with a free 14-day trial.
This blog was originally published in September 2022, it’s since been updated in December 2024 to include the newest information.