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Landing pages that are (in)bound to inspire

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Putting together an effective landing page as part of your inbound marketing strategy can be tricky but sometimes the best starting point is browsing through successful ones to light inspiring sparks. Here are some of the most creative & effective favourites, regardless of industry.

Keep in mind that there are several elements needed for a top-notch landing page (refer to my post on CTA’s). Making those elements the best they can be depends on what your landing page goals are. For example, length is just one of several components you need to optimise. Both simple and lengthy layouts perform well, it all depends on whether you want to generate a large amount of submissions or a smaller number of quality submissions.

If you’re looking to improve your landing page game, it’s helpful to know what goes into a great landing page and see a few examples of these elements in action. To my surprise, when carrying out research into finding top examples, I came to realise there are hardly any sites with modern, impressive landing pages that are more than just a sign-up form on a homepage. So I decided to dig deeper and compile pages that have done well and are a bit more innovative in style. In no particular order:

Unbounce

No surprise that Unbounce made it to the list given that they actually wrote the book on creating high-converting landing pages. Although there are several great things about this landing page, the top two are: 1) The directional cues from the headline and browser fold to fill out the form. This helps direct attention to the goal of the page in an obvious yet fluid design. 2) The very detailed information below the form which gives this page an SEO boost (search engines will have more content).

unbounce

Basecamp

Like Unbounce, Basecamp has a long, in-depth landing page with a lot of information below the fold, but what I liked about it was the simple cartoon man pointing his finger to the form. Not only does it brighten up a somewhat minimal page, but it actually directs your attention to the form.

basecamplandingpage

Bills.com

The common assumption is that landing pages are static pages on a website, however, if the right tools are used, you can make them interactive and personalised. Bills.com decided to take on that interactive approach. As you can see below, the two images below are actually on one page but there’s an automatic transition between the two.

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To see if you’d benefit from their consultation, you answer two questions before you are shown a form. Is there an algorithm? not sure….but while filling it out, it gives you some anxiety about not qualifying. Once you find out you do, it excites the customer to fill out the form, especially for this industry in which I’m sure most people who are in debt get the same feeling.

SweetIQ

Before you look at the image, let me be the first to say that this landing page isn’t the most glamorous, but it’s included because it passes the “blink test” very well. Because of the way they’ve used colours and sectioned off the value proposition on the right, it’s easy to tell what this page is about immediately. I really like the “Great For” section they included because it allows people who fall into those categories an extra push to fill out the form.

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Litmus

The Litmus landing page to promote its newsletter is remarkable. The most important part of the landing page (providing your email address) has a dark background, which makes all eyes naturally gravitate toward it. The “subscribe” button is also a complementary colour to that background and it makes the form in general pop even more.

litmus

 

If any of the above inspire you to try any of these on your own site (obviously after customisation), the only way to know whether they’ll work for you for sure is by testing them out (see how well they relate to industry, convert visitors, leads and customers).

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  • Enjoy!