“Good artists copy. Great artists steal.”
Although the precise origins of this controversial statement have been hotly disputed for years, it was the late Steve Jobs who famously attributed it to Pablo Picasso. Regardless of who actually said these words, they have given countless artists the “creative license” to be inspired by other artists and incorporate great ideas into their own work.
That’s what I’ll be doing in today’s post – giving you permission to be inspired. If your landing pages need a little “oomph,” then read on to see 17 beautiful examples of landing page inspiration from around the web. Hopefully, these examples will give you an idea or two of how you can make your landing pages better, increase your conversion rates, and provide a better experience for your users.
Before we get started, a couple of quick disclaimers. Firstly, unlike Picasso (or whoever really said that quote), I’m not advocating for blatantly stealing ideas from others. Plagiarism isn’t cool, and neither is openly ripping off someone else’s work. Be inspired, but don’t be a thief.
Secondly, not every single one of the following examples is a “true” landing page – some of them are homepages, but they can still serve as valuable examples of techniques you might want to incorporate into your own pages.
With those two caveats out of the way, let’s get started.
1. Use Aspirational Copy
Aspirational language is one of your most powerful weapons as a conversion copywriter. One of the best examples of aspirational copy on a landing page I’ve ever come across is this landing page by artist funding site Patreon:
Patreon connects working artists with fans of their work, who support their favorite artists financially through small donations and contributions. Think of it as an ongoing Kickstarter platform for artists. This means that, essentially, Patreon is asking its visitors to give money to artists.
The site could have taken numerous approaches to get visitors to part with their cash, but by using aspirational language, Patreon appeals to visitors’ desire to become a crucial part of the creative process.
People who support artists on Patreon aren’t giving someone money, and they’re not “donating” to a cause – they’re patrons of the arts, a term typically reserved for the kind of wealthy individuals after whom new wings in prestigious art galleries are named. This positioning is very clever, as it gives artists’ benefactors the opportunity to not only financially support artists they love, but also to think of themselves in a different way.
2. Put Trust Signals Front and Center
The inclusion of trust signals on your landing page can be enough to convince even the most hesitant prospect to take action. This is particularly true for companies operating in potentially sensitive areas such as financial applications. One company that understands this is billing automation provider Recurly, as demonstrated in our second example of landing page inspiration:
As you can see, Recurly uses its impressive trust signals to great effect on this landing page. Not only are the company logos positioned very prominently, but the logos themselves speak volumes about how secure and trusted Recurly is as a service – if LinkedIn, Adobe, Zillow, and Groupon are satisfied customers, chances are prospects will be, too.
Aside from the excellent use of trust signals on this landing page, the copy is also very clever: “Sophistication your CFO expects. Ease of use your team demands.” This clearly indicates that Recurly’s ideal customers are financial professionals who report to an executive team but have their own managerial responsibilities. This might seem straightforward, but appealing to people with such precision in so little copy is harder than it looks.
By positioning itself in this way, Recurly demonstrates that it keenly understands the needs of its prospects and appeals to them in terms of the benefits of using their system. Brilliant.
3. Leverage Your Unique Selling Proposition
Your unique selling proposition should be integral to your landing pages and your wider marketing initiatives, but that doesn’t mean you have to beat prospects over the head with it. In fact, taking a more subtle approach can be very compelling, as this example from college social network CampusTap demonstrates:
This minimal landing page might not appear to offer much in the way of valuable information, but it actually says a great deal.
Prospective users can infer a lot from the four words of supporting copy beneath the site’s name. It’s obvious that CampusTap’s unique selling proposition is privacy, a sore spot for many social media users who are concerned about what they post on Facebook or Twitter. This alone could prove tempting to college kids hoping to keep prying eyes out of their digital lives.
The copy also suggests an air of exclusivity. Sure, college might not be quite as cliquey as high school, but there’s still a very delicate social ecosystem present at many colleges – something that some users might find appealing. The word “private” suggests not only security of users’ data, but also a curated sense of community that’s within the user’s control.
4. Add Interactive Elements
Today’s web users are increasingly savvy, and expect not only the information they want, but an immersive, rewarding web experience. One way to exceed your visitors’ expectations (or at least meet them) is to include interactive elements on your landing pages.
This technique can be very powerful. The example below (and its accompanying ad), from custom clothing retailer Tailor4Less, adds interactivity to the page to create an engaging way for prospects to design their own suits:
Even the promise of an interactive experience makes the call-to-action more compelling. This approach requires a little more technical overhead than a static landing page, but I’d wager the engagement and conversion rates are higher.
5. Let Images Do The Talking
Businesses offering somewhat abstract products or services might be tempted to use reams of text to explain what they do. However, in most cases, simple copy combined with a strong “hero” visual can actually explain what you do far more effectively than a wall of text. Case in point, this landing page from ad optimization firm Chatterbox Labs:
Even to experienced marketers, the concept of audience segmentation can be tricky to convey visually. However, this landing page makes excellent use of a hero visual to accompany its brief copy to get the point across in an easily digestible, visually appealing way.
Rather than use words to explain how complicated audience segmentation can be, or how diverse audiences themselves can be, Chatterbox Labs uses a familiar scene in its hero visual – a busy New York City street scene. This implies the complexity of audiences without resorting to lengthy copy that would clutter an otherwise minimal page.
Granted, the call-to-action could be a little clearer, but you get the idea – let your images do the talking.
6. Make It Effortless for Visitors to Convert
Before we dive into our next example of landing page inspiration, take a quick look at the previous five. Notice anything? You got it – they all have single call-to-action buttons.
Making it as easy as possible for your visitors to convert will increase your conversion rates considerably. The more work you ask prospects to do, the less likely they are to do it. One service that leverages this principle very well is to-do list app Todoist:
If you’re looking to grow the user base of your app, for example, social integration is an excellent way to make the conversion process effortless, as this example from online payments service Venmo does: