There are plenty of things in digital marketing that are easier said than done. Creating high-converting landing pages is definitely one of them, especially when conversion rate optimisation is the goal.
Finding inspiration can also be tricky. There is no shortage of advice out there, and a lot of it contradicts itself, which can quickly lead to confusion and second guessing.
The truth is, there is no single “perfect” way to build a landing page. What does exist, though, are proven elements and principles that consistently show up on pages that convert well.
Below are some standout examples that get it right. These are the cream of the crop, and great references if you are looking to build or refine a high-quality landing page that actually performs.
Why do I need a landing page?
At its core, a landing page is a dedicated page designed to give users access to something valuable, like a free proposal, guide, or ebook, in exchange for basic contact details.
The goal is simple. Generate leads and move people further along your marketing funnel.
For example, if your business sells AI tools for sales teams, it makes sense to create a landing page offering a free video or resource on how AI can be used in sales. That way, you attract people who already have an interest in both AI and selling, which makes them far more likely to engage with your business down the track.
On the surface, it sounds straightforward. In reality, high-performing landing pages take thoughtful planning, creative testing, and ongoing refinement to convert consistently.
And if there is one golden rule to remember, it is this. Always pay close attention to your conversion rate.
What is a good landing page conversion rate?
The average landing page conversion rate across industries sits at around 2.35%, with roughly one in four pages managing to reach 5.31% or higher.
You can calculate your own conversion rate by dividing the number of conversions by the total number of visitors to the page.
Hitting these numbers can be challenging, especially at the beginning, but having a well-built landing page plays a huge role in getting there.
There is no single “correct” way to design a landing page. That said, the following examples get it right and show what strong landing page execution looks like in practice.
Airbnb
For those that are curious about hosting with Airbnb, their landing page is a one stop shop. Featuring advice, a calculator to estimate possible earnings, and testimonials from current hosts, the page combines all of this with a bright pink CTA in the header - making it easy for conversion to trickle through.
Wix
This is a landing page turned creative playground - Wix has incorporated beautiful digital illustration which follows you down the page. Design manages to enhance certain touchpoints, like the illustrated mountain peak directed at the main CTA to encourage visitors. What more could you want in a landing page?
ExpressVPN
This landing page by ExpressVPN is a special one - it doesn’t have a navigation bar! By removing this navigation bar, the primary CTA takes the spotlight, which is a big win for ExpressVPN. Navigation bars tend to take away from the intended CTA on any given landing page - with many, many A/B tests proving this to be the case too.
Codeacademy
Sometimes, simplicity is key - this is where Codeacademy takes the cake. The form is simple, only asking for login details or the details of your LinkedIn or Facebook account, making the process even quicker. This landing page also gives a taste of real-life success stories, social proof, and testimonials for anyone who may be uncertain. By doing this, the somewhat intimidating world of coding is immediately simplified for someone who may be on the fence.
Curology
Making sure that your landing page is clean, crisp, and straight to the point are some of the best ways to keep your conversion rate strong. Curology does a great job of this - the copy is short, the page is visually appealing, and users can immediately understand the benefits being presented. No matter your skin issue - Curology has a remedy for you, and this landing page does a great job at communicating that.
Mailchimp
What’s the first thing you notice about this landing page? For us, it’s the bright yellow. We’re sure it’s the same for you too.
The CTA is consistent, appearing three times on the page, and no matter how far you scroll - the button remains. This is imperative for a landing page, as it operates as a gateway to convert clients as effectively as possible. By having a floating CTA, you never lose sight of the intended action.
Canva
Much like Codecademy, this is another example of a landing page which has a straightforward and simplistic design - figures for a design company. An abundance of white space helps accentuate the text and contrasts with bright colours throughout. An interesting feature of this landing page is the FAQ section, which is perfect to answer any additional questions viewers may have if they’re on the fence with converting.
Paramount Plus
Our final design for today has it all. From a visually appealing interface to descriptive headers, the background makes each fold look different - another element that’s a definite win. A respectable CTA of ‘Try It Free’, combined with several strategically-placed content offers, culminates in several touchpoints that viewers can use to convert.
You’ve done it!
Ready to build the landing page you’ve always wanted?
If you need a helping hand or want that extra edge, our team is here to help. Get a free proposal with Local Digital today and we’ll review, test, and refine your landing pages using proven best practices to help you achieve the strongest results possible.
