Top 20 Landing Page Design Examples for 2020

Landing pages are a crucial component of the digital marketing strategy to improve User experience and, therefore, conversions. Marketers work with conversion rate optimization (CRO) experts, copywriters, and designers to design high-performing landing pages.

But this process isn’t straightforward, considering it requires you to experiment consistently. Therefore, to serve you a dose of inspiration, we have compiled a list of twenty landing page design examples that can help you come up with designs that convert.

Table of Contents

• • What Is Landing Page Design?
  • Key Landing Page Design Principles
  • Top 20 Landing Page Design Examples for 2020

What Is Landing Page Design?

Landing page design is the process of designing a web page for a specific goal, which is often to boost the conversion rate by collecting user information to facilitate a purchase, generate leads, or achieve similar business goals.

Landing pages often differ from other web pages in their interface as they tend to follow a specific approach. They could also have fewer links, but it depends on the brand, industry, offerings, and what works for them. Marketers often rely on landing page builders to design landing pages as they are intuitive, easy-to-use (with little to no coding requirements), and help them conduct experiments without needing to make significant changes to their pages.

Learn More: Top 10 Landing Page Creation Tools for 2020Opens a new window  

Key Landing Page Design Principles

To design a high-converting landing page, you need to keep certain landing page design principles in mind. In this section, we’ll look at the seven main landing page design principles.

1. Create a clutter-free design

Your landing pages will have only one goal for the most part, i.e., to drive conversions. Therefore, keep only those web elements on the page that will aid the conversion. For example, while links to the homepage, navigation, footer, etc. are typical on a web page, you shouldn’t ideally place them on a landing page as they might distract the user from completing the main goal.

Reducing distractions also means that the number of call-to-actions (CTAs) should be kept to minimal to include the most essential. The ideal number of CTAs will always remain one, but in case, if you must keep more than one CTA, we’ll look at how to manage it in the next principle. Also, make sure that the CTAs and other clickable elements stand out on the page.

2. Follow the hierarchy

Any landing page will primarily consist of a headline, sub-headline, body copy, form, rich media, and other pertinent landing page elements. All these elements must be organized in a proper hierarchy that will help the user navigate the landing page. So, when a user lands on your page, they’ll most likely notice the headline, followed by the sub-headline, body copy, and so on.

If you ought to use more than one CTA, ensure that the primary CTA attracts the user’s attention first. You can do this by manipulating the color, size, font size, or placement of the CTA.

Along with the hierarchy, the layout should also be intuitive. Don’t make it hard for the user to find essential details. If you are designing the landing page in two columns, the user should be able to direct their attention to both columns seamlessly.

3. Use persuasion techniques

The copy is perhaps the most crucial aspect of a landing page, followed by rich media such as videos or other creatives. The landing page content is vastly different compared to a blog post since you’re trying to persuade the reader to act on something.

Your landing page copy should inspire people to complete a certain goal. Here are a few suggestions to help you achieve that:

• • Keep the copy simple and jargon-free
  • Emphasize on action verbs
  • Focus on benefits, not features
  • Use bullet points to make the copy scannable

Besides these points, use social proof such as testimonials, industry awards, or ratings and trust indicators such as certificates to instill faith in your brand.

4. Keep the landing page coherent with the campaign messaging

Your landing pages will most likely be a part of a marketing campaign that involves email marketing or digital advertising activities. Therefore, the landing page content should be relevant to the rest of the campaign material, such as the email copy or ad copy/design.

To do so, there needs to be a common thread that lets users know that they’re indeed on the right path. That common thread could be a tagline, color scheme, copy, CTA, creative, or a combination of all these.

5. Take a mobile-first approach

People are consuming content across multiple devices. Your landing page design shouldn’t be compatible with only desktops. Ensure that the pages are mobile-responsive and can be accessed across multiple devices, including tablets, smart TVs, and so on.

Mobile-responsiveness shouldn’t be confined to the design or user interface (UI). Consider the usability aspect, as well, for instance, the ease with which a user can fill out the form.

6. Keep the forms simple

Forms contribute to the conversion rate of your landing pages. A common confusion among marketers is around the ideal number of fields required in a form. The answer to that is, collect the bare essential information required to qualify the user for the next stage of the funnel. For example, if the landing page is a 101 ebook aimed at the top-of-the-funnel (TOFU) users, key data points such as the name, email address, and basic location information would suffice. On the contrary, if the landing page is aimed to get sign-ups for a product demo, make it as comprehensive as possible. This ensures that although the conversion rate could go down for the product demo sign-ups, you’re only generating leads that genuinely require your offerings.

7. The Thank You page

Spend equal time designing the Thank You page that visitors will be redirected to once they fill out the form. Use this opportunity to also mention things that you could not put on the landing page. For instance, you can include additional CTAs, social sharing buttons, or any additional content. You can also include some freebies or unexpected bonus material/content.

Learn More: 10 Best Content Management Systems (CMS) Software in 2020Opens a new window  

Top 20 Landing Page Design Examples for 2020

Now, let’s take a look at twenty landing page examples that could help you design high-converting landing pages. Note that some of these landing pages may defy the design principles considering their utility. For instance, many SaaS and e-commerce organizations use their homepage as their landing page, so you’ll see navigation and other links, but they have designed it in a way that grabs the visitor’s attention straight to the primary CTA. We’ll look at it in detail when we get there. Let’s dive in!

1. Uber

Landing Page Example – Uber

Key Takeaways:

• The headline conveys the key benefit (i.e,. flexible schedule) right away
• The subheadline below the form expands upon the key benefit
• The form collects adequate information to screen the applicant
• The landing page copy is brief and communicates essential information succinctly

2. TrelloOpens a new window

Landing Page Example – Trello

Key Takeaways:

• Trello’s homepage gets straight to the point by emphasizing on the collaboration aspect
• The subheadline explains the project management feature while mentioning sub-features
• The email sign-up field below the sub-headline communicates the next action step and offers an incentive to visitors while mentioning the free aspect
• Since Trello is a Kanban-based project management tool, the visual conveys it in a simple and fun, yet aesthetical way

3. MozOpens a new window

Landing Page Example – Moz

Key Takeaways:

• Although the above the fold region may not contain much information, it covers the headline, sub-headline, and CTA. Visitors can click on the CTA to go to the form at the bottom right away.
• The landing page copy covers common queries users often have in bullet points.
• The copy also communicates the benefits users will get from the downloadable content (i.e., step-by-step instructions to set up the local strategy).

4. CanvaOpens a new window

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Landing page example – Canva

Key Takeaways:

• The headline succinctly conveys what the app does, and the sub-headline communicates its ideal users, i.e., beginners to experts, individuals, and teams
• Canva’s homepage acts as a landing page, wherein it allows you to sign-up/sign-in using your Gmail, Facebook, or email address
• The visual on the right expresses the designs it enables you to create and its cross-platform compatibility by showing the image editor on a smartphone

5. AsanaOpens a new window

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Landing Page Example – Asana

Key Takeaways:

• The clean landing page design ensures that the CTAs get the user’s attention right away
• While the headline is simple and straightforward, the sub-headline communicates the key product offerings, which is the management of goals, projects, and daily tasks
• The homepage cleverly uses social proof by highlighting its popular clients, such as Salesforce, Deloitte, and NASA
• If you scroll down on the homepage, you’ll also see the testimonials and G2 reviews to strengthen social proofing further

6. InstapageOpens a new window

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Landing Page Example – Instapage

Key Takeaways:

• The landing page takes an exceptionally minimal approach, where Instapage has only the basic information about the content, i.e., the ebook
• The headline covers the name of the ebook, and the sub-headline provides some more context
• The below the fold area consists of the ebook cover, and the key topics covered
• The form uses the monthly ad spend field to understand more about their audience as they’ve mentioned it clearly, and the CTA explains what’s in it for the user

7. SalesforceOpens a new window

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Landing Page Example – Uber

Key Takeaways:

• The headline provides the importance of a new trend and offers a promise on how to achieve it
• The sub-headline gives the contact number to allow customers to initiate the first contact
• The copy is crisp and impactful as it mentions some major corporations that have achieved the benefits by implementing the key premise of the book
• The security logos assure users of their data safety and security

8. MarketoOpens a new window

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Landing Page Example – Marketo
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Key Takeaways:

• Marketo challenges the landing page principles with navigation and multiple CTAs on its landing page. Although this may seem counterintuitive, this must be a data-driven decision
• The headline is the name of the ebook. There’s nothing significant to it
• The copy is very comprehensive. The first two paragraphs set the context and importance of the topic followed up with the key ideas covered in the ebook
• The landing page is aimed to boost content downloads, but there is also a CTA to Schedule a Demo that redirects to the demo sign-up pageOpens a new window , which is completely opposite to the landing page shown above

9. UnbounceOpens a new window

Landing Page Example – Unbounce

Key Takeaways:

• The headline, ebook cover, and the Free Download text on the form attract attention in the above-the-fold region
• The first section offers a succinct explanation on what the book is about and mentions the brand names featured in the book
• If the user is still not convinced, the landing page further consists of a stat, testimonial (social proof), and three takeaways from the ebook

10. CloseOpens a new window

Landing Page Example – Close

Key Takeaways:

• The above-the-fold area focuses on the topics covered in the book along with the ebook cover. The header bar mentions the name of the brands that have collaborated to publish the book.
• The form is just a single field. The visitor can download the ebook by entering their email address.
• The landing page also contains a video and foreword by Steli Efti (CEO of Close), followed by another email sign-up field to nudge users to download the ebook.
• Similar to Marketo’s landing page, Close’s landing page also contains another CTA to boost product trials.

11. LinkedInOpens a new window

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Landing Page Example – LinkedIn

Key Takeaways:

• Rather than playing with the font size, the landing page grabs attention to the headline by putting the webinar’s name and schedule in a creamy white (bianca) box
• The landing page copy begins by citing facts to drive the point home. The key discussion topics are mentioned in bullet points, and the featured speakers are highlighted along with their designations and links to their LinkedIn profiles
• The form allows you to sign in with LinkedIn to populate the form fields automatically based on your profile data

12. ClickFlowOpens a new window

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Landing Page Example – ClickFlow

Key Takeaways:

• The landing page addresses the biggest pain point of companies struggling with SEO in the headline, and the sub-headline explains how you can do it using the tool
• The social proof in the form of testimonials right at the top strengthens the case the product is making for itself
• The single field form enables the user to get started immediately
• The accompanying video, FAQ section, and how the tool works section solves potential queries the user might have
• The web accessibility icon on the left enables users with disabilities to use the page without any difficulties

13. MicrosoftOpens a new window

Landing Page Example – Microsoft

Key Takeaways:

• The form takes a slightly casual approach to nudge the user to fill out their details
• The landing page copy concisely communicates the benefits you can expect from the downloadable content
• The resources provided in the downloadable package are mentioned in the bullet points

14. HootsuiteOpens a new window

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Landing Page Example – Hootsuite

Key Takeaways:

• The landing copy begins by stating the relevant facts. It communicates what you’ll get and builds the credibility of the report by mentioning the entities involved in the research
• The copy also states the key users that refer to the report to build its clout and concludes by offering the key deliverables
• The form is a bit lenghty considering the nature of the report and the target audience

15. WordstreamOpens a new window

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Landing Page Example – Wordstream

Key Takeaways:

• The landing page doesn’t contain any links except for the CTA in the above-the-fold region
• The copy highlights the benefits of implementing the right practices that are laid out in the book and mentioned in the bullet points
• The logos of Google, Bing, etc. build Wordstream’s credibility and act as trust indicators, followed up with testimonials as social proof

16. MeowboxOpens a new window

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Landing Page Example – Wordstream

Key Takeaways:

• The above field prominently features the primary CTA by using a bright color to draw attention. The image in the background highlights the product and its intended “user” in a playful way.
• The press mentions in the header region boost the brand credibility.
• The copy and icons explaining the product use light-hearted humor to persuade cat owners servants to subscribe to the mewobox services.

17. Sprout SocialOpens a new window

Landing Page Example – Sprout Social

Key Takeaways:

• Plenty of whitespace on the page ensures that the page doesn’t look cluttered
• The body copy sets the expectations by providing the set of activities scheduled during the demo. No commitment required may help the prospect to let go of any hesitation and sign-up for the demo
• The customer logos act as social proof
• The form is comprehensive as the user will most likely be in the evaluation/consideration stage of the funnel

18. Dollar Shave ClubOpens a new window

Landing Page Example – Dollar Shave Club

Key Takeaways:

• The header video features multiple people using the product line
• The headline and sub-headline promise a personalized customer experience and the CTA entices the visitor to try the product line
• The quiz below the header recommends a product set based on your requirements or offers a line of starter kits
• The concise shipping details and policy encourages buyers to act fast

19. Warby ParkerOpens a new window

Landing Page Example – Warby Parker

Key Takeaways:

• The headline conveys the benefit in a simple and clear way
• There are two primary CTAs, one for each gender, and a secondary CTA that helps visitors identify a frame based on their preferences
• The below the fold copy explains how buyers can get good glasses, sunglasses, or contact lenses at a reasonable price
• The landing page also promotes the mobile app that might not attract the attention of a casual visitor

20. The Farmer’s DogOpens a new window

Landing Page Example – The Farmer’s Dog

Key Takeaways:

• The header bar and the CTA in the right-hand corner provide an incentive to the first time buyer (a discount)
• The landing page copy throughout (including the headline) uses empathy from your pet’s perspective, yet does so in a forthright tone
• The copy also explains the personalized CX aspect of the brand’s service
• The landing page uses social proof by showcasing media mentions after the header section and features reviews of vets, along with user-generated content in the form of Instagram posts

Learn More: How Accessibility for Websites Impacts Marketing OutcomesOpens a new window  

Closing Thoughts

We hope these landing page examples will inspire you to try out various techniques while designing landing pages. We have seen an array of landing pages in this article. Some are very short and crisp, while others are elaborate. Some didn’t even follow the landing page principles.

Which brings us to the point that the principles mentioned above are just guiding principles, i.e., you can’t go wrong if you follow them when designing your landing pages, but you are free to tweak them as per your requirements and results. But make sure that they’re backed by research, which you can verify through A/B or multivariate tests.

What are some examples of landing pages that stood out for you? Let us know on TwitterOpens a new window , LinkedInOpens a new window , or FacebookOpens a new window .