7 Examples of Effective Forms and Landing Pages from the Experts

Brian Honigman on Landing pages,


Your website needs optimized forms and landing pages to convert web visitors to leads, but where should you begin? Start by analyzing what competitors and peers are doing to best optimize their forms and landing pages as a beginning template. Take note of their oversights and strong points to make the perfect experience for your website and its visitors.

Why are forms and landing pages important?

Forms and landing pages give your business the ability to capture information about the customers visiting your website, drive sales, offer original content, increase video views and more. Each of these tactics helps turn new visitors and unknown customers into “friends” of your company.

The goal of these online marketing optimization tools is to convert traffic and provide resources to your audience. Seth Godin once stressed that these type of strategies help, “[turn] strangers into friends and friends into customers."

Here are seven forms and landing pages to understand best practices for lead conversion and optimization:

1. Incorporating a Strong Call to Action (CTA) like Airbnb

Why does this work? - Airbnb is a service that lets people rent from regular people, while they aren’t using their home or apartment. Airbnb’s homepage includes three strong CTA’s that instruct visitors to perform the action of finding a place to stay using their service. First, the copy “Find a place to stay.” in white letters and strong font sticks out from the background as the first strong CTA for visitors to begin their search. Secondly, the bright purple box with white copy that says “Search” shows visitors clearly where to click and begin their search using Airbnb.

Lastly, the copy in the first field says “Where do you want to go?” which framed as a question helps users know this is where they enter their desired destination. These are effective calls to action because they stand out from the rest of the landing page in different colors, the copy outlines the actions the users should take and one of them is framed in the form of question, which influences a visitor to answer the question.

2. Share the Unique Selling Proposition (USP) like N5R

Why does this work? - N5R is a condo sales and marketing agency located in Toronto. N5R’s eBook landing page clearly illustrates the USP of their free marketing resources. The unique selling proposition is a vital component of any landing page, or brand for that matter, because it defines what is different and valuable about your businesses over other competitors or peers in the industry. N5R clearly states on the landing page that this eBook contains some of the best condo and sale marketing info from a known expert, Roman Bodnarchuk.

After calling out that a well-known influencer like Bodnarchuk worked on this marketing resource, N5R further breaks down the value this eBook can give readers in three bullet points. Take this example and run with it by clearly defining the unique value your business bring to your customers through the visuals, copy and calls to action on your landing pages.

3. Illustrate Trust like Contently

Why does this work? - Contently is a platform for brands and publications to work with high-caliber freelance journalists. On this landing page for brands on the platform, they illustrate trust with their web visitors by showcasing some of their most well known clients. Highlighting customers, clients and partners that are recognizable to your audience can help build trust that your product and services are reliable. This is often referred to as logo porn because it really works. The endorsement of your company by certain clients can help lead to action from other potential clients.

This Contently landing page also has an endorsement at the bottom in the form of a quote from the Content Marketing Institute, a reputable source of knowledge on the content marketing industry, which helps further demonstrate the value of the company to visitors from the marketing world that are most likely to convert into customers. Build trust with a landing page by using endorsements and testimonials from others, especially from individuals and companies that are well known among professionals in certain industries.

4. Describe the Benefits of Your Offerings like Salesforce

Why does this work? - Salesforce is an enterprise CRM system that offers many different services and applications for large and medium-sized businesses. This landing page is advertising access to their video library after a web visitor signs up, utilizing many best practices in landing page design. This landing page has clear CTA, a UPS as the headline and bulleted list of all the benefits that resources from Salesforce offer your business.

The benefits are bolded, outlined in a list and expressed in tangible percentages to quickly share the value of Salesforce on a high level. Following this list of benefits is a CTA instructing a visitor to continue forward by filling out the form to the left of the landing page. Cohesively tying together both the benefits you are offering visitors alongside your CTAs is the formula for driving the most conversions. Look to share the benefits of your services and business with your audience in a simple and meaningful way on your landing page or form.

5. Add Beautiful Visuals like MailChimp

Why does this work? - Even if your business isn’t innately visual, it’s time to alter your approach because visuals impact sales dramatically on a landing page. MailChimp, a email marketing service provider, uses clean, simple and appealing images throughout their website’s landing pages to give the impression that their services are easy to use, customizable, modern and allow for a splash of mischief in a typically boring marketing channel like email. MailChimp took the time to design simple to understand mockups of their email templates above, while incorporating bright simple and modern images around these templates.

Choose or design visuals that reflect the impression you’re trying to give to visitors on your landing page. Pick images that match your businesses aesthetic and stand out from the page using bright and contrasting colors. If you’re taking the time to gather visual assets as opposed to designing them, look to quality stock photo services like Veer, iStock or Shutterstock to choose beautiful images that help match the aesthetics and goals of your various landing pages without breaking the bank.

6. Show the Context of Use like Netflix

Why does this work? - Many use Netflix to stream TV shows and movies from home, which is the exact use case that the company wants to illustrate on its landing pages. Sharing the context of use is the process of showing and explaining how your customers can use your products or services in real life. This allows visitors to your website to see how other customers are using your business, giving these visitors the opportunity to picture themselves in a similar scenario using your products or services.

Netflix illustrates the context of use by using a photo slider that shows different types of people using the service on different devices. Look to take advantage of the same technique by showing your products or services being used in photos, video, testimonials or copy.

7. Request Data like Copyblogger

Why does this work? - The whole point of landing pages and forms is to collect data, drive sales, generate leads and improve the success of your business. Copyblogger, a content marketing company, uses this landing page to register users for free access to their database on content marketing. Their form requests a person’s first name, last name, email address and the selection of a password to gain access to their resources.

Below the “Create Account” CTA, there is a small grey box explaining what registering gets a person, as well as a promise that Copyblogger will respect your privacy and information supplied. Keeping your requests for data concise like Copyblogger will lead to higher conversions for your business, since filling out five fields is quicker and easier for people than filling out ten fields of information. Also supplying a privacy statement and purpose of use near the form helps visitors clearly understand how your company will treat the security of your data and how your company intends to use it. In this case, Copyblogger calls out that they will send brief announcements of new content and that your privacy is respected, stressing that they allow users to unsubscribe at anytime. Use simple forms that collect important data, while explaining the purpose of its collection to increase lead generation for your website.

8. BONUS TIP: Use Action Verbs (CTA’s) on Your Buttons like Crazy Egg

Why does this work? – Crazy Egg is a startup that offers a heat-mapping tool to help businesses understand the behavior of web visitors. On their homepage and landing pages, they use buttons with strong action verbs to incite people to click to perform an action. Crazy Egg uses “SHOW ME MY HEATMAP” as the word choice for their button, which strongly encourages people to click.

Do not use the standard “submit” as your action verb because it is far less effective for conversions. Landing pages with buttons actually labeled “submit” tend to have lower conversion rates than those with other word choices. Each example above uses strong action verbs when it comes to their buttons like “create account” or “start your free month” with contrasting colors to ensure it is clearly visible. A study of 40,000 customer-landing pages by HubSpot found that “submit,” “download” and “register” received the lowest clicks as compared to “click here” or “go.” Customize the action verbs used on your buttons to provide the right incentive and proper context for web visitors to click.

What strategy will you implement from these examples on your landing pages? Any examples of other effective landing pages that you would like to share? Leave any feedback in the comments below.

Images courtesy of Empower Network, Airbnb, N5R, Contently, Salesforce, MailChimp, Netflix, Copyblogger & Crazy Egg.

Your website needs optimized forms and landing pages to convert web visitors to leads, but where should you begin? Start by analyzing what competitors and peers are doing to best optimize their forms and landing pages as a beginning template. Take note of their oversights and strong points to make the perfect experience for your website and its visitors.

Why are forms and landing pages important?

Forms and landing pages give your business the ability to capture information about the customers visiting your website, drive sales, offer original content, increase video views and more. Each of these tactics helps turn new visitors and unknown customers into “friends” of your company.

The goal of these online marketing optimization tools is to convert traffic and provide resources to your audience. Seth Godin once stressed that these type of strategies help, “[turn] strangers into friends and friends into customers."

Here are seven forms and landing pages to understand best practices for lead conversion and optimization:

1. Incorporating a Strong Call to Action (CTA) like Airbnb

Why does this work? - Airbnb is a service that lets people rent from regular people, while they aren’t using their home or apartment. Airbnb’s homepage includes three strong CTA’s that instruct visitors to perform the action of finding a place to stay using their service. First, the copy “Find a place to stay.” in white letters and strong font sticks out from the background as the first strong CTA for visitors to begin their search. Secondly, the bright purple box with white copy that says “Search” shows visitors clearly where to click and begin their search using Airbnb.

Lastly, the copy in the first field says “Where do you want to go?” which framed as a question helps users know this is where they enter their desired destination. These are effective calls to action because they stand out from the rest of the landing page in different colors, the copy outlines the actions the users should take and one of them is framed in the form of question, which influences a visitor to answer the question.

2. Share the Unique Selling Proposition (USP) like N5R

Why does this work? - N5R is a condo sales and marketing agency located in Toronto. N5R’s eBook landing page clearly illustrates the USP of their free marketing resources. The unique selling proposition is a vital component of any landing page, or brand for that matter, because it defines what is different and valuable about your businesses over other competitors or peers in the industry. N5R clearly states on the landing page that this eBook contains some of the best condo and sale marketing info from a known expert, Roman Bodnarchuk.

After calling out that a well-known influencer like Bodnarchuk worked on this marketing resource, N5R further breaks down the value this eBook can give readers in three bullet points. Take this example and run with it by clearly defining the unique value your business bring to your customers through the visuals, copy and calls to action on your landing pages.

3. Illustrate Trust like Contently

Why does this work? - Contently is a platform for brands and publications to work with high-caliber freelance journalists. On this landing page for brands on the platform, they illustrate trust with their web visitors by showcasing some of their most well known clients. Highlighting customers, clients and partners that are recognizable to your audience can help build trust that your product and services are reliable. This is often referred to as logo porn because it really works. The endorsement of your company by certain clients can help lead to action from other potential clients.

This Contently landing page also has an endorsement at the bottom in the form of a quote from the Content Marketing Institute, a reputable source of knowledge on the content marketing industry, which helps further demonstrate the value of the company to visitors from the marketing world that are most likely to convert into customers. Build trust with a landing page by using endorsements and testimonials from others, especially from individuals and companies that are well known among professionals in certain industries.

4. Describe the Benefits of Your Offerings like Salesforce

Why does this work? - Salesforce is an enterprise CRM system that offers many different services and applications for large and medium-sized businesses. This landing page is advertising access to their video library after a web visitor signs up, utilizing many best practices in landing page design. This landing page has clear CTA, a UPS as the headline and bulleted list of all the benefits that resources from Salesforce offer your business.

The benefits are bolded, outlined in a list and expressed in tangible percentages to quickly share the value of Salesforce on a high level. Following this list of benefits is a CTA instructing a visitor to continue forward by filling out the form to the left of the landing page. Cohesively tying together both the benefits you are offering visitors alongside your CTAs is the formula for driving the most conversions. Look to share the benefits of your services and business with your audience in a simple and meaningful way on your landing page or form.

5. Add Beautiful Visuals like MailChimp

Why does this work? - Even if your business isn’t innately visual, it’s time to alter your approach because visuals impact sales dramatically on a landing page. MailChimp, a email marketing service provider, uses clean, simple and appealing images throughout their website’s landing pages to give the impression that their services are easy to use, customizable, modern and allow for a splash of mischief in a typically boring marketing channel like email. MailChimp took the time to design simple to understand mockups of their email templates above, while incorporating bright simple and modern images around these templates.

Choose or design visuals that reflect the impression you’re trying to give to visitors on your landing page. Pick images that match your businesses aesthetic and stand out from the page using bright and contrasting colors. If you’re taking the time to gather visual assets as opposed to designing them, look to quality stock photo services like Veer, iStock or Shutterstock to choose beautiful images that help match the aesthetics and goals of your various landing pages without breaking the bank.

6. Show the Context of Use like Netflix

Why does this work? - Many use Netflix to stream TV shows and movies from home, which is the exact use case that the company wants to illustrate on its landing pages. Sharing the context of use is the process of showing and explaining how your customers can use your products or services in real life. This allows visitors to your website to see how other customers are using your business, giving these visitors the opportunity to picture themselves in a similar scenario using your products or services.

Netflix illustrates the context of use by using a photo slider that shows different types of people using the service on different devices. Look to take advantage of the same technique by showing your products or services being used in photos, video, testimonials or copy.

7. Request Data like Copyblogger

Why does this work? - The whole point of landing pages and forms is to collect data, drive sales, generate leads and improve the success of your business. Copyblogger, a content marketing company, uses this landing page to register users for free access to their database on content marketing. Their form requests a person’s first name, last name, email address and the selection of a password to gain access to their resources.

Below the “Create Account” CTA, there is a small grey box explaining what registering gets a person, as well as a promise that Copyblogger will respect your privacy and information supplied. Keeping your requests for data concise like Copyblogger will lead to higher conversions for your business, since filling out five fields is quicker and easier for people than filling out ten fields of information. Also supplying a privacy statement and purpose of use near the form helps visitors clearly understand how your company will treat the security of your data and how your company intends to use it. In this case, Copyblogger calls out that they will send brief announcements of new content and that your privacy is respected, stressing that they allow users to unsubscribe at anytime. Use simple forms that collect important data, while explaining the purpose of its collection to increase lead generation for your website.

8. BONUS TIP: Use Action Verbs (CTA’s) on Your Buttons like Crazy Egg

Why does this work? – Crazy Egg is a startup that offers a heat-mapping tool to help businesses understand the behavior of web visitors. On their homepage and landing pages, they use buttons with strong action verbs to incite people to click to perform an action. Crazy Egg uses “SHOW ME MY HEATMAP” as the word choice for their button, which strongly encourages people to click.

Do not use the standard “submit” as your action verb because it is far less effective for conversions. Landing pages with buttons actually labeled “submit” tend to have lower conversion rates than those with other word choices. Each example above uses strong action verbs when it comes to their buttons like “create account” or “start your free month” with contrasting colors to ensure it is clearly visible. A study of 40,000 customer-landing pages by HubSpot found that “submit,” “download” and “register” received the lowest clicks as compared to “click here” or “go.” Customize the action verbs used on your buttons to provide the right incentive and proper context for web visitors to click.

What strategy will you implement from these examples on your landing pages? Any examples of other effective landing pages that you would like to share? Leave any feedback in the comments below.

Images courtesy of Empower Network, Airbnb, N5R, Contently, Salesforce, MailChimp, Netflix, Copyblogger & Crazy Egg.

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Brian Honigman
Content Marketing & Social Media Consultant
http://www.brianhonigman.com/