Most business and marketing leaders are familiar with landing pages, but many don’t fully understand how they differ from standard website pages. A well-crafted landing page can benefit businesses and customers, but creating one that truly drives results requires strategy, creativity, and effort.
You don’t have to start from scratch. By studying high-performing examples from other brands, you can gain insights and inspiration to guide your approach.
With that in mind, let’s explore five real-world landing pages and discuss what makes each one effective.
Airbnb.
Airbnb's host landing page and associated resources are strategically designed to convert site visitors into active hosts by emphasizing ease of entry, comprehensive support, financial potential, and the unique aspects of hosting. The platform has evolved to provide prospective hosts with a more guided and supported journey.
Key components and emphases you'll likely find highlighted for potential Airbnb hosts today include:
- Streamlined onboarding and listing management. Airbnb emphasizes how simple it is to get started. Prospective hosts are guided through creating a listing with intuitive tools within the Airbnb app, including a listing editor to showcase their space, calendar tools to manage availability and pricing, and direct messaging features for guest communication and support. The platform also highlights 1:1 support from experienced hosts to help newcomers.
- Financial empowerment and tools. While an initial earning estimation tool still provides a glimpse into potential income, the platform encourages a deeper understanding of financial viability. Resources guide hosts on strategic pricing, considering market and seasonal trends, understanding Airbnb's fee structure, and managing expenses.
- Comprehensive host support and protection. A significant draw is the robust support system. This includes AirCover for Hosts, providing top-to-bottom protection, and an extensive Resource Center detailing new features, policies, and best practices. Potential hosts can also access community forums and connect with local Host Clubs for peer-to-peer advice.
- Guidance on property preparation and guest experience. There's a strong emphasis on helping hosts prepare their space to meet guest expectations. This includes guidance on cleanliness, providing essential and desirable amenities, and creating a welcoming environment.
- Highlighting unique stays and experiences. Reflecting current travel trends, Airbnb encourages hosts with unique properties (like rural cabins, glamping spots, or distinctively designed homes) to join the platform.
- Clear answers and community connection. The platform continues to address common questions and concerns through detailed FAQ sections and a comprehensive Help Center. This helps demystify the hosting process, covering topics from local regulations to guest interaction.
Instead of direct competitor comparisons on the landing page, Airbnb's current strategy focuses on showcasing its own ecosystem's strength, the breadth of support it offers, and the diverse opportunities available to those who choose to host on their platform.
Netflix.
Netflix's landing page continues its core mission of seamlessly converting visitors into subscribers. However, the strategy now reflects a more mature and competitive streaming landscape, with a nuanced approach to showcasing its vast content library and a multi-tiered subscription model.
Key aspects of Netflix's current landing page and user acquisition strategy include:
- Showcasing a diverse and exclusive content universe. The primary draw remains Netflix's extensive library. This includes a strong emphasis on high-profile original series and films, critically acclaimed global content, and even incursions into live sports events. The landing page uses engaging visuals and concise copy to highlight this breadth and exclusivity, aiming to demonstrate value beyond just volume.
- Tiered subscription benefits and flexibility. The "one-size-fits-all" approach has evolved. A key feature prominently displayed is the variety of subscription plans, including a popular ad-supported tier alongside ad-free Standard and Premium options.
- Streamlined and user-focused sign-up. Netflix maintains its reputation for a user-friendly sign-up process. The landing page often features a simple entry point, typically requiring just an email address to begin. This low-friction start draws users into the funnel before presenting them with plan choices and payment details. The strategic placement of sign-up prompts ensures they are accessible whether a visitor is immediately convinced or needs more information before committing.
- Comprehensive FAQ and help center. To address the increased complexity of its offerings and varied user queries, Netflix provides a robust FAQ section or Help Center. This is vital for clarifying differences between subscription tiers, explaining features, detailing device compatibility, and answering common questions, thereby reducing friction in the decision-making process.
- Clear value proposition for different needs. With widespread free trials absent, the landing page focuses on immediately communicating the value proposition of each tier. Whether it's the budget-friendliness of the ad-supported plan or the enhanced experience of the Premium offering, the messaging aims to resonate with diverse user needs and preferences.
Netflix's landing page strategy balances simplicity in its initial engagement with clarity regarding its multi-faceted offerings. It aims to efficiently guide potential subscribers to the plan that best suits their entertainment needs and budget.
Uber.
Uber's landing page and broader recruitment strategy are geared towards attracting prospective drivers by highlighting earnings and flexibility, a comprehensive support system, robust safety features, and a more straightforward path to achieving their goals on the platform.
Key components emphasized to encourage sign-ups include:
- Transparent earning potential and in-app financial tools. While still showcasing the potential to earn, Uber increasingly provides drivers with tools within the app to track their earnings in real-time, see progress towards daily or weekly goals, identify busy areas with surge pricing, and understand hourly trends. This offers a more dynamic view of earning potential beyond static location-based estimates.
- Unwavering emphasis on flexibility and control. A core tenet of Uber's appeal remains the flexibility to set one's schedule. The landing page highlights the ability for drivers to go online when they're ready, accept or reject trip requests, and manage their work around their life, rather than the other way around.
- Comprehensive safety measures and support. Uber actively promotes its commitment to driver safety. This includes detailing in-app safety features like an emergency assistance button, driver screening processes, and phone number anonymization. Access to 24/7 support aims to reassure drivers that help is available when needed.
- The Uber Pro rewards program. A significant incentive highlight is the Uber Pro program. This tiered rewards system offers drivers benefits that increase with their status, such as cash back on gas and EV charging, discounts on vehicle maintenance, and more for eligible drivers or their family members. These tangible perks add significant value beyond direct fare earnings.
- Clear onboarding and app functionality. The steps to becoming a driver are clear, detailing age-related requirements, driving experience, vehicle eligibility, and necessary documentation. The Uber Driver app is presented as a central tool, offering features for navigation, accepting trips, managing earnings, and accessing support.
- Detailed FAQs and resources. Prospective drivers have access to extensive FAQ sections and help resources covering everything from how to get started, understanding earnings and payment schedules, to details about specific features and policies. This helps address concerns upfront and makes joining feel less daunting.
Uber's approach to attracting drivers focuses on a holistic value proposition: the ability to earn flexibly, backed by a suite of in-app tools, a strong rewards program, and a continued commitment to safety and support.
DoorDash.
DoorDash's primary landing page for prospective delivery drivers is focused on efficiently attracting and onboarding new individuals to its platform. The page emphasizes flexibility, earning potential within a clear structure, and the ease of getting started.
Key elements highlighted on the DoorDash Dasher landing page include:
- Quick and easy sign-up. DoorDash streamlines the onboarding process, often featuring a simple initial sign-up form requiring minimal information to get started. The promise is a fast application process to reduce friction for potential Dashers.
- Emphasis on flexible earnings. A major draw is the ability to "Be your own boss." The landing page highlights Dashers' flexibility in choosing their hours, when and where to work, and accepting or rejecting delivery offers.
- Showcasing the Dasher experience and rewards. Instead of just static images, DoorDash often illustrates the Dasher experience by highlighting the functionality of the Dasher app, showing how drivers find opportunities, track earnings, and navigate deliveries. They may feature testimonials or stories showcasing the diversity of Dashers and how the platform fits different lifestyles.
- Clear requirements and support. The landing page and subsequent sign-up flow clearly outline the requirements. This transparency helps manage expectations and guide applicants through the process efficiently.
DoorDash's landing page strategy aims to attract Dashers by emphasizing autonomy, earning opportunities, and a straightforward process of joining their platform. This platform is supported by a system of rewards for active and high-quality participants.
Dropbox.
Dropbox's landing page aims to attract users, both individuals and businesses. Dropbox is positioning itself not just as cloud storage but as a central hub for organizing content and collaborating effectively, accessible across all devices.
Key elements you'll likely find on Dropbox's main landing pages include:
- Emphasis on unified access and organization. The core message revolves around storing everything securely and accessing it from anywhere. Features like smart sync and robust file organization are highlighted.
- Clear calls to action (CTAs) and plan options: The landing page uses straightforward CTAs like "Sign up for free" or "Try Dropbox Business." Visitors are typically guided towards choosing a plan that fits their needs, ranging from free basic plans to various paid tiers offering more storage and advanced features.
- Trust signals and security: Dropbox emphasizes security features like encryption, backup, file recovery, and admin controls to build trust and assure users that their content is safe and private. Compliance with standards like GDPR is also noted.
- Clean design and ease of use: True to its roots, Dropbox landing pages generally maintain a clean, uncluttered design reflecting the platform's user-friendly interface. Visuals, including short video demos, are often used effectively to explain key features and showcase the user experience.
While mobile app usage is crucial for the Dropbox ecosystem, the main landing page typically focuses on the overall value proposition, encouraging users to sign up for the service.
Create your next engaging landing page.
A well-designed landing page can drive conversions for your business and fuel continued growth. When you’re ready to start creating your next landing page, take the time to develop a powerful CTA and make it a point to follow established best practices.
If you want to ensure that your future landing pages positively impact your business, Adobe can help. Adobe Journey Optimizer streamlines digital asset management, allowing you to create customer profiles and use real-time data to track and measure your customer journey.
Learn more about Journey Optimizer today to see how it can help you build high-performing landing pages.
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