“Good artists copy. Great artists steal.”

While the true origins of this provocative saying are hotly disputed for years, the late Steve Jobs famously stated that it came from Pablo Picasso. Regardless of who actually coined this phrase, it has empowered numerous artists to draw inspiration from their peers and integrate innovative ideas into their own creations. That’s exactly what I aim to do in this post – empower you to be inspired. If your landing pages lack a certain “wow” factor, continue reading to explore 17 stunning landing page examples from across the internet. My hope is that these examples will spark ideas on how to elevate your landing pages, boost your conversion rates, and deliver an enhanced user experience.

Before We Begin…

Let me start with a couple of quick disclaimers. Firstly, unlike Picasso (or whoever truly said that quote), I am not advocating for outright theft of ideas. Plagiarism is unacceptable, as is directly replicating someone else’s work. Seek inspiration, but never resort to stealing. Secondly, not every single example showcased here is a “true” landing page – some are homepages, but they still offer valuable insights and techniques that you might want to adapt for your own pages. Additionally, these examples don’t delve deeply into tips for social media landing pages. For a deeper dive into that topic, I recommend checking out this post specifically focusing on Facebook landing pages. With those two points clarified, let’s get started. Here are 19 of the best landing pages I’ve come across. One last thing: if you are creating a landing page for an upcoming product or release, don’t miss our post on high-impact coming soon landing pages.

Landing Page Inspiration: Copywriting

You might also find value in listening to the podcast episode on this subject! Goal Talk Podcast Episode 13: The Anatomy of a Money-Making Landing Page.

1. Utilize Aspirational Copy

Aspirational language is a potent tool in your conversion copywriting arsenal. One of the most remarkable examples of aspirational copy on a landing page that I’ve encountered is this landing page by artist funding platform Patreon:

Patreon bridges the gap between working artists and their fans, allowing fans to directly support their favorite artists financially through small, regular donations and contributions. Consider it an ongoing Kickstarter platform specifically designed for artists. In essence, Patreon is prompting visitors to financially support artists. The platform could have chosen from numerous approaches to encourage visitors to open their wallets, but by employing aspirational language, Patreon taps into visitors’ aspirations of playing a significant role in the creative journey. Individuals who back artists on Patreon don’t simply give money, nor are they merely making a “donation” to a cause – they become patrons of the arts, a term traditionally associated with affluent individuals who have entire wings of prestigious art galleries named after them. This strategic positioning is highly effective because it not only provides a platform for art enthusiasts to financially support artists they admire but also elevates their self-perception.

2. Capitalize on Your Unique Selling Proposition

Your unique selling proposition should be woven into the fabric of your landing pages and broader marketing efforts, but that doesn’t mean you need to hit prospects over the head with it. In fact, a more understated approach can be extremely compelling, as demonstrated by this example from the college social network CampusTap:

At first glance, this minimalist landing page may not seem to offer much in the way of valuable information, but a closer look reveals that it actually speaks volumes. Potential users can infer a great deal from the four words of supporting copy beneath the site’s name. It’s crystal clear that CampusTap’s unique selling proposition is privacy, a major pain point for many social media users who are increasingly concerned about the content they share on platforms like Facebook or Twitter. This emphasis on privacy alone could be alluring to college students who want to keep their digital lives under wraps. The copy also subtly hints at a sense of exclusivity. While college might not be quite as cliquey as high school, there’s still a complex social hierarchy at play at many colleges – something that some users might find attractive. The use of the word “private” implies not just the security of user data, but also a carefully curated sense of community that’s entirely within the user’s control.

3. Assist Visitors in Visualizing a Better Life

I’ve said it before, and I’ll reiterate: People don’t buy products or services simply to possess them – they seek solutions to their problems and ways to enhance their lives. Guiding potential customers to envision this improved version of their lives can be a powerful persuasion technique, as this example from small business software company Wave illustrates:

At its core, Wave is a bookkeeping, taxation, and invoicing tool. While these functions are essential for the success of any small business, they’re not particularly exciting, and they’re certainly not the reason entrepreneurs venture into starting their own businesses. That’s why Wave strategically focuses on the outcome – the positive emotional payoff of utilizing Wave – rather than the technicalities of its software. The decision to combine a testimonial with a hero image is a clever tactic. Not only does it showcase a real, satisfied customer (serving as a powerful trust signal), but it also helps visitors picture themselves enjoying life as a Wave customer. For most entrepreneurs, the idea of “doing what they love” while a single software package seamlessly “takes care of the rest” is incredibly appealing, and this is precisely the feeling Wave wants to evoke in potential customers.

4. Empower People to Make Smarter Choices

Navigating the world of wine, especially when aiming to select the perfect bottle of red to pair with a meticulously braised lamb shank or a rare porterhouse steak, can be incredibly daunting for the uninitiated. That’s where Vivino, an app designed to simplify wine selection, comes in. It positions itself as an indispensable resource for aspiring foodies and wine enthusiasts:

Vivino removes the guesswork from purchasing wine, guiding users towards the ideal vintage for any occasion. This empowerment to make well-informed decisions directly addresses users’ desire for problem-solving – even for seemingly trivial matters like picking the right wine. Another advantage of this approach is that it provides individuals with the means to project an image of sophistication and knowledge. One of the primary motivations behind why people share certain content on social media is the desire to be perceived as intelligent and well-informed by their peers. If people are already inclined to share content to appear smarter, it logically follows that leveraging this desire to appear worldly can be effective with landing pages as well.

5. Be Bold in Your Statement

In some instances, the work you’re doing is so crucial, so impactful, that you don’t need to do much else beyond inspiring people to take notice and take action. A prime example of this is this page from Last Days of Ivory:

In terms of design, it doesn’t get much bolder than this. The stark contrast of white text on a black background creates a powerful visual impact, and the page is remarkably uncluttered. Aside from the logo (which also cleverly serves as an unconventional call-to-action), some branding icons indicating affiliated organizations, and the primary call-to-action in the top-right corner, there are minimal distractions. In examples like this, simplicity and the sheer weight of the message carry the weight, and they do so remarkably effectively.

6. Embrace Your Brand and Take Calculated ‘Risks’

Let’s face it – a significant portion of marketing material out there is painfully boring. One contributing factor to this is that far too few brands are willing to inject creativity and take risks with their campaigns. One brand that stands out for its boldness and willingness to embrace risk is Tapely, an online mixtape sharing site:

While digital music services like Spotify are undeniably convenient, a curated playlist will never quite capture the same raw, authentic feel as a handpicked mixtape. Tapely understands this sentiment. The platform channels the same emotion, energy, and attitude that defined the bands that shaped our lives and the bootlegged tracks we eagerly shared with friends, creating a landing page that exudes confidence and refuses to be ignored. The extent to which you can push boundaries with your marketing campaigns is a decision that rests solely with you. While this approach won’t resonate with every brand, for certain lifestyle brands, embracing a slightly edgy or unconventional approach can strengthen brand identity and project a sense of authenticity that’s often missing from mainstream marketing.

7. Engage Visitors with Questions

One of the most effective ways to entice potential customers to convert is by piquing their curiosity and engaging them with a well-placed question. This technique can be surprisingly effective in encouraging visitors to click through to another page, as demonstrated by this example from the real estate website Trulia:

While homeowners are likely aware of the purchase price of their house as stated on their mortgage, have they considered whether its value has appreciated or depreciated over time? By tapping into users’ natural curiosity, Trulia makes it tempting to provide personal information and convert – a brilliant strategy.

8. Appeal to Your Prospects’ Emotions

At the heart of every purchase decision, regardless of the product or service, lies a desire to feel something – a sense of improvement, greater confidence in their choice, or a feeling of being well-informed. One of the primary reasons why much of B2B content and marketing falls flat is that many companies shy away from evoking an emotional response from their prospects – a mistake that often leads to dull, forgettable messaging. When executed effectively, appealing to prospects’ emotions can be a powerful tool. This landing page from Happify, an app that tracks emotional behavior over time to foster a more positive outlook, demonstrates this technique effectively:

In addition to the captivating visuals, which evoke a sense of freedom, relaxation, and time to unwind—something many of us long for—the copy is powerfully persuasive. It creates a sense of urgency without resorting to aggressive sales tactics and subtly hints at the benefits of using the app without resorting to a hard sell. The synergy between the imagery and the copy results in an emotionally resonant page that sparks curiosity and taps into the visitor’s desire for a positive emotional payoff. Speaking of emotional payoffs…

9. Directly Address Your Visitors

Another common mistake, particularly prevalent among B2B companies, is the use of overly formal, distant, third-person language in their copy. While this might be appropriate in certain contexts, in most cases, it serves only to create distance between you and your audience. Countless marketers emphasize the importance of genuine connections because they are becoming increasingly rare in today’s digital landscape. Similar to the previous example, you want your visitors to feel something when they land on your website or a landing page. One way to forge this connection is by directly addressing your prospects. Take a look at this example from the now-defunct video chat app Awesometalk:

Even though Awesometalk ceased operations a while back, this landing page serves as an excellent example of how directly addressing your visitors and appealing to their emotions can elevate even a relatively common online service, making it significantly more appealing. The copy directly engages the visitor and minimizes friction in the conversion process, two critical factors for any business operating in a highly competitive space. If nothing else, this example highlights how impactful simple, direct copy can be.

10. Use Humor to Address Common Pain Points

One of the most effective methods for generating interest in a solution is by shining a light on and acknowledging the problem it aims to solve. While many companies do this indirectly, a more direct and humorous approach can sometimes be more compelling, as illustrated by this example from Meeting Hero:

Meeting Hero, a productivity app (which has since transitioned into WorkLife), not only acknowledges the pain point it addresses but does so with a touch of humor. By injecting personality into the copy and playfully poking fun at the universally acknowledged truth that most meetings are dreadful, this page makes the implicit benefits of using the app that much more appealing. Unfortunately, Meeting Hero abandoned this messaging when it rebranded as WorkLife, opting instead for the generic, unremarkable positioning that’s all too common. However, this example serves as a reminder that a dash of humor and directly acknowledging a shared pain point can be a powerful way to capture visitor interest.

11. Empower Your Customers to Become Your Sales Force

For a potential customer, there’s nothing more persuasive than a glowing review from an existing, satisfied customer. This rings especially true for software companies like Salesforce. When becoming a customer entails a significant financial commitment and a long-term relationship, skepticism is natural. By showcasing the positive experiences of your existing customers, you provide reassurance and social proof to prospects, demonstrating that they, too, can achieve success by choosing your product or service. This example from Salesforce is particularly effective because it pairs the testimonial with a picture of the individual providing the endorsement. Placing a real, smiling face alongside the copy significantly amplifies the testimonial’s trustworthiness. As a final tip, consider positioning your testimonial alongside recognizable logos of other satisfied customers (as seen in example #12). The more social proof you can offer, the better.

Landing Page Inspiration: Design and UX

12. Prioritize Trust Signals

Strategically incorporating trust signals on your landing page can be the deciding factor that convinces even the most hesitant prospect to take the leap. This is especially important for companies operating in sensitive sectors like financial applications. One company that excels in this area is billing automation provider Recurly, as showcased in our second example of landing page inspiration:

Recurly strategically utilizes its impressive trust signals on this effective landing page. Not only are the company logos prominently displayed, but the logos themselves carry significant weight, speaking volumes about Recurly’s security and trustworthiness. If industry giants like LinkedIn, Adobe, Zillow, and Groupon trust Recurly, chances are prospects will too. Beyond the masterful use of trust signals, the copy is also brilliantly crafted: “Sophistication your CFO expects. Ease of use your team demands.” This concisely conveys that Recurly’s ideal customers are financial professionals who report to an executive team but also manage their own responsibilities. While this may seem straightforward, appealing to such a specific target audience with such precision and brevity is no easy feat. By positioning itself in this manner, Recurly demonstrates a deep understanding of its prospects’ needs and speaks directly to them in terms of the benefits they’ll experience. Simply brilliant.

13. Integrate Interactive Elements

Today’s web users are increasingly sophisticated and expect more than just static information. They crave immersive, engaging, and rewarding online experiences. One way to meet and exceed visitor expectations is by incorporating interactive elements into your landing pages. This strategy can be incredibly powerful. The following example (along with its accompanying ad) from custom clothing retailer Tailor4Less demonstrates how adding interactivity can transform a landing page into an engaging platform for prospects to design their own suits:

Even the mere promise of an interactive experience makes the call to action more enticing. While this approach demands a bit more technical effort than a static landing page, I’m confident that the increased engagement and conversion rates will more than compensate for the investment.

14. Empower Your Images to Tell Your Story

Businesses offering abstract products or services might be inclined to rely heavily on text to explain their offerings. However, in many cases, concise copy paired with a powerful “hero” visual can convey your message far more effectively than walls of text. Take, for instance, this landing page from ad optimization firm Chatterbox Labs:

Conveying the concept of audience segmentation visually can be tricky, even for seasoned marketers. Chatterbox Labs, however, masterfully utilizes a hero image in conjunction with brief, impactful copy to illustrate the concept clearly and visually appealingly. Rather than resorting to lengthy explanations of the complexities of audience segmentation or the diverse nature of audiences, Chatterbox Labs opts for a relatable visual—a bustling New York City street scene. This imagery subtly implies the vastness and complexity of target audiences without cluttering the page with text. While the call to action could be more prominent, the underlying message is clear – let your visuals do the heavy lifting.

15. Remove Friction and Make Conversion Effortless

Before we delve into our next landing page example, take a moment to revisit the previous five. Notice a pattern? That’s right—each one features a single, clear call-to-action button. Simplifying the conversion process for your visitors can significantly impact your conversion rates. The more effort you demand from prospects, the less likely they are to follow through. One service that leverages this principle effectively is the to-do list app Todoist:

If your objective is to expand your app’s user base, social integration is a fantastic way to streamline the conversion process. This example from online payments service Venmo illustrates this point:

It’s worth noting that the definition of a “conversion” can vary widely. For some, it might be as simple as a visitor clicking through to access more information, while others might define it as the submission of a detailed web form. Regardless of your conversion goal, always aim to make the process as effortless as possible for your visitors.

16. Get to the Point – Quickly

Many marketers mistakenly assume that because a visitor arrived at their landing page by clicking an ad or a link on social media, they no longer need to explain their business’s purpose. This is a crucial error. Your landing pages should be tailored to the specific sources driving traffic to them. However, it’s equally important to ensure that visitors can instantly grasp what you do, what you offer, or what you’re selling. The longer it takes for them to decipher this, the higher the risk of losing their interest. This underscores the importance of getting straight to the point, as demonstrated by this landing page from AskNative.com:

While this is actually AskNative.com’s homepage, it serves the same purpose as a landing page—there’s absolutely no ambiguity about the services offered by AskNative. The copy is clear, concise, and effectively explains AskNative’s value proposition before prompting users to sign up seamlessly through Facebook integration (a smart move – see #15). Remember, the faster you convey your message, the more likely your visitors will engage and convert. Don’t lose them with convoluted copy or unnecessarily complex design choices.

17. Incorporate Video

Many businesses hesitate to embrace video marketing, often assuming that it requires massive budgets and Hollywood-level production quality. We’ve discussed the power of video landing pages before, and it’s worth reiterating that incorporating video can take your landing pages to the next level. Take, for example, this landing page from chicken coop manufacturer ChickenSaloon.com (and the accompanying ad that directs users to it). It features a short video clip from the reality TV show “DIY Yardcore” showcasing one of its products, the Tavern coop:

Video marketing doesn’t have to break the bank. Its inclusion on a landing page can significantly enhance the user experience, making it “stickier” and encouraging visitors to spend more time engaging with your content. In this example, the video also adds authenticity to the brand and its product, fostering trust among viewers. If you’re unsure where to begin with video marketing for your landing pages, our post on producing effective marketing videos is a valuable resource.

18. Be Mindful of Your Color Choices

While we’ve focused heavily on messaging, copy, and tone in this post, it’s crucial not to overlook one of the most fundamental elements of landing page design—the color palette. While color may not convey a message as explicitly as copy, it speaks volumes about your product, company, and brand identity. Let’s analyze this example from password management service Mitro:

This landing page is not only visually appealing with its modern, clean design but also strategically utilizes color to convey its message. The prominent use of blue evokes trust, strength, and dependability – qualities you want in a password manager. The subtle inclusion of green hints at peace of mind, suggesting that Mitro users can rest assured that their passwords are in safe hands. When designing your next landing page, carefully consider the message you want to convey through your chosen color palette. Are you aiming to project strength and trustworthiness or evoke feelings of excitement and boldness? This color chart can guide you in understanding the emotions and associations different colors evoke.

19. Embrace the F-Pattern Design

Back in 2006, the Nielsen Norman Group employed heat maps to study to study how people scan text-heavy web pages. A key finding was that users often follow an F-shaped pattern.

What insights can we glean from these heat maps? Typically, website visitors start by scanning the top of the page from left to right, then move down slightly and repeat the left-to-right scan. Finally, they tend to scan vertically from top to bottom along the left margin. With this in mind, structuring your landing pages according to this F-pattern is a wise approach. Position your most critical message within a headline at the top, followed by your second most important message directly beneath it. Continue placing information in descending order of importance as you move down the page.

Theoretically, designing your landing pages in this way naturally guides site visitors to your CTA button while prioritizing crucial information, thus making the conversion process as seamless as possible. Ultimately, isn’t that the primary goal?

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