Are you tired of landing pages yet? I sure hope not – because we’ve still got a ways to go! So we’ve looked at how to write a landing page – now it’s time to look at some successful (and some not-so-successful) landing pages.
Now, looking at landing page examples can be difficult – because they’re an ever-evolving, living, breathing, thing. Okay, so maybe not breathing – but you get the idea. And just in case you don’t, let me spell it out super-specifically for you: the best landing pages change often.
Evaluating The Best Landing Page Examples Leads to Seeing These Similarities
When I look at a landing page (and I’ve looked at quite a few), I’ve begun noticing some important details.
First, the best landing pages all make amazing use of their intimate knowledge of their ideal client – data that they can better understand by using their creative brief. They get this data not just by imagining an ideal client – but also by comparing it to actual data based on who visits their sites.
Next, the landing page doesn’t focus on features. Rather, it focuses on the benefits gained from taking the desired action. In other words, they aren’t selling you a device that is statistically proven to give you x% of additional traffic each month (although that is a nice feature). What they’re inviting you to do is to sign up for a tribe that’ll give you the resources, knowledge, and courage to get things done. And to also see that amazing traffic jump.
Finally, the best landing pages sing to you – if you’re the target audience. They’re compelling! They make you pause, because you really, really want to buy! And they do so by appealing to both your head and your heart.
We’ll look at some of my favorite examples here in a minute – but first let’s chat about what we can learn from the examples that have some room for improvement.
What Landing Pages with Room for Improvement Can Teach Us
When I see a landing page that makes me groan, there’s usually two issues I see with it.
The first is that I’m not the target audience – so I’m not as susceptible to the emotional appeal. Therefore, I can more easily pick apart spelling or grammatical errors that others (who are the target audience) wouldn’t notice.
Now, that’s only a problem if you’re getting a lot of not-your-target-audience people to that particular landing page. It means your advertising or traffic-generation plan is off-kilter and needs to be adjusted. Easy fix!
On the flip side, it could also be that you don’t have your ideal audience defined just right. It could be that, because your site is new, you’re relying more on theories than data. Thankfully, there’s another fix – digging into your Search Console and Google Analytics data to get the demographic data you need to update your ideal client profile.
Finally, the other issue I see with landing pages is that they focus too much on the wrong things. They focus on themselves or features or rely too much upon one aspect of persuasion.
Thankfully, that’s a pretty easy fix, too. You just need to review the right way to write a landing page – using one of the frameworks we’ve already discussed.
Okay – ready to look at some examples? Here are some of my favorite landing pages.
Landing Page Examples – What Works, What Doesn’t, and Why
While this is still a very basic landing page, this is a great example because these ladies know how to use their data! They’re still building this particular membership group (and it’s fantastic – I’m in it. So if you want to chat about it, let’s!) and therefore fleshing it out. However – they haven’t had to stress as much about it because they’re driving quality, ready-to-buy clients to their page with their existing sales funnels.
Okay, if you don’t know about our fearless leader, you should get to know her. She’s an amazing lady and she’s built an entire nerdy empire via personal marketing. So if you want to learn about that, you need to check out this landing page.
She does an amazing job of using psychology, personality marketing, and conversational copy to get the job done. She’s also cracked the Facebook Ads code so she can drive traffic via that method.
Our very own Sarah Nenni-Daher also has an amazing landing page – she makes a great use of a hero’s journey to get you invested and wanting to buy from her. Plus, she sells amazing products, so you’re going to get an amazing return on your investment.
Her other tricks include massive amounts of detailed, nitty-gritty planning so that she knows exactly what’s going to happen – and she can guide you exactly where you need to go via how you interact with her copy. She’s used the data to really map out her ideal clients and her creative brief. And she’s got the psychological triggers to get you itching to buy her stuff.
Some Pages that aren’t working as well:
If you aren’t yet a member of the IBA, take another gander at our landing page. It’s technically very well written, but we’ve got some room for improvement. We do a great job at using elements of PASTOR and the hero’s journey to create some compelling copy – but it’s not specific enough. You see, when you’re targeting the entire international blogging community, your copy will be more broad. What we need to do is create landing pages for different types of bloggers – and make your hero’s journey much more specific.
It’s in the plans, though. So stay tuned. Or better yet, come join us and make it happen. What better way to practice writing a landing page, am I right?