Hate the look of your landing page? Feel like your copy stinks? No idea what’s wrong, but know something could be better?
Take a look at these five landing pages below for some excellent examples of what you should be doing. They’re for both B2C and B2B products/services, so no matter what you sell, you’ll find a source to spark your creativity below. Read on.
Take a look at Lyft’s new driver LP and read through it as if you were actually potentially interested in driving for Lyft.
This is your thought process:
- If you’re already interested, you would fill out the short form at the top. Five fields is easy (and pretty short for something like a new job). If you’re just curious, you continue on.
- With the earnings calculator, Lyft takes your spark of curiosity and turns it into a forest fire. They display the 2x surge rate (when you, as a driver, make almost twice as much money), so no matter which city you pick or how many hours you want to drive, they will always claim a pay rate of over $20/hour. (Try it.)
- A quick explanation of the service removes any confusion that a totally-cold lead would have.
- Benefits further ramp up your curiosity…
- …and smoothly lead into an explanatory video so you can take your raging curiosity and divert it somewhere.
- Once you’re done watching (and probably sold on the idea of being a Lyft driver), Lyft comes back and quells any concerns that may have been brought up by the video…
- …to finally finish things off with the top questions that their new drivers have (probably) submitted.
The thought flow of this page is perfect. Above the fold captures anyone who is ready to go, and by the end of reading the full page, you have taken yourself from mere curiosity, to extreme curiosity, to learning how everything works, to removing doubt, to being sold on the idea.
Lesson: Structure your landing pages to match the thought structure of your visitors.
Have you ever thought to yourself, “I’m enjoying this book, but I’d rather be watching it in an interactive 12-minute presentation”? Probably not. But it’s a cool concept, right? You might be interested in a service like that… but you’re still a cold lead.
Readitfor.me, a service that compresses business books into short videos, knows this. They know that most of their visitors are probably 100% cold, just by the nature of their business.
So, above the fold, in addition to explaining the service and offering a CTA, they leave you with a “what if”, too – this “what if” helps to warm up leads and spark curiosity, but might take away from the page if their leads were already warm and curious.
Lesson: More text and explanation is okay if your product or service calls for it. Otherwise, keep it as snappy as possible.
Simplify, simplify, simplify. Heard that before? It’s great advice in general, but when you’re in the B2B space, it’s sometimes counterintuitive. Often times, a B2B lead isn’t acting on impulse – if you have what he or she needs, the lead will take the time to put in a little bit of extra effort and get the necessary materials.
WebDAM capitalizes on this with one of their optin landing pages – instead of going the classic route and asking for just a name and an email, they ask for (pretty much) everything they need to know about the lead. In terms of what the lead wants, that much is already clear – he or she is looking for a new Web DAM and needs help to some degree.
Lesson: In the B2B space, if you have what they need, don’t be afraid to ask for a little more so that you have what you need.
Wistia takes the approach of being the pro. Take a look at the headline on the homepage. They’re not claiming to be the best – they’re just claiming to be the video marketing platform for business.
The LP further promotes this air of superiority with very little actual copy. Instead of trying to sell the visitor on the platform, they are just claiming to be the top solution, giving out a little bit of information on what they do, and inviting the user to get started right away (for free, of course).
Considering the size of Wistia (200k+ clients), they don’t have to try and sell users on the product too heavily. You have to chase them if you want to be a part of their superior platform and learn more about it.
Lesson: Landing pages don’t have to be long. If you have brand recognition and a solid product, you can get by with less. Take a look at other top brands and you’ll see a trend.
5. Orangefox Technical SEO Audit
We’ll end with a fantastic example of a short B2B LP, Orangefox’s SEO audit landing page. Taking into account the non-impulsive nature of B2B visitors, they offer only one CTA above the fold, and it’s tucked away in the top right corner.
Instead, above the fold is geared towards moving you down the page to the chart. If you’re not a big brand, you might get a little offended reading “your side” of that chart. But if you’re a big brand, you’re reading both sides of the chart… and realizing that this company knows exactly what you need and want down to the letter.
The chart gets rid of useless leads (which would cost Orangefox money in terms of time) and makes their target leads realize that yes, this company is definitely a good fit.
They end smoothly with a very unique CTA that further promotes their 1-on-1, big-business image.
Lesson: Don’t be afraid to alienate one audience to get to another.
Still stuck? Think about whether or not your landing page is for B2C or B2B, then scroll up, examine one of those pages, and start taking notes. There’s nothing wrong with copying what works – it works for a reason, after all. Good luck!
Featured photo credit: Accelerate Okanagan via flickr.com