A Perfect Landing Page Receipt by 50 Experts + Case Studies

There is nothing better for learning something than a grounded theory with nice pieces of advice. So, here we go again with an ideal landing page receipt by professionals in different niches and some case studies to see how it all works on practice.

I’ve asked different experts about the efficiency of using landing pages in different business areas. A majority said that that landing pages are often used in their niches and bring some nice profits. But there’s an exception in every rule and here they are.


For example, a divorce lawyer Russell D. Knight says that he has various landing pages for the big divorce concepts like alimony, child support, parenting time and division of assets.

These landing pages don't get a lot of traffic because the issues they cover are simply too broad.

Meanwhile, blog posts like "exclusive possession of the marital home in Florida" get lots of traffic because they describe a very particular situation.

No one is looking for a general treatise on Florida alimony. People want to resolve their very specific problems and that's what they search for. So the concept of landing pages is a good one but the niche has to be very narrow to attract traffic.

On the other hand, David Kranker shares his experience:

One of the specific niches I perform digital marketing for is legal and law firms. I can tell you that landing pages for lawyers work. We see about a 4-10% conversion rate on average for visitors that land on our landing pages from Google Ads or Facebook paid marketing campaigns.

We'll create landing pages any time we want to run any kind of pay-per-click campaign. When we're spending money per click we want to get the best tracking possible, and it's harder to track campaign performance when you're sending visitors to the main site.

The other benefit is having a very focused path so that users are drawn to convert rather than enticed to click on lots of different links and jump around. Normally we’re creating a landing page for every practice area. So, one for divorce, one for child custody, one for car accidents, one for a truck accident, etc.

Pedro Campos, a Founder of PedroConverts, Author of "All Leads Convert" says:

It's not a question of whether or not landing pages work but how you make them work for your product and industry.

To make landing pages work to the fullest, I’m going to show you more insights from marketers, web designers, fashion stores and brands, businesses in tourism, hospitality, web apps, insurance, tax consulting, recruiting, interior, education, real estate, cars, medicine and health care, software, SEO, copywriting, eCommerce, bookkeeping, government auctions, etc.

Analyzing all the insights, I’ve noticed that mostly there are common must-have features for any landing page in any niche.

Landing Pages: What is it for?

Bryan Osima, CEO of Uvietech Software Solutions Inc.

We build websites, mobile apps, database systems and implement SEO and digital marketing campaigns for businesses.

We use landing pages for every discrete type of service we offer. Sometimes, sub-types of specific services.

With the increasing sophistication of search engines, and the proliferation of content on the internet from bloggers, your competitors, etc., to survive you must have landing pages that target as many discrete areas of your services and offerings.

Based on research about our users and visitors, their interactions with our website and results of our analytics, it is very clear that generic, catch-all, landing pages don’t work as well as contextualized landing pages. Users search for services and products with context.

For instance, while we do have a website design page as one of our landing pages, we also have specific landing pages for contextualized searches within that broad field of web design.

These landing pages cover searches for things like responsive web design, ecommerce web design, progressive web app design, etc.

Search engines now try to direct users to search results that satisfy the real needs of the search user. And those needs are usually exposed based on the context of their searches. Specific landing pages for those contextualized searches are the only guarantee that your page will come up for a user search for those terms.

Amy Cox, SEM Marketing Manager at ActiveCampaign

ActiveCampaign uses separate landing pages for all of our paid advertising campaigns. We do not have to Google index these ad-specific pages. This gives us more freedom to test creative assets, copy, and user experience. We can think outside the box with our A/B testing and learn so much about what appeals to our visitors.

Laura Baltzley, Marketer at AuraGraphix.com

I have a small web design business. I use landing pages when I am trying to drill down to specific organic ranking for specific keywords or geographic areas.

Patrick Barnett, Founder of The Income Spot

I use landing pages for a variety of information product offers to convert subscribers and connect with my existing fans. These include email courses, how to guides, free consultations and affiliate marketing offers.

Noman Asghar, Digital Marketing Executive at Fan Jackets

We sell leather jackets of men and women worldwide that are made from high-quality genuine leathers. We create landing pages time by time especially on famous events or days, new products launch and sale offers.

Don Wede, Heartland Funding Inc.

Our services are to help homeowners solve their real-estate problems such as selling their house, facing foreclosure, and other real estate problems. Many people today search on the web on how they can solve their house problems or find a company who can help them. I took that opportunity by helping them visit my website with the use of landing pages.

I use city-specific landing pages to highlight that my services are offered in a particular area. Also, I make my hero section wide with arrows to direct visitors on what to read and guide what to do next. Moreover, I create city-specific websites to broadcast my expansion of my market area. Because of this strategy, it allows my website to rank for each market area in search engines without having to build an entire site for each market. I took this idea from big companies such as Zillow and Craigslist.

Jonathan Aufray, Co-founder and CEO at Growth Hackers

In our industry (Marketing), landing pages work like a charm to generate leads. We drive traffic to them and entice visitors to enter their contact information so we can get in touch with them. We use landing pages with all our client and I can ensure you that they are useful for all of them. Our clients come from very diverse niches:

- Machine Learning
- Blockchain
- Retail
- EdTech
- e-Commerce
- ...

Laura Gonzalez, Marketing Manager at Audi Bellevue

We use landing pages from time to time, mostly in our PPC and social media advertising. The content on our page could be anything from different incentives for buying/leasing both new and pre-owned Audi’s to simply advertising sales events. We typically do A/B testing with separate offers on each landing page. We do this to see which ad/incentive performs better and use that data for future initiatives.

Some unique features in our niche are that we try to get potential customers to come to our dealership and speak with one of our sales reps and see the cars in person. The landing pages function to capture buyers in the beginning stages of the buyer’s journey and let our sales staff take over from there.

Amanda Magnanelli, Marketing Manager at Boost Agents

We are a recruitment agency with a niche in creative roles including marketing, advertising, design, and technology. Because we only recruit for these roles, we find landing pages provide us the perfect opportunity to target and qualify leads. We’ve been able to increase our qualified leads by 250% since switching to landing pages and have reduced our unqualified leads by 80%.

Michelle Kubot, Marketing Consultant at JourneyPure

I’m the VP of Marketing at Ambrosia Treatment Center, a drug and alcohol rehab. Whether someone is coming to our site from an organic search or an ad, we want them to call us for help. Therefore, we don’t create landing pages separate from our main site. That allows us to focus on getting each page right, rather than designing, copywriting and developing a bunch of separate pages.

Emma Lee Bates, www.emmaleebates.com

I’m a sales page copywriter and designer focusing on course creators. I use landing pages on my website often for things like free downloads, webinar sign-ups, and tripwires.

Joseph Cirillo, Digitial Life Insurance Coach, Co-Founder of the Good Life Protection

Landing pages work in the online insurance business for lead generation. We use landing pages daily to generate insurance leads for our sales agents.

Landing pages work best when you drive traffic to them, typically via paid search. Clients that click on an advertisement are at the end of the buying cycle in our experience. They are not looking for information as much as they are looking to buy.

Nicholas Scalice, Founder of Landing Page School

I'm a marketing consultant and I work with clients from all sorts of niches. In every case, we've helped them increase conversions with landing pages.

We use landing pages daily. Every marketing campaign needs to have a dedicated landing page so that the visitor is directed to an optimized, highly-relevant experience that helps them take one specific action.

One of the features that we implement pretty regularly is 2-step opt-in forms, where people can submit their info over multiple steps. This has helped us capture more leads, and usually gives a higher ROI.

Landing Pages: What makes it effective?

Joshua Scheer, Digital Marketing Manager at Relic Advertising

At Relic, we run advertising in the tourism, SaaS, and telecom sectors, and we utilize landing pages in most of our lead gen efforts. We like our landing pages to have strong calls-to-action that are as frictionless as possible. An engaging design with a pointed hero image is preferable, and we keep the required fields in forms to a minimum.

Landing pages should be no-indexed to tightly control the traffic it receives. Good landing pages should feel like a silo, forcing the viewer to take action before exploring further.

Therefore, we remove navigation bars and links as much as possible, while providing enough content on the page to encourage a conversion action, to keep the page visitor engaged, and to support the keywords we're targeting on search networks. And like the good marketers that we are, we A/B test images, content, CTAs, to find the highest-converting combination of elements for our given audiences.

Amy Cox, SEM Marketing Manager at ActiveCampaign

ActiveCampaign is the Customer Experience Automation platform that 75,000 businesses trust to turn leads, into customers, into repeat customers.

ActiveCampaign uses separate landing pages for all of our paid advertising campaigns. We do not have to Google index these ad-specific pages. This gives us more freedom to test creative assets, copy, and user experience. We can think outside the box with our A/B testing and learn so much about what appeals to our visitors.

What features do we use

The page a user lands on needs to be visually and contextually similar to the ad they clicked on. With ads, we can specify a unique landing URL for each audience, campaign, offer, or even for every single ad, which gives us incredible control over what users see.

For example, we adjust the content of our pages based on where we think each visitor is in our sales funnel. A first-time user who is browsing for products in our niche sees more of a high-level page. A user coming from a review site is researching and comparing products, so we offer far more detail around our specific feature sets and what sets us apart from our competitors (example). Retargeting visitors get their unique page to make sure they see something new each time.

In general, our paid landing pages have drastically different templates from the main ActiveCampaign website. We remove most of the navigation in our header and footer, shorten page length, and remove some images to limit distractions. By sending users to a streamlined page where our lead generation form is the main focus, we see significant increases in conversion rates compared to our regular site.

Examples: landing page vs. main site.

Keith Kakadia, Founder & CEO of Sociallyin

My company does advertising and marketing for both small and large brands, focusing mainly on social media. However, we have created landing pages for our clients that can help drive certain types of traffic to their websites to promote certain products, events, and sales.

Well-designed landing pages are a perfect compliment to well-managed social media and online advertising campaigns. Without a landing page, we wouldn't be able to highlight particular sales and events in such a way that drives conversions.

Several elements are necessary to a successful landing page:

1) Easy to navigate,
2) Engaging and creative,

3) To the point.

This means that your visitors need to be able to get around the page with ease, enjoy the time they spend on the page, and be able to find what they came for immediately, whether that means a "buy now" button at the top of the page or a sign-up form on the sidebar, the point of the page shouldn't be lost to the design.

When it comes to how often we use landing pages, I'll say we use them whenever it makes sense to do so. If we are trying to drive traffic to the homepage of a website, a landing page wouldn't make sense. However, if we're trying to promote a particular product or service, a landing page is a necessity.

Mike Zima, Co-Founder of Zima Media

We are a digital marketing agency with an ecommerce subscription component. We build landing pages for ourselves and clients all the time.

Google Ads rates the "Landing Page" experience when grading websites using their Quality Score. Google grades ads, campaign targeting, and landing pages to determine if it will drive business results.

Landing pages need fast loading, use of text and images, having clear call-to-actions, buttons, anchor texts, the list goes on. Landing pages are just as crucial to algorithms as they are too nurturing and converting qualified clicks.

Shaan Patel, Founder, and CEO of Prep Expert

Prep Expert helps high school students prepare for the SAT and ACT, using the latest online educational tools and successful strategies that helped me garner a perfect SAT score.

We use landing pages for our main website, but also our main content marketing funnel - our Free Webinar hosted by me.

We drive the bulk of our social media advertising spend and blog content towards our Free Webinar landing page, which features a video from me showcasing my time on Shark Tank, as well as a list of all the various tips and strategies I teach viewers. They are then teased with an exclusive offer to purchase our courses at a discounted price.

We've found that focusing all of our energies towards driving sales leads to this single landing page has increased our after viewing purchases substantially and it consistently feeds our email lists, which we then use to re-engage warm leads with various offers and new, value-driven content.

Patrick Barnett, Founder of The Income Spot

Video landing pages have performed the best improving my conversions by an average of 55%-70%. Through video landing pages, I've been able to build relationships and better communicate with my audience – which has more effectively turned subscribers into buyers. I promote these through:

- Pinterest,
- Guest posts,
- Facebook groups,
- Thank you pages ( fromlead magnet signup).

Noman Asghar, Digital Marketing Executive at Fan Jackets

Our main target is to make landing page easy, clean and understandable by showing our product clearly as much as possible, describing benefits and features of products, Discount offers, pictures, videos, and attractive Call To action to complete the target (sale). We believe in simple and clean design rather than messy.

David Kranker, runs David Kranker Creative

As far as features go, we look to add trust symbols like badges and awards. We also want to add testimonials to reinforce expertise and past case results to show a history of success. I like to add a section about the main attorneys at the firm as well as a benefits section on why consumers would consider the firm over their competitors.

Jeremy Lawlor, Co-Founder & Chief Strategist at Active Business Growth

I run a digital marketing agency that helps local businesses market their products and services online. We use landing pages in everything that we do, and there are certain criteria we include in every single one of our landing pages.

The bare minimum features are a specific pain point, the solution, a lead magnet, and a call-to-action. This combination is extremely effective.

This is because the pain point calls out the customers problem, the solution tells the customer how we can solve it, while the lead magnet offers something of value for free to them and the call to action invites them to claim this free value in the form of becoming a lead. We recommend this combination to any business trying to generate more leads online.

Amanda Magnanelli, Marketing Manager at Boost Agents

We use extended lead forms where the user can leave us their Company Name and a message describing the roles that they are hiring for. This is crucial because it helps qualify leads quickly.

We use landing pages as a tool for clients to learn about our company. Above the fold has key messaging that communicates our specialties. We then pitch the 4 reasons to work with us, followed up client testimonials.

We use Stickies, which are a pop-up bar at the top of the page, to drive candidates our job board and away from our lead form (which is meant for clients only).

Esti Chazanow, Co-Founder & Brand Manager at LIV Swiss Watches

We are a men's watch brand (LIVwatches.com). We use landing pages all the time, every time we launch a new product, and we keep them up for a while.

Our landing pages focus on the features of the specific watch we are launching, the story behind it, reviews of other products, we try to give a full picture, and make the value shine through the landing page, something that cannot be done as well through a Shopify product page.

We feel that landing pages enable you to do the storytelling which is so important to a brand like ours, which is niche and is all about the story.

Here's an example of a landing page that we have running right now.

David Reischer, Esq., CEO of LegalAdvice.com

We utilize landing pages on our website LegalAdvice.com which is a business dedicated to connecting clients with lawyers. Our business utilizes landing pages for various specialties within the legal profession such as Bankruptcy Law, Family Law, Real Estate Law, Immigration Law and more.

Our landing pages include a chat widget that allows a client to speak with a lawyer on a specific legal topic. The landing pages also include subject specific stock photos and articles on the particular legal topic: Bankruptcy Law, Family Law, Real Estate Law, Immigration Law.

Michelle Kubot, Marketing Consultant at JourneyPure

Specific features on all our landing pages include a strong focus on third-party credibility, points of program differentiation, facility photos and, of course, reviews.

Here’s the main landing page of our site, which is also our homepage. Here’s a more specific landing page. This is the page people get when clicking a search ad for keywords that mention trauma, as well as when someone searches in Google maps in the West Palm Beach area. The page is also part of our very simple main navigation.

Alex Nerney and Lauren McManus, Co-Founders and Full-Time Bloggers at Create and Go

Our business is teaching others how to start a blog, make money blogging, and design their days. We use landing pages frequently for our opt-ins.

In terms of design, you want to have a clear opt-in above the fold (basically, without scrolling down, the user should be able to opt in). It's important to have a similar color scheme and branding from your website to your landing pages. Also, make it clear what the user is opting in to...the transformation should be depicted. Finally, having a way for people to share the landing page on social media increases your reach without increasing your spending.

Jake Rheude, VP of Marketing at Red Stag Fulfillment

The most niche-specific part of landing pages for the 3PL industry, of which we're a part, is that the contact form will usually ask for information on the size of the business (in terms of monthly sales volume) or at least to know the URL of the website. Each 3PL has its criteria for which kinds of companies they partner with, so just knowing the website can be enough to filter out leads that aren't the right fit.

Jack Paxton, Co-Founder of VYPER & HYAX, Founder of Top Growth Marketing

A strong landing page that is built to convert traffic into sales is essential in the marketing industry. We build a strong landing page for Vyper by consistently monitoring feedback from clients and analytics such as traffic and conversion rates. The highlights of our page are our live product demos and videos. We try to offer visitors to our site just the right amount of info needed while keeping the page clean and clutter-free.

Josh Jennings, Digital Strategist - Conversion Optimization Specialist at Geek Powered Studios

Landing pages are an essential aspect of our business. We work with e-commerce and technology companies where landing pages are a crucial part of a successful PPC campaign.

The key strategy that makes landing pages effective for these types of campaigns is making it highly targeted towards the specific keywords and the overall goal. We don't think about landing pages as an individual entity, but rather a key part of the larger customer experience in the sales funnel.

Sacha Ferrandi, Founder and Principal of Texas Hard Money and Source Capital Funding

As a hard money lender lending in multiple states and cities, landing pages are extremely effective in generating new leads.

When a customer comes to a specific city page, they are still in the education part of the buyer's journey. We provide them with a short and clear description of what we offer and how the potential buyer can benefit from our services. On the same page is a form for potential customers to input their contact information as well as information regarding their investment property opportunity. We provide users with CTA’s that are specifically related to the users intent.

For example, our call to action button on the main page reads “get approved now,” and leads users to the proper pre-approval form. Our landing pages help educate the customer so they are clear on what we offer while pushing them closer to moving forward with our services.

Jordan Locke, Principal Consultant & Founder of RevPARTY

I try to use landing pages as much as possible. In hospitality, guests are looking for something extremely specific in one way or another like location, date ranges, events, or several guests. Not only are these things easy to market to with keywords and filters but they allow a highly customized landing page that fits whatever ad, link, or search brought them there.

By being as specific as possible and pre-filling as many fields as possible we're able to get the potential guest further down the sales funnel. It takes fewer clicks and less effort to book so we see a higher conversion rate and increased sales.

Joseph Cirillo, Digitial Life Insurance Coach, Co-Founder of the Good Life Protection

When it comes to landing pages, less is more. Keep your ad copy short and simple and include an attractive image. Limit your landing page to one call to action. For example, to request a quote on life insurance.

Finally, a/b test your landing page to increase conversions. You need to always be tweaking your ad copy, images, etc. to drive sales.

Ian Aronovich, The President and Co-Founder of GovernmentAuctions.org

Our business is based online, so our website is our primary source of revenue. Every aspect of our business is tied to our website. We have no physical store and we don’t sell physical items, thus we deal with our customers strictly over the phone and online.

The modern business website needs an effective landing page. Successful landing pages must be visually appealing—at least neat and organized—and one of the worst things you can do and repel prospective customers is by creating a confusing and information-overloaded landing page. It also needs a proper message that tells visitors what your business is and what’s so great about your business compared to others. The proper choices of words, fonts, and highlights all play into an effective landing page.

Jonathan Aufray, Co-founder and CEO at Growth Hackers

Here are a few tips to create high-converting landing pages (These tips work for any industry):

- Understand your audience;
- Decide on the desired action (Download e-book, enter an email address, etc.);
- Create a compelling and unique value proposition;
- Your headline is King;
- Sub-headlines matter as well;
- Use bullet points and make your copy scannable;
- Do not hesitate to make your page along with a few CTA (Call-to-Action) buttons along with the page;
- Add social proof and testimonials;
- Use the right color scheme while respecting your brand identity;
- Add urgency and scarcity;
- Implement security elements.

The keys to a successful Landing Page

Chris Mewhort, The Technical Lead at Client Coffee Marketing

We looooove Landing Pages in-house, and we publish a ton of them for our clients. The keys to a successful Landing Page are:
Ensuring the information aligns EXACTLY with the ad/link the user clicked from: If the user clicks for trucks, and gets cars, that's a dealbreaker. If they click for 'red trucks' and get blue trucks in the pics, that's a dealbreaker. You have to be vigilant

Lowering the bar on conversions: This means grabbing an email address, rather than asking for a sale. E-Commerce/Product pages do NOT make good landing pages. Service pages do NOT make good landing pages. The most potent method (which blows conversion numbers through the roof) is to get them on an email list, and using some sort of warm-up/drip sequence to educate them on your product/service, and ask for the sale later.

The higher the quality of content, the longer people seem to stay on the Landing Page which – as on-page indicators – will lower your ad costs, and/or help with SEO. Nail these two things and you're well on your way. Add in a strong multi-variate ad campaign and now you're REALLY cookin' with grease!

Tim Absalikov, Co-founder & CMO at Lasting Trend

At Lasting Trend, we work on our clients’ SEO and conduct digital marketing campaigns. One of our clients is High Water Standard (HWS), a company specializing in the installation, maintenance, and repairs of water filtration systems.

On the surface, the HWS Installation landing page has the following format:

- Headline – it clearly states what service is offered and where.
- Copy – we clarify what other services the company provides while making compelling selling points.
- Clear and concise bullet points – we outline the key features, types of services and benefits.
- The lead-capture form – we offer a free test.
- Testimonials – these are used to take advantage of an effective trust indicator.
- Images – we don’t overcrowd the page with images but show only those that are relevant to the company, Yelp accounts to mimic personal recommendations and navigation pictures.

Behind the scenes, the landing page works like this:
- The visitor sees calls-to-action – schedules a consultation, gets a free test, experience, information, contact, etc.
- They provide their information on the form – name, phone number, email – which converts them into leads.
- The form information is stored in our database and allows us to market directly to the leads.

Case Studies

Amanda Magnanelli, Marketing Manager at Boost Agents

As a recruitment agency, we target both candidates and clients. These two groups search similar keywords in Google so they usually will end up on similar pages on our site. However, candidate inquiries are received in such a large volume that we wanted to drive candidates to the job board and leave the lead form solely for clients.

We also have the challenge of being a niche in our market. We only work on creative roles so we wanted to ensure potential clients knew this before contacting us. Previously we would receive a large number of unqualified leads looking to fill roles in industries outside of our wheelhouse. We achieved all of these goals with targeted landing pages.

By connecting the landing pages to Google Ads we can direct clients who search specific industry keywords to our landing pages. We’ve refined our messaging above the fold to communicate our niche specialties. Like previously stated, this has led to a 250% increase in qualified leads and an 80% decrease in unqualified leads.

We’ve utilized Stickies which are pop up bars on the top of our landing pages, that ask if the user is looking for a job. This drives candidates to our job board and away from our landing page (which is for clients). This has led to a 120% drop in candidates filling out the lead form and has increased candidate traffic to our job board.

Rio Rocket, Digital Marketing Strategist and Branding Expert

As a digital marketer of over 25 years and an actor of under 10 years, I can say that in digital marketing landing pages are everything and in acting, they are quite the opposite.

In marketing online for my clients, most of them have product or services in which landing pages are essential to lead capture and funneling prospects into their sales systems.

Here's the paradox. It seems the more creative a niche gets the less effective landing pages are as with entertainers who offer more 'consumable content' there isn't much need for them.

Here is a client example of ours with four recently created landing pages and their respective analytics in the last 90 days.

Our best performing page, listed fourth, is the landing page with the most naturally written copy with no mention of price. These results are very specific to the client's industry, location, and expertise.

Jake Rheude, VP of Marketing at Red Stag Fulfillment

Red Stag Fulfillment is an ecommerce fulfillment company. We've got two warehouses in the US that hold inventory for our clients.

A major pain point for ecommerce companies is the cost of shipping, so they must spread their inventory out so that it's within the closest distance possible to the majority of their customers.

We also have a "national fulfillment services" page for anyone interested in expanding their reach nationally.

Julia Kelly, Co-founder of Rigits

We're a remote bookkeeping firm headquartered in San Diego, CA. We've found that many small businesses in California tend to want a firm in the state even if we never meet face to face. We created three city-specific landing pages for San Diego, Los Angeles, and San Francisco to attract those leads. With city-specific pages, we're able to get in front of more potential clients!

Erico Franco, The Owner at Gravity

We are web designers and using landing page is essential in our business. We have tested tons of options but the more important we've noticed in this niche is: don't put prices on landing pages if you are a web designer but ask the customer to contact you for prices. As soon as you have the contact details call them and Get them on the phone with you. They will pay more and buy from you if trust your voice on the phone.

All the stories

Here are all other answers where you can find more specific notes. Look through them to see the whole story.

Eric Anderson, Co-founder & Organizational Development Manager of QuotesAdvisor.com

At QuotesAdvisor.com, our web visitors can compare the prices of loans and insurances of different banks and institutions.
We always use landing pages, as we've noticed that our landing page generates leads for our business by enticing them to fill out a form to keep in touch with them.
The distinguishing feature of our landing page for our niche is that visitors have to complete an email newsletter sign up form to start comparing.

Vivek Chugh, the Founder, and CEO of Listables

Listables is a service available via mobile and web app that provides interactive easy to use checklists. We use landing pages very often, not just for user acquisition for our consumer service, but our B2B partners use our checklists in landing pages for lead generation. Our landing pages typically consist of one of our embedded interactive checklists along with some information on the checklist and what it is good for. To use the checklist the visitor has to enter their email or sign up for the service.

Manny Vetti, Director of Marketing and a Managing Partner at Backtaxeshelp.com

In our business, without landing pages, we wouldn't have many leads. We help consumers and businesses resolve major tax problems. Since the business just generally does not have repeat customers (once they fix their back taxes issue they normally don't run into many issues again), a landing page is critical to consistently obtain new leads from pay per click marketing. We have leveraged template monster templates before and they are very useful in providing us a base template we can quickly customize for our business. Our landing pages for our niche need to be responsive or tailored to the device of the user. For our niche, they need to have a clear call to action, and illustrate trust in some way (testimonials, badges, and so forth) and have appealing color schemes that match our main site.

Gene Mal, CTO at Static Jobs

I'm an old school software engineer and the CTO at Static Jobs, a job search site for IT professionals in the US, Canada, and the UK.

We have a marvelous business model and the problems that we address are real and serious. I'm pretty sure you've encountered these problems in your niche too if you've ever searched for a job. Because most visitors don't bother reading, we created a landing page that briefly introduces us and explains the problems that our website addresses. We call it a honeypot page.

In the beginning, we have a "call to action" that explains in just three short sentences what our website is all about, our business model and urges visitors to explore our website. Immediately, our visitors know what to expect! Because we are software developers (rather than marketers), we elaborate on the problems that our website addresses.

We focus on what's in it for job seekers and employers alike. The bad news is most visitors read only our "call to action." The good news is they start exploring our website like mad.
Our honeypot page does resonate with those who read it, though, because everyone knows about these problems. It's a nightmare to apply for jobs on competing job sites.

Polly Kay, Digital Marketing Manager at English Blinds

We retail made-to-measure window blinds and shades, and target some distinct demographics as a result of this, including private homeowners, property portfolio managers, housing associations, commercial enterprises, and media set dressers.

As a result of this, we find that our overall marketing collateral is best supported by a range of different landing pages for different campaigns that are in their turn, targeted towards each of our very different core buyer demographics.

We use landing pages for each new campaign launch, usually running split testing during the early stages to determine the variant that garners the most positive responses. We then fine-tune future campaigns as a result of the information and insights we gather from prospect behavior in each campaign when they reach the page in question.

Landing pages for our specific niche need to convey a high level of professionalism and efficiency, as we retail premium, made-to-measure items and so, don’t target the budget end of the market. We need to convey the USPs of affordable luxury, a long-established track record, and that the prospect is buying directly from us as the manufacturer, not buying something through a middleman that is then imported cheaply from overseas.

Our landing pages also need to be highly visually appealing because we’re retailing window dressings for décor and home enhancement as well as functionality, and so a premium, modern, quality impression needs to be conveyed at every stage, regardless of which demographic we’re targeting with any specific campaign.

Laura Baltzley, Marketer at AuraGraphix.com

I have a small web design business. I use landing pages when I am trying to drill down to specific organic ranking for specific keywords or geographic areas. Landing pages need to be simple, clean, and user-friendly. They should focus on a specific conversion type, and feed traffic to a website where the conversion can be finalized. A landing page example is this one: https://www.underwatermaternityphotos.com.

Lisamarie Monaco, National independent Life Insurance Agent at InsuranceForBurial.com

I use landing pages often. I write several articles a week, and I allow my blog to stand out via landing pages when appropriate.

Landing pages allow you to grow your business. It shows your potential client who you are, what your company offers them.

You will increase conversions by giving the client what they are looking for. Landing pages leave an excellent impression regarding your product or brand.

Pedro Campos, Founder of PedroConverts, Author of "All Leads Convert"

I'm a big fan of landing pages. There are still a few gurus out there saying that they don't work anymore but I disagree. It's almost like saying that email is dead, makes no sense.

Currently, I'm serving a B2B market and running ads for my agency on Facebook. The landing page is really simple with an eye-catching headline, a picture of the lead magnet and fields for people to put their name and email. It's a classic style but it flat out works...

There was one day that we got a 100% conversion rate on the landing page. I almost couldn't believe!

The typical conversion rate on that page is about 50%. I also use landing pages to sell info products and even ads management services.

It's not a question of whether or not landing pages work but how you make them work for your product and industry.

Josiah Atkins, CEO/Founder of Prospect Bacon

I run a marketing company (Prospect Bacon) that specializes in bringing contractors in the home improvement industry, specifically HVAC Contractors and Residential Solar Companies more clients.

We have heard so many times, that landing pages don't work, or that we have already spent so much money on a website.

The fact is it's 2019 and Landing Pages just simply work. There are no places for customers to get distracted and click off, we are using them with 90% of our campaigns right now and find they produce much higher intent leads and ultimately customers.

Becky Beach, eCommerce owner, and business blogger

I own an eCommerce business that sells digital products like planners, workbooks and ebooks. I currently have several landing pages for customers to purchase items off of.

The specific features are to showcase the product, provide social proof like reviews and an explanation of why the product will change the life of the customer.

Vinay Amin, Founder, and CEO of Eu Natural

I run a wellness business called Eu Natural focusing on all natural vitamins to improve health, vitality, and quality of life.

I occasionally use landing pages in email marketing, but mostly rely on the formatting of my website to grab customer's attention. I believe a good product will sell itself.

Landing pages for me are about natural, earthy tones, healthy people, and a small portion of information about the vitamin products I offer. It should be more visually stimulating, but not sensory overload, and in a basic sense represent the company.

Carmine Mastropierro, Mastro Commerce, The Copywriting Fox

I run a copywriting agency and have written landing page copy for many digital marketing agencies. They are a priceless tool in the digital space for collecting leads and converting users into paying customers. The main components of a successful landing page for agencies include great sales copy, an optimized sales funnel, lead magnets, and plenty of calls to action. All of these combine to attract users to a landing page, keep them there, and help them convert afterward.

Kevin Hosey, Marketing Executive, and Consultant

I'm a marketing executive and consultant who has worked with start-ups and corporations in industries ranging from foodservice to cybersecurity for several years and landing pages have always been an integral part of our B2B and B2C digital marketing programs.

Not only do they help us gauge the success of each campaign by tracking responses, but they also enable us to focus and even personalize the promotional content and design for each specific campaign.

Matt Diggity, CEO, and Founder of Diggity Marketing

Landing pages are the primary means through which we create leads for my SEO agency, link service, and conference. We constantly running ads (mostly Facebook) to various pages which include lead magnets, case studies, or long form sales pages.

Syed Ali Hasan, Digital Marketing Manager at Film Jackets

We are an online clothing e-commerce store dealing in a wide range of ready-to-wear and custom leather jackets for men and women. We use landing pages for various purposes such as promoting on social networks, email marketing, and optimization for Google ranking. The best advantage for landing pages is receiving high-quality backlinks from external domains. 

Consider outreach marketing practice to promote your landing pages on related websites in your niche.

John Linden, an interior and furniture designer from Los Angeles

I sell products directly to the customer. In my experience, B2C companies selling traditional goods usually don't need a landing page on their website. When a potential customer arrives on your site, they tend to know exactly what they're looking at.

As a customer, however, I need a landing page if I'm unfamiliar with what the product is, why I need it, and how it'll solve my problem. I built my website and update it myself, but I had to teach myself.

Along the way, I had to buy a handful of tools. If it weren't for strong landing pages, I probably wouldn't have invested money into these things.

David Hooper, BigPodcast.com

Yes, they work, not as well as they did years ago, but if the offer is something the visitors need and the signup form is simple (email-only works better than email + name, for example), you can still build a great list.

I use them all the time, often with "landing pages" services like Landingi, which makes creating new landing pages a lot easier. I find they work best as somewhere to send people to after I do a live talk or a podcast. Once people know me, they're more likely to respond to a landing page.

David Leonhardt, President of THGM Writers

I run a ghostwriting agency, and I use different landing pages for different sub-sectors. Somebody searching for a sci-fi ghostwriter, for example, will find a landing page specific to their genre. Some of these pages, such as screenplay writing and memoir writing, add substantially to our client base. The key to these pages’ success is that we address specifically the client’s needs in a way that we can’t on a more generic “ghostwriter” or “book writer” page.

Gladice Gong, EarnMoreLiveFreely.com

I have two businesses. My first one is about a service business providing graphic design and digital marketing services to small businesses. My second one is an online education business selling online courses and coaching program to help them start their service business.

I use landing pages throughout my website and on my social media pages to capture leads for my online business.

Here are two specific features of landing pages for my niche:

- An attractive and easy to read Call-To Action.
- Clear and Clean Separation of different sections.

4 Tips to Help You Create More Clickable CTAs

For all of the time, energy, and effort you put into designing web pages and funneling traffic to landing pages, it would be a shame for you to lose a lead simply because you didn’t implement the right call-to-action (CTA). Unfortunately, this happens all the time.

4 Tips for High Converting CTAs

Most people don’t spend a whole lot of time considering CTAs, but if you really think about it, they’re all around us. In your personal life, you encounter CTAs dozens, if not hundreds of times, per day. You go to the grocery store and you see signs touting flash sales: “Buy Now.”

You drive down the interstate and a billboard for a gas station says, “Pull Over Here.”

You search for something on Google and advertisements tell you to “Click Here!

You turn on the TV and a commercial tells you to “Call Now.

As the name clearly suggests, a call-to-action is designed to move people through the final stages of the conversion funnel and to take a specific, conversion-related action. From a marketing and design perspective, not all CTAs are created equal. Some convert at an impressive rate, while others struggle to gain any serious traction. It’s your responsibility to figure out why and leverage the tactics other businesses are using to find success.

If you want to maximize the value of your CTAs and enjoy a healthy yield, then you have to get strategic with what you’re doing.

When you look at examples of high-converting campaigns, you’ll notice they heed the following pointers.

Create A Landing Page That Converts [Free Ebook]

Keep it Short and Simple

You don’t need to spend hours of your time brainstorming clever CTAs. While there’s a time and place for unique calls-to-action, the most effective ones you’ll see also tend to be the shortest and simplest.

Evernote is a great example.

As you’ll see on this page, their CTA is pretty straightforward: “Start free trial.” While there are plenty of other unique phrases they could have used, this one cuts through the fluff and presents visitors with a simple charge they’ll either act upon or ignore.

Consider Placement

Placement is vitally important – especially when it comes to a homepage, landing page, or product page. Where you position a CTA will determine its visibility and potential. High converting pages take this into account and typically give a lot of thought to where the CTAs are placed.

This Nutrisystem review from Training in the Bay might be a good example. As you’ll notice, it’s pretty meaty page with lots of content. If the CTA were placed all the way at the bottom, it would get very little exposure. Instead, the page designers have included multiple CTA buttons throughout the content to ensure visitors are continually pointed back to the page’s main conversion goal (sign-ups).

Use Colors Strategically

The human brain has been designed in such a way that specific colors cause it to respond in different ways. For example, red creates awareness and evokes feelings of passion, power, and aggression. Yellow is considered happy and friendly, while also communicating the need for caution. Green is viewed as natural and stable – putting the mind at ease. Blue strengthens connections and makes something seem more trustworthy.

When it comes to a CTA, color should be used strategically. Specifically, you would be wise to use it in a way that makes your call stand out.

An easy rule-of-thumb to make your CTA stand out is to create contrast with the surrounding content. Vibrant colors are great for creating contrast and drawing attention. When you're deciding on which color to use, a good way to start is by looking at the most common colors used on your website or landing page design and pick the opposite. You can also consider going with orange or red. These are generally accepted as the highest converting button colors.

Content marketing manager Ramona Sukhraj

Make it Easy

The final suggestion is to make your CTAs easy. In other words, a customer should know exactly what’s going to happen when they click on a CTA button. In the aforementioned Evernote example, the individual knows they’ll get a free trial. If it simply said something like “Find out more,” there would be more hesitancy to click.

Perfect Your CTAs

It’s easy to get lazy with CTAs. Because they’re just a small element amidst much grander design schemes, the temptation is to view them as an afterthought. Unfortunately, this almost always leads to low conversion rates. If you want to see the sort of results that properly reflect your hard work and strategic decision making on the larger marketing and design front, put time and effort into developing and executing powerful CTAs that consistently push people through your sales funnel over and over again. The return will more than justify the investment.

Anna Maksymova

Professional copywriter with more than 10 years of experience in the niche. An expert journalist and SMM manager specializing in press releases, SEO, online marketing, and more. Follow Ann on Twitter

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