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Landing Pages that will Inspire Service Providers! +Tips & Guide!

Landing Pages That Will Inspire Service Providers

As a hard-working service provider, you know better than anyone that advertising your services online can be tough work! As you may already know, it’s no longer just about crafting the perfect ad and getting it in front of the right people. What happens next after your hard-earned visitors click on your ad?

They get transported to a pre-determined page that your visitor expects will deliver on what your ad promised. Not only that, but you only have an 8-second window to capitalize on their fleeting attention span. How on earth can you do this? With a specially designed landing page that is optimized for conversions, that’s how!

In this blog article, we’ll not only tell you what a landing page is with a list of best practices to pursue and avoid, but we’ve also curated a list of examples that we’re hoping will inspire you when creating your next landing page!

What is a Landing Page?

A landing page is a webpage that an internet user will “land on” after they’ve clicked on an ad, most often landing them on a site’s homepage. While this practice is common, it often leads to the visitor being confused with the many products, service options, and links that may or may not have anything to do with the ad that was originally shown to them.

Alternatively, a landing page can also be a standalone webpage with a single clickable action that’s designed to capitalize on the purchasing intent of the visitor. These advanced landing pages are powerful digital marketing tools that have been shown to increase conversion rates by up 400%!

If you are serious about making the most out of your advertising money, you’ll want to start implementing these advanced landing pages into your marketing campaign as soon as possible.


Building the Perfect Landing Page

The purpose of your landing page is to provide an easy path that will guide internet traffic to complete your desired action. At the very least, your landing page should include these key elements:

  • A single page in length
  • Standout testimonials
  • Exclude navigation
  • Interesting & high-quality images/gifs/videos
  • Captivating headlines
  • Highlight top features & benefits
  • Redundant or sticky calls-to-action (CTA)
  • Unique value proposition

Even if your landing page only contained these core elements, you’ll be far better off than those who link their ads to their homepage. These are really just the basics though. If you really want to maximize your conversions, we suggest that you follow as many best practices as possible and leave behind any worst practices that we discuss in the upcoming sections.

Landing Page Best Practices

There is a lot that goes into making brilliant landing pages, so we’ve created a list of landing page features and concepts that we find the most important to improving your visitor’s experience when used tastefully.

Good info source

  • Fast loading speed
  • No navigation bar
  • No unnecessary links
  • Include keywords from your ad
  • Fast loading speed
  • Provide social proof
  • Review / testimonial section
  • Provide answers to common questions and concerns through both the copy and a FAQ section
  • Be upfront about costs
  • If your service is subscription-based, be clear about it
  • Stick to a single clear CTA
  • Make your CTAs easy to spot with contrasting colors
  • Use a sticky CTA when possible
  • Include compelling features & benefits

  • Provide a unique value proposition
  • Make your landing page is built with responsive design
  • Include high-quality photos, videos, gifs, and animations
  • Add badges and awards if you have them
  • Use impressive performance figures, number of users/downloads, and interesting case studies
  • Provide contact information
  • Optimize above-the-fold real estate (make sure your visitors can figure out what your services can do within this section)
  • Keep content clean, simple, and minimal.
  • Only include exit-intent popups
  • Use negative space effectively
  • Use story-telling techniques
  • Use your company colors (4 colors or less is optimal)
  • Include brand-orientated and easy-to-read typography

Landing Page Worst Practices

As you start to implement the best practices into your landing pages, please be mindful that there are a lot of worst practices out there that should be avoided. As a general rule of thumb, if you feel start to feel sleazy while making a landing page, then stop what you’re doing and refer back to this list to see if you’ve made any of these worst practice transgressions!

  • Don’t educate your users on your service
  • Include low-quality videos, images, animations, or gifs
  • Include different CTAs throughout the page
  • Include unnecessarily complex and technical jargon
  • Don’t include anything your ad mentioned
  • Leave your brand’s story out of it
  • Making your CTA boring
  • Use every color you can think of
  • Use walls of text to bore your visitor into submission
  • Include navigation and links to other pages
  • Use language that makes your visitor feel like a stranger
  • Use boring and small typography
  • Don’t include stats or facts about your company


Top Service Landing Pages

Wag!

What We Liked

  • Interesting and engaging copy
  • Great social proof
  • Sells the features and locations well

What We Didn’t Like

  • Navigation and links on the landing page
  • Lots of negative space and limited CTA buttons
  • The form can get messy if you don’t enter all of your information

Udemy Business

What We Liked

  • Diverse sales funnel for multiple demographics
  • Partner icons above the fold
  • CTA in every page section

What We Didn’t Like

  • Navigation is on the landing page, allowing visitors to leave the funnel
  • Copy is not exciting and exceedingly corporate for a modern education solution
  • The review section should have been scrollable horizontally with more reviews

Airbnb

What We Liked

  • Interactive revenue calculator
  • Videos everywhere (although not the most compelling)
  • The review section has great images with a personalized feel to it that scrolls horizontally

What We Didn’t Like

  • Page lacks information
  • CTAs take you all over the place
  • No comparison section for pricing, features, competitors, etc.

BigCommerce

What We Liked

  • Lots of information on features with unique selling points
  • Great calls-to-action with uniform color and copy
  • Good use of social proof

What We Didn’t Like

  • No pricing information
  • Copy is boring, not much personality
  • Sections could have been more digestible by using icons and bolded text

Deliveroo

What We Liked

  • A highly creative landing page with awesome colors, icons, and animations
  • Funneling through CTA for hyper-specific selling points
  • Great cross-selling of features and benefits

What We Didn’t Like

  • Navigation in both header and footer allows visitors to leave the landing page
  • Links throughout the page allow the visitor to wander off
  • No use of videos or gifs

Blue Apron

What We Liked

  • Great imagery for food
  • Constant CTAs
  • Email subscription offers a secondary form of information capture

What We Didn’t Like

  • Inconsistent font
  • Could have used icons and bolded font for the different diets they cater to
  • Sections not center-aligned

Spotify For Podcasters

What We Liked

  • The H1 heading is captivating
  • Uniform brand colors used throughout the page
  • Good use of video, explains the content and keeps the user engaged

What We Didn’t Like

  • Could have used better lifestyle imagery
  • CTAs are all over the place, they bring you off the page and doesn’t have a single goal
  • Navigation takes the focus off of the CTA

Sendinblue

What We Liked

  • Combative towards competitors by directly comparing head-to-head statistics
  • Great social proof with reviews and partner icons
  • The header includes gripes from MailChimp users

What We Didn’t Like

  • Landing page includes navigation
  • Could have used graphics and charts to show savings over time and to break up the monotonous design
  • Partner icons could have been higher up on the page

Express VPN

What We Liked

  • Top of class social proof and trust factors with a unique tweet section
  • The map section is useful for the VPN locations
  • Highlight customer and product support

What We Didn’t Like

  • The page is filled with links that bring you to other pages
  • Could use comparative data to competition
  • Could have used a video
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Hootsuite

What We Liked

  • They include an incentive with a popup that will double your incentive if you sign up soon
  • Upfront pricing with different options available
  • The use of colors is fantastic by incorporating their colorway into the buttons, icons, and banners

What We Didn’t Like

  • Pop-up comes way too early. You don’t even get the chance to read what the page is about
  • No use of gifs, videos, or high-quality lifestyle photos
  • No FAQ section

Wondrium

What We Liked

  • Review sections contain relevant content creators
  • Has an FAQ section
  • Page is entertaining to look at

What We Didn’t Like

  • Navigation is included
  • No upfront pricing and no review section for content consumers
  • Looks like they used the same template that any other streaming service uses

Row House

What We Liked

  • CTAs bring you to the top to fill out the form
  • Secondary CTA at the bottom to enter in your email
  • Custom icons that use the brand’s colors

What We Didn’t Like

  • Form’s location input could use refinement
  • Paragraphs throughout the page could have used more color in the copy
  • Social proof is non-existent

Sunbasket

What We Liked

  • Great images and custom icons
  • Typography is fantastic, unique to the brand
  • Meal delivery for any diet section includes informational windows per diet class

What We Didn’t Like

  • The initial form is lengthy and asks personal questions before ever building trust
  • Misaligned text throughout the page
  • The review section is lackluster, could have moved higher on the page used facial images
  • Completely unrelated to their landing page, but their logo is VERY ugly

Curology

What We Liked

  • They keep the personalization/relatability consistent throughout the entire page
  • CTAs are consistent
  • The language in the H1 changes to portray their personalized service

What We Didn’t Like

  • Includes navigation
  • User reviews are too general, no humanity in them
  • More info on the product, how it works, and any important data would be nice

Nauto

What We Liked

  • Free book offer in exchange for information
  • Straight and to the point
  • Drop down menu for form options

What We Didn’t Like

  • The page is bland, could use better imagery, video, gifs, or animations
  • No trust factor, social proof, or reviews
  • Copy is uninspiring and doesn’t make us feel like we should download the book

Wix

What We Liked

  • A unique use of graphics
  • Bold, attention-grabbing headings
  • Consistent CTA

What We Didn’t Like

  • Not much information
  • No trust factor, social proof, or reviews
  • No competition comparison

Monday

What We Liked

  • Top-notch comparison section that visually represents the differences
  • Great use of videos, animations, photography, while using their colors excellently
  • Includes a sticky header

What We Didn’t Like

  • The review section looks good, but there’s not much content there
  • Typography is boring
  • Doesn’t include integration with other apps

Simpli Safe

What We Liked

  • The “How It Works” section has a great lifestyle video that shows the product system off well
  • Unique “Meet the System” section which displays a description based on which item you hover on
  • They include a nice competition-comparison section

What We Didn’t Like

  • Too many industry reviews that could have been broken up with customer reviews
  • They have a sticky CTA, but it doesn’t stand out much from the rest of the page
  • The landing page doesn’t discuss cost at all, leaving the visitors uneducated

Ridge Top Exteriors

What We Liked

  • Meet the team is unique and increases the visitor trust by being more personable
  • The “What to expect” section is fantastic in showing how their product works
  • Their great value proposition emphasizes “No Obligation. Quick Response. Accurate Quote”

What We Didn’t Like

  • No FAQ section that might set Ridge apart from customers during this initial impression
  • Review sections could have been condensed with a side scroller and highlighted with an H2 tag
  • Could have used a video and better typography

Urban Auto Detailing

What We Liked

  • Good images throughout the page
  • Good use of high contrasting colors for CTA, logo, and important text
  • Images above the fold breathe between changing images

What We Didn’t Like

  • The landing page is actually their homepage on a single page website
  • CTA includes “PH:” before the phone number which is unnecessary
  • The “benefits of detailing” section is broken up into two columns, with one being completely empty

Handy

What We Liked

  • CTA is high contrast compared to the rest of the page
  • In-depth FAQ section
  • Quick and easy sign-up form

What We Didn’t Like

  • Outside links that allow the visitor to leave the page
  • There is a lot of written content without any breaks
  • The page lacks color and could use more images

Honeybook

What We Liked

  • Strong promotional value without the need for a credit card
  • Lots of images that help guide the story about the service
  • In-depth FAQ section

What We Didn’t Like

  • Landing page has navigation
  • No review section
  • Could use more CTAs throughout the page

TruGreen

What We Liked

  • Great value proposition
  • Good icons throughout the page
  • The form is interactive and changes with the information you put in it

What We Didn’t Like

  • Could use more images
  • Could use an FAQ section
  • The review section could be improved by showing real reviews

Future.Co

What We Liked

  • Great images and video integrated above fold
  • The review section uses the space well, could have used horizontal scrolling
  • They use a sticky header with the value proposition

What We Didn’t Like

  • Navigation in stick header (so close!)
  • Could have expanded in the “How it works” section, also the “how it works” lettering is tiny
  • Definitely could have used an FAQ and Pricing

Conclusion

Phew, that was a lot. With all of that information, you should now be inspired to make your next landing page the best one yet!

If you feel like you need some extra guidance or if this is all too overwhelming, stop hesitating on your dreams and reach out to our team of landing page experts at WebCitz today!

Disclaimer: WebCitz, LLC does not warrant or make any representations concerning the accuracy, likely results, or reliability of the information found on this page or on any web sites linked to from this page. This blog article was written by Matt Hollub in his or her personal capacity. The opinion(s) expressed in this article are the author's own and may not reflect the opinion(s) of WebCitz, LLC.