As we embark on a new year, it’s time to revisit and revamp your small business marketing goals. Last year, we provided you with a collection of highly practical landing page trends, aimed at helping you immediately experiment with new design, copywriting, and conversion rate optimization strategies. And we’re back at it again this year.
Let’s explore the landing page trends we anticipate gaining traction in the coming year, trends you can actually start incorporating right now.
Table of contents
- Exceptional product videos
- Integrated landing page copy and design
- Simple, streamlined design
- Monochromatic backgrounds
- Deep greens
- Playful buttons
- Micro animations
- Handwriting-like font and elements
- Bold, succinct copy
- “No risk” free trials
- How-to sections Let’s dive right in.
11 landing page trends to watch for and try in 2023
While we anticipate a surge in various landing page trends this year, including AI-powered design, immersive 3D animations, and ChatGPT integration, it’s crucial to remember that not every cutting-edge trend will resonate with your audience (or align with your budget). Therefore, we’ve curated 11 landing page trends that are easy to implement, allowing you to get started without delay.
1. Exceptional product videos
It’s not by chance that this trend tops our list. High-quality product videos are non-negotiable and should be a cornerstone of your marketing strategy—an asset to leverage repeatedly. It’s hardly surprising to see them taking center stage on a growing number of landing pages. Ideally, your existing product videos are already polished and captivating enough to serve as strong anchors for these pages. The key to maximizing their impact lies in carefully selecting the most relevant or engaging segments and trimming away any excess. Goldcast, an event marketing platform, exemplifies this approach effectively.
Image source | Click to watch the video
The videos featured here skillfully showcase the product’s diverse capabilities through concise snippets, while the gallery format allows users to revisit specific segments if needed.
Vimeo also excels at seamlessly incorporating product videos into its page design, leveraging this asset to subtly encourage conversions.
Image source | Click to watch video
This visually appealing approach effectively highlights Vimeo’s video editing capabilities without resorting to a clunky product walkthrough. Moreover, the video itself is incredibly engaging, living up to the copy’s promise.
This brings us to the next noteworthy landing page trend you can implement right away.
Free guide:2. Integrated landing page copy and design
Regardless of whether you’re a one-person marketing powerhouse juggling design and copywriting responsibilities or part of a larger team with dedicated design and content departments, it’s all too easy for visuals and text (hopefully, impactful words) to be created in isolation. This year, consider bridging that gap. Coda, a tool similar to Notion for collaborative document and list creation, provides an excellent example of this integration. The use of a whimsical cartoon lizard with an umbrella tail creates a striking contrast against the otherwise neutral and modern page design, while the headline cleverly ties in with the visual pun.
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Don’t limit yourself to static visuals either. Take inspiration from the effective use of a GIF on Loomly’s landing page, promoting their social media management tools.
Image source | Watch the video
Simple, effective, and definitely worth experimenting with for your audience.
3. Simple, streamlined design
The trend of understated landing page design is part of a broader branding movement that’s, well, somewhat counterintuitive: anti-branding. Think minimalist packaging, clean and straightforward color palettes, and a sparing use of brand elements.
While this design style has been around for a while, it’s gaining momentum as Gen Z’s purchasing power increases. Research indicates that this generation tends to be generally skeptical of brands. 73% Gen Z consumers are more likely to support brands they genuinely believe in.
Typeform’s landing page for their user-friendly survey creation tool offers a prime example of this trend. The background features a muted beige tone, while both the buttons and font are rendered in a standard black.
The result? A straightforward page that effectively conveys the tool’s ease of use. After all, simple design is still design, and even anti-branding is a form of branding.
4. Monochromatic backgrounds
If the anti-branding approach doesn’t resonate with your brand personality or your target audience, you can still embrace simplicity in 2023. Monochromatic website backgrounds are on-trend, and this style lends itself well to all your landing pages. Remember, a key principle of effective landing page design is to prioritize scannability and a clear conversion focus. Squarespace provides a compelling example of this trend.
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The use of natural curves in the design adds visual interest and depth, while the monochromatic palette ensures that the background remains unobtrusive. And, of course, the leading self-service website builder extends this color scheme to the landing pages within their platform—a testament to their meticulous attention to detail.
Free guide: 5. Deep greens
Color psychology plays a significant role in design. While Pantone’s color of the year is a vibrant deep pink Viva Magenta (which we’ll encounter in a few examples later—pay close attention to the button designs in the upcoming trend), the hues we’re seeing dominate across the board are found on the opposite end of the color spectrum: greens. The popularity of green in interior design has been steadily increasing over the past few years, and it’s always been a favored brand color, particularly for companies in the healthcare and wellness industries. Lately, however, green has become ubiquitous—just look at the Squarespace background example above and the Ellevest example below.
Notice how these greens are rich and saturated, whether they lean towards jewel tones or earthy hues. When refreshing your landing page, consider incorporating deep green tones for a modern update in 2023.
6. Playful buttons
Design and copywriting trends offer valuable inspiration for experimentation, but ultimately, the most effective landing page is one that consistently drives conversions.
This doesn’t mean your buttons have to be limited to generic “Submit” options or, for that matter, large and orange. In fact, Unbounce found that using specific language in call-to-action buttons can increase conversion rates by up to 90%. Experimenting with your CTA buttons is an excellent way to start injecting some personality into your landing pages. You can stick to creative copywriting or explore innovative button designs. Lemonade, a pet insurance company, provides an inspiring example. Their landing page features a minimalist design with black, white, and gray tones, accented by animated line drawings of cats and dogs in motion, along with the brand’s signature bright pink accents and buttons. Notably, some of these elements interact on the page, including one of the playful pets and the buttons.
7. Micro animations
Incorporating animations on your landing page is a great way to maintain user engagement and create a memorable experience. (Those adorable pets on Lemonade’s page? A perfect example!) Animations can also subtly guide users to interact with specific elements on the page. Enter micro-animations—UX design elements that encourage users to scroll further down the page or take a desired action. These are definitely worth exploring in 2023.
Micro-animations can be as subtle as links changing color on hover, gently nudging users to click, or as elaborate as dynamic submit button animations.
Regardless of the complexity, it’s highly likely that incorporating these UX design elements will result in a noticeable uptick in conversions this year.
8. Handwriting-like font and emphasis
While it’s still early in the year, we’re already seeing some recurring themes in design trends: playful and personality-driven visuals, understated branding that feels almost invisible, and a minimalist approach to marketing. The common thread connecting these trends isn’t new—it’s about humanizing brands to foster a more personal connection between potential customers and marketing materials.
Another landing page design trend aligning with this human-centric approach? The use of handwriting-like fonts and design elements.
Flocksy, a graphic design subscription service, provides a subtle yet effective example of this trend.
9. Bold, succinct copy
Minimalist marketing copy is everywhere these days, but for most of us, incorporating copy on landing pages is still a necessity. So, this year, choose your words carefully and make every word count. Keep it concise, impactful, and bold.
MasterClass excels at this approach (which isn’t surprising, given their confident and to-the-point brand name).
Image source Their headline effectively conveys their core value proposition: Learn from leading experts in their respective fields, at an accelerated pace.
The rest of the page features minimal copy because the main value proposition is already clear and compelling.
Free guide: The 36 Best Call to Action Phrases (Ever)
10. No risk free trials
Let’s face it: even as marketers who understand the purpose of free trials and the importance of incentivizing genuine product testing to drive conversions, having to enter credit card information just to try out a tool can be annoying. There’s no way around it!
That’s why brands that can do away with this barrier are increasingly doing so. We’ve observed a rise in “no risk” or “no credit card required” disclaimers accompanying email signup forms for free trials recently, and we anticipate this trend gaining even more traction. (Because it’s appealing to potential customers, it makes perfect sense!)
11. How-to sections
While the ultimate goal of any landing page is to drive conversions, the specific content will vary depending on the campaign. It could be a promotional page for a free trial, a registration form for an event or webinar, or a product overview leading to a demo request. All of these landing page types can benefit from incorporating a “how-to” section.
People are drawn to visuals and lists as a way to break down complex information into digestible chunks. In fact, Semrush found that pages with lists incorporated approximately every 500 words receive 70% more traffic. While your landing page isn’t a lengthy article or blog post, it’s still a page you’re aiming to drive traffic to. An increase in traffic that substantial is certainly worth exploring.
Take a look at this example from Lettuce Grow.
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The visuals are eye-catching and effectively showcase the product, even for visitors who aren’t specifically looking for a detailed guide. The copy is concise and easy to skim. The overall effect is that the product appears approachable and user-friendly.
By deconstructing your product or service into clear, concise steps, complemented by compelling visuals and scannable copy, you can effectively communicate your offering and its value to landing page visitors, even if they’re not actively seeking a step-by-step guide.
Test out these landing page trends in 2023
These are the landing page trends that are most likely to yield a significant return on your investment. They are straightforward to implement, budget-friendly, and effective at boosting conversions. Here’s to starting 2023 strong—with a healthy dose of creativity and, hopefully, a surge in conversions. We covered a lot of ground, so let’s recap the key landing page trends to focus on:
- Exceptional product videos
- Integrated landing page copy and design
- Simple, streamlined design
- Monochromatic backgrounds
- Deep greens
- Bold, succinct copy
- Playful buttons
- Micro animations
- Handwriting-like font and elements
- “No risk” free trials
- How-to sections And remember, while staying on top of trends is important, don’t prioritize them at the expense of fundamental landing page best practices. Refer to our comprehensive landing page guide to ensure you’re covering all your bases! Interested in exploring trends from previous years? Take a look at our archive:
- 2022 Landing Page Trends
- 2023 Landing Page Trends