Exemplary Landing Pages

Last week we talked about some necessary elements to make a landing page effective in addition to good design. But what does a well designed landing page look like? This week we’re sharing three of our favorite landing pages we’ve found in the wild, the ones we’ve stumbled across on our own time and wanted to showcase. We’ll analyze these pages as case studies, discuss why we like them and highlight their strengths - as well as how they could improve.

As a quick disclaimer, none of these pages are sponsors or affiliated with the Hatch Project. We were just genuinely impressed with how well they were able to advertise and persuade on their landing page(s).

Case Study #1: Outdoor Vitals

At the Hatch Project, we actually use the Outdoor Vitals Ultralight Pillow landing page as an example of an effective landing page. 

The greatest strength of this page is how saturated it is with content above the fold. When you pull up the page you immediately understand the brand through the logo, colors, and images used. In the video, Outdoor Vitals CEO & Founder Tayson Wittaker is describing the product to you in order to build trust in the brand and product. The headline also immediately tells you what you’re going to get with this product: “The World’s Most Comfortable, Ultralight and Durable Pillow” FOR FREE. Outdoor Vitals also makes sure their customers can get their free pillow as soon as possible by providing a form above the scroll. While having a form above the scroll isn’t usually recommended, it does help convey a sense of urgency for the product.

For those who are skeptical of the offer of a free pillow, Outdoor Vitals provides a bullet point list of product features. The pillow is also displayed in the environment it is meant to be used in.

And of course, once the landing page has addressed customer concerns, it provides a call to action button which will send you back to the form at the top of the page for purchase.

Outdoor Vitals’s Ultralight Pillow landing page is a great example of content to include above the scroll. The only recommendation we would have would be to make the page itself more interesting through design. Even though they have a lot of images of the product in use, they could get more creative with how they present it within the landing page itself. There are also some significant flaws in the way the page uses color.

Case Study #2: Succulents and Sunshine

The Succulents and Sunshine landing page was actually found by an intern at the Hatch Project while she was researching how to care for her new succulent. In addition to being on top of their SEO game, Succulents and Sunshine excels by offering a unique landing page for whatever questions succulent owners may have about their plants. 

This first landing page is great because, like the Outdoor Vitals page, it starts off with a video of Cassidy, the creator of Succulents and Sunshine. This above the scroll design is obviously more simplistic as it only features the logo, headline, and video. This simplistic design is actually the greatest strength of all of Succulents and Sunshine’s landing pages as it is very attractive to the target audience. 

On this page Cassidy goes on to explain her mission for Succulents and Sunshine with some clear and friendly text and an image of her smiling with her successful succulent garden. Unfortunately, the greatest weakness for the landing page is even though it is pleasantly simple, it does not draw enough attention to the Call to Action, to sign up for the succulent ID cards. The headline may have been intriguing, but it did not share a major benefit of acting on the Call to Action. You might not have even noticed the CTA button because it was a small, indistinct button hiding in the top right corner above the scroll. 

You can see with these other pages, Succulents and Sunshine does a better job of staying simplistic and on-brand while still making the call to action clear by having a form above the scroll. The colors and images all tie together to create a sense of unity and she even included emojis in one of the page’s text to more casually speak with the target audience.

Case Study #3: monday.com

Monday.com’s landing page was found by an intern while she was scrolling through her Facebook feed. Above the scroll features a brief video introduction to what monday.com does and a clear benefit headline. 

A strength of this landing page is the Call to Action button. The button itself is a bright contrast to the background while still fitting within the modern tone and vibrant color palette of the brand. 

Monday.com also includes visuals of the software in use, letting the customers know how easy their service is to use. The copywriting also does a good job of answering any questions by listing features and benefits of the website.

A final strength of the monday.com landing page is the clients list. Landing pages should definitely include testimonials in order to provide evidence for the trustworthiness of the brand. In monday.com’s case, their references are large, recognizable brands and businesses that have “perfected their workflow”. 

The biggest flaw with this landing page is how short it is. While monday.com does a phenomenal job of providing quality content for the landing page, it does not provide enough quantity of content to address any concerns a prospective customer may have. 

Hopefully these notes on landing page layout, design, and content are helpful as you take this important step in setting up your sales funnel! Next week we will wrap up our discussion on landing pages by comparing two popular landing page sites to help you know where to get started.