Sales Landing Page: Examples & Best Practices (Tried & Tested)

If you are a marketer or an entrepreneur and you have landed on this article, it’s because you are probably looking for information or planning to create a sales landing page. As you already know, a well-designed page can be a game changer for any business and thus skyrocket the results of a digital marketing campaign.

In this article I will try to tell you all about sales landing pages. We’ll see what an effective sales page looks like, talk about some of the best practices and I’ll show you some real examples that can inspire you. Let’s get started!

What is a Sales Page?

At its core, a sales page is a standalone webpage specifically designed to promote and sell a product or service. Unlike other webpages that may serve multiple functions, a sales page has one primary goal: to persuade the visitor to make a purchase, usually by building a strong case for the value of what’s being offered.

The main objective of a sales page is to convert visitors into customers. It’s all about persuading the reader that the product or service being offered is not only beneficial but necessary for solving a problem or fulfilling a desire they have.

🏆 Best tools for creating Sales Pages:

  • Leadpages – Best landing page builder for small businesses
  • Swipe Pages – Perfect for creating fast, high-converting pages
  • Landingi – Extensive design customization and analytics
  • Instapage – Perfect for team collaboration and agencies
  • OptimizePress – Best tool for creating landing pages in WordPress
  • Unbounce –  Outstanding for Conversion Rate Optimization (CRO)

Short-form and Long-form Sales Pages

Having made the definition, you should know that there are two different formats of sales pages, although they are very similar to each other. Depending on the complexity of the product or service, and the audience’s familiarity with it, sales pages can be either short-form or long-form.

However, the main differences between long-form and short-form sales pages lie in the depth of the content, the complexity of the product or service and the visitor’s prior knowledge of the offer.

Let’s look at some of these differences through a comparative table:

Short-Form Sales PageLong-Form Sales Page
ContentLimited detail, mainly highlights key selling pointsDetailed information covering all aspects of the product/service
Time InvestmentDesigned to be read quickly, often less than a few minutesRequires more time investment to read through entirely
PurposeGenerally for lower-cost products or services where the buying decision is less complexTypically used for higher-priced products or services where more convincing is required
VisualsFewer visuals due to space constraintsOften includes more visuals – diagrams, videos, and multiple images to support the text
Call to ActionTypically one main CTA due to limited spaceMultiple CTAs are usually dispersed throughout the page

If you’re wondering whether it’s better to opt for a short or long format approach, it depends on your specific circumstances. Analyze which formula suits you, but above all, focus on creating a page that perfectly suits your audience, addressing their needs and concerns, as well as positioning your offer as the best solution.

Anatomy of a Sales Landing Page

As you probably know, sales landing pages are the heart of any successful digital marketing campaign. They are one of the most popular types of landing page out there as they play a crucial role in converting your site visitors into customers.

If you’re planning to create one of these pages, you should keep in mind that the design, layout and content can greatly affect their effectiveness. To that end, in this section we are going to take a look at what a well-crafted sales page should look like as it can drastically change the results of your campaign by boosting conversion rates.

Anatomy of a High-Converting Sales Page

As you can see in the image above, the magic of a sales landing page lies in its structure. Unlike a conventional web page, a landing page follows a specific arrangement of elements, each with a different purpose, all working towards a final goal: to persuade your visitors to convert in your favor.

Let’s now take a closer look at the key elements that typically make up an effective sales landing page:

  1. Headline: It is undoubtedly one of the most important elements. The headline is perhaps the first impact that the visitor will receive, so it is essential that you use a powerful and convincing headline. Try to talk about how you are going to solve the user’s problem or what benefit you are going to provide.
  2. Subheadline: The subtitle of a sales landing page is another key element, as it complements the headline by expanding the idea, adding more details or addressing possible objections.
  3. Images and videos: Visual elements make a page more attractive and easy to digest. My recommendation for this type of pages is to use videos that explain the product or service in depth or to display testimonials. Good videos greatly increase conversion rates. In addition, relevant, high-quality images can help illustrate the benefits of your offer and add credibility.
  4. Unique Selling Proposition (USP): In essence, your USP says to your potential customers, “This is what we offer, this is what makes us different, and this is why you should choose us.” To build an effective message, make it clear, specific and meaningful to your target audience.
  5. Benefit-oriented copy: Add benefit-oriented content instead of a simple description of the features of your product or service. This strategy is powerful, as it directly influences buying decisions.
  6. Social proof: Social proof is powerful. It is very important that you show positive testimonials or reviews from satisfied customers to build trust in the visitor. It is highly recommended to include video reviews.
  7. Lead capture form: In some cases, you will need to include a form to collect information from your visitors. Make sure the form is simple and easy to fill out.
  8. Call-to-Action (CTA): This is arguably the most important element of your landing page. A clear, compelling CTA button prompts the visitor to take the desired action. Remember that it must stand out on the page and convey a sense of urgency.

If you are able to use most of these elements in your landing page, you will have a solid foundation on which to build your marketing campaign.

How to create a Sales Landing Page

Creating a sales landing page may seem like a daunting task, especially if you’re new to digital marketing. But you can rest assured that it’s simpler than you think.

There are primarily three ways to create a landing page: using a landing page builder, leveraging a content management system (CMS) like WordPress, or hiring a professional, whether you’re a freelancer or an agency. Let’s dive into each method in more detail:

1. Using a Landing Page Builder

Landing page builders are specialized tools for creating high-converting landing pages. From my experience, they are the easiest way to build them, as they usually come with drag-and-drop interfaces, making it possible for even non-technical users to design attractive and professional-looking landing pages. Some popular landing page builders include Leadpages, Unbounce or Landingi.

  • Pros: Easy to use, no coding skills required, built-in templates, A/B testing features, and integrations with other marketing tools.
  • Cons: Can be costly depending on the platform, may lack advanced customization features, and you might not own the design if you decide to switch platforms.

2. Using a CMS like WordPress

WordPress, the world’s most popular CMS platform, is another great option. With tons of themes and plugins available, it is probably the most flexible and customizable way to create a landing page. To make a good landing page, I recommend installing some of the best landing page plugins like Elementor, Breaver Builder or OptimizePress (our favorite).

  • Pros: Highly customizable, large community for support, thousands of plugins and themes available, and you have full control and ownership over your site.
  • Cons: There can be a steeper learning curve compared to landing page builders, as you must worry about maintaining and securing your site. If you are looking for advanced customization you may need programming skills.

3. Hiring a freelancer or agency

If you have more budget and less time, or if you need a very customized landing page, hiring a freelancer or a professional web design agency may be your best option. Their main advantage is that they bring knowledge and experience creating this kind of pages. Nowadays on platforms like Fiverr or Upwork you can find hundreds of professional experts in landing page design.

  • Pros: Professional design, tailored to your needs, saves you time and you can focus on your core business.
  • Cons: More expensive than the other options, requires time to find the right freelancer or agency and you may have less control over the design process.

10 Sales Landing Page Examples

In this section I would like to show you some sales landing page examples with the goal of inspiring you through real cases that you can learn from. If you pay attention to detail and adopt creative thinking, these examples can spark ideas for designing and optimizing your own successful sales page.

These examples represent different industries, products and services, but they all have in common that they use some of the best current practices. If that sounds good to you, let’s take a look at them!

1. Adobe Premiere Pro

Adobe Premiere Pro is professional video editing software that enables creators to produce high-quality videos for a variety of platforms and formats. To introduce the product, Adobe has created a long-form sales page in which it explains the product in detail and offers the user the possibility to buy it or start a free trial.

What do we like the most?

  • The headline communicates a clear benefit
  • A primary blue CTA button is used to encourage purchases and a secondary one to initiate a free trial period
  • A sticky bar with CTA buttons is used so that the visitor can convert at any time
  • The “Frequently Asked Questions” section resolves many of the doubts that users may have
  • The videos used at the top and in the body of the landing page are perfect

What can be improved?

  • There are different pricing packages, but they can be confusing for users. They should be simplified.
  • Header and footer navigation menus should be hidden, as the user may lose focus and leave the page
  • No user testimonials are shown, which would certainly help drive sales

2. Longines

Longines is a prestigious Swiss watch company that has created good sales pages for their watches. As you can see, this is a very detailed page that clearly shows the user the way to complete the conversion.

What do we like the most?

  • They use very high quality images to show the exact appearance of the product
  • The middle section includes a superb video explaining this collection of watches
  • Short creative copy is used to provide a good narrative to sell the product
  • The CTA button used is located at the top and shows the price and the expression “Add to cart”
  • CTA button follows users as they scroll down

What can be improved?

  • They focus too much on talking about the features of the product and they should also talk about the benefits
  • The footer navigation links offer the user an easy way out

3. Beehiiv

Beehiiv is a new all-in-one platform for sending newsletters. In this sales landing page example, they try to explain the benefits of using this platform compared to other tools on the market. Their main goal is to get the user to start using it, either with the free plan or with a paid plan.

What do we like the most?

  • The headline is very eye-catching due to its size and also communicates a clear benefit to the user
  • They use a black CTA button that stands out and encourages the user to “Get started”
  • Although they have little text, they talk about benefits all the time
  • They use a closing argument at the bottom of the page to reinforce the value proposition

What can be improved?

  • They only use one testimonial, which is not enough to provide more security to the visitor
  • The images do not add specific value to the offer

4. Specialized

Specialized is one of the world’s leading manufacturers of bicycles, components and related equipment. On this amazing sales page, the “Turbo Como” model is shown in detail including all kinds of details, pictures and videos.

What do we like the most?

  • The colors, typography, photos and video fit really well with the brand’s philosophy
  • A simple and powerful CTA is used
  • The background images are attractive and related to the offer
  • The headline is really original and can catch the visitor’s attention

What can be improved?

  • Navigation menus can distract visitors
  • No testimonials from satisfied customers are shown to reinforce credibility
  • The sales CTA is only displayed at the top of the page

5. Cloudflare

Cloudflare is a US company that offers services such as a DNS and many others to make websites faster and more secure. In this sales landing page example, we can see a minimalist style page with a clear goal of driving customers to optimize their WordPress websites.

What do we like the most?

  • The headline and subheadline explain Cloudflare’s main benefits
  • The top navigation menu has been hidden
  • Minimalist and simple styling is always welcome to avoid distracting the user
  • The orange color of the CTA stands out against the white background
  • They use a closing argument at the bottom of the page

What can be improved?

  • Only one customer testimonial is shown, which is not enough
  • Links to social networks in the footer should be hidden

6. Xbox

Xbox is a popular high-end home video game console developed by Microsoft. This long-form sales page example showcases the X-Series model, through stunning videos and images that undoubtedly offer a very engaging visual experience.

What do we like the most?

  • The visual resources used, such as videos and images, are first class
  • The pricing section allows you to choose from several options
  • CTA button follows users as they scroll down
  • The FAQ section answers any questions that visitors may have

What can be improved?

  • The headline does not convey any benefit to the user, it only refers to the name of the product
  • Header and footer navigation menus are visible, so users can leave the site
  • The CTA with the message “Check availability” does not use an optimal message to generate conversions
  • There are no testimonials from customers who have purchased this product

7. iPhone

iPhone is probably the most popular smartphone brand on the market. In this sales landing page we can see how Apple presents the iPhone 14 model through a very well designed structure.

What do we like the most?

  • The headline is really surprising. It uses a single word “Wonderfull”, but it is actually talking about “Wonderful” + “Full”. It says a lot about what it brings to the user.
  • The benefits of the iPhone are mentioned in separate sections with relevant images
  • Casual language is used in the text to reach a specific audience
  • The CTA button slides as the user scrolls down

What can be improved?

  • Throughout the page there are several links that redirect the user to other sections, so the conversion rate may decrease.
  • Navigation links in the header and footer can take the user out of the page

8. Marie Forleo

Marie Forleo is an entrepreneur, speaker and writer who runs a well-known business development program. In this sales page example we can see an attractive and well-structured page design to persuade the visitor to sign up for the B-School training program.

What do we like the most?

  • The header is displayed as the user scrolls, showing the CTA and a countdown, which triggers the sense of urgency.
  • A chat is displayed which is also used to capture qualified leads
  • Video testimonials are included, which is very helpful to the user
  • Users are shown what they get in each module by using bullet points
  • The “Enroll Now” text on the CTA button is simple and lets users know what will happen next

What can be improved?

  • A second CTA “Join Us” is used with a different color than the main one. This may confuse the user.
  • The amount of text on the page may be too much for the visitor

9. Volvo

Volvo is a prestigious Swedish brand dedicated to selling a wide range of vehicles. To present the EX30 car model, they have created a beautiful long-form sales page with a minimalist design that reflects the values of the company.

What do we like the most?

  • Use a clear CTA to initiate the car configuration and provide an offer to the visitor
  • The photos and videos are amazing to show the details of the car
  • The headline clearly communicates a benefit
  • At the bottom of the page there is a FAQ section that may be useful to the visitor
  • The CTA button moves down when the user scrolls down

What can be improved?

  • The form to get an offer has three steps and could drive visitors away from this page
  • The logo at the top has a link to the homepage that redirects the user away from the landing page

10. NordVPN

NordVPN is a virtual private network (VPN) service provider that offers online security and privacy solutions. On this landing page, the company makes an offer to convince users to start a subscription to the service.

What do we like the most?

  • The headline is benefit-oriented, telling users about potential savings
  • They use the risk reversal strategy by offering the visitor a 30-day money back guarantee
  • Navigation links have been hidden, which helps keep visitors on the page
  • They display a countdown next to the CTA button which can increase the user’s sense of urgency
  • Call-to-action buttons appear in different places on the page

What can be improved?

  • No testimonials are shown. Adding them would help visitors to take action.
  • The logo is linked to the homepage, so it may take users away from the landing page

Sales Landing Page Best Practices

If you are a marketer, entrepreneur or business owner planning to design a landing page that delivers good results in terms of conversion, you will not only have to offer an extraordinary product or service.

Designing an effective sales landing page involves more than just putting together several elements. It is essential that you have a deep understanding of your target audience, master persuasive copywriting and design techniques, and have the ability to communicate a compelling story around your product or service.

To convert visitors into customers you will need to be as precise as a surgeon, and you will also need to adjust the design and layout of your website to improve the ROI of your marketing campaigns. Whether you are creating landing pages for the first time or you want to perfect your sales page, we bring you some best practices that will help you in the optimization process.

Sales Landing Page Best Practices:

  1. Educate the visitor: Be clear and concise about what your product or service does. An informed visitor is more likely to convert.
  2. Explain your value proposition: Highlight what makes your offering unique. Why should a visitor choose you over your competitors?
  3. Use risk reversal strategy: Answer any questions visitors may have by offering guarantees, refunds or free trials. This can increase trust and make visitors feel more comfortable buying.
  4. Show the users what they get: Use visuals like images, infographics, or videos to show exactly what visitors will receive when they make a purchase or sign up.
  5. Use social proof elements: Show testimonials and success stories to build credibility and trust. This is essential on any sales landing page.
  6. Run A/B testing: This is crucial to get the best conversion rate for your landing page. Test different versions of your landing page on an ongoing basis to see what works best. Try modifying elements such as headlines, CTAs, images, colors or the page structure itself. This process of constant testing and refinement can result in substantial increases in conversion rates over time.

Finally, it is important to always keep in mind that the main goal of your sales landing page should be to convert visitors into customers. If you follow these best practices and other techniques, you will be well on your way to convincing users to take action.

Want to learn more?

Frequently Asked Questions

When should a sales landing page be used?

Sales landing pages are used to persuade visitors to make a purchase of products or services. Sales landing pages are especially effective when used in paid advertising campaigns on platforms such as Google Ads or Facebook Ads and also to drive qualified traffic from email marketing campaigns.

What is the difference between a sales landing page and a homepage?

They are very different things. While a home page acts as a central hub for general exploration of all the main sections of a brand, a sales landing page is designed to achieve results in a specific marketing campaign, with the primary goal of converting visitors into customers.

What are the best sales landing page builders?

There are many effective sales landing page builders on the market that make the process of creating and optimizing sales landing pages much easier. Among our favorites are Leadpages, Instapage, Unbounce and OptimizePress (for WordPress users). All of them are powerful and advanced tools for designing high-converting marketing campaigns.

What is the ideal length of a sales landing page?

The length of this type of pages varies according to the complexity of the product or service being promoted. The extension of these pages should be adequate to describe the features and benefits of the product or service, as long as the visitor does not feel overwhelmed.

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