Landing Page Case Study Industry


When it comes to developing an effective marketing strategy, many of us take cues from industry leaders.

We examine the top of their funnel to figure out how they subscribe people to their newsletter and turn prospects into leads. We look at the bottom to discover how they sign visitors up for a trial of their service, and how they convince those leads to buy.

Today though, no matter where you look — whether it’s a small-time agency or a giant like PayPal — you’ll find that all those tasks are increasingly being accomplished by landing pages.

These action-oriented, standalone web pages, are being used by businesses of all sizes to move people through every stage of the buyer’s journey.

Below you’ll find 100 examples of some of the best and worst landing pages on the internet, complete with full critiques. Sift through them to learn what to do, and what not to do, to create a highly effective landing page of your own.

(Keep in mind, for shorter pages, we’ve shown the entire page. However, for longer pages, we only displayed above the fold. You may need to click through to the page to see some of the points we discuss. Additionally, some examples may be A/B testing their page with an alternate version than the one displayed below.)

100 Landing Page Examples

1. Uber

What they did well:

  • The headline communicates a clear benefit.
  • A short form makes converting on this page easy.

What could be A/B tested:

  • The “Ride with Uber” link is unnecessary. All it will do is drive prospects off the page. If they wanted to ride with uber, they would’ve clicked a PPC ad that allowed them to ride with Uber.

2. Moz

What they did well:

  • The headline and subheadline work together to form a strong value proposition.
  • The CTA button color draws prospect attention.
  • The image gives an inside look into what using the product is actually like.
  • The copy is optimized for readability in small chunks.
  • A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.
  • Social proof at the bottom of the page boosts prospect trust.

What could be A/B tested:

  • A hyperlinked logo allows prospects to escape to the homepage without converting.

3. HubSpot + Canva

What they did well:

  • The “How To” headline communicates a clear benefit.
  • Copy separated into chunks make for an easily digestible page.
  • The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What could be A/B tested:

  • This long form might deter prospects on the page from converting.
  • The background image is confusing considering the ebook is about graphics. What does a mountain range have to do with graphics?
  • More white space could help let the page elements “breathe” more and be even more persuasive than their current placement.

4. Content Marketing Institute

What they did well:

  • The headline communicates a clear benefit.
  • Bulleted copy quickly communicates the benefits of the offer.
  • The ability to select a webcast lets visitors choose the more appropriate content for their needs.

What could be A/B tested:

  • This CTA button is easy to miss.
  • Text blocks to the right make this page an intimidating one to read.
  • The 9-field form might scare visitors off this page.
  • The Twitter “share” button allows prospects to escape the page. What if your visitor shared the page, but didn’t return to the page and register themselves?

5. LinkedIn

What they did well:

  • Bulleted copy quickly communicates the benefits of the offer.
  • The image gives an inside look into what using the product is actually like.
  • Text is separated into smaller, readable chunks.
  • The “autofill with LinkedIn” button allows visitors to complete the form with a simple click instead of having to complete this lengthy form.

What could be A/B tested:

  • “Submit” is as lazy and unremarkable as CTAs get.
  • Numerous outbound links, including the LinkedIn logo and social media buttons, provide way too many options for visitors to abandon the page without converting first.
  • The headline doesn’t convey a clear benefit. It also uses jargon, who exactly are “sophisticated marketers?”

6. Forrester Research

What they did well:

  • CTA button color contrasts with the white background, making the button more visible to visitors.
  • Image of the report is relevant to the offer, and gives visitors a sneak peek into what the report will entail. However, the image could be larger.

What could be A/B tested:

  • The hyperlinked logo gives visitors a chance to exit the page without downloading the report.
  • The form is too long for a free report landing page. Plus, all form fields are required, which adds friction to the page.
  • The copy is written from the company’s perspective, using the pronoun ‘our’. The copy should be replaced with customer-centric copy describing why the report is beneficial for visitors.

7. Microsoft

What they did well:

  • The copy is benefit-oriented, and separated into bite-size chunks for easy reading.
  • Bullet points offer a skimmable preview of the content of the ebook.
  • Text above the form lets the visitor know exactly what they need to do to convert.

What could be A/B tested:

  • This logo, linked to the homepage, has the potential to draw users away from the page before they have a chance to click its CTA button.
  • The headline, “Intelligent Security: Using Machine Learning to Help Detect Advanced Cyber Attacks,” doesn’t communicate a clear benefit. It could, though, with the words “How To” preceding it. “Intelligent Security: How To Use…”
  • This CTA button color could be changed to call more attention.
  • Vanishing gray labels within form fields have the potential to annoy and confuse prospects, research shows.

8. GEICO

What they did well:

  • A non-hyperlinked logo won’t allow visitors to leave the page.
  • An extremely short, one-field form only asks for zip code, and collects more information later in the process.
  • The CTA button copy is tailored to the offer.
  • A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What could be A/B tested:

  • The headline “See how much brighter your day could get,” doesn’t convey a tangible benefit. However, we all know GEICO well enough to know their tagline “15 minutes could save you 15% or more on car insurance,” to the point that branding fills in the gaps for us.

9. PayPal

What they did well:

  • The word “Free” emphasizes the no-cost nature of the offer.
  • A blue CTA button pops off the page.
  • Bulleted copy quickly communicates the benefits of the offer.
  • The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
  • A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What could be A/B tested:

  • The CTA “Download Now” isn’t as tailored to the offer as it could be.
  • The image text isn’t readable.
  • The logo is linked to the homepage, allowing prospects to leave the landing page without converting.

10. Jeff Bullas

What they did well:

  • The headline and subheadline communicates a clear benefit.
  • The CTA button color draws prospect attention.
  • The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What could be A/B tested:

  • The testimonial is from Jeff Bullas, and not one of his satisfied customers. Testimonials are great, but this one comes across as self-promotional. If the quote was from a marketing influencer who used Jeff’s blogging secrets to improve their own campaigns, the testimonial would add even more value.
Show Me The Top 15 Landing Page Styles

11. Alexa

What they did well:

  • The headline communicates a clear benefit.
  • The CTA button color draws prospect attention.
  • The copy is separated into digestible chunks for easy reading.
  • A non-hyperlinked logo doesn’t allow prospects to escape the page through it.
  • Three cooperative CTAs work together to convert prospects in different locations on the page.
  • The Amazon logo aligns Alexa with a powerful, well-known brand.
  • Features of the product are emphasized, which is usually a no-no, but so are their respective benefits.
  • A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.
  • The text “Get started in less than 10 minutes” emphasizes an instant solution, which we as an impatient collective are all drawn to.

What could be A/B tested:

  • More white space would allow each landing page element to “breathe” more and draw even more attention to the CTA.

12. HubSpot

What they did well:

  • Short paragraphs and bulleted copy make this page easy to get through.
  • The CTA button color attracts prospect attention.
  • Multiple CTAs work together to convince prospects to convert.
  • The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What could be A/B tested:

  • The CTA “Continue” could be more compelling.
  • The social media buttons give people an exit point on the landing page.

13. Microsoft

What they did well:

  • The headline communicates a clear benefit.
  • Bulleted copy quickly communicates the benefits of the offer.
  • The word “Now” in the CTA takes advantage of our desire for instant gratification.

What could be A/B tested:

  • The verbosity of this page could be reduced.
  • The CTA button copy could be personalized to match the offer.

14. WordStream

What they did well:

  • The headline is creative, potentially offering a little-known secret solution that’s different than the norm.
  • The fallen chess piece serves as a visual aid, pointing toward the CTA button.
  • The CTA button color draws prospect attention.
  • The copy teases the content of the guide.
  • The word “free” capitalizes on our desire to get something for nothing.

What could be A/B tested:

  • Social media links in the footer have the potential to drive prospects off the page before they can convert.
  • The form color is the same color as the headline and a portion of the copy. It doesn’t stand out as much as it could from the rest of the page.

15. Sujan Patel

What they did well:

  • The CTA is written in first person.
  • A testimonial from a happy customer strengthens the credibility of this offer.
  • The “name a fair price” field lets people select how much they want to pay. We would be curious to find the data on what dollar amounts visitors have agreed to pay Sujan Patel...

What could be A/B tested:

  • The image doesn’t add anything to the offer.
  • The language select field is great but it only translates the email and navigation links, the name your price field, and the CTA copy. If you can’t read English, how else are you supposed to be persuaded by the testimonial and ultimately purchase the ebook?

16. Hired

What they did well:

  • The headline “Reach 4,000 Companies At Once” conveys a clear benefit.
  • The green CTA button pops on the white form.
  • Bulleted copy quickly communicates the benefits of the offer.
  • A short form makes signing up easy.
  • The “Free” nature of the service is emphasized in the subheadline.
  • The salary range noted in the subheadline is above average, even on the low end.

What could be A/B tested:

  • A navigation menu and a hyperlinked logo let prospects leave the page way too easily.

17. Birst

What this page does well:

  • The first line of text relates to the page’s visitors by asking them a question they’ll likely answer “yes” to.
  • Bulleted copy gives visitors an idea of what they’ll learn by reading the report.
  • The CTA button color stands out against a white background.
  • The word “now” in the CTA takes advantage of visitors’ desire for instant gratification. If you click the button, you get to read the report immediately.

What could be A/B tested:

  • The headline here could be stronger. Birst misses the opportunity to use an authoritative company’s praise as a social proof headline. “See Why Gartner Rated Birst As One Of The Best BI Platforms On The Market.” Remember -- you can describe your product as the “best” if someone else said it about you, but you can’t say it about yourself.
  • The fine print here should go. If you actually take the time to read it, you realize that there’s nothing fishy going on here. But the problem is, not everyone will. They’ll see fine print and assume there’s a catch to this. Leave it italicized and make it bigger so visitors can read it. Birst has nothing to hide here.
  • Light-gray labels within each form field have the potential to frustrate visitors when they disappear.

18. Domo

What they did well:

  • Testimonials from happy customers serve as social proof.
  • The CTA button color pops off the page.
  • The CTA button color draws prospect attention.
  • A minimalistic footer doesn’t distract prospects from converting with links to other pages or social accounts.

What could be A/B tested:

  • The headline doesn't convey a clear benefit at all.
  • The CTA button could be much bigger to draw more attention as the most important element on the page.

19. Salesforce

What they did well:

  • The headline communicates a clear benefit.
  • Minimal text makes this page a breeze to get through.
  • The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.
  • Security badges let prospects know their information is safe.
  • The word “Now” in the CTA capitalizes on our desire for instant gratification.

What could be A/B tested:

  • This CTA is really easy to miss, as it’s only a slightly different shade as the form it’s on.
  • A busy footer, complete with a sitemap and social buttons, allows prospects to leave the page without converting.
  • The CTA button copy should be changed to something more personalized.

20. Indeed Crowd

What they did well:

  • The headline conveys a clear benefit to the visitor: get paid for referring a candidate that gets hired.
  • Minimal, skimmable text makes getting through this page easy.
  • Cooperative calls to action work together to convert the visitor.
  • The copy emphasizes flexibility and ease of use. Registrants can make extra money whenever they want.
  • A screenshot showing four-digit rewards for referring prospects entices them to convert.
  • A one-field form makes converting simple for the prospect.

What could be A/B tested:

  • The blue CTA button at the top of the page doesn’t draw as much attention as it could.
  • The copy is center-aligned (breaking the left margin) instead of the traditional left-alignment, which makes it more difficult to read than it needs to be.
Show Me The Top 15 Landing Page Styles

21. Upwork

What they did well:

  • The how-to headline emphasizes that by registering, the visitor will get the benefit of learning how enterprises are using online talent.
  • The big Upwork logo lets prospects know they’re taking tips from a big brand.
  • Bulleted copy quickly communicates the benefits of converting on the page.

What could be A/B tested:

  • The image in the upper-right corner doesn’t relate to the landing page content in any way.
  • An 8-field form may intimidate people into abandoning the page.
  • The CTA button color doesn’t stand out against a page that already uses a lot of purple.
  • The CTA “Register” is unremarkable and could be made larger.

22. IBM Marketing Cloud

What they did well:

  • The headline offers up a valuable resource.
  • This CTA button color contrasts the form it’s on well.
  • The image serves as a visual representation of the offer.

What could be A/B tested:

  • The CTA “Submit” can’t get any more unremarkable.

23. HubSpot

What they did well:

  • The headline communicates a clear benefit.
  • Bulleted copy quickly communicates the benefits of converting.
  • The CTA button color pops on this page’s background.

What could be A/B tested:

  • The HubSpot logo is linked to their homepage, which allows easy access off the page and can reduce the number of conversions for the free assessment.
  • The long form might scare prospects off this page before they convert.

24. Dreamforce

What they did well:

  • Bulleted copy quickly communicates the benefits of converting.
  • The CTA button color pops on this page’s background.

What could be A/B tested:

  • A busy footer distracts prospects from converting, allowing them to abandon the page whenever they please.
  • The share button at the end of the form allows visitors to leave the page.
  • The button copy could be made relevant to the offer.

25. Capital One

What they did well:

  • The headline clearly communicates the value of the offer.
  • Bulleted copy quickly communicates the benefits of converting.
  • Cooperative CTAs help to convert the prospect in two different places on the page.

What could be A/B tested:

  • A busy footer filled with links and social media icons distract prospects from claiming the offer.
  • The CTA “Sign up now” could be more tailored to the offer. Even “Give Me Unlimited Checking With No Monthly Fees” would likely perform better.

26. WordStream

What they did well:

  • The question headline engages the reader by speaking directly to them.
  • Bulleted copy quickly communicates the benefits of the offer.
  • The CTA button color draws prospect attention.

What could be A/B tested:

  • A footer complete with social media links allows prospects to abandon the page.
  • The privacy policy is missing, which might make visitors wonder, “What is WordStream going to do with my information if I submit it?”

27. Marketo

What they did well:

  • This CTA button color contrasts the rest of the page well.
  • A minimalistic footer doesn’t distract from the offer.

What could be A/B tested:

  • The CTA “Download” is about as uninteresting as it gets.
  • The headline could be worded to convey a stronger benefit.

28. Autopilot

What they did well:

  • This case study headline offers a valuable resource: An in-depth look at how a Instapage generated $30k worth of revenue in two months.
  • This CTA is written in first person.
  • Images humanize the presenters.
  • Bulleted copy conveys the benefits of attending the webinar.
  • Titles of the presenters showcase their expertise.
  • A countdown timer leverages scarcity.

What could be A/B tested:

  • Speaker bios could have a bit more detail, convincing visitors to attend.

29. On24

What they did well:

  • The headline offers to let visitors in on little-known “secrets” that will help them boost webinar registration.
  • The word “Now” in the CTA emphasizes the immediate benefit of clicking the button.

What could be A/B tested:

  • The CTA button color is used a lot on the page already, making the button easily missable.
  • The navigation footer serves no purpose on a landing page.

30. Domo

What they did well:

  • The headline communicates a clear benefit.
  • Copy separated into small chunks makes reading this page less of a chore.
  • The CTA button color pops on this form’s background.
  • Logos of big-name businesses boost authority by aligning the brand with some well-known companies.

What could be A/B tested:

  • This CTA button could be bigger to draw more attention.
  • The verbosity of this page could be cut down with some simple bullet points.
  • The headline could be moved up a few spaces on the page. It doesn’t look centered on the page.
Show Me The Top 15 Landing Page Styles

31. UserTesting

What they did well:

  • Bulleted copy quickly communicates the benefits of the offer.
  • The word “free” emphasizes the no-cost offer.
  • The bright button color draws prospect attention.
  • The image serves as a visual representation of the offer, showing visitors what they’ll get after converting.

What could be A/B tested:

  • The headline could convey a stronger benefit.
  • A privacy policy or trust badges may make visitors more comfortable with converting.

32. ACT

What they did well:

  • The logo isn’t linked to the homepage, which means visitors can’t escape before they convert.
  • The text gives a preview into the content of the ebook.

What could be A/B tested:

  • This headline doesn’t convey a benefit at all.
  • Two combating calls to action detract from the conversion rate of each other.
  • Tons of text make this page intimidating to read.

33. Villanova University

What they did well:

  • Villanova’s logo is not hyperlinked, which keeps visitors on the page and focused on the landing page goal.
  • The progress bar shows which step the visitor is currently on, and how many total steps are included in the conversion process.
  • Authority badges tout the accolades of the program.
  • Bulleted copy quickly convey the benefits of signing up.

What could be A/B tested:

  • The image doesn’t really convey the benefits of Villanova’s online MBA program.
  • The CTA button looks nothing like a button, and everything like a simple progress bar. Where should prospects click to continue the signup process?

34. WordStream

What they did well:

  • The word “Free” shows up in two different landing pages, emphasizing the no-cost nature of the offer.
  • The CTA button color pops on this page’s background.
  • The word “Now” in the CTA capitalizes on our desire to get immediate solutions to our problems.
  • Bulleted copy quickly communicates the benefits of converting.

What could be A/B tested:

  • A footer with social media links allows prospects to escape the page without converting.
  • Two different linked logos in the header serve as outbound exits off the page.

35. Microsoft Power BI

What they did well:

  • The headline conveys a benefit to the visitor.
  • The copy reinforces the value presented by the headline with the statement “Data analysis is a high-demand professional attribute. In fact, it’s one of the top 10 skills many companies are looking for today.”
  • Bulleted copy explains the benefits of downloading the e-zine.
  • Bolded letters create a visual hierarchy drawing attention to important phrases.
  • Links to privacy policies and trademarks are included as a resource for curious prospects, but they’re also dull in color so as not to steal attention from more important page elements.

What could be A/B tested:

  • Two hyperlinked logos in the header, and one in the footer, draw users to the homepage before they have a chance to convert.
  • Light-gray labels within the form fields have the potential to confuse and frustrate prospects, research shows.

36. Marketo

What they did well:

  • A logo unlinked to the homepage doesn’t let prospects escape without converting.
  • The “How To” headline conveys a clear benefit to the reader.
  • The content relates to the reader.
  • Skimmable text with bullet points make this page easy to get through.
  • The text “Download the eBook to learn more” with its corresponding arrows lead visitors’ eyes toward the form.
  • Instructions on the form let people know exactly how to claim the ebook.

What could be A/B tested:

  • The CTA “Download” could be much more compelling.
  • The CTA button would draw more attention if it were bigger.

37. Google Cloud Platform

What they did well:

  • The headline offers a valuable, free resource.
  • The CTA button color pops on this page’s background.
  • Bulleted copy conveys the benefits of converting.
  • The FAQ section helps answer any visitor concerns about the platform. However, the inclusion of outside links provide easy ways off the page without first letting the visitor convert on the offer.

What could be A/B tested:

  • The logo in the top-left is hyperlinked to the Google Cloud homepage, which distracts visitors from clicking through on the CTA and “trying it free.”
  • A busy footer allows visitors to abandon the page without converting.

38. Shopify

What they did well:

  • This CTA button color contrasts the rest of the page well.
  • Multiple CTAs work together to convince the prospect to convert.
  • The word “Today” in the CTA emphasizes the instantaneous benefit of clicking the button.

What could be A/B tested:

  • A logo linked to the homepage serves as an escape route for prospects.

39. Percolate

What they did well:

  • The CTA button color contrasts the white page well.
  • Several cooperative CTA buttons work together to convert the prospect.
  • The call-to-action is tailored to the offer. It reads “See Percolate” instead of something cookie-cutter like “view demo.”
  • Bite-sized content makes reading this page easier than if it were covered in block text.
  • Screenshots from inside Percolate give visitors an idea of how it works.

What could be A/B tested:

  • Numerous links in the header and footer serve as exits from the page, allowing prospects to leave before they convert.
  • The subheadline makes the claim that Percolate is the world’s #1 content marketing platform, but where’s the proof? Phrases like this actually do the opposite of what’s intended. Think about it — how many times have you seen “World’s Best Cup of Coffee” written on the outside of a café? And how many times have you believed it?
  • These testimonials are given by nameless customers. Without names and titles or photos, they’re less credible to readers. Visitors have to decide whether they believe these were actually written by Percolate customers, or by the Percolate team themselves.

40. SAP

What they did well:

  • No navigation means no visible way off the page.
  • Links on the page might have you thinking they direct the prospect elsewhere, but really they just bring you to the bottom of the page to the form.

What could be A/B tested:

  • The image has nothing to do with the offer, and it doesn’t strengthen it whatsoever.
  • This headline isn’t benefit-oriented. Why should the visitor download it?

41. Whitman Syracuse University

What they did well:

  • The registration process is broken up into steps, reducing the amount of friction associated with converting.
  • Bulleted copy conveys the benefits of attending the program.

What could be A/B tested:

  • The CTA button color makes this button easily missable.
  • The headline is missing a clear unique selling proposition.

42. Online Trading Academy

What they did well:

  • The headline relates to the reader by playing to their desires: they want to make the money a Wall Street trader would without being one, or becoming one through long, drawn-out, formal education.
  • Logos of big-name businesses boost authority by aligning the brand with some well-known companies.
  • Multiple cooperative CTAs work together to convert the prospect.
  • This CTA button color draws prospect attention.
  • Contact information gives prospects a way to get in touch with company representatives if they have questions about the offer.
  • The phone number is click-to-call, making it easier for prospects to contact Online Trading Academy should they have questions.

What could be A/B tested:

  • The social media links at the bottom of the page distract users from completing the page’s goal.

43. Colonial Life

What they did well:

  • The image shows visitors what they’ll get when they convert.
  • Statistics in the copy give proof that employers have trouble retaining top talent, making the case for why they should read the ebook.
  • Bullet points preview the 24-page ebook’s content.
  • The subheadline emphasizes that the ebook is free.
  • The opt-in box


Three bedrooms, two baths, a swimming pool, and a front lawn.

You know what you’re looking for in your first home, the only problem now is that you have to find it.

I faced a similar problem last month. After six weeks of sifting through what seemed like hundreds of online listings, yesterday I finally found a new apartment! It was a painfully tedious process, as anyone who’s ever hunted for a new living space knows. But I expected that.

What I didn’t expect was that I would find my new living space while on a bike ride through an adjacent neighborhood.

It had everything I needed, it was in a great location, and the best part? It was within my budget.

So as I put down my deposit and signed the lease, I thought to myself, “how on Earth did I not see this place online?” After all, it was only a mile away from my current home.

It wasn’t until doing research for this piece that I figured out why.

As it turns out, one of the biggest challenges realtors face is keeping up with today’s technology.

Social media, email marketing, online real estate listings — it can all be totally overwhelming when you’re trying to manage your business offline. But the fact is, you need to find some way to manage it because almost half of all people start their search for a new home online.

So whether you’re a realtor, a home seller, or a real estate technology business, you need to start creating targeted web pages for your audiences — called landing pages — to move them closer to the point of purchase.

Let’s talk more about how they work.

What is a real estate squeeze page?

Have you put together a real estate squeeze page (aka real estate landing page) for your business? Here’s how to tell:

1. Is your page disconnected from your website’s navigation?

Your squeeze page should be a part of your website, but it should be inaccessible via your main navigation. To be a true landing page, prospects should only be able to land on it after clicking a link that you send out through one of your communication channels — like email, pay-per-click ads, or social media.

2. Does your page exist solely to convert visitors?

Some people will tell you that all your page needs to have is a form or a call-to-action (CTA) to be considered a landing page.

That’s not the case.

What you create must have one goal and one goal only: conversion.

Take this Fundera page for example:

It has a call-to-action and a form to complete. But many wouldn’t consider it a landing page. And that’s because it doesn’t exist solely to convert.

It serves as a jumping off point to other pages, like “Products,” “Resources,” “Login,” and the blog.

  1. Is it related to the real estate industry?

Whether its goal is to book a showing or generate a home report, your page needs to be related to the real estate industry in some fashion.  

Why do you need a real estate landing page?

According to REALTOR.org, 43% of all home searches start on the internet.

And even when those searches don’t start online, they eventually end up there — with 94% of millennials and 84% of baby boomers saying they use the internet during the home buying process.

That means if you’re in the real estate industry, you should have a presence online — regardless of your niche.   

And since every sound internet marketing strategy includes some combination of social media, email, and, PPC advertising; you’ll need somewhere for your subscribers to land after they click the link for your promotion. That place is a landing page built to move your prospects to the next step in your marketing funnel.

Who uses real estate landing pages?

Don’t make the mistake of thinking that you have to be a real estate agent to create a real estate landing page. In addition to agents, they can be useful to a lot of different types of people and businesses, like:

  • Consumers with property to sell
  • Tech start-ups connecting people to the housing market
  • Brokerages educating their employees

As you’ll see, real estate landing pages come in all shapes and sizes. Let’s take a look at some created using Instapage software to determine best practices.

ReStart Home Report

Target: Consumers who want to buy or sell a home without the help of an agent.

Goal: To get the prospect to request a ReStart home report by filling out a form and clicking a CTA button.

The good:

1. The copy is concise and informational

There’s no superfluous language or confusing jargon on this page. It’s lean, and every bit of text is used to either convince or inform the prospect.

2. The headline and unique selling proposition are clear

Why should I get a ReStart home report? Because it will help me “avoid buying a house with costly hidden problems.”

A prospect should always be able to look at your headline and figure out why she should buy your product or use your service. It sounds simple, but you’d be amazed at how many landing pages don’t include an attention-grabbing, benefit-packed headline.

3. Optimized form

To get a full report on your home’s history, you’ll probably need to give up more information than just what you see on the form here.

However, ReStart only requires you enter some very basic and low-level information to start, making it more likely you convert. After you do, they can ask for more personal information later on in their sales funnel.

4. No points of exit

There are only two ways off this landing page. The first is by clicking one of the two CTA buttons, and the second is by canceling out of the page altogether. That’s exactly how it should be. Don’t give your prospects an “out” by including your navigation or any other links that direct them off the page. Force them to ‘X’ out their window or move further down your conversion funnel.

(*Bonus: Move your cursor around the header image and see what the stars do in the sky to see the fancy HTML code added to the page.)

The bad:

1. More showing, less telling

It’s one thing to tell me that I shouldrequest a ReStart report, but it’s a whole other thing to show me why I should.  

What do I stand to gain by avoiding hidden problems? What does the average homeowner pay in repairs their first few years after buying? Do you have any relevant research to support the need for your product?

Present the same argument, but use facts and statistics to back it up. For example, what sounds more convincing to you?

“Avoid buying a house with costly hidden problems…”

Or this:

“The average homeowner spends about $8,000 repairing home problems they inherited from the previous owner. Avoid purchasing a home with costly hidden problems…”

Show me why I need your product, don’t tell me that I do.

2. Inconsistent branding

Why does the report name appear as “RESTART” in some places, but as “ReStart” in others? It may seem like a small issue, but even little branding inconsistencies like this one have the potential to create mistrust in the mind of your prospect.

3. The call-to-action button copy is boring

Why settle for cookie-cutter copy like “Get Started” when you could use something like “Learn the truth about your home” or “Identify my home’s problem areas”? Your call-to-action is arguably the most important element on your real estate landing page, so take the time to make it insanely good.

Zocchi Real Estate

Target: Consumers searching for a new home  

Goal: To generate real estate leads by getting users to fill out their name, email address, and phone number on a form.

The good:

1. No points of exit

Either submit your information or open a new browser window, because that’s the only way you’re getting off this landing page. No ads, no links, no navigation means the chances that people abandon this page are lower than most.

2. Button text

This landing page gets points for not using boring CTA button text like “Submit,” but it could be better. Instead of “Get In Touch Today,” what about something more in line with Teresa’s brand, like “Locate My Dream Home”? It’s far more imaginative and stands out much more than what’s currently on the button.

3. Button color

The red button contrasts the background color of the form nicely, making it really pop. There’s no question where the user has to click to convert. Take your button optimization a step further by figuring out which colors your target audience is most receptive to, and working them into your landing page.

4. Bullet points

Teresa shows a comprehensive list of bullet points showcasing what she will do for her clients. Not only will she search for and show potential properties, but she will also provide clients a list of licensed inspection companies and offer continued service beyond the close of escrow. That kind of service is invaluable, and she makes it a point to tell people upfront on her landing page.

The bad:

1. Stock photo

When you haphazardly drop a stock photo right in the middle of your page like this, it comes off as lazy, impersonal, and even a little untrustworthy.

Research has proven that photos of real people outperform stock photos time and time again in marketing. So make it a point to get high-quality pictures of the people you’ve helped find a home, and use the best ones for your marketing collateral.

2. Website logo is too cluttered

While the upper-left-hand corner of a website is the universally accepted spot for a company’s logo, there’s way too much going on in that little red box.

I count three different logo variations in that one box: one image, one text, and one shorthand. Choose one from the text that says “Teresa Zocchi Real Estate Team,” the image of the key, or the abbreviation “TZ.” Don’t stuff them all into one small red box and place it awkwardly on a white background.  

Not only that, but the headshot is out of place in the header — and it’s repetitive — since you’ll see it below the fold as well.

My theory is that whoever created this landing page wasn’t the most adept at graphic design; so when it came time to upload a logo, the designer uploaded the only one he or she had.

The better way to go about it would’ve been to head over to Fiverr and pay five dollars to have an actual graphic designer put together three different logo variations on a clear background, then choosing one of them to upload. It will blend better with the page that way.

3. No unique selling proposition

There are almost 2 million active real estate licensees in the United States. Why should I choose the team of Teresa Zocchi? What can her team offer me that another agency can’t?

Be sure to display your unique selling proposition in your headline or sub-headline.

4. Poor testimonial photos

Why are the testimonial photos tiny thumbnails of rooms in a house, instead of photos of the actual people who have provided the quote? As we mentioned before, studies have shown that photos of real people out-perform stock photos, so do your best to solicit pictures of your satisfied customers.

5. The headline is weak and doesn’t make sense at this stage

“Ready to buy?” What’s that about? Aside from the fact that this headline is just plain weak, we already know that the people landing on this page aren’t ready to buy. If they were, they wouldn’t be seeking out a realtor to help them find a home.

The sub-headline would be a better headline in this case: “Let me help you find your dream home”… but it’s still not great. Remember: showing is better than telling. Back up your message with facts.

Have you served a lot of clients? Do you place customers in homes faster than the industry average? Say so in your headline.

With a little research, I was able to find out that Teresa offers all of her clients a “Buyer’s Handbook.” Why not offer that as a downloadable asset in exchange for prospects’ information?

Use a headline like “Claim your FREE Buyer’s Handbook,” and explain to people all the valuable information they’ll find inside it.

6. Too much “me” and not enough “you”

I see a lot of “me” and “I” all over this landing page.

The most powerful word in marketing is “you” – and it’s not used nearly enough on this page. Stop talking about yourself and start telling me why I should hire you.

Frankly I don’t care if you want to help, if you’d love to help, or if would be a total chore to help me. I want to find a home fast, and I want it to be in my price range. Tell me you’ll do that and I’m on the hook. Everything beyond that is gravy.

7. No badges or certifications

To be a real estate agent, you need to have at least your license. There’s a good chance you have other industry certifications as well. Display them prominently on your landing page to show your authority.

8. No custom URL

A custom URL would add a more professional feel to this landing page. It’s easy to do, too. Just follow these steps to remove the “.instapage” from it, and display a URL with your custom branding.  

HomeSpot Media

Target: Potential home buyers looking at a property on 557 Hilldale Drive in Bath, PA

Goal: There doesn’t seem to be a visible call-to-action (only a verbal CTA at the end of the video), so my guess is that the only goal here is to give people a video tour of the property.

The good:

1. There’s no navigation

No navigation on this landing page means fewer ways to escape, which increases the chances prospects will convert. But seeing as how there’s no way to convert, that’s not going to happen anyway.  

2. It leverages video

Video has emerged as one of the most engaging forms of media in digital marketing, producing seriously high ROI. This is especially true in real estate, with almost half of all home buyers saying they found video tours of homes very useful in their search.

The bad:

1. No call-to-action

This is bad. Really bad. And it’s surprisingly not the first time we’ve seen this mistake on a real estate landing page.

Without a call-to-action, there’s a good chance that nothing will come of this page at all. Sure, it’s helpful to people who want to get a look inside 557 Hilldale Drive.

But, what if I want to schedule a visit? What if I want to contact the realtor who represents the seller of this property? I’m sure if I looked hard on the website, I would be able to find it, but I shouldn’t have to search.

Your landing page should make converting as easy as possible for the prospect.

Maxavenue

Target: Real estate agents in the market for a new brokerage

Goal: To get agents to schedule an appointment with their brokerage

The good:

1. Compelling CTAs

“Join the Maxavenue Revolution!” is a compelling branded CTA that’s sure to outperform any standard “Submit” button. But if it were me, I’d make it even better by using one of the claims found later in the body copy, which states that you can make up to 26x more income. I’d be willing to bet that call-to-action like “Show me how to boost my income by up to 26x” would drive some serious clicks.

2. Well-written copy

The body copy of this landing page is chock-full of benefits and trust indicators. By reading it I know that:

– Maxavenue brokerage systems have sold over a billion dollars’ worth of real estate, so they must be good at what they do

– They’ve sold all over North America, so they have experience in different markets

– They offer a lead generation system and targeted local marketing strategies, so I’ll have multiple tools available to me

– They have control over exclusive markets that have the potential to net you $150,000 in income

– They offer individualized coaching

– They’ll send me free educational newsletters

– They offer a 100-course training program

– They give me opportunities to earn industry-specific certifications

3. Skimmable text

You won’t find any long-winded block text here. Everything is bulleted, easy to digest, and the longest paragraph is only three sentences.

The bad:

1. Awkward headline

The biggest negative we found on this landing page was the headline. I thought maybe “Looking Zone” was a phrase used by real estate agents that I didn’t recognize because I wasn’t in the industry. So I Googled it and didn’t find anything relevant to real estate. Even if I had, it would still be a bad headline because it doesn’t convey any benefit or unique selling proposition.

Remember: the most important job of a headline is to get the visitor to read the body copy. It would be a shame if this well-written landing page never got read because the headline didn’t do its job.

2. Wrong favicon and copyright information

If you’re not familiar what a “favicon” is, it’s the icon listed in the browser tab. Maxavenue’s favicon is… Instapage’s logo! While we admit, the brand exposure is great, but not what Maxavenue would want. Instapage customers can insert their own favicon by following the quick instructions here.

Furthermore, when you scroll to the bottom of the page, the copyright information is… Instapage! Why wouldn’t Maxavenue replace us with their company name?

Both of these may sound like we’re nitpicking, but it’s the little details that can create uncertainty with prospects. This goes back to the “message matching” and something you can’t afford to miss.

Create your best real estate landing pages

Businesses, realtors, and home sellers can all benefit from using a real estate landing page. And the best part is, with Instapage it will only take you a few minutes to get it live on the web.

You don’t need loads of time, money, or technical experience to build your real estate landing page either. Instapage integrates with a lot of the most commonly-used marketing software on the internet — like WordPress (for websites), MailChimp and Constant Contact (for email marketing), Salesforce (for customer relationship management) and Google Analytics (for web analytics).

Take a few minutes to see why it’s the simplest and most powerful landing page tool available.

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