Landing pages are standalone web pages that are usually the first point of contact for potential customers with a company. People typically 'land' on this page directly from search engine results or by following an ad link.
Below are a few essential rules for creating a great landing page, and a handpicked selection of 15 excellent landing page examples.
What makes a successful landing page design
When you design a website, landing pages serve a single marketing or sales goal, from generating leads to encouraging subscriptions and more. That’s why conversion rate (the number of people who convert versus the total number of visitors) is used to evaluate the effectiveness of landing pages. While there is no magic formula on how to achieve an excellent conversion rate, there are a few web design recommendations that can increase your chances for success:
First impressions matter. It takes about 50 milliseconds for a visitor to form a first impression about your website, and this impression will be largely based on what they see. The visual language you use to communicate with your visitors matters a lot—a page with fine imagery, crisp typography, and nice animations will more likely create a positive impression.
One page, one goal. Having a clear goal is essential. The design of your landing page should be geared towards the action you want your visitors to take. Do you want them to sign up for your service, leave their email address or anything else? Don’t ask users to do multiple things; for maximum efficiency, focus on one and only action.
Strong arguments. Work on your website content early on in your design process, because the text and visuals on your page will define your message and visual hierarchy. Ensure that the copy answers all questions that visitors might have when they browse your page. Remember to put the key arguments above-the-fold, because content that users see in the top area of the screen directly impacts user engagement (if the content is relevant and interesting, they are more willing to scroll for more info).
Easy to scan layout. Users don't read on the web, they scan, and it's essential to design scannable layouts that help users find what they are looking for at a glance. Design a clear visual hierarchy that guides readers' eyes around the content intentionally, while removing everything that can be a distraction.
Prominent call-to-action buttons. Visitors should be able to spot the primary CTA immediately as they land on a page. You can use a blur test to validate your layout and see what element attracts the most attention, like adding a 5–10 px Gaussian blur to your design in a photo editor. By looking at a blurred version of your landing page, you’ll see what elements stand out. If it’s a CTA button, then everything’s fine.
Actionable call-to-action labels. Avoid vague labels like "More info" for call-to-action buttons. Instead, use actionable language that entices users for action and is very clear in what you want them to do. Labels like "Buy now" or "Get instant quote" are more likely to encourage users to do something.
Test your design. No matter how much time you spend on designing your landing page, it’s vital to test them with users. The testing doesn’t have to be complex or time-consuming. You can achieve good results with the Five-seconds test. Take a screenshot of your landing page, show it to your users for five seconds, and ask them a few simple questions such as “What is the purpose of this page?” or “What are the main elements you can recall?”
15 landing page examples with great design
Now let’s look at how designers apply the rules mentioned above in practice. Here is a selection of landing pages that impressed us:
Elysium is a development in Bulimba, Australia, that offers luxury living and an exclusive lifestyle. The above-the-fold section of the landing page, Created on Editor X, offers a hero imagery of the building paired with a short and catchy slogan, "Your Slice of Paradise."
There are a few CTAs at a left panel of the page. As the user starts to scroll the page, the content appears in easy-to-scan blocks—images accompany text sections, with repeating, elegant nudges to “Register now.”
2. Hanai World
Hanai World is a social mixed reality platform cultivating connection through a variety of events and gatherings. The above-the-fold area of the landing page contains just enough information to invite users to “Join the movement” or scroll for more details.
As users start to explore the page, they’re met with pleasing parallax effects that create a sense of motion, beautiful 3D images and a floating sphere that guides them along the way.
Project Reset is a user-generated documentary time capsule addressed to the future. The site invites visitors to submit anonymous letters that will be opened in the future during an especially challenging year. As you start to scroll this page, you can read some of the letters submitted by visitors. Bright colors, bold typography and embedded videos create an edgy experience that borrows from the visual language of activism in imagining a better tomorrow.
4. Studio One
Expertly selected images can help visitors understand complex concepts and set the right mood. But there is a tool even more powerful than images—videos—and this page is an excellent example of how to use video for capturing your visitors’ attention. This landing page’s first fold contains only text and background video—just enough to pique visitors’ curiosity for more information.
Studio One is Sotheby’s custom marketing design tool that allows agents to select branded print and digital marketing pieces for promoting their listings. Built on Editor X, the landing page introduces the tool and its benefits using a clear, inviting design.
First and Foremost design collective’s landing page is loud, fresh and exciting. With a limited color palette of only two colors and a single sans-serif typeface (NeueMontreal), this layout is eye-catching and powerful.
The site introduces the collective of freelance designers and their social and environmental values, without diving into their work—making it a landing page optimized for potential customers to reach out, rather than a portfolio website.
Centogene Solutions’ landing page does a great job of using website animation. When first landing on this page, you notice a detailed 3D model of DNA, that twists and twirls to become the brand’s logo on scroll. The rest of the page is filled with well-crafted 3D animations that accompany short text descriptions.
While this pharmaceutical company’s main website is robust and rich with information, their landing page focuses on the basics of who Centogene Solutions are and what they do. This allows for a much more captivating browsing experience meant for getting to know the brand, leaving a lasting impression along the way.
Petastic is a platform for all pet-care-related experiences. Created on Editor X, this landing page is a classic example of a well-structured design. The key information is available right at the top fold and the "Get Started" CTA is clearly visible, making conversion effortless. As you start to scroll, you can discover information about the service, with subtle animations as the content shows up, adding a sense of motion.
Plink is a platform for handling payment requests. Their landing page’s hero section features a blue gradient background and a 3D animation featuring a spaceship taking off. It’s a visual that perfectly captures their customers’ goal of sending payment requests and getting paid fast. The statement “86% of our payment requests get paid within 12 hours” reinforces the feeling that this service is reliable and works well, encouraging visitors to log into the product.