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The Best Landing Page Designs to Inspire Your Next Layout

Best Landing Page Designs

Does beauty matter? Well, when it comes to landing page design, it can definitely influence how your offer is perceived. Ultimately, if your landing pages don’t look good—or follow some best-practices—your conversions can suffer.

Landing pages that are well designed often convert better than those that aren’t, and the difference can be dramatic. Done right, design should support the text on your page and work with all other elements to prompt visitors to take action.

But first: What are some design best practices?

Below we’ve rounded up tons of examples of amazing landing page design from Unbounce customers. But before we share them, let’s review some of the characteristics we typically see on great pages:

They’re Super Focused

A good landing page has only one objective: prompting visitors to do the one action you want them to do and convert. This is why many landing pages don’t have menus or a ton of external links—you want your visitor to complete the call to action, not navigate away or get distracted.

They Keep Scrolling to a Minimum

It can be great to include additional information about your offer on a page, but visitors should have everything they need—including the CTA button—without scrolling for days. While long-form landing pages can convert in the case of complex offers, consider using lightboxes to showcase extra info instead of adding tons of page sections.

They Use Relevant, Engaging Visuals

Amazing design requires striking images. No matter how technical your offer (see the Panoply example below), you need something to break up the text. Your images should be engaging, relevant, and consistent with your brand. They should also encourage visitors’ eyes to scan the landing page and settle on the CTA button.

They Maintain Consistent Branding

Your landing page design should be consistent with your overall look so visitors can instantly recognize and associate it with your brand. This typically means using the same color scheme and design elements from your general website. It can be a tough line to walk, though, because landing pages should look different from your overall website—they’re generally simpler and don’t include navigation, for example. Nonetheless, the branding and colors will often remain the same.

They Use F or Z Patterns

Research shows that most people’s eyes move around a website in an F or Z pattern. The best landing page design usually takes these patterns into account. For instance, having a vertical visual on the left with the header on the top right and the CTA button a little lower on the right allows visitors to follow an F pattern—and end up with their eyes right on your CTA.

Not sure if your current design is driving conversions? Try out our Unbounce Landing Page Analyzer and see how your landing page scores across nine distinct performance categories.

It also goes without saying that beauty is not the only thing to consider when evaluating landing page design. You want pages to look good, but they should also convert. Always combine good looks with some research about how your visitors behave to create especially effective pages.

This is where testing comes in. Depending on your industry, we’ve actually seen incredibly simple and understated pages perform crazy well—no design overhauls necessary.

And with that, let’s check out some beautiful designs!

The Best Landing Page Design Examples

1. Indochino

Best Landing Page Design: Indochino
Image courtesy of Indochino. (Click image to see the full page.)

If you’re creating a good-looking landing page, it helps to have an attractive product, which Indochino has covered. The Unbounce-built page above is an example of how Indochino provides not just tailored suits, but also handsome, tailored landing pages.

Here’s what we think makes this landing page design awesome:

  • Great visuals: If you’ve got an attractive product, show it off. We get to see Indochino’s suits modeled here—and the dynamic pose helps visitors see how suave the product looks in the context of use.
  • Use of space: Just as importantly, visitors have all the information they need without a ton of scrolling. The CTA button is prominent and focused. This page’s design is simple and understated, but it gets the job done.
  • On-brand: The header text here is in a font that looks similar to the company logo, which helps create a feeling of brand consistency.

The page we see here is specifically created for men in Calgary—and designed to encourage them to take an offline action. (OK, first to book an appointment online, but then to physically visit the new showroom.) Part of successful landing page design is making offers specific to a certain audience, something that Indochino has mastered.

This landing page is actually so tailored that the fine details don’t really make sense to someone who doesn’t live in Calgary. You might miss that Chinook Centre is a shopping mall, for example, but the page is designed for those who know this already.

See more of Indochino’s Unbounce landing page examples here (and learn about their awesome results).

2. Zola

Best Landing Page Design: Zola
Image courtesy of Zola. (Click image to see the full page.)

If you’re in the wedding industry, like online retailer/gift registry Zola, you know that design matters. The example page above showcases the company’s design savvy by serving up a simple, elegant landing page for brides and grooms-to-be.

Here’s what makes Zola’s page attractive:

  • Consistent branding: It’s not immediately apparent if you’re a first-time visitor, but Zola’s branding uses shades of bluish-grey (see the hearts in the company logo). The backdrop maintains those colors while also providing excellent contrast for the images—that white wedding cake needs a contrasting background to pop.
  • Simplicity: Zola’s main ecommerce site is pretty busy. If the landing page included any of the standard navigation, visitors might get distracted by clicking around instead of starting their registry, which is the page’s goal. Keeping it simple means more visitors will complete the action instead of wandering aimlessly through the website. This page is perfect for directing their paid ads to as a way to lower cost-per-click.

3. Lujo

Best Landing Page Design: Lujo
Image courtesy of Lujo. (Click image to see the full page.)

This Z-pattern landing page designed for Lujo by the conversion gurus at digital agency KlientBoost manages to provide a ton of context while not being overwhelming. You could argue that there are two CTAs here—shopping the collection and watching the video. Lujo gets away with it because the video is presented so discreetly, as an extension of the product photos. It’s clear that the most important CTA on this page is checking out the collection of loungers.

Here’s what we love about this page:

  • Stunning (and consistent) visuals: Not only is the product photography excellent, but it supports the Z pattern of landing page design while reinforcing the brand’s messaging. Lujo’s tagline is “put life on pause,” and everything about the visuals in this landing page reinforces that branding—from the sunhat resting on the video box to the deck shoes and the iced tea. Design should work hand-in-hand with messaging so that the text and the images combine to create an overall experience that makes sense. Lujo does that well in this landing page.
  • Obvious USP: Right below the photos, Lujo articulates—with both text and design elements—three unique selling points: free shipping, a five-year warranty, and New Zealand craftsmanship. Finding a way to subtly work those three ideas into the design means the visitor might not need to keep exploring before clicking that CTA button—they see these major benefits and that could seal the deal.

4. Panoply

Best Landing Page Design: Panoply
Image courtesy of Panoply. (Click image to see the full page.)

Unlike some of the other examples, data analytics tool Panoply doesn’t have an especially visually attractive product to show off—I mean, at the end of the day, it’s analytics software and not a snazzy suit. But Panoply’s landing page (designed by Directive Consulting) stands as a gorgeous testament to the fact that design and beauty are important even for technical B2B products and services.

This is what we think makes this a beautiful (and effective) landing page:

  • Clever visuals: Creatively showing off Panoply’s user interface in a subtle (but clear) way is one of the biggest wins of this landing page. Interesting visuals are always important, even when the product doesn’t lend itself to photography.
  • Social proof: Including industry awards and a testimonial from GoDaddy above the fold—and doing so in a way that matches the overall design—is another great touch. A visitor doesn’t need to go anywhere else on the landing page to know that industry experts trust Panoply.

5. Daily Harvest

Best Landing Page Design: Daily Harvest
Image courtesy of Daily Harvest. (Click image to see the full page.)

Using imagery to evoke a strong emotional reaction might not be easier with any product than food. (People just need one look to tell whether or not they want to put something in their mouths.) Fortunately, Daily Harvest has a great-looking line of healthy snacks, and they’ve made strong design choices to help showcase that on this landing page.

Here’s what we love about this page:

  • Animated visuals: It would have been easy for Daily Harvest to use a static image of one of their smoothies here, but the brand takes it one step further. This animated hero shot is engaging—the smoothie looks like something I could have right now, if it weren’t for this darn computer screen—and the how-to GIFs help me immediately understand how this service works.
  • Product examples: The rest of the landing page is arranged with loads of lovely product images. It’s one thing to tell me you’ve got a huge catalog of nutritious treats—it’s another to show me actual examples of the meals I can order after I sign up.
Those slick animations are all great, but they could make for nightmarish load times on mobile. Check out Unbounce’s 2019 Page Speed Report and find out how other marketers are weighing page speed vs. beauty.

6. Greats

Best Landing Page Design: Greats
Image courtesy of Greats. (Click image to see the full page.)

Fashion is all about social identity, and it’s essential for brands to exhibit attributes that consumers want to ascribe to themselves: things like authenticity, quality, and cool. This landing page for footwear brand Greats (built by Agency Within) does a beautiful job of brand-building through design while still driving visitors to convert.

Here’s why we think this is a (oh no, don’t say it) “great” example of landing page design:

  • Amazing video: This whole landing page is pretty sleek, but what really knocks it out of the park is the video just below the fold. Not only does the stop animation style look awesome, but it also gives Greats a chance to elaborate on their unique selling proposition—one stitch at a time. Check it out on YouTube below.

  • Rule of three: Greats applies the rule of three throughout this layout, making the benefit statements both visually striking and easily digestible.
  • Mobile-responsive: This landing page looks just as good on mobile as it does on desktop. Considering that mobile is projected to account for 54% of all ecommerce sales by 2021, it’s never been more critical to make on-the-go consumers a priority.

7. Unbounce

Best Landing Page Design: Unbounce
Image courtesy on Unbounce. Hey, that’s us! (Click image to see the full page.)

If we do say so ourselves, this recent landing page from our brand is great at showing, not telling. We’ve all been to slow websites and navigated away immediately—but what does that mean for marketers? Sure, we could explain with a bunch of text, but the animation on the right side of this page really makes it clear why fast-loading landing pages are a must. This landing page’s design follows an effective F pattern—and it’s hard to take your eyes off the dropping conversion rate in the animation.

Here’s what we think looks great here:

  • Animation: Landing page load time isn’t the easiest thing to show in a static image (as we found), but it’s obvious once you add in an animation.
  • Visual hierarchy: Fitting the most important information in this animation into an overall F layout helps keep visitors reading. The animation—and the visuals it contains—helps make what could otherwise be a pretty boring landing page more dynamic and engaging.
  • Text features: We jam-packed this landing page with stats to back up our claims about slow loading pages, and we want those numbers to pop so they’re often bolded. When there’s a fair amount of text on your landing page, break it up by using separate paragraphs and putting the essential information in bold. This makes it easier for visitors to scan—and take action.
Don’t think you’ve got the skills to make your pages look this good? Browse our huge collection of landing page templates and see how easy it is to build and publish something beautiful by yourself, no developer required.

At the end of the day, when it comes to creating beautiful, effective landing pages, it’s about combining a sense of design with an understanding of how people behave when browsing the web. When you’re designing your next landing page, get the best of both worlds by watching your CTA placement, sourcing product photos and visuals, balancing header text, and ensuring your design elements both look good and drive conversions.

Don't think you can make your pages look this good?

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 SEO Mistakes Killing Your Content Performance and a Fix for Each

Common SEO Mistakes

Common SEO Mistakes

Even the most seasoned content marketers make mistakes. In the world of SEO-driven content, with constant algorithm tweaks and changing search patterns, it’s nearly unavoidable. However, those same mistakes can often lead to discoveries that enable even better content performance.

The key is being able to recognize those easy-to-fix SEO mistakes and address them. As a result, your content will become an optimized, integrated network of metaphorical highways, leading searchers to best-answer content in a strategic and purposeful way.

So, what are the most common SEO mistakes, and how can they be addressed? Below, I’ve singled out the ‘usual suspects’ along with guidance on how to fix them while setting yourself up for long-term SEO success.

SEO Mistake #1 - Choosing Target Keywords Based on Volume vs. Relevance

How Keywords Affect Content Marketers: Great content isn't great unless people see it. But when content marketers overemphasize high-volume keywords, they miss out on meaningful engagement.

It’s tempting to plug into your keyword research tool of choice and select keywords with the highest search volume as your focuses for new content. But if the content you’re creating doesn’t match the search intent for that high-volume keyword, it’s unlikely to perform to your expectations.

The Fix: Google it! All jokes aside, evaluating the first ten search results for your target keywords can help you understand what searchers are trying to find, and what supporting content you should provide to truly be the best answer for that query.

While you’re analyzing those top results, pay attention to key factors that will shape your content creation and promotion strategy:

  1. What type of information is NOT included in top content, but is topically related? This can help you inform how you differentiate your content.
  2. What’s the content demand for that keyword? For example, are mostly top of funnel blog posts ranking, or are you seeing mostly product or service pages?
  3. How many backlinks and referring domains are pointing to the top search results? This can help you understand how competitive the first page of results is, and whether or not ongoing link building should be part of your content promotion strategy.
  4. How long is the top-ranking content for that keyword? This will help you determine ideal content length for your own post.

SEO Mistake #2 - Targeting the Same Keyword with Multiple Pages or Posts

How Same-Topic Targeting Affects Content Marketers: Pressure to create comprehensive content on a topic can actually result in dilution within search.

The conventional wisdom that more is better doesn’t apply universally — especially when it comes to SEO-driven content. Creating multiple pieces of content that target the exact same keyword is a surefire way to stand in your own way of success. There’s enough competition out there for B2B marketers without having to compete with your own content.

For example, a B2B technology company that wants to rank for B2B software consulting should optimize their service page for that term based on what is currently being served in search results. But, if they also create a series of blogs or resources that are targeting that specific term, search engine bots will be confused about which page is the best answer for that query. This could result in none of the content appearing in the top 10 results, in favor of competing sites with a more clear ‘answer’ to that query.

The Fix: Determine which of your pages or posts is the best answer for that particular query by analyzing ranking and analytics data. Which post or page sees the greatest amount of engaged organic traffic for your target keyword, and most closely matches the associated search intent?

Once you’ve determined your target page, it’s time to evaluate the remaining content targeting that keyword. Look for opportunities to:

  1. Remove or prune low-value or outdated content. Is there a blog post full of stats from 2009 that’s hindering your priority page’s chances of ranking? It might be time to consider removing that post and implementing the proper redirects.
  2. Optimize existing content for related, but different, keyword targets. For example, if you have a priority post for Chocolate Chip Cookies, and another post that more closely relates to ‘Crunchy Chocolate Chip Cookies’, consider optimizing that post for the latter and implementing internal links back to your priority cookies post.
  3. Combine closely related content. For example, if you have several blog posts around your targeted keyword(s), consider combining those posts into a longer, more robust piece of content.

SEO Mistake #3 - Ignoring Internal Link Structure

How Internal Linking Affects Content Marketers: Links are like electricity on the web, lighting up content for people and search engines alike.

Content is discovered by links. Your site’s internal linking structure tells bots (and users) which pages are most important, and which pages are most relevant to specific keywords. If you link to several pages from the same anchor text, for example, there will be some confusion about which page is truly ‘about’ that topic. Other times, you could have pages or posts on your site that are orphaned, with no internal links directing users or bots their way. This can confuse your site users, search engine bots, and even your own team. Confusion is not a ranking factor!

The Fix: Make sure you develop and continue to update your site’s keyword map. It can be as simple as a spreadsheet that lists your page’s URL and associated target keyword(s). This keyword map will help you determine what anchor text should be used to link to your target pages.

Next, conduct a site audit to determine:

  1. If there are orphaned pages that need internal links
  2. If you are linking to multiple pages with the same keyword-rich anchor text
  3. Where there are opportunities to create additional supporting content
  4. Where you might have opportunities to reduce and prune existing supporting content

Next, you’re going to want to crawl your site to find any orphaned pages. Then, map those into your overall keyword strategy and implement internal links.

SEO Mistake #4 - Ignoring Data from Other Digital Tactics

How Marketing Data Affects Content Marketers: Inspiration often drives ideation for many content marketers, but data drives optimization for ideal content performance. Marketing performance data can provide both.

Any data you can collect about how your audience engages with your content has the potential to be an SEO gold mine. For example, analyzing the keywords from your paid search campaigns can give you insight into which keywords are your best converters, and what content best suits searchers for those terms. Social posts that get the greatest amount of engagement can tell you which topics your audience is most interested in. Ignoring data from your other marketing and sales channels means missing out on an opportunity to better engage your prospects.

The Fix: Meet with different teams or departments to find out what kind of content performs best on their channels. Look at the data each platform or channel provides and compare that with your site analytics data for a full picture. And, be sure to share your channel performance data with the rest of your marketing team. The more information available related to content and marketing performance, the better equipped you are to optimize.

SEO Mistake #5 - Giving Up

How Persistence Affects Content Marketers: Content performance in search is a long game and persistence is essential for success.

SEO is a marathon, not a sprint. Sometimes a lack of results can feel demoralizing, but giving up is simply not an option. You wouldn’t stop building your house just because the nearest lumber yard ran out of wood, right? You’d find another lumber yard and keep plugging along.

The Fix: Take a step back. Re-evaluate the search landscape, your competitor’s organic presence, and your site’s overall health. Being able to remove yourself from the frustration can help you find opportunities you may have missed and additional whitespace to tackle.

Next, seek out advice from other SEOs. Ask questions on social media, in specific groups or forums, or send a question to your favorite SEO blog. If budget permits, enlist the help of a consultant or SEO agency that can help you break through your roadblocks.

Finally, we have two big SEO bummers that are tougher to fix, but absolutely necessary to address.

Bonus SEO Mistake: Migrating Your Site with No SEO Plan

How Migrating Without a Plan Affects Content Marketers: A bad migration can effectively undo your hard work, reducing content visibility and creating more user friction.

If you listen closely, you can hear the sound of SEOs cringing around the globe. A botched site migration can wreak havoc on your organic positioning and torpedo your results. It can take months, even years to recuperate organic visibility to pre-migration levels.

The Fix: Always, always consult your in-house SEO team or SEO agency when you’re considering a website migration. Before you move forward, it’s imperative you have a plan for technical, on-page, and off-page factors.

If you’ve already migrated your site and have experienced a loss of organic traffic and rankings, start with a site audit. Check for the basics, like whether or not your site is being indexed, first. Then start to evaluate technical factors like broken links, crawl errors, and duplicate content.

When in doubt, don’t hesitate to reach out for help. Recovering from a site migration is a challenge for even the best of SEOs, and sometimes those big challenges call for a little teamwork.

Bonus SEO Mistake: Not Optimizing for Mobile

How Not Optimizing for Mobile Affects Content Marketers: Even the greatest content can’t stand up to a bad mobile experience. Users will bounce, reducing engagement and sending negative signals to search engines.

Mobile accounts for about half of web traffic worldwide. Knowing this, in March 2018 Google started migrating sites to mobile-first indexing. Providing a seamless mobile experience is no longer optional, especially when you’re living in the wild world of search.

Sites that didn’t properly prepare for this can and will likely see some declines in organic search traffic and rankings as a result. And, as more sites follow mobile best practices, more users will notice and become frustrated by poor mobile experiences. This leads to declines in other pivotal ranking factors like on-page engagement. In short, if not properly addressed, a poor mobile experience can wreak havoc on your search visibility.

The Fix: The first thing to do is to conduct a mobile audit on your site. Understanding your site’s mobile performance is step one toward making improvements. Look for things like:

  1. Mobile site speed. A couple great tools for this are Google Page Speed Insights and Pingdom. These tools can tell you where to look for issues like slow-loading code, images that aren’t optimized, and other technical issues.
  2. Mobile experience. Visit your site on your phone. Ask someone who doesn’t use your site regularly to do the same. Record your experience, take notes on where you get stuck and why. Click on everything. Turn your phone into horizontal mode. Try to think of every single way a user could browse your site. And, don’t forget to try a site search on mobile.
  3. Look at mobile analytics. This will tell you key metrics like mobile bounce rate, mobile time on page and pages per session.

These steps will help you build a hypothesis to test against. Is your mobile bounce rate crazy high? Does your site take a long time to load? Is your time on page way out of line with desktop traffic? Then, use A/B testing to root out the discrepancy. Use these same metrics to test if the fix is working. Then, repeat with another element.

So, What Does This All Mean for You?

Ultimately, following SEO best practices as a content marketer can reduce performance-related headaches and set you up for long-term success.

For example, when Innovatech Labs decided it was time to make major changes to their website, they worked with our team at TopRank Marketing to implement a safe website transition strategy, minimizing their risk of reduced content visibility on Google. This assessment involved avoiding many of the big risks mentioned above, including linking, use of data and keyword research which allowed us to act quickly post-migration to combat organic traffic declines. The result? Double- and triple-digit increases in organic traffic (and increased conversions, too!).

A best-answer content strategy focused on creating content with the most relevance to their audience was the ticket to better marketing performance for a martech SaaS company. Working with the team at TopRank Marketing, long-tail and hyper-relevant keywords were researched for a comprehensive content strategy to help the brand content become the best answer for those queries. The “best answer” approach and topics were applied across organic and paid efforts. As a result, the volume of both paid and organic MQLs increased, leading to better content performance and spontaneous proclamations of love from the client’s sales team.

Fixing these big SEO mistakes aren’t only for short-term wins. Our longtime partner Antea Group USA has achieved amazing triple-digit growth over three years by avoiding these big mistakes and implementing an ongoing commitment to SEO-driven, best answer content.

As I mentioned earlier, even the most experienced content marketers can make these common SEO mistakes. But, with the right SEO strategy driven by diligent execution and monitoring of results, you can get back on track. The key is to be intentional about your site’s architecture, as well as the content you create, and to never, ever give up.

Still feeling stuck? Or maybe your team doesn’t have the resources to take on this battle alone? Check out our SEO services, tweet us your thoughts @toprank, or drop me a line in the comments. We are here to help!

The post 5 SEO Mistakes Killing Your Content Performance and a Fix for Each appeared first on Online Marketing Blog - TopRank®.

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