What should a landing page be about? On the most basic level?
There’s one response that comes pretty naturally to most business owners building their first couple of landing pages …
“Well, it should be about my business. Or my product, or my offer. Duh.”
But this is one situation where you might have to push past your gut instinct. Because it’s leading you astray.
No, a landing page that truly connects with your visitors—that grabs them within seconds and keeps them reading or scrolling down to the call to action—has to be about them. Your visitors. Their goals, challenges, desires.
Of course, your landing page will also need to explain how your offer can help those visitors. But it all starts by directly addressing your audience where they’re at.
The best landing pages we saw from Leadpages users take this approach, to great effect. In fact, more than half were pulled from our trove of the month’s highest-converting landing pages, some with opt-in rates above 70%.
Their headlines and other above-the-fold content reach out to visitors in whatever funnel stage and mindset the page was built to address—and they often reach out in a way that’s surprisingly simple and direct.
That’s good news if you’ve inadvertently been taking a “me first” approach to your landing pages and want to turn things around for better results. So is this: we’re giving away a bundle of four of the landing page templates you see in this post. Click below for your free template pack, which includes:
- The “Our Services” Opt-in Page
- The Free Consultation Page
- The Mobile App Download Page
- The Enter to Win Page
If you already use Leadpages, you can find and use these templates by searching the template library. If you don’t, you’ll need to do enough coding to modify the files for your business.
Check out what this month’s top landing page creators have built below.
1. Miss Details Design – Big Bold Photo Page Drag & Drop Template
What Stands Out: The creator of this Big Bold Photo Page dropped a link in the comments of last month’s roundup, and I was instantly impressed. This is a complex page offering a service that may not be immediately familiar even to its target audience, but it’s compelling from the start.
When you’re offering a brand new product or service, you often have to point out what prospects are missing without your offer, rather than what they’ll receive. (Think of all those gadget infomercials dramatizing common household annoyances. There’s a reason for that formula.) Miss Details does that with the headline: “DID YOU KNOW… that 60% of restaurants lose money because of inefficient menu maintenance?”
Among many clever design choices on this page, I especially like how Miss Details has created a sort of simple infographic in the third section. Placing menu graphics in a central column, she arranges helpful menu-update best practices on either side to educate as she sells.
2. Thermo Foodie & The Chef – Super Basic Squeeze Page Drag & Drop Template
What Stands Out: This Super Basic Squeeze Page is indeed basic. It’s also bright, fresh, and accessible. While it’s evidently aimed at a fairly warm audience who already knows that “LCHF” means “low carb, healthy fat,” the creators take the time to sell their free meal plan with delicious food photography and a clear breakdown of what’s in the package.
The personal message and photo from the page creators at the bottom add extra warmth and authority. It’s an interesting to use the kind of “about us” content that might otherwise compete with the offer at the top of a page.
3. Jenna Kutcher – Black Friday Deal Coupon Code Thank You Page Drag & Drop Template
What Stands Out: Here’s a clever way to use a landing page: as a round-the-clock way to generate content from your audience. Jenna Kutcher’s Goal Digger podcast features on-the-air coaching sessions with select audience members, and she uses this simple but gorgeous page to find participants.
The background photo of a calm, appealing workspace may be the first thing that grabs attention, but my favorite part of the page is something subtler: the opt-in process. Jenna could ask people for their backstories and why they’d like to appear on the show on the opt-in form, but instead, she makes things very, very easy. All they have to do at this stage is join her email list, and she’ll reach out to complete the rest of the process by email later.
4. Best Life Ever – Our Services Opt-in Page
What Stands Out: A planner that could change your life—inside of 90 days. That’s an appealing promise made more so by this lovely Services Opt-in Page.
The Best Life Ever team grounds their big promise in the details of its creators’ lives—and the lives of their customers. A testimonials section lets them share exactly how the planner has helped four women make the most of their busy days. I especially like the customers’ “credentials:” we learn not only their names and jobs but also fun tidbits about the other roles they fill, like “CrossFit junkie” and “master of crafts.”
5. Career Protocol – Big Bold Opt-In Page Drag & Drop Template
What Stands Out: This top-performing short page wows visitors with a background illustration that couldn’t be more perfectly designed for the Big Bold Opt-In Page template. The magical lamp points straight toward the call to action, while in the distance, desert hills and starry skies work with the headline to invite visitors to “explore success.”
I also like the unconventional logo placement on this page. Rather than put it at the top, Career Protocol decides to focus attention with the headline and use the logo to add a little extra authority directly under the call-to-action button.
6. The Quilter’s Planner – About Me 2 Drag & Drop Page
What Stands Out: This pretty, short-form page pairs a cozy feel—love that background image!—with a direct and relatable headline: “Trying to do a million things, and not making real progress on any of them?” It only takes three more lines of copy to explain the offer and convince visitors to opt-in.
Assuming you have your logo and your background image on hand, you can use Leadpages to create a page like this in just a couple of minutes. And at that point, why not create a couple or a dozen more to see what kind of offer and positioning resonates best with your audience? Keeping things this simple lets you move fast.
7. Fergusson Consulting – Free Consultation Page
What Stands Out: Asher Fergusson is a travel blogger and beach-lover in addition to a marketing consultant, and his personality shines through this Free Consultation Page. He starts by explaining what’s in it for his prospective clients (real online results, fast), and uses the rest of the page to present both his credentials and his overall outlook.
Similarly, the testimonials Asher’s chosen speak to his technical expertise and what it’s like to work with him. He even works his track record of results into his otherwise quite personal “About me” section, making sure to mention that his travel blog ranks #2 in Google for “India travel.”
8. Caan Berry – The Perfect Squeeze Page Drag & Drop Template
What Stands Out: Sometimes I used to be surprised when I’d see the conversion rate on a page like this Perfect Squeeze Page.
I’d think: Wow, that’s all it takes to get a majority of visitors to opt-in? A headline, a few bullet points, and an image of the lead magnet?
But time and time again, this strategy pays off. Here, it rests on a concrete and specific promise paired with some powerful social proof in the form of outlets that have featured the strategy. Enough said.
9. Member Tracker – Mobile App Download Page
What Stands Out: This is a stellar use of the Mobile App Download Page, from the headline and first fold on. Member Tracker leads with the results customers will get and drives everything toward a simple free-trial signup.
There’s also something cool happening in the background. Look closely, and you’ll see that the images tell a unified story. The iPhone screenshot shows a business owner selecting their karate academy, and all the subsequent photos show a thriving karate school in action, too.
10. Cat Lady Box – Enter to Win Page
What Stands Out: This Enter to Win Page is almost too cute for words. It’s everything a good contest page should be, plus an extra dose of warm fuzzies from the subject matter itself.
Of special note: the image collage. If you want to give a well-rounded view of your product without adding a ton of extra space, consider merging a few different images together as Cat Lady Box does here. (Though it may be hard for you or anyone to top that latte-drinking cat.)
Need Some More Inspiration?
If you’d like to try some of the techniques from this roundup, you can grab four of the landing page templates listed in this roundup for free. Click below to download the entire pack:
If you’re already a Leadpages member, these templates are ready and waiting for you in your account—just use the search bar to look for the template names listed in the post. If you’re not a Leadpages member, you will need to do a little coding or hand the files over to your web developer in order to customize these pages and publish them to your website.
What Have You Created Lately?
To all of the marketers and entrepreneurs featured in this month’s roundup, thanks for your great work! Before you go, I’d love to hear about your landing pages, whether they work in progress or have been released into the wild.
If you’ve got a landing page you’d like to share, please add the link and some information about the page and why you’re excited about it to the comments section below. Perhaps your landing page will end up in a future roundup!