Silvestras from MailerLite

Silvestras10 min readTips and resourcesMarch 10, 2020

11 tips for building effective landing pages

11 tips for building effective landing pages
Collecting subscribers and nurturing healthy, long-lasting relationships is a never-ending process for email marketers.

The more subscribers you acquire and retain will eventually translate to more customers and higher returns.

One of the best ways to collect new subscribers is to direct them to a landing page that includes a signup form. Unlike a website, which normally contains lots of distractions, a landing page focuses your visitors’ attention to the clear-cut value you are offering and encourages them to act on the spot.

Here are 11 landing page examples that highlight effective best practices for you to apply to your subscriber-building initiatives.

kickresume minimalist landing page job seeker guide

Why we dig this landing page: “It’s bright, straight to the point and the CTA button is the first thing you’ll notice. Simplicity at its best!”

When your visitors make it to your landing page, you don’t want them to leave. You want to keep them there till they complete your desired action.

This means you need to remove all distractive links or articles that might divert visitors from your goal. Remember, your website is where all your shiny offers are advertised, your landing page just focuses on that 1 can't-miss offer.

Basically, a good landing page consists of only 4-5 key elements:

  • Headline
  • A description of your offer and its value/benefits
  • A supporting image or video
  • Subscription form
  • Optional supporting elements (sub-headline, testimonials, video, timer, etc.)

tecmint landing page signup form tutorial ebooks

Why this landing page rocks: “Tecmint tells the reader exactly what their newsletter is about and how often to expect it. The social proof (150,000+ Linux Lovers are already reading it!) gives their offer more weight.”

You have visitors looking at your landing page. Well done!

Next, you want them to read your headline. Your visitors are going to make a split-second decision whether they want to see more based on your headline, so it’s worth spending a lot of time crafting the headline words to perfection. People tend to read it 5 times more than body text. You see, quite important!

You want the headline to be clear, relevant and informative about what your site or product does. Or even better – how a visitor can benefit from it.

Ask yourself: If someone glances at my headline, do they know exactly what to expect? 

mollys suds landing page with clear call to action minimal design

Why this landing page rocks: "Molly's Suds uses a very clear CTA asking visitors to 'Subscribe'. Nothing fancy. The button length and color fit the design as well."

A call-to-action is what you want your visitors to do. It sounds very simple, yet a good CTA requires some extra thought and creativity.

You want it to be clearly visible, enticing and button-shaped. Make your CTA button as easy to spot like a billboard in the desert.

Consider the color of it as well. Does it match the rest of your color scheme, yet still stand out? Psychologists agree that colors are a big part of marketing and should be used with consideration. Here are some examples:

  • Yellow is associated with optimism, clarity and warmth
  • Orange is friendly and cheerful
  • Red is exciting and bold
  • Blue is associated with trust and strength
  • Green means peaceful and healthy
  • White is balanced and calm

Here’s an example study showing that a change of CTA color can result in a 21% conversion boost.

The other important aspect is the wording. You clearly want the CTA to be something more interesting than a plain “Submit”. Who would want to submit to anything? I wouldn’t.

Instead, use phrases like “Get The Book”, “Subscribe to my newsletter, “Yes, send it NOW!” This makes the reader more excited and tells them exactly what to expect when hitting the button.

pinterest for business landing page webinar by tailwind

Why these landing pages rock: "They offer FREE lead magnets right away in a clear way. You know exactly what you will receive when you share your email."

In addition to writing a clear headline and CTA, you’ll want to quickly communicate the value you are offering to your reader. Are you giving them a free download or informing them of a newsletter that they will love?

Whatever you are asking for in exchange for their email, make it clear and worth their while.

Lead magnets are always a good strategy to convert visitors into leads. A lead magnet is a free item that you offer in exchange for their email address. For example, you could include a free PDF download like an ebook or guide. Be creative, but relevant. The lead magnet should always relate to your business and help your audience.

newsletter archives landing page showing latest issues with green background - MailerLite

Why newsletter archives rock: Everyone loves to try before they buy. Visitors can preview older newsletters before they dive in.

You are building your subscriber list so you can send more people your email newsletters. Why not show them what they’ll be getting to encourage sign-ups?

The newsletter archive block in MailerLite lets you display your previous newsletters on your landing page. When you give people a taste of what they will receive, they will know exactly what they are getting themselves into when they subscribe.

This approach attracts long-term subscribers. Just like ordering a product online, you already viewed the product images and read the details. You are not surprised when you receive it. 

theory minimalist black and white landing page design

Why this landing page rocks: "Theory strips away all unnecessary design and words to focus the reader on 1 objective."

Smart design is probably as important as the content. Visuals done right can increase your conversions significantly.

Clean design keeps visitors focused on your call to action, while bigger fonts make it easy to read and quickly grasp what your site or product is about. Furthermore, you should consider using bullet points so your visitors can quickly skim through rather than having a big chunk of text.

Lastly, try removing the main navigation links that are usually present on your website. If your audience wants to engage further, they can click your logo to link to the website.

adding directional cues arrows in landing pages - MailerLite

A directional cue is a graphic that points the reader to where you want them to look. Whether it’s the main message or the call-to-action button, a directional cue is an effective way to subtly call attention to what you want.

You can use graphics like arrows, lines, or even a photo of a person pointing to lead the visitor’s eye towards the end goal.

Sometimes you don’t know exactly what will make your landing pages convert best. There have been several times when we built a page that all of us liked internally, but didn’t convert well with our visitors.

The good news is that you no longer need to guess. You can test your content and other variables like CTAs and images. With MailerLite you can test up to 5 different versions for 1 landing page. Learn more about split testing in this tutorial video.

the web designer landing page purple background

Why this landing page rocks: "The Web Designer's page has it all—a clean design, lead magnets and clear way to sign up."

Let’s be honest – in general, people are busy and distracted. This is especially true when scanning a subscription form on your landing page.

If you make the subscription process too complicated and long, your potential subscribers’ interest will gradually fade away. Heck, they might not even bother at all to read the form if they see an intimidating amount of text and fields!

The fewer fields your form has, the higher the conversion. It’s simple as that.

But what if you need to collect more information? That’s fine. However, in general, you should only ask for the information that you really need. Or, ask them for additional information later on in the relationship. 

black and white effective landing page with gdpr compliant

Why this landing page rocks: "Well, it follows GDPR but at the same time offers value and a clear path to sign up."

As a general best practice, it’s important to keep your landing pages GDPR compliant. You can create GDPR-friendly landing pages in MailerLite by adding pre-written permissions, checkboxes and EU-subscriber segmentation. There are also GDPR-ready templates available to help you get started quickly.

effective landing page coffee quiz survey gif

Why this landing page rocks: "It's a quiz about coffee—'nuff said."

While landing pages are great for acquiring new subscribers, they work just as well to keep your audience engaged and retain customers. One way to keep your subscribers connected to your brand is to occasionally ask them for feedback.

Instead of sending your visitors away to a 3rd-party survey site, you can embed survey blocks on your landing page to control the experience. 

In addition to surveys, you can have some fun and tune your landing page into a quiz. People love quizzes, especially if they are specific to your brand.

Bonus landing page tips

Our intuitive landing page builder helps transform people of all skill levels into professional designers. With drag and drop functionality, you can build all types of landing pages. Check out this landing page demonstration video.

Editor's note: This post was originally published in 2017 and has been updated with new examples and tips.

What's your best-converting landing page? Add your URL in the comments below!

Silvestras Armonaitis

Hi, it’s Silvestras, a member of MailerLite’s customer support team. As the first remote employee to join MailerLite in 2014, I was the guinea pig to test if remote work was a good idea. Today, MailerLite is a remote-first company so the experiment was a success! To all the other remote workers who have joined since—you’re welcome.