What can you learn from successful landing page examples? (2024)

The headline is the first thing that your visitors see when they land on your page. It should capture their attention, communicate your value proposition, and entice them to read more. A good headline is clear, concise, relevant, and specific. It should answer the question: what's in it for me? For example, look at this headline from Shopify: "Start, run, and grow your business". It tells you exactly what you can do with their platform, and how it can benefit you.

The copy is the text that supports your headline and explains your offer. It should be focused on your audience's needs, pain points, and goals. It should also be relevant to the source of your traffic, such as an ad, an email, or a social media post. A good copy is simple, concise, persuasive, and benefits-oriented. It should highlight the main features and advantages of your offer, and address any objections or questions that your visitors might have. For example, look at this copy from Evernote: "Remember everything. Organize your life with Evernote. Capture ideas, create to-do lists, and keep track of everything you need to do." It shows you how Evernote can help you solve a common problem, and what you can achieve with it.

The image is the visual element that complements your copy and reinforces your message. It should be eye-catching, relevant, and consistent with your brand identity. A good image is high-quality, clear, and engaging. It should show your product or service in action, or illustrate the benefits or results that your visitors can expect. For example, look at this image from Airbnb: "Find adventures nearby or in faraway places and access unique homes, experiences, and places around the world." It shows you a stunning photo of a destination that you can explore with Airbnb, and appeals to your emotions and curiosity.

The call to action is the button or link that tells your visitors what to do next. It should be strong, clear, and visible. A good call to action is action-oriented, specific, and urgent. It should use verbs that convey the value or benefit of your offer, and create a sense of urgency or scarcity. For example, look at this call to action from Netflix: "Watch anywhere. Cancel anytime. Join free for a month." It tells you what you can do with Netflix, how easy it is to join and cancel, and how you can try it for free.

Social proof and trust indicators are the elements that show your visitors that other people have used and liked your offer, and that you are credible and trustworthy. They can include testimonials, reviews, ratings, logos, awards, certifications, or statistics. A good social proof or trust indicator is relevant, authentic, and specific. It should showcase the positive feedback or results that your customers or users have achieved, and highlight the features or benefits that they appreciate. For example, look at this social proof from Slack: "Slack is used by millions of people every day to communicate, collaborate and get things done." It shows you how popular and effective Slack is, and how it can help you work better.

The form is the element that collects your visitors' information, such as their name, email, phone number, or payment details. It should be simple, user-friendly, and secure. A good form is short, easy, and appealing. It should ask for the minimum amount of information necessary to complete the action, and use clear and descriptive labels, placeholders, and error messages. It should also use visual cues, such as progress bars, checkmarks, or icons, to guide your visitors and encourage them to complete the form. For example, look at this form from Mailchimp: "Start your free trial today. No credit card required." It asks for only three fields: email, username, and password. It also shows you how long the trial lasts, and assures you that you don't need a credit card.

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

Digital Copywriting

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