Your client wants to grow their business. That means your landing page design needs to sell.

A well-designed landing page can make the difference between a visitor bouncing off the website and a visitor converting into a customer. Below, we look into the different kinds of landing pages and their end uses, essential rules for creating a great landing page, and a handpicked selection of 14 excellent landing page examples to help you kickstart the ideation process on your next project.

What's the purpose of a landing page?

Landing pages are standalone web pages that are usually the first contact point for potential company customers. This page aims to introduce the visitor to your brand or product offer. A landing page is the first thing a visitor sees above the fold(?) when they click on a link from a search engine or an advertisement. It is the page where a user "lands" after clicking on a link.

What should a landing page include?

A landing page should include information like a top-level product details and names, brand positioning and value it brings to people who use it, and a clear call to action that encourages the visitor to take a specific action, like purchasing a product.

Design landing pages in accordance with psychological principles of good product design, like familiarity (the page should use common design patterns that make it easier for users to understand how to interact with the page), a sense of trust (through the use of professional imagery, testimonials, and clear messaging) and SEO optimization, so that potential customers can easily find it.

What kinds of landing pages are there?

There are three kinds of landing pages that are most common. They are:

1. Lead generation landing page.

This page is designed to capture contact information from visitors, such as their name, email, and phone number. A call to action button is the main focal point of the landing page. This button opens an online form that visitors have to fill out to provide their information.

2. Click-through landing pages.

These pages are designed to create a context for site visitors and encourage them to continue browsing the website for more information. A classic example of a click-through landing page is a promo page for a product.

3. Sales landing pages.

Sales pages are designed to encourage users to buy a product or service by including all the product information a user needs to make a purchase, with clear call-to-action buttons that minimize friction, and the clicks required to purchase the product.

A landing page can also be a combination of the above types. For example, you could combine the sales landing page and lead generation page into a single page by offering two call-to-action buttons, like "buy now" and "request a demo".

Visitors can purchase a product by clicking "buy now," or leave their contact information to receive more details about the product by clicking "request a demo." Saas (Software as a Service) companies typically use this type of landing page because many clients need a demo before deciding whether the service is good for them.

What is a landing page vs. a website?

The primary difference between a landing page and a website is the number of pages and respective goals.

A landing page is a web page designed with a specific purpose in mind. A website, on the other hand, is a collection of web pages that are linked together and have their own respective purposes. For example, a company website can have a “products” page, which describes all products it offers, and an “about us” page, which shares information about the company.

A landing page isn’t the same as a single-page website (or one-pager), either, because a single page website has to consolidate all information that would otherwise be distributed on different pages for a regular website onto one page. (Check out our handpicked collection of single page website examples to learn more.)

They also differ in their primary goal. Not all pages on the website are designed to make the user convert; some pages, like blog posts, aim to provide information about different topics to inform visitors. In contrast, the landing page is designed around one particular topic, and it aims to convert visitors into customers.

Landing page principles: What makes a successful landing page design

When you design a website, landing pages serve a single marketing or sales goal, from generating leads to encouraging subscriptions. That’s why the conversion rate (the number of people who convert versus the total number of visitors) is used to evaluate their effectiveness.

While there is no magic formula for getting an excellent conversion rate, there are seven web design recommendations that can increase your chances for success:

1. First impressions matter.

It takes about 50 milliseconds for a visitor to form a first impression about your website, and this impression will be largely based on what they see. The visual language you use to communicate with your visitors matters a lot—a page with fine imagery, crisp typography, and eye-catching animations will more likely create a positive impression.

2. One page, one goal.

Having a clear goal is essential. The design of your landing page should be geared towards the action you want your visitors to take. Do you want them to sign up for your service, leave their email address or anything else? Don’t ask users to do multiple things; for maximum efficiency, focus on one and only action.

3. Strong arguments.

Put key messaging above-the-fold, because content that users see in the top area of the screen directly impacts user engagement (if the content is relevant and interesting, they are more willing to scroll for more info).

4. Easy to scan layout.

Users don't read on the web, they scan. It's essential to design scannable layouts that help users find what they are looking for at a glance. Design a clear visual hierarchy that guides readers' eyes toward the content you want them to see, in the order you want them to see it.

5. Prominent call-to-action buttons.

Visitors should be able to spot the primary CTA immediately as they land on a page. Use a blur test by adding a 5–10 px Gaussian blur to your design in a photo editor to validate your layout and see what element attracts the most attention. If it’s a CTA button, then everything’s fine.

6. Actionable call-to-action text.

Avoid vague labels like "More info" for call-to-action buttons. Instead, use actionable language with a verb that entices users for action and is very clear in what you want them to do. Labels like "Buy now" or "Get instant quote" are more likely to encourage users to do something.

7. Test your design.

No matter how much time you spend designing your landing page, it’s vital to test them with users. The testing doesn’t have to be complex or time-consuming. Try a five-second test: Take a screenshot of your landing page, show it to your users for five seconds, and ask them a few simple questions, like “What is the purpose of this page?” or “What are its main elements?”

14 landing page examples with great design

Now let’s look at how designers apply the rules mentioned above in practice. Take web design inspiration from the landing page examples below to get your clients closer to achieving their business goals.

1. 33 letters for Ukraine

33 Letters for Ukraine is a statement created by the design community to express solidarity with Ukraine. Built on Editor X, this landing page conveys a positive mood right from when visitors land on the page, with a blue-and-yellow color scheme (colors of the Ukrainian flag) and quirky sans-serif typefaces.

The page also features lots of engaging details, such as on-mouse-hover visual effects and sliding texts. Design is in the details, and that's why this landing page is one of the most notable website examples on our list.

The 33 Letters for Ukraine landing page uses vivid blue and yellow color to catch the eye.

2. Project Reset

Another great graphic design website example comes from Project Reset. It’s a user-generated documentary time capsule addressed to the future. As communicated first thing above the fold, the site invites visitors to submit anonymous letters that will be opened in the future during an especially challenging year. Bright colors, bold typography, and embedded videos create an edgy experience that borrows from the visual language of activism in imagining a better tomorrow.

Project Reset uses punchy orange with straight-forward typography and selective visuals that borrow from the visual language of activism to bring users into its brand world from the first click.

3. Interframe

Expertly selected images can help visitors understand complex concepts and set the right mood. But there is a tool even more powerful than images—videos—and Interframe is one of the best landing page examples to use video to capture visitors’ attention. Built on Editor X, this landing page’s first fold contains only text and background video—just enough to pique visitors’ curiosity for more information.

Interframe uses an auto-play video background to capture visitors’ attention.

4. First and Foremost

First and Foremost design collective’s landing page is loud, fresh and exciting. With a limited color palette of only two colors and a single sans-serif typeface (NeueMontreal), this layout is eye-catching and powerful.

The site introduces a collective of freelance designers and their social and environmental values to the user, without diving into their work—making it a landing page optimized for potential customers to reach out.

First + Foremost also uses a limited color palette of only two colors and a single sans-serif typeface (NeueMontreal) to create an eye-catching and powerful LP.

5. Centogene Solutions

Centogene Solutions’ landing page does a great job of using website animation. When first landing on this page, you notice a detailed 3D model of DNA, that twists and twirls to become the brand’s logo on scroll. The rest of the page is filled with well-crafted 3D animations that accompany short text descriptions.

While this pharmaceutical company’s main website is robust and rich with information, their landing page focuses on the basics of who Centogene Solutions are and what they do. This allows for a much more captivating browsing experience meant for getting to know the brand, leaving a lasting impression along the way.

Centogene Solutions animated its main motif—a detailed 3D model of DNA—so it twists and twirls to become the brand’s logo on scroll.

6. Ikea Cömunidad Family

"Cömunidad Family" is a virtual community created by IKEA. Community members play four simple mini-games and discover how they can help each other improve their lives. This landing page features cartoonish, approachable 3D characters that also have a purely functional purpose—to help participants relax and enjoy the experience.

Ikea's approachable 3D characters also have a functional purpose—to help participants relax and enjoy the site experience.

7. Plink

Plink is a platform for handling payment requests. Their landing page’s hero section features a blue gradient background and a 3D animation featuring a spaceship taking off. It’s a visual that perfectly captures their customers’ goal of sending payment requests and getting paid fast. The secondary headline, which reads, “86% of our payment requests get paid within 12 hours” reinforces the feeling that this service is reliable and works well, and encourages visitors to log into the product.

Plink's landing page features a blue gradient background and 3D animation of a spaceship taking off, perfectly visualizing its value prop: making payments quickly.

8. Glowbar

Glowbar is a beauty center with a prime focus on the skincare experience. As such, the landing page uses a portrait of a woman with glowing skin as the main visual above the fold, putting the company’s value proposition front and center. The CTA is prominently located at the center of the screen, matching the color of the model’s shirt and the rest of the site’s palette.

The Glowbar landing page features educational information on skincare below-the-fold to help visitors better understand what they can expect from trying this service. It also applies a surprising, radiating gradient that adds a glowing effect to the page.

Glowbar also puts its value proposition front and center, by showcasing a model with glowing skin above the fold.

9. Easol

There is some debate as to how much text is too much text on a landing page. Many landing page examples strive for minimalism above the fold, but Easol, a company that sells travel and experiences online, follows an entirely different approach. It makes its value prop itself the focal point, by writing it across two rows in all caps type, alongside slim, in-row images. Their top fold is a carefully balanced composition, containing only the essential information.

The black-and-white color combination that dominates this layout is a super effective tool to make one of the sites’ main motifs—type—stand out. As visitors scroll down the page, the color combinations change from fold to fold, creating a dynamic experience that’s full of visual interest.

Easol's top fold is a carefully balanced composition that showcases its tagline with a black and white, knock-out colorway.

10. Stelvio Grotesk

This landing page provides a historical overview of the sans-serif font Stelvio Grotesk, designed by Danilo De Marco. The page creates a cohesive story about the font by using sleek visual effects like motion effects triggered by scroll.

The top menu, with two call-to-action buttons that read "buy font" and "chapters," is sticky so that they always stay in a viewport. This makes it easier for users to navigate the site, and, ultimately, to purchase the font.

Stelvio Grotesk's top menu is stick so that the two call-to-action buttons, "buy font" and "chapters," always stay in a viewport.

11. The Hiring Chain

The Hiring Chain calls for more inclusive hiring practices. This landing page uses the power of storytelling to describe how people with Down syndrome can be excellent employees. This page discusses a serious and complex topic, but since the content is structured in a logical and easily-digestible way, it makes it easier for visitors to understand its messaging and all the details that go with it.

The content on he Hiring Chain's LP is structured in a logical and easily-digestible way, making it easier for visitors to understand its messaging and all the details that go with it.

12. Pop Mart

Pop Mart is an interactive virtual exhibition of trendy toy arts. The landing page of the Pop Mart invites visitors (or, better say, attendees) to explore four themed exhibition halls.

You could consider this site a first step towards the next generation of the web, or Metaverse. In the Metaverse, most websites will be about experiencing content, and VR will likely be the default medium for interaction like it is here. All in all, Pop Mart is a great example to understand what VR websites will look like.

Pop Mart's landing page immerses the user in its virtual world.

13. Marcus Miller Consulting

Marcus Miller is a life consulting specialist. This landing page, created on Editor X, is free of clutter and offers the most critical information upfront: "Uncover your true self and build the life you want."

The landing page offers a careful balance of text and imagery. Together with a muted color palette and plenty of white space, the design establishes a sense of trustworthiness. A CTA button, "Book Appointment," stands out well in this layout, reassuring visitors to get started and receive the support they may need.

Marcus Miller Consulting offers its value proposition upfront: "Uncover your true self and build the life you want."

14. Ebby

Ebby is a take-away-only venture specializing in street food inspired by the flavors of Asia. Photography takes the central stage on this landing page example. The page is primarily focused on showing photos of food prepared by the EBBY team, to pique user interest in their menu. (It is a restaurant, after all.) The page also features a few subtle visual effects, such as parallax and on-hover animations that reinforce the message.

Ebby's landing page is extremely visual, putting its cuisine (and main selling point) front and center.