"Bad artists copy. Good artists steal." ~ Pablo Picasso

Are your landing pages lead generation machines or they suck?

Creating a landing page is relatively simple, but creating one that works takes some effort. While there are no “rules” to building landing pages, there are ways you can turn them into lead-generating machines.

Few ways how modern marketers are using landing pages:

  • Attract and convert leads
  • Run paid campaigns through Facebook, Google Ads, etc.
  • Get users interested in a live event or webinar
  • Nurture users with content
  • Or simply to delight users with more information about the product or service.

I studied 21 highly converting landing pages or rather lead generation machines and prepared key takeaways to share with you. These landing pages are gold mines of learnings and you can steal gold from them to design your own landing page.

1. LinkedIn

The landing page for sale navigator is one of the masterpieces LinkedIn has created. 

Key Takeaways:

  1. Clear title and to the point subtitle
  2. Consistent Call to action throughout the page
  3. Attractive background image
  4. A GIF in the hero section grabs the attention of the viewer 
  5. Statistics showing how useful is sale navigator
  6. Proper placement of benefits
  7. At last clients with success stories

2. Trello

Trello is a Kanban-based project management tool. It’s visually fun to manage your project and organize anything.

Key Takeaways:

  1. Title emphasis on the collaboration aspect
  2. The subtitle explains it's capabilities in project management
  3. A very clear call to action and they placed "It's free" smartly to grab the attention of the viewer
  4. They added a carousel showing how it works in the middle of the page so the viewer doesn't lose interest
  5. At last, reemphasize statement with a call to action

3. Slack

I love Slack. It made our work life so easy that we can’t imagine a day without it.

Key Takeaways:

  1. A compact title
  2. Followed by a short description with service offered
  3. A clear call to action
  4. Interesting video thumbnail
  5. Client testimonials to increase trust

Landing pages are goal-driven pages on your website that operate a little bit differently than other pages on your site.

4. Moz

This landing page is targeting users who are already using MozBar free version.

Key Takeaways:

  1. Title increase a sense to take action
  2. The subtitle is reemphasizing the message from title to take action
  3. A clear call to action to start a free trial
  4. Showing the number of users and client logos to build trust in the prospect
  5. A client testimonial to elaborate on what you can expect

Moz landing page

5. Shopify

World’s leading eCommerce platform

Key Takeaways:

  1. User-oriented title in just a few words
  2. Subtitle to build trust with the number of users
  3. Intuitive call to action
  4. A guarantee below CTA to reinforce user to take action

6. Salesforce

All of the Salesforce landing pages follow the same pattern.

Key Takeaways:

  1. The title provides the importance of a new trend and offers a promise on how to achieve it
  2. The subtitle gives the contact number to allow customers to initiate contact
  3. The copy is compact and outline key learnings from ebook
  4. A detailed form to capture user details
  5. The security logos assure users of their data safety and security

Every marketer wants to boost their conversions, but only the most effective marketers know how to use landing pages to generate leads and new customers.

7. Airbnb

To help convert visitors into hosts, Airbnb offers some enticing personalization: an estimated weekly average earnings projection based on your location.

Key Takeaways:

  1. A simple, straightforward design
  2. Enticing but not overwhelming imagery
  3. A very clear and non-pushy CTA
  4. The copy is written in a way to build and enhance visitor's confidence

8. Wistia

One of the best services to host private videos.

Key Takeaways:

  1. The slick and simple design
  2. The unique and pretty colors
  3. The simple and clear text
  4. The adorable piggy bank
  5. The lack of a CTA at first (making it feel less pushy)
  6. Number of users and logos to build confidence
  7. Client testimonial to reinforce that confidence
  8. A very clear call to action

9. Invision

World’s leading digital product design platform.

Key Takeaways:

  1. The title is crisp and bold
  2. Subtitle explain what it does and a value proposition
  3. A clear call to action
  4. Client logos above the fold to make visitors scroll to view further
  5. Interesting to see Invision studio in action

Your landing pages are the best place to create leads from evergreen content like eBooks and event registrations.

10. Close

Landing page to download free ebook from Close.

Key Takeaways:

  1. Key bullet points to focus topics covered in the book
  2. Interesting book cover
  3. A simple call to action to capture email of visitor
  4. Logos of partner companies who helped in preparing ebook
  5. A message from CEO to build trust
  6. Number of pages in the book and key tactics to increase curiosity in a visitor about book

11. Wix

Among the top drag and drop website builder platform

Key Takeaways:

  1. Very clean above the fold area with only title and call to action
  2. Intuitive copy with a clear and focused message
  3. Action-oriented call to action which increases chances to visitors to take action
  4. Interesting illustration

Wix landing page

12. Clickflow

Key Takeaways:

  1. The title addresses the biggest pain point of companies struggling with SEO
  2. The subtitle explains how you can do it using the tool
  3. The testimonial above the fold area bring social proof and increase the chances of visitors to take action
  4. The single field form enables the user to get started immediately
  5. Video, FAQs and how it works section solves potential queries of visitors

Clickflow landing page

There are no limits to the ways you can use landing pages, as long as you follow the best practices when building them.

13. Webflow

A design tool for web developers

Key Takeaways:

  1. Title with a message to the developer
  2. Subtitle reinforces the message of title
  3. A very clear call to action
  4. Placement of logos above the fold to build social proof
  5. Clean copy

Webflow landing page

14. Berkshire Hathaway

The real estate broker company

Key Takeaways:

  1. The statement in the title is sufficient for visitors to take action and search location
  2. List of network cities tell visitors about their global presence
  3. For visitors who want to sell their property, it has a free assessment report
  4. Testimonial for social proof
  5. The copy is intuitive to reinforce the message

15. HomeLight

The real estate broker company

Key Takeaways:

  1. Simple and easy to navigate
  2. Beautiful imagery
  3. A clear call to action to search agent in your location
  4. Number of satisfied clients to build trust
  5. Testimonial for social proof

With a little bit of research and a deep dive into your marketing goals, you can put together a high-converting landing page and a campaign that boosts its performance.

16. Send In Blue

More than an email marketing tool

Key Takeaways:

  1. The title is crisp and to the point, clearly stating what they do
  2. Subtitle builds trust in visitors with the number of users
  3. A clear call to action
  4. One line to build trust below CTA to boost conversion
  5. Second fold subhead nailed it with message
  6. Description reinforces the message
  7. Very clean and clear pricing 
  8. The copy clearly shows all benefits and features

17. Mailchimp

All in one integration marketing platform for small businesses

Key Takeaways:

  1. The message in the title gives confidence in visitors, it clear out that go ahead with your endeavors we are in back taking care of you
  2. A long subtitle to strengthen the message of title
  3. A bold offer in the call to action
  4. A clear statement below CTA to explain the offer in details
  5. Fully informative copy with a proper call to action

18. Intercom

Landing page to capture leads who are interested in reading about customer engagement

Key Takeaways:

  1. Simple title without any power words
  2. A clear call to action
  3. Interesting book cover design to attract visitors to download it
  4. Explanatory copy about the book and key learnings from

Landing pages are critical to the success of any online campaign.

19. Spotify

World number one music streaming service

Key Takeaways:

  1. Very precise landing page design
  2. Crisp title
  3. Attractive subtitle
  4. A bold call to action

20. Dollar Shave Club

eCommerce for men's’ grooming products

Key Takeaways:

  1. Video in hero section showing a different kind of people of all ages they are targeting
  2. The message in the title is very clear about personalization and grooming tools
  3. Subtitle support the message of title by giving more emphasis on personalization
  4. A clear call to action to get started
  5. To clear their offering, they show product images just below the first fold
  6. Three guarantee statements to help visitors take action
  7. Clean and minimal design
  8. List of FAQs to solve any queries visitors might have

21. HubSpot

Landing page to offer free email marketing assessment

Key Takeaways:

  1. The title is clear and to the point 
  2. Subtitle strengthen the message in the title
  3. Clear bullet points on offering
  4. A very detailed form to capture lead

HubSpot landing page

Key takeaways to steal from these landing pages to build or update your landing page:


Keep your title short, to the point. The message should be loud and clear enough to understand by your target audience.


It should always strengthen your message from the title.

Call to action

It should be according to your offer with a clear message on what action you want your visitors to take on the page.

Hero section background

There is no fixed rule for it, you can use video, illustration, image, or solid color but it should go along with your story. It should be subtle so viewers can focus on the title and your message rather than the background. 


Offering some kind of guarantee increases the chances of conversion. Try to keep them above the first fold if design permits else keep them in second fold. Don’t add them in the last section of the page most of the viewers won’t reach till the end of the page.

Social proof

Testimonials, client logos, number of clients are good social proofs to display your authenticity. Try to keep them as high as possible on the page. The best place for logos is above the first fold and testimonials should be in the second fold.


You can reduce the impact of your landing pages by adding too much information. Try to keep your offers and information to a minimum, so people won’t lose their attention. These are not product details pages to give a lot of information. The main purpose of the landing page is to motivate visitors to take action. Keep your landing page copy less than 300 words.

Limit the number of links you use

The goal of your landing page is either to collect information or convert customers. That means you want to do everything you can to keep customers focused on your offer and CTA, so limit links and navigation.

Use forms to gather data

Adding a lead generation form on the landing page is appropriate to collect information from visitors.

What landing page stats teach us

After seeing some great landing page examples, let’s check these numbers just to make sure you don’t postpone landing page design for tomorrow!

Did you know that business websites with 10+ landing pages get more than 50% more conversions compared to websites with fewer than 10 landing pages?

If you have more than 40 landing pages (talk about targeting!), your business is expected to enjoy an increase in conversions of over 500%, especially if you are a B2B.

Practically, these stats show us that the more landing pages we have, the more likely we are to exceed your sales target.

What are you waiting for?

Consult experts who can build a lead generation machine for your business to increase conversion and drive traffic on your website.