Navigating the vast world of the internet, one encounters a plethora of landing pages, some remarkable, others dreadful. Today, we delve into the realm of real-world landing page examples, showcasing both awe-inspiring brilliance and cringe-worthy failures. Before we embark on this journey, it’s crucial to remember that landing pages are not solely about the page itself. The preceding process plays a pivotal role – what enticed visitors to reach your landing page? If it was an advertisement, what message did it convey? If it was a newsletter, which links piqued their interest? The entire “landing” experience and their journey through the funnel is as critical as the page’s design. In the spirit of competitive analysis, I embarked on a Google exploration, comparing the most exceptional and most appalling landing pages I encountered for specific search queries. In this analysis, we will evaluate and grade a few landing page examples from each search, along with exploring some groundbreaking landing page designs that defy conventions. Discover our latest compilation of landing page examples here!

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Landing Page Examples Search #1: “Photography Lighting Kit"

Our first exploration focuses on the landing pages we encounter when searching for “photography lighting kit.” Kaezi’s landing page serves as our first example.

Kaezi’s landing page makes a positive impression. It presents an array of studio light kits that might pique my interest, with the option to click on individual sets for a closer look. The left-hand navigation bar conveniently displays relevant categories that could also capture my attention. The overall design is clean, and the “add to cart” buttons are prominently displayed above the fold. Grade: B+ Next, we examine the photography lighting kit landing page for Cowboy Studio.

The most glaring issue is intent – I clicked on an ad specifically for photography lighting kits, only to be greeted by this. This is not a kit; it’s a single strobe light. As a consumer, there’s a high probability that I would immediately abandon this landing page disaster and seek one that better caters to my needs. Beyond the misaligned intent, the page’s design is chaotic. Excessive space is wasted on social share buttons and enlarge photo/email a friend buttons, occupying valuable prime real estate. The crucial information I seek (product details) is relegated below the fold. This information should be presented in bullet points and positioned adjacent to the main product image.

The frustrating part is that this site does offer what I’m looking for – they just make it incredibly difficult to find. A bit of navigation around the site led me to some actual photography lighting kits, similar to Kaezi’s offerings. [ RELATED: Want to Increase Your Conversion Rates? Here’s How to Triple Them ]

Grade: C- While the previous landing page was subpar, it pales in comparison to the upcoming example from Fovitec. Brace yourselves, things are about to get unsightly with this “photography lighting kit” landing page.

Upon landing on this page, I am utterly disoriented. Where am I? I clicked an ad for photography lighting equipment, yet I see nothing remotely related to photography. The only indication that I haven’t stumbled upon a random pop-up ad is the Fovitec logo with an aperture icon in the “O” (although the intended camera allusions of the word “Fovitec” are lost on me). Even if I persevere (which most wouldn’t) and explore further, none of the navigation links at the top seem to guide me towards lighting kits. Remember: Don’t make your visitors hunt for what you want them to buy! Simplify their path to conversion. A dedicated landing page tool would be invaluable here! Grade: F

Landing Page Examples Search #2: “Dog Beds"

Our next Google search is for “dog beds” because we all adore our furry companions and desire their utmost comfort. Orvis presents a commendable dog bed landing page. It showcases a diverse selection of dog beds alongside an endearing photo of a contented, slumbering pup. The large product images are visually appealing, and convenient filters allow users to refine their search by color, features, shape, fabric, price, and more. Since “dog beds” is a broad query, this landing page effectively addresses the intent by enabling visitors to browse and pinpoint their exact requirements. (Conversely, a more specific long-tail query like “large memory foam dog bed” would warrant a more focused landing page).

Grade: A- Next in line is Big Barker Beds, specializing in orthopedic dog beds for larger breeds.

This page presents a conundrum. While it excels in certain areas, its shortcomings are quite detrimental. The most glaring flaw is its sheer length. Prepare to scroll through… wait for it… 38 pages. Yes, 38 pages, primarily due to the colossal text size. While it contains valuable content, it gets lost in the overwhelming volume of information. The landing page features numerous glowing Amazon reviews. While I applaud the use of red underlines to highlight key points, the sheer quantity (over 40) is excessive. In their defense, this landing page about XL dog beds does everything in a BIG way – text, reviews, you name it. Consistency isn’t their downfall.

They have 3 reviews praising the bed’s ease of cleaning, 7 highlighting its suitability for arthritic dogs, 5 commending its aesthetics, and so on. It’s fantastic that customers rave about the product, and showcasing these positive reviews is a smart move. However, instead of bombarding visitors with an avalanche of XL print, I’d recommend featuring one standout review for each key aspect – one about cleaning, one about arthritic dogs, etc. Visitors already see the five-star Amazon rating (a clever trust signal prominently displayed above the fold). If they desire more customer feedback, they can visit the Amazon page directly. Overloading the page with every single positive review only serves to overwhelm visitors. While the trust signals at the top are effective, the initial text block below the headline could be more scan-friendly.

This bulleted text, found further down the page, would be far more impactful and informative if positioned above the fold.

The page provides valuable insights into why this bed type is recommended for older, arthritic dogs (particularly relevant for me as a senior dog owner), but much of this insightful content gets buried due to the page’s sheer enormity. Simple content rearrangement and text resizing could significantly enhance this landing page. (Caveat: I lack access to the company’s conversion rate, so it’s possible that all that text below the fold actually contributes positively. Stranger things have happened in A/B testing.) Grade: B Next up is Pottery Barn, whose “dog beds” landing page earns a failing grade. Clicking their dog bed ad directs me to a page for décor accessories. I see pillows, blankets, and slipcovers, but nothing remotely canine-related.

What’s truly baffling is that after using the site’s search function to look for dog beds, I discover that Pottery Barn does offer them. So why wasn’t I directed to a landing page like this in the first place?

Pottery Barn undoubtedly boasts a substantial advertising budget, so why such negligence when it comes to landing pages? This is a missed opportunity. The Pottery Barn brand is renowned and enjoys a loyal following. I’m certain many consumers would choose their dog beds over competitors’, but directing PPC clicks to the wrong landing page is akin to throwing away potential sales. Grade: F

Landing Page Examples Search #3: “Silk Flowers"

Let’s examine the landing page landscape for “silk flowers.” Our first example features a prominent flyer extolling the virtues of silk flower crafts.

That’s… interesting, I suppose. However, I already have a specific project in mind and simply want to browse the available flowers. And there they are, relegated below the fold, presented in a rather haphazard manner.

Curiously, clicking on the aforementioned DIY silk flower crafts flyer leads me to this page.

Voilà! A showcase of their most popular silk flowers! This landing page is far superior to the one I initially landed on. Here, we have a well-organized display of silk flowers categorized by name, accompanied by vibrant, eye-catching photos. This is a good landing page and would have been perfect for my initial “silk flowers” search. However, to reach it, I had to navigate through a link about DIY crafts, yet this page lacks any craft-related information. It seems this site needs to prioritize intent and strategically direct visitors. Grade: C+ Our next silk flower landing page example comes from eFavorMart.

This aesthetically unappealing landing page harks back to the early 2000s. The headings lack impact, and the dull, lengthy (and minuscule) content is rife with blatant keyword stuffing. This page screams spam and undermines any potential brand trust (and frankly, any website starting with a lowercase “e” or “i” immediately raises red flags). Grade: C

Landing Page Examples Search #4: “Email Marketing Software"

Let’s delve into the realm of landing pages for “email marketing software.” Unsurprisingly, Hubspot takes the lead. Their landing page forgoes striking imagery to captivate visitors, opting instead to highlight their impressive awards and accolades.

While many landing pages struggle to condense their copy, this Hubspot landing page gets straight to the point. Below the fold, we find more persuasive copy, bolstered by social trust signals and customer testimonials:

This is a solid landing page but could benefit from some refinements. Experimenting with button colors is recommended. Currently, they blend with the background, sporting a subtle orange outline – not particularly clickable. Higher contrast almost always yields better results. The initial above-the-fold section lacks visual interest and could benefit from a splash of color or an element of excitement. Grade: B+ Next, we have Zoho Campaigns. Zoho also presents a strong landing page design that could be elevated with a few tweaks.

My criticisms are mostly minor, perhaps even nitpicky, but exceptional landing pages demand near-scientific precision and perfectionism. Zoho’s heading would be better served condensed to two lines instead of three. The main image is ambiguous – does it showcase the product itself or emphasize Zoho’s vibrant design templates compared to competitors’ bland offerings? A different image choice could significantly enhance clarity. While I appreciate the small icons outlining Zoho Campaigns’ core components, their colors are too subdued. Shades of grey text, typically used to establish visual hierarchy (darker text = more important), would be preferable to black. These icons deserve greater prominence as they convey Zoho’s key benefits. Additionally, there’s a tad too much white space. While I’d favor a spacious layout over a cluttered one, a second testimonial or an additional icon line highlighting features could be incorporated while maintaining a sleek design.

While the customer recommendation is valuable, featuring one from a more recognizable brand or client (and incorporating their logo) might be more impactful. Granted, Cathy from Forum Group Events Ltd. might be their most valuable client, in which case, no offense intended, Cathy! Grade: B Now, let’s turn our attention to SAP. Oh boy, this landing page is an eyesore. It resembles a resources page more than a product landing page (and an unattractive one at that). I clicked an ad for “email marketing software,” yet the word “email” is conspicuously absent.

It’s a shame because the content itself might hold value. SAP’s efforts to create original, helpful content are commendable, but this is neither the time nor the place. A serious brainstorming session on visitor intent is desperately needed. Grade: D Our final landing page example is from Infusionsoft marketing software.

This landing page exudes quality. The headings and text are thoughtfully chosen and strategically placed, employing text color variations to establish copy hierarchy. The colored icons on the right draw attention to the product’s key benefits. Trust indicators in the upper right corner are subtle yet noticeable. The button color and text are appropriate, and the centrally positioned form effectively draws visitors in. Areas for improvement: Consider moving the testimonials currently below the fold to a more prominent position and potentially replacing the bottom left text chunk. However, these are minor suggestions.

My inner perfectionist is slightly bothered that the first name form field doesn’t align with the one below and that the button isn’t perfectly centered between the fields, but these are easily remedied. While I generally prefer free trial offers as incentives over demos, Infusionsoft might have data suggesting otherwise. Each company possesses its own testing insights that can influence specific landing page elements. Remember, you know your company best, and general landing page best practices might not always apply. This is arguably my favorite among all the landing page examples we’ve analyzed. Grade: A+ Do you concur with my assessments? What grades would you assign?

Landing Page Design Examples: Innovation vs. Best Practices

Now, let’s explore some innovative landing page designs that challenge established norms. In a previous blog post about exceptional landing page designs, we discussed recommended best practices. However, some websites prioritize experimentation over strict adherence to standards. One emerging trend involves minimizing text and relying heavily on large, high-quality images to convey the page’s message or showcase the product. Square Space dedicates its entire landing page to a single, captivating image. This bold approach doesn’t explicitly clarify how Square Space aims to enhance websites. Is it design assistance? Site management? Square Space’s growing recognition might lead them to believe that visitors are already familiar with their offerings. While some might consider this a risky assumption, the design is undeniably attention-grabbing.

Falcon Social, a social media management platform, employs a strikingly similar approach to Square Space, mirroring even the color palette. Falcon Social forgoes the vaguely philosophical tagline and cuts straight to the chase – social media management for enterprises.

Manpacks also dabbles in this image-centric strategy. Their landing page revolves around a large image while incorporating standard landing page elements like testimonials and trust signals.

Social Safe also embraces the image-focused approach but introduces a video element. (More on video landing pages here.) However, Social Safe’s value proposition remains unclear – why would I “save” all my social networks to my computer? What does that even entail? Further explanation is necessary, making the explainer video crucial. The question is, will visitors invest the time to watch and gain clarity or seek answers elsewhere on a landing page that succinctly outlines benefits in a scannable format?

We hope this exploration of landing page examples and designs has provided valuable insights into what constitutes an effective landing page and inspired you to create and iteratively improve your own. Have you encountered any noteworthy landing page trends you admire or dislike? What are your thoughts on the examples presented? Do you have any landing page success or horror stories to share? We’d love to hear your thoughts in the comments!