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If you’re running a business, your goal is likely to generate qualified leads and grow your revenue. A great way to do that is to create a landing page for your offers. However, if your landing page isn’t well-optimized, visitors may bounce off the site and you won’t get any conversions. 

That’s why you should pay attention to optimizing your website to generate leads. But good optimization goes beyond putting a “Click Here” button on the top and bottom of your page. Your optimization process needs to be strategic. 

To show you how to optimize your landing pages for lead generation, we’ll examine some of the best landing pages on the web, why they attract leads, and how they can be improved further. 

6 Great Examples of Landing Page Design

Below are 9 examples of landing page designs and why they’re so good. 

1. Omniscient Digital (Agency)

Why this page works: 

Just like Affinity, Omniscient Digital’s landing page for its Content Strategy course is simplistic and straight to the point. Right off the bat, Omniscient makes it clear what their course covers: content strategy frameworks for B2B software businesses. 

Then it emphasizes the value of the course by letting visitors know that Omniscient’s team has worked with top companies like AppSumo, CXL, Hotjar, and HubSpot, and they’re now teaching everything they know about content. While the words ‘See the curriculum’ are a bit tiny, the green color of the button provides great contrast against the white background and draws visitors’ attention promptly.

Right beside the headline, Omniscient strategically places testimonials from students who’ve taken the course to improve their knowledge of content marketing. Notice how hard-hitting statements are in bold.

Next, Omniscient gives a quick rundown of the curriculum and what people will learn when they enroll in the course, including unique concepts like the Barbell strategy, content economics, and product-led content. 

Under that, there are headshots, full names, and positions of the instructors in the course. The landing page ends with a CTA for prospects to enroll in the course. There’s also the promise of a 30-day money-back guarantee, which lets people know that if they’re not happy with the course, they can ask for a refund within 30 days of buying the course. 

How it could be improved further:

Nowhere on this landing page can one find exactly how much the course costs. Normally, one would expect that, at the end of the page, they’d find the cost and pricing tiers of the course. Then they can decide if it matches their budget or not. 

But this landing page has an enrollment page, instead. You can find the price on the enrollment page as well as more information about the course and its teachers, but there’s no obvious reason why the price isn’t on the course’s landing page itself.  

2. Shopify (eCommerce)

Why this page works:

Shopify’s homepage is proof of how well the company nailed its brand positioning in the market. The headline communicates what Shopify aims to do very well — to help anyone, anywhere start a profitable business. The form takes only the most important information that Shopify needs to get in touch with its users — their email addresses.

Beneath the fold, Shopify shows four examples of real eCommerce websites in different industries that were created with the tool (with a link to explore more examples).

Notice how each of the websites has different structures and aesthetics. This speaks to the flexibility of Shopify’s templates and how the tool can help anyone can create an eCommerce website that reflects their brand to the max.

Shopify goes on to break down exactly what the platform helps business owners do. Then it supplements its claims by showing prospects just how many businesses across the globe have been launched with Shopify and how much revenue the tool has generated for its customers. 

Shopify follows this with a testimonial from a happy customer who launched her business with the tool. This is no basic testimonial, though. It’s a video testimonial that breaks down the motivations of the entrepreneur, why she chose to use Shopify for her business, and how the platform has helped her drive revenue and grow her brand.

Underneath the video testimonial are logos of successful businesses that Shopify helped create and a section where visitors can contact Shopify’s customer support team for help and advice.

How it could be improved further:

Shopify is a household name now and is almost synonymous with eCommerce at this point. So many prospects might not mind the fact that there’s only one customer testimonial on the entire page because they probably know someone who’s achieved success with Shopify. 

But for the people who just stumbled on Shopify or are trying to choose between eCommerce platforms, there should be more written and video testimonials that show how Shopify provided business owners with the necessary tools and resources to grow their businesses. 

3. (Procurement Management)

Why this page works: 

It can be difficult to encapsulate the value of a product in just a few words but does this perfectly with its headline. The headline establishes Order as a resource management platform that makes it easy for a company to allocate its resources. The USP under the headline provides more context to the headline and supports the CTA below it. 

The CTA button itself is purple, which has an eye-catching contrast with the off-white background of the landing page. 

Order goes on to add logos of companies that trust the product, including Verano, WeWork, and Hugo Boss. Then using the effective PAS (Problem – Agitate – Solution) framework, Order presents the problem teams are having regarding their purchase-to-pay processes and how Order can alleviate that problem.

Then with some numbers, Order shows just how much money it has helped over 15,000 vendors process. 

The landing page then shows how Order partners with your operations and finance teams to streamline your processes and control your bottom line.  

Below that, you’ll find glowing testimonials from finance and operations managers at top companies like Corepower Yoga and Zerocater. Order finishes things off with a well-optimized form that prospects can fill out to get started with the tool. 

Notice how Order only collects the necessary information it needs from the prospects to strike up a business relationship: first and last name, company, email, and phone number. It doesn’t bother to collect their home address, country, ZIP code, and other unnecessary information. Thus, the form is relatively short and prospects are more likely to fill it out.

How this could be improved further: 

This landing page is the perfect balance of great copy, social proof, and an optimized form that makes it easy for visitors to convert.

4. Airbnb (Hospitality)

Why this page works:

If you’re looking to put up your home or space on Airbnb, this landing page will do a great job convincing you. Why? 


The first thing you see once you land on this page is an estimated average weekly earning projection based on the location and size of the house. 

As you can see above, if your space is in the United Space, you could potentially earn $2,100 when someone stays over for 7 days. There’s also a map beside the estimation that shows you what people normally charge for their houses in different parts of the country.

Then, Airbnb shows you how it’ll help you set up your house on the platform and get your first booking. But it doesn’t stop there. The landing page also has a table that breaks down some key features Airbnb offers that its competitors don’t, including reservation screening, a $1M liability insurance, and a $3M damage protection for arts & valuables, income loss, and pet damage. 

Airbnb finishes up by answering some frequently asked questions (FAQs) and giving prospects a way to connect with their customer support team if they have more questions. 

How it could be improved further: 

While the CTA to set up your home in Airbnb is fixed on the page, it isn’t very eye-catching for two reasons: 

  • It is the same font size as the rest of the landing page copy
  • It is stashed up in the upper-right corner of the page where people might not see it easily 

To fix this, there should be a CTA to do an Airbnb set up in the middle and/or at the end of the landing page. 

5. DoorDash (Food Delivery)

Why this page works: 

If you want to make food deliveries to people from DoorDash, a food delivery company, this is the landing page you’ll visit. 

When you get to this page, the first thing you’ll see is a picture of someone carrying a DoorDash food pack. This is obviously a Dasher (as the delivery people at this company are called) and this helps visitors mentally imagine themselves in the man’s position. If they are happy with what they’ve visualized, they can start signing up on the form next to the image. 

If they’re not convinced yet or still have questions, they’ll scroll down to find some perks of working with DoorDash, including working when they want, making deliveries on their own terms, and working with a reputable company.

Below is a breakdown of how much a Dasher can earn through their base pay, tips, and promotions. This helps visitors put things into perspective and gauge if they can make enough money delivering food for this platform. 

Just like Airbnb, DoorDash ends this landing page by answering some FAQs that’ll help visitors better understand how the platform works.

How this could be improved further: 

DoorDash isn’t the only delivery platform on the web. UberEats is a strong competitor. Now while DoorDash describes itself on the landing page as the “#1 Food and Drink App in the U.S.”, there’s no evidence to prove that that is the case. Unlike Airbnb, DoorDash didn’t highlight the features that set it apart from its competitors. 

It would also have been nice to have testimonials from current Dashers about how delivering food for the platform has helped them make a living, pay off school loans, rent an apartment, or do other significant things. Knowing that they can make enough money from DoorDash to live a more comfortable life would help visitors make up their minds about signing up faster.

6. Webflow (Web Design)

Why this page works: 

Show, don’t tell.

This is common copywriting advice and the landing page for Webflow’s Designer shows why this is crucial. 

The headline sets the premise for what to expect with the tool: Create a website without writing any code. But the real star of this landing page is the animations and images that show what the tool looks like on the inside and what it can do. 

As you scroll down the page, you’ll find concise explanations of the tool’s key features and what you can use them for. As you go through these features, you’ll find testimonials from happy customers. Next to these testimonials are animated GIFs that show users how the product works. 

Underneath the GIFs, you can find links to other Webflow features that help users create websites, upload content, optimize sites for search engines, and set up managed hosting. 

Below that section, you’ll find logos of companies that use Webflow, including Lattice, Upwork, and Zendesk. Next to the logos, you’ll find a CTA that urges users to get started for free. 

How it could be improved further: 

This landing page has only two short written testimonials, which is not enough for a tool as robust as Webflow. Since the landing page has animations, video testimonials and reviews that cover Webflow’s use cases would fit right on the page. 

Key takeaways

The major takeaways from the landing page analyses above are: 

  1. Explain the benefits and features of your product in a clear, concise way. You can use bullet points to list these features so that users can easily scan through and understand your offer.
  2. If your tool is technical or robust, try to show the interface of your tool on the landing page. This gives prospects an idea of what to expect if they choose to sign up. 
  3. Leverage all kinds of social proof — customer testimonials (written and video), reviews logos, data/numbers, and case studies — to prove that other customers are happy with your product.
  4. Use images and videos to break up blocks of text, provide context for your brand messaging, and make your page more visually appealing.
  5. Since your CTA aims to trigger an action, use colors that contrast for your CTA buttons to draw visitors’ attention to it. Try to include your CTA at two or more points on the landing page to make it easy for prospects to sign up.
  6. If you’re using forms on your landing page, try to collect only the most important information for the rest of the process, such as their first and last name, email address, company name, and phone number. This makes the form short and easy for visitors to fill out.
  7. Run A/B tests (or split tests) on your landing page headlines, CTAs, copy, and forms to see what resonates with your audience and produces the best results. 

Drive more conversions with your landing pages

The key to landing page optimization is trying to make things as easy and smooth as possible for your visitors. When you know the best practices and important design elements for lead generation websites, you can optimize the site and make information easy for visitors to assimilate. 

This means they can easily understand what your product is, what it does, and how it can help them. When they have easy access to this information, they’ll be more inclined to convert and use your product.

Bernard Aguila

Bernard Aguila is a brand ambassador and SEO Outreach Specialist at Omniscient Digital, a premium content marketing & SEO agency.