Making a good first impression on your landing page is just as significant as it is in real life. It controls conversion rates that determine your lead generation. That’s precisely why choosing from the right landing page examples is important. 

We want to help you tackle this problem by looking at examples from other companies and industry leaders.

What is a Landing Page?

A landing page is best explained by its function: lead generation. 

Landing pages offer a resource of the company, like a book or course registration, to engage and interest customers. This is unlike a normal website, where the primary focus is educating visitors about the business itself.

A landing page is, as the name suggests, usually just a single page. This is so that it doesn’t send traffic to other directions like the homepage, like it would in a regular website. The landing page should only have one goal: to encourage visitors to buy your services.  

It should encourage your customers to click through a specific action, the call-to-action (CTA) so that they reach the goal you set. In order to be successful, your landing page has to convey your message.

That’s why it is important that your landing page focuses on one specific thing and that it’s clear and concise in its design. Clearly differentiate your headlines, make them effective, and keep the texts short. Label the buttons you want the visitor to see and click on, so that they are distinguishable, and be professional in your design. 

Landing pages have to be easy to read, so be sure to only include the most important information.

What are Key Elements of a Landing Page?

We have identified six key elements of a successful landing page:

Representation of the Message

Landing page examples might differ in structure, but this point is always the same and should always be part of the header. Give the visitors of your page a visual representation of your services, so they can better understand what you’re offering.

Don’t just look for the first best stock photo, instead, really take them time to choose one that represents you as a company. Your customer should imagine themselves using your product, so give them a visualisation they can connect with. 

Call-To-Action (CTA)

The call-to-action is consistent throughout your landing page. Don’t try to sell more than one thing at the same time. Keep the customer focused on what they will receive from your services, and keep the CTA above the fold. That essentially means to put it on the part of your landing page that the visitor sees first, without having to scroll down. This concept is derived from how newspapers have the most important headlines on the upper half, so above the fold. 

Unique Selling Propositions (USP)

Be as convincing as possible to show that someone should choose you above your competitors. Give your customer clear expectations of what your company hopes to accomplish and how it will benefit them. Explain why your product or services are a step ahead of the others, and what distinguishes you from them as a company.

Services and Benefits

This element is crucial for providing the visitors of your webpage with more detailed explanations and giving answers to remaining questions. Describe what your product is and what it does, and then explain the value of your services in the benefits. Don’t write too much here, either. Keep it simple and concise, but be sure to focus on the value of each service feature and give sufficient information accordingly.


Buying a product online can feel like a risk to customers. That’s why they trust reviews to give them a proper idea of the value of what they’re buying. This means that they expect proof that your product is worth buying. Include this in your landing page. If it’s missing, it could result in the customer leaving your webpage to look for reviews on other platforms.

Sign-up Form

Of course, this can’t be missing from your landing page. Always use a sign-up or registration form, a contact form, or a plan that is for one-time-use. To make the task of signing up less daunting for the customer, create a multi-step form instead of spreading it out on the whole page. Including a progress bar to your form is helpful, so the customer knows the steps it takes to sign up without having to waste too much time and space on it.

Five of the Best Landing Page Examples

Let’s take a look at some landing page examples from successful and famous companies to give you an idea of what yours could look like.


The Airbnb landing page for hosts is simple in its design while managing to explain their services in a straightforward way. Their sign-up page is easy to understand and has only three fields with hidden optional fields that can be viewed by clicking on them. Because there is a lot to mention, they remind the visitor of signing up with several CTA buttons throughout the page.  

Airbnb also has a section where you can read reviews other hosts have left and even contact Superhosts for additional questions, which is a good option to include for their services.

A great addition that is included on the Airbnb landing page is their personalised estimation of earning projections. This feature is based on location and home size, customisable by giving more detailed information about your accommodations.


Netflix provides one of the best landing page examples with the simplicity of its design. The sign-up process is simple and concise, the services they offer are explained in a few words, and all of it is at the top of the page. The headline itself already manages to tell their customers about the benefits they offer.

When scrolling down the page, notice how their landing page is very focused on showing their benefits rather than their service features. This fits their business model and makes their design very persuasive. In case the visitor is still confused, they have an FAQ section, and finish the landing page with another sign-up form.

Note how the low density of text is especially beneficial for entertainment landing pages like this one, and can be a less positive experience when used for other businesses. Customers seeking entertainment don’t want to waste time reading. Customers who want to buy a specific product want a lot more information.

LinkedIn Premium

Most people know what LinkedIn is for, so barely anyone needs to read the normal landing page to sign up. In comparison, LinkedIn Premium is just an open question mark. 

Usually customers of LinkedIn who seek more benefits sign up for this service. LinkedIn does a great job at portraying all the relevant information for this switch.  

They mention all the benefits an upgrade brings for both jobseekers and business leaders. This makes the offer especially attractive for regular users of LinkedIn looking for upgrade options. The landing pages focus on illustrating the people benefiting from their services with the use of media and include data to back up their claims. 

Giving real data rather than reviews is a great idea to increase lead generation and convince visitors to sign up. 


What Calm has accomplished is a design and sign-up form that is just as tranquil as their name suggests. Their landing page isn’t filled with too much information, and it’s harmonious and peaceful in its design. 

Since their services include meditation and sleep-aid as well as help with focus, they’ve kept their design simple. Instead of bombarding the visitor with too much information, they give several options to choose from. These then guide the customer through their sign-up process. 

The buttons are clearly distinguishable and just below the landing page, which is only as big as the first screen. They give access to the FAQ and other helpful information as well.

This is also what leads us to the only point which could be improved. In order to save space and make the landing page straightforward and less confusing, they’ve transported customer reviews to the next step. The visitor can only view them once they’ve chosen the type of service they want, which can lead to customers not even considering joining. 


Wise is another great landing page example. They manage to include all of the important information about their services above the fold, the benefits of using their services, their reviews and safety information. For a business that handles money, this is important to customers.

They keep reminding the visitor of their page of their value as a business by mentioning their selling point of their services being cheaper than bank transfers.

Something that could be improved is the visualisation of the mass of information. Despite their top page being very informative, it’s quite full and has a lot of buttons and menus. These can be distracting and at times confusing. 


A landing page is key to a good first impression and the first step in customer’s choice of company.

We showed you several different landing page examples so you can choose one that is most beneficial for you. Looking at the competition or businesses from other industries is an opportunity to get inspired and learn. See what works and what doesn’t and create your own landing page accordingly for the best results.

About the author

EWOR is a school conceived by Europe’s top professors, entrepreneurs, and industry leaders. We educate and mentor young innovators to launch successful businesses.

Sign up to our Newsletter