• http://schopper.blogspot.com/ Frank Heukels

    Great article. It would have gained strength though if you would also have used a couple examples not being your own customers! Loose the sales mentality.

  • Scott Brinker

    Thanks, Frank.

    Just to be clear, nothing presented in this article is in any way dependent on any offering from my company. The only thing in my selection bias is that I happen to see a lot more examples from our customers, just because that’s what I’m exposed to every day, so it’s easy to pull out samples that illustrate a particular point.

    The explicit disclosures are to adhere to Search Engine Land policy, but they’re intended for transparency, not promotion. I apologize if you thought it seemed to salesy. My intention is to simple get people excited about what’s possible, raising the bar on landing page experiences, independent of any software or agency you choose.

  • http://prluv.com Thomas

    Fantastic article. I’m fascinated by landing pages. Lazy marketing types or site owners have given a lot of landing pages a bad name, but done effectively and dependent on the individual goals and needs of a customer, they can be remarkable at converting visitors into customers or subscribers.

    About the first comment – I thought this was going to be a short, ‘check out my other two sites’ bit of an article when you dropped the first example. Except for two things. The first was a really great example and is beautiful – and the second is Dell. I don’t think he’s trying to spam his little project Dell site, Frank. ;-)

    I use a landing page with two ‘interactive’ type elements, or call-to-action buttons rather, for my PR consulting business and so far so good. Constantly testing new phrasing, colors, and the like – but that’s the fun of streamlining these first impressions. ;-)

    Thomas @ PRLuv.com

  • http://www.seo-peace.com/ Sunita Biddu

    This is exciting. But I wonder and worried if every niche can have equally seductive looks. We can try to please the audience’ emotions and influence actions but not always with graphics or images in certain niches like health etc. I am always impressed with Apple and Dell and this article prompted me to experiment with my SEO landing page. Let’s check the luck :)

  • Scott Brinker

    Thanks, Thomas! Well-said. Always inspiring to hear from a fellow landing page enthusiast. :-)

  • Scott Brinker

    Hi, Sunita — glad to hear that this article has inspired you to try a few new experiments.

    I agree with you that not every niche should have seductiveness to this degree. But more broadly, I do think that all niches can benefit from greater design thinking in their landing pages.

    If you have a brand, regardless of the industry, and you’re trying to differentiate from competitors and connect more deeply with customers — and who isn’t? — the visual presentation of your landing pages is a powerful dimension of that experience. Most landing pages don’t do a very good job at this, so it’s a great opportunity to stand out.

    Good luck with your experiments!

  • John Li

    Great article, effective landing page is both art and science. Do you have other great b2b landing page examples? Mobile as well.

  • Scott Brinker

    Thanks, John! The blend of art and science in modern marketing — landing pages and beyond — is fascinating to me.

    There are a couple of more exmaples in these previous Search Engine Land Posts:

    http://searchengineland.com/compelling-landing-page-design-is-not-formulaic-39600

    http://searchengineland.com/3-dead-excuses-for-badly-designed-landing-pages-84603

    In that last one, I’d argue that the Google Plus demo page is a kind of landing page — and one that really shows of the potential of creative design in the experience. (Coming from Google nonetheless!)

  • http://twitter.com/MikelZaremba Mikel.Z

    What is you stance on having available links to other parts of the site? I have always found that directing the user to the “goal” works a lot better if you take away ques to click to other parts of a site.