Best practices for making effective landing pages

Most business and marketing leaders have heard of landing pages, but many don’t fully understand what they are or how they differ from normal website pages. A good landing page benefits both companies and customers — but it can be difficult to make an effective one for your marketing campaign.

Crafting an engaging, impactful landing page takes real effort, resources, and creativity. Fortunately, your business doesn’t have to navigate the process on its own. You can learn valuable lessons and gain inspiration from other successful brands by reviewing top-performing landing pages.

With that in mind, we’ll take a look at 18 real landing pages from actual brands and explain what makes them work.

1. Airbnb
2. Netflix
3. LinkedIn
4. Uber
5. DoorDash
6. Dropbox
7. DigitalMarketer
8. Semrush
9. IMPACT Branding and Design
10. Codecademy
11. ExpressVPN
12. Blue Apron
13. Vimeo
14. Spotify
15. Asana
16. Wise
17. Wag
18. Udemy Business

1. Airbnb

Airbnb’s host landing page has one purpose — to convert site visitors into Airbnb hosts. The page includes several key components designed to draw users deeper into the conversion funnel.

Some key parts of the Airbnb landing page include:

• Earning estimation tool. There’s almost no better way to incentivize homeowners to become hosts than to show them how much they could make by monetizing their properties. Airbnb masterfully taps into this source of motivation by providing site visitors with an easy-to-use earning estimation tool.
• Comparison to competitors. Airbnb demonstrates confidence in its business model by showcasing how its features stack up to those offered by competitors. This also gives the company another opportunity to highlight its services and the support it provides hosts.
• Detailed FAQ. A FAQ section is a staple of many landing pages. Airbnb includes this proven feature to address any concerns that potential hosts may have. Including a FAQ section also clears up any uncertainty visitors may be experiencing and helps them jumpstart the process of becoming a host.

2. Netflix

Like all great landing pages, the Netflix page has a clear purpose. In this case, the purpose is to encourage visitors to sign up for a Netflix subscription by showcasing its wide array of content.

Some key parts of the Netflix landing page include:

• List of service benefits. This landing page boasts two key benefits — unlimited viewing and a month-to-month subscription model. By informing visitors they can cancel anytime, Netflix can sway those who are on the fence about taking on a new monthly bill.
• User-friendly sign-up form. One of the most brilliant aspects of this landing page is its single sign-up form, strategically positioned at the top and bottom of the page. This dual placement allows the streaming giant to connect with users who are ready to sign up and provides a second opportunity to less committed site visitors.
• FAQ section. Again we see a successful landing page that includes frequently asked questions. Incorporating an FAQ section is a good idea anytime you need to provide more details about a service or product.

3. LinkedIn

The LinkedIn marketing solutions landing page encourages B2B readers to create a campaign manager account by outlining the benefits of advertising on its professional platform.

Some key parts of the LinkedIn landing page include:

• Tips to get started. The page highlights just how usable its marketing platform is by giving users three simple tips for getting started. With this approach, LinkedIn makes the proposition of advertising on its platform seem less daunting.
• Single-button CTA. LinkedIn combines short, concise CTA text with a single button that routes users to a sign-up page. This prevents confusion and provides readers with a clear path forward if they decide to sign up for the platform.
• List of benefits. Like others, this landing page highlights the benefits of the service it’s advertising. The company takes this a step further by including some impressive statistics and claims — for example, that LinkedIn is the “#1 platform for B2B lead generation” and “the world’s largest professional network.”

4. Uber

Unsurprisingly, Uber has a landing page dedicated to attracting prospective rideshare drivers to join the company.

Some key parts of the Uber landing page include:

• Specific earning potential. Instead of taking a deep dive into Uber’s complex financial structure, the landing page gets straight to the point, demonstrating to visitors their earning potential based on their specific location. Most prospective drivers don’t care what the national average earnings are — they want to know how much they can make by getting involved in ridesharing in their area.
• Work flexibility. To show that Uber knows its target audience, the landing page has an entire section highlighting the flexibility the platform provides. This section is encouraging to those looking to set their own schedules and work on their own terms.
• Safety information. Uber aims to put potential drivers at ease by providing information about how it works to keep them safe. The landing page also features a detailed FAQ section and an easy-to-use demo of the app.

5. DoorDash

Much like Uber, the core DoorDash landing page is geared toward acquiring new gig workers, which the platform dubs “Dashers.”

Some key parts of the DoorDash landing page include:

• Single form sign-up. The easier it is to sign up for a service, the more likely site visitors are to follow through on a CTA. That’s precisely why DoorDash provides a single-form sign-up option, accompanied by a direct but friendly CTA.
• Focusing on earnings. While potential Dashers might be interested in flexible work hours and other perks, their biggest focus is making more money. The DoorDash landing page connects with its target audience by showing how much Dashers can earn.
• Images of current Dashers. DoorDash also features images of current Dashers. The landing page includes a diverse array of Dashers, all of whom appear happy while making deliveries.

6. Dropbox

From top to bottom, the Dropbox landing page encourages visitors to download the mobile app.

Some key parts of the Dropbox landing page include:

• Prominent QR code. Dropbox wisely displays a QR code that’s too big and bold to ignore. The code takes users straight to the appropriate app store so they can quickly download the app.
• Summary of app features. The landing page provides a quick summary of the application’s features. This list demonstrates how the app can deliver value and further incentivizes visitors to download it.
• Video demos. Explaining an app can help users understand it, but providing a video demonstration of a solution’s capabilities is even more effective. Dropbox understands this, with its landing page featuring a short but engaging video demo.

7. DigitalMarketer

DigitalMarketer specializes in providing various types of marketing training. Its flagship program, known as Modern Marketing Mastermind (M3), has its own dedicated landing page that encourages visitors to apply.

Some key parts of the DigitalMarketer landing page include:

• Keynote speaker hype. The landing page builds hype around the speaker, Ryan Deiss, by using phrases like “exclusive access” and claiming that he’ll share how to “build multi-million dollar momentum.” This terminology suggests he has a can’t-miss message that readers must hear.
• A glimpse into the program. The M3 landing page creates a sense of mystique and intrigue by providing few details about the program. But since most visitors would be hesitant to sign up if they had no idea what kind of program they’d be attending, the page includes a brief checklist that offers a small glimpse into the subject matter that will be covered.
• Seamless sign-up. The M3 landing page makes sign-up easy by featuring an “Apply Now” button. This strong CTA works because it’s displayed front and center, so it’s impossible to ignore.

8. Semrush

Semrush is a robust, all-in-one digital marketing campaign management solution. Its landing page encourages visitors to try the platform for free.

Some key parts of the Semrush landing page include:

• Summary of the platform. Semrush breaks down the full capabilities of its robust, dynamic digital marketing solution without over-cluttering the page. The landing page does this by using an interactive graphic that includes a separate tab for each of its functions, such as SEO, Social Media, and Advertising.
• Toolkit breakdowns. The Semrush landing page also features a detailed breakdown of its marketing toolkit and follows this up with some attention-grabbing statistics. For instance, it claims that 30% of Fortune 500 companies use Semrush. Backing up product claims with hard statistics is a great way of driving home a point.
• User testimonials. Reviews from real users are a great addition to any landing page. Semrush testimonials serve as great social proof and convey the sense that the company is confident in its product lineup.

9. IMPACT Branding and Design

The IMPACT Branding and Design marketing training landing page prompts visitors to speak with an advisor and encourages them to sign up for training services.

Some key parts of the IMPACT Branding and Design landing page include:

• List of problems to solve. Mentioning common marketing problems and insinuating that the company can solve them is a great way to hook visitors. IMPACT lists a handful of challenges at the top of the landing page. But it doesn’t overcommit to discussing solutions, instead keeping things simple by offering a general promise to help.
• Explainer videos. The IMPACT landing page features a great explainer video that breaks down its training program. The video works because it’s short, relevant, and informative.
• Testimonials. IMPACT includes several testimonials on its landing page. It takes a unique approach by providing a brief breakdown of the specific challenge each client faced and providing a video testimonial from either a senior member or owner of the business.

10. Codecademy

The Codecademy “Pro” landing page prompts visitors to sign up for its program that can help users make a career change or get into coding.

Some key parts of the Codecademy landing page include:

• Program comparison. Pro is its most extensive program, but Codecademy also offers a Plus program, which enables users to learn one skill at a time. To help people choose, the landing page includes a head-to-head comparison of each program’s pricing.
• FAQ section. The landing page includes a brief but powerful FAQ section. Unlike many other landing pages, these FAQ are positioned in the middle of the page, improving the user experience by making commonly queried information easier to find. It also keeps readers engaged and encourages them to continue scrolling.
• Video testimonials. Codecademy smartly follows up its FAQ section with video testimonials. The testimonials feature former and current students from a variety of backgrounds, suggesting that the program is for anyone, regardless of age, ethnicity, gender, or other demographics.

11. ExpressVPN

ExpressVPN is a virtual private network (VPN) solution that helps users safeguard their privacy and protect their confidential data online. The company’s landing page prompts users to sign up for a free trial and lists core features.

Some key parts of the ExpressVPN landing page include:

1. Lengthy free trial offer. One of the best ways to catch readers’ attention is to advertise an extended free trial at the top of the page. ExpressVPN employs this tactic by offering three additional free months when users sign up for a risk-free trial.
2. Benefits and features. VPNs can be confusing to less tech-savvy customers. To help alleviate this pain point, ExpressVPN offers a list of the benefits of its solution, which sells the service and demonstrates how it provides value to users.
3. Multiple sign-up buttons. Since the company can’t predict precisely which part of the page will draw a user in, it hedges its bets by including multiple sign-up buttons across the page. Each button includes a unique CTA like “Get ExpressVPN” or “Start Your Risk-Free Trial.”

12. Blue Apron

Blue Apron is one of several meal delivery companies that has gained popularity in recent years. Unsurprisingly, the Blue Apron landing page attempts to generate leads and drive conversions by highlighting its plan offerings.

Some key parts of the Blue Apron landing page include:

• Plan versatility. Fad diets come and go. To ensure Blue Apron capitalizes on the latest food trends, the company’s landing page begins by mentioning that it has “options for every lifestyle.” It goes on to mention a number of popular diets and eating methods, such as low-carb and vegetarian, highlighting Blue Apron’s versatile dietary suitability to appeal to a wider audience.
• Transparent pricing. If there’s one thing consumers hate, it’s unclear or hidden pricing. Blue Apron immediately tells readers they have meals as cheap as $7.99 per serving. This kind of transparency builds trust between the company and its online visitors, which can lead to more conversions.
• Program benefits. After providing readers with some basics about the program, Blue Apron unpacks the many benefits of its meal kits. This section is intended to seal the deal for visitors who have made it to the bottom of the landing page.

13. Vimeo

Vimeo is an enterprise video platform solution for large and growing businesses. The landing page encourages visitors to connect with Vimeo so its sales team can provide custom pricing.

Some key parts of the Vimeo landing page include:

• Listing prominent users. B2B decision-makers often want to know what other top companies use a particular solution. Vimeo includes a “Trusted by Companies Worldwide” section that lists a handful of notable brands that use the platform, such as Rite Aid and Zendesk.
• Short and sweet. B2B audiences value their time. Vimeo respects site visitors’ time by getting straight to the point, delivering their message succinctly, and closing with a concise CTA. Cutting to the chase in this way can reduce bounce rates and ensure that more visitors make it to the end of the landing page.
• Solution benefits. Vimeo lists five key benefits of its platform, explaining how it delivers these perks by elaborating on each topic. This allows visitors to learn more about the advantages that are most relevant to their business. For instance, if a reader wants to improve collaboration, they can scroll directly to that benefit and gain insights into how Vimeo can help.

14. Spotify

Spotify is always looking to offer more to subscribers by expanding its content library, and one way it aims to do this is via its podcaster landing page. The purpose of the page is to encourage and incentivize podcasters to put their shows on Spotify.

Some key parts of the Spotify landing page include:

• Powerful analytics tools. Spotify promises podcasters powerful tools they can use to monitor and improve their content performance. This capability differentiates the platform from many other audio apps and can encourage both burgeoning and established podcasters to make the jump.
• Impressive statistics. The landing page boasts nearly 400 million listeners in 187 markets across the globe. These statistics make the platform appealing to any podcaster interested in expanding their reach.
• Support for creators. Spotify further drives home its message by claiming it’s “Here for creators.” This cozy bit of messaging helps convey that the platform has processes in place to support podcasters and help them grow their audiences.

15. Asana

Asana is one of the most popular project management platforms on the market. It’s no wonder it has one of the best landing pages out there as well.

Some key parts of the Asana landing page include:

• Clear message. The landing page doesn’t mince words. It opens with an engaging headline and subheader, following them up with a CTA button before explaining how the platform can make life easier for project managers.
• Platform capabilities. By the middle of the page, readers are immersed in a breakdown of the platform’s capabilities and visitors quickly come to realize its utility. This section works because it demonstrates why Asana is the go-to project management solution and closes things out with yet another CTA.
• Powerful visuals. Toward the bottom of the page, Asana provides several use cases for its platform. Instead of explaining these via text, it includes images of various Asana interfaces and menus, allowing readers to experience the user-friendly nature of the platform firsthand.

16. Wise

Wise is a robust tool of financial technology that allows users to move their money to and from different countries, and the landing page persuades visitors to start using the app.

Some key parts of the Wise landing page include:

• A fee comparison tool. Wise purports to offer transparent transfer fees and boasts that its fees are lower than many of its competitors. To back up these claims, its landing page includes a button to compare fees to demonstrate the kind of savings users can expect.
• Demonstration of versatility. The page kicks things off by listing the number of currencies and countries it supports. These statistics demonstrate the technology’s versatility and show users that it can meet their money management needs.
• Direct links to app stores. Wise makes it easy for visitors to take action by providing direct links to the major app stores. It also has a pair of CTA buttons at the top of the page, one of which prompts users to open an account and another that allows them to send money instantly.

17. Wag

Wag is a gig economy app for dog walkers and part-time pet caregivers, and its landing page aims to attract new users to the platform.

Some key parts of the Wag landing page include:

• Easy sign-up. Wag offers a frictionless sign-up process. Prospective dog walkers can get started by inputting a few pieces of basic information at the top of the page. By keeping it simple, Wag maximizes its lead generation capabilities and increases the likelihood that visitors will sign up.
• List of benefits. Wag promises flexibility, convenience, and safety. Its landing page claims to deliver on these promises by offering property damage protection, providing dog walkers access to an intuitive mobile app, and allowing them to set their own schedules.
• Appeal to pet lovers. Midway through its landing page, Wag all but seals the deal with a memorable tagline: “Love dogs? Get paid for it!” This subtle bit of marketing messaging taps into dog walkers’ passion for pets and makes one final, effective push for them to sign up.

18. Udemy Business

Udemy Business is an upskilling and employee training platform. The landing page is directed at business leaders looking for a budget-friendly, effective training solution for their organizations.

Some key parts of the Udemy Business landing page include:

• G2 awards. Udemy Business has received tons of positive feedback on the independent review site G2. It not only gets excellent reviews from past and current clients but also has been praised by G2 itself. Citing its G2 awards speaks to the company’s legitimacy and engenders a sense of trust in the site’s visitors.
• Name-dropping. Udemy Business engages in some tasteful name-dropping by stating that it’s trusted by “more than 13,000 businesses around the world.” It subsequently mentions a few notable brands like Aflac, Fender, Mattel, and Volkswagen, further strengthening Udemy’s brand image by association.
• Necessary service. After Udemy Business draws visitors in using the above tactics, it explains how its solutions can help businesses grow. It elaborates on use cases for its services by leveraging trending buzzwords and taglines like “build a future-ready workforce” that makes visitors eager to learn more. These sorts of standout phrases can be highly effective for generating leads.

Landing page best practices

While each of the above landing page examples is unique, all of them adhere to some tried-and-true best practices, including the following:

• Create a simple, clean UI. The user interface should be simple, clean, and free from distractions. Otherwise, you may lose the visitor’s attention before you get your message across.
• Use engaging visuals. Incorporating engaging visuals into your landing page will maximize user engagement. Visuals can also draw users’ attention to the most important aspects of the page, such as CTA buttons.
• Show important information while minimizing scrolling. Structure your landing page in a manner that minimizes the need for scrolling. If visitors have to scour the page for information, they may become frustrated and bounce.
• Don’t be too descriptive — let the offer do the work. Don’t over-explain your products or offers. Instead, leave something to the imagination and let the strength of your offer do the heavy lifting. If you aren’t confident that your offer is enough to generate conversions, you may need to revisit your sales strategy.
• Focus on a single offer. Landing pages shouldn’t showcase your entire line of products or services — ideally, you should create a separate landing page for every single offer. Doing so will allow you to keep your content concise and reduce the likelihood that visitors will experience information overload.
• Remove the main navigation buttons and backlinks. Getting rid of backlinks and main navigation buttons is a savvy way of keeping visitors on your page longer. You may also want to position one or two CTAs near the borders of the page, as they may catch a visitor’s eye as they look for the missing navigation buttons.
• Include social media sharing buttons. Always include links to your social media profiles on your landing pages. Linking to your Facebook, Instagram, Twitter, or TikTok pages will encourage users to follow you and give them an additional channel through which to get to know your brand.
• Engage in testing. Even if you implement these best practices, your first few landing pages will likely need some fine-tuning. To help plan and orchestrate the necessary changes, it’s wise to engage in various forms of testing. We recommend using A/B testing to try out different versions of the same page and adjusting the layout or CTA positioning to see how it impacts your conversion rates.

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.

Take a tour of Journey Optimizer today to see how it can help you build high-performing landing pages