Is the Potential Recession Already Impacting Consumer Spending Habits? [New Data + Takeaways for Marketers]

If you’ve watched the news recently, it seems that the possibility of a recession has captured everyone’s attention.

Americans have already seen signs like the inflation of rent, gas prices, groceries, and other necessities that pre-existing wages can’t meet. But, still, some experts say that we could still avert a recession – and if we don’t – a recession might not last as long as 2008’s.

With all these changes and newsbites in mind, business decision-makers might wonder how their potential customers are reacting. And, if their spending habits could be changing in the near future as a result?

While we don’t know if we’ll head into a recession, this post aims to help brands and marketers prepare to continue to meet consumers where they are – even in uncertain times.

To give readers insight on how spending behaviors are or could be shifting, we surveyed more than 200 U.S. consumers across all age groups.

Before we dive in, we’ll briefly explain the concept of a recession:

Recessions are a normal part of the business cycle and can be induced by global economic shocks, changes in consumer confidence, and other large-scale economic changes.

But this year, in particular, there are a select few factors that have spurred concern about a potential recession, although one still hasn’t been declared or confirmed.

For more on the cause of recessions and why some are concerned about them happening in the near future, check out this helpful post from our partners at The Hustle.

How Consumer Spending Habits Could be Changing

We conducted a Glimpse survey of U.S. consumers to understand how they spend their money and how financial uncertainties like recession could affect them. Here’s how they responded to our questions:

1. How has the news of a potential US recession impacted your spending habits?

Although a recession is not yet certain, most respondents are purchasing less and spending money more concisely than they were in previous months.

Rising costs of goods and services often cause consumers to become more cautious in frivolous spending, and we’re sure Americans are feeling the effects arise quickly.

As a marketer or brand leader, now might be a good time to consider discounts, sales, deals, or freemium marketing. While people are potentially tightening their wallets, they still might purchase items, services or experiences that are affordable or provide bang for their buck.

How Spending Could Change In a Recession

When thinking about consumer spending behavior, it’s often contingent on outside factors, and news of immense changes in the economy is worth looking into. Below is the distribution of varying consumer decisions and how they’d respond to financial uncertainty or a potential recession in the future.

2. If a recession is declared, how will your home budget change in the first three months of this new financial era?

Unsurprisingly, most consumers polled (64%) say they’d decrease or continue to decrease their home budget if a recession was declared.

As of June, inflation hit 9.1%, a historic new peak by the Federal Reserve. But, wages aren’t moving to match these increasingly fast changes. Naturally, the public is already looking for ways to avoid breaking the bank — by reducing their budgets.

If you market B2C brands, or products that would be used specifically in the home, this is important to keep in mind if financial uncertainty continues. While you shouldn’t panic and change your whole marketing strategy over just one small survey, you might want to consider strategies like marketing your most affordable, discounted, or essential products over higher-priced or luxury items.

3. During uncertain financial times, what did you spend the most money on?

We also asked consumers to reflect on their purchasing behavior in previous economic eras with the question, “During uncertain financial times (such as past recessions or during the COVID-19 pandemic), what did you spend the most money on?”

When surveyed, the most prominent goods consumers have bought in uncertain times are typically considered basic necessities.

Essential Groceries and Food
Rent, Mortgage, Housing Bills
Essential Personal Care Products
Medication and Healthcare

The data reflects a shift to self-preservation and less on shopping for pleasure or taking on risks comes as no surprise. By eliminating costs for leisure or entertainment, people can ensure their families are taken care of before taking their dollar to do things like start a business, take a stroll to the movies, or invest in an unpredictable market.

The good news? This doesn’t necessarily mean there will be a complete pause in retail, entertainment, or other non-essential services. More than 10% still plan to invest in digital or online entertainment, around 7% would still invest in restaurants and bar outings – as well as education and academics, and over 16% would invest in clothing and apparel, So, unlike the pandemic, we probably won’t see entire economies close up completely for months at a time.

How an Upcoming Recession Could Differ from 2008

There are a few key differences between this recession and that of 2008, mainly in the factors that caused it and its projected duration.

According to Morgan Stanley, the possible recession would be largely pandemic-induced and credit-driven.

COVID-related fiscal and monetary stimulus contributed to inflation and drove speculation in financial assets. This is very different from the Great Recession of 2008.

The 2008 recession was due to debt-related excesses built up in housing infrastructure, which took the economy nearly a decade to absorb. By contrast, excess liquidity, not debt, is the most likely catalyst for a recession today.

Due to the difference in causes, experts at IMF predict a new recession could be short and shallow.

Key Takeaways for Businesses in 2022

As marketers, we’re not experts in financial markets and shouldn’t be seen as a source for investment, HR, and legal advice. And, no one ever knows for certain if or when there will be a recession.

It’s also to keep in mind that, while the results above can certainly help you navigate how to market your brand, they’re just a portion of one small survey and a brief look into the eyes of consumers. Before making any major decisions about your marketing department, spend, or business, you absolutely should do your research, analyze multiple data points, and consult experts in your industry.

While your decisions should be based on a deep dive of data, the survey results above do show that marketers should be cautious about how their efforts might need to pivot with changing consumer needs or trends.

Here are a few takeaways to keep in mind.

A recession today might not be the same as 2008. While consumers likely will tighten budgets and look for products that offer the most value or necessity for their dollar, they might not be in detrimental financial conditions. They could still be persuaded to buy a great product that’s marketed to them in the coming months.
Market your product’s affordability, value, and/or necessity: As consumers and businesses tighten their budgets, making sales, retaining customers, and persuading people to buy non-essential products will be more difficult. Make sure you are marketing that your product has added value or importance, other than being flashy, trendy, or cool.
Marketers might want to explore more cost-effective strategies. (Think reducing excess ad spend and focusing on organic social, SEO, or email marketing instead.)

Remember, financial uncertainties – and even recessions – are common. And while it might become more challenging to win customers in the coming months, business and consumers will still keep moving (and making purchases) even as we wait for the cycle to run its course.

Inflation-Based Price Changes? Here’s How & How Not to Address it in Your Messaging

Inflation has been a big topic of conversation in recent months, with the cost of just about everything going up. From gas to groceries to household goods.

As a result, many companies are notifying customers of price increases. If that sounds like your company, keep reading to learn how to address price changes and key things to avoid.

How to Address Price Changes

1. Be truthful.

A 2022 survey by Gartner revealed that nearly 40% of consumers want detailed and honest explanations for price hikes.

Specifically, they want clarity – no jargon, blame, or redirection.

In recent years, consumers have asked for more transparency from brands. Back in 2017, a report by Nosto (formerly Stackla) revealed that authenticity is one of the main factors impacting consumers’ purchasing decisions.

This authenticity builds trust, which is key to maintaining customer loyalty. In fact, a 2022 Edelman report shows that trust ranks above product quality, convenience, and reputation. Brand trust is even more important than consumers’ interest in the product.

With this in mind, being truthful about the reasons for the price changes is key in preserve that delicate customer relationship.

2. Share proactive steps to manage pricing.

In the same Gartner study, respondents revealed that they want brands to share the practical steps they’re taking to minimize the pressure on customers and avoid future price hikes.

This can look like reexamining packaging strategies, adjusting to smaller profit margins, and offering more sales and discounts.

According to the study, nearly 40% believe companies should be absorbing some or all of the inflation-induced costs instead of passing them to customers through price increases.

The more active the company seems in remedying this situation, the more loyal customers will be.

3. Personalize your message.

Receiving notification of a price increase is difficult news to get. Brands should soften that delivery by personalizing their message.

This means no mass email. Instead, send an email to each customer that addresses them by name. For both small and large businesses, this is easy to accomplish using personalization tokens available on email marketing platforms.

Another way to personalize this message is by making the sender a representative from the company, instead of a generic email address like “info@yourcompany.com.”

Seeing a message signed by the CEO or someone from the executive team will add a personal touch that shows care to the customers.

4. Notify as early as possible.

The earlier you can notify your customers of a price increase, the better.

Think about it from this perspective: If you were renting a home, how would you feel knowing that in a couple of days, your rent was going up? That would probably be jarring and make you question renewing your lease.

A general rule of thumb is to notify them at least one month in advance. This way, they can take advantage of current prices or make the proper adjustments.

However, how early you notify your customers will vary greatly on the type of product or service you offer.

What to Avoid During Price Increase Notifications

1. Sending generic emails.

While it’s always important to personalize all communications with your customers, it’s crucial when delivering not-so-great news like this.

If you’re a very small business, perhaps notifying your customers by phone is a manageable approach. For larger companies, a personalized email is a way to go.

No one wants to feel like a number. So, take the time to add those special touches that will make your customers feel valued.

2. Not offering follow-up options.

When announcing a price change, you may have a few customers who have questions and concerns.

It’s important to prepare for this and have a plan in place to address them. Your customer service team should know how these changes will impact the customers, when the changes go into effect, and any other relevant details.

In addition, give your customers a way to reach out to your brand. Perhaps it’s a dedicated phone line, email address, or chat.

3. Not notifying your employees.

Once the price change has been confirmed, it’s important that you first notify your employees.

This is especially important for customer-facing roles, as they should have the most updated information on your products and/or services. You wouldn’t want any miscommunication surrounding price, which could greatly impact your relationship with a customer.

Prioritize notifying your customer-facing employees and working your way internally before notifying your customers. This will ensure that everyone is on the same page and knows how to proceed during customer interactions.

Price Change Notification Structure

Here’s a breakdown of the structure to use when announcing a price increase:

Announce the price increase.
Provide the context and reason for the increase.
Emphasize the continued value you plan on providing.
Thank the customer for their support.
Offer next steps for follow-up questions and concerns. 

Want to see this in a template?

Dear [Customer Name],

We are reaching out to let you know that starting [effective date], the cost of

will increase [new price or percentage].

We have been working hard to avoid any pricing changes. However, due to inflation, [reason #2], and [reason #3], we’ve had to increase our prices to keep up with the quality of service we strive to provide.

We thank you for your continued support and look forward to keeping your business.

Please reach out to us via [contact information] if you have any questions or concerns regarding this update.

Thank you,

[name]

As many brands grapple with inflation, this playbook will you With notifying your customers in a way that shows care and transparency.

The 5 Best Cities for Black Entrepreneurs

Welcome to Breaking the Blueprint — a blog series that dives into the unique business challenges and opportunities of underrepresented business owners and entrepreneurs. Learn how they’ve grown or scaled their businesses, explored entrepreneurial ventures within their companies, or created side hustles, and how their stories can inspire and inform your own success.

White-owned businesses receive an average of $18,500 in outside equity at funding, compared to just $500 for Black-owned businesses.

On top of that, it can also be challenging for Black entrepreneurs to find mentorship, resources, and even community with other business owners with their shared experiences.

Thankfully, there are cities where Black entrepreneurs, past, present, and future, thrive and have access to the resources and support they need. Read on to discover five of the top cities for Black entrepreneurs.

Top Cities for Black Entrepreneurs

1. Washington, D.C.

Sometimes called the Chocolate City, Washington D.C. was the first majority Black major city in the United States in 1957.

Its Black population has lessened since then, but LendingTree ranks it the second-best city for Black Entrepreneurs, with 8,649 of its 111,872 businesses being Black-owned with an average revenue of 95,230 (according to IncFile).

Black entrepreneurs in the city have access to various programs, resources, and support, like the Greater Washington DC Black Chamber of Commerce, Black Owned Small Business Expo, and the Washington Area Community Investment Fund.

It’s also home to HBCU Howard University, where HubSpot has made significant investments in helping students with entrepreneurial interests develop their skills, some of whom might be interested in working for a new business venture.

2. Houston, Texas

Houston, Texas, is the birthplace of Beyoncé and Megan Thee Stallion, two famous Black women with successful entrepreneurial ventures.

Almost four thousand of over 111,041 businesses in the city are Black-owned, but the city makes up for it in its offerings. For example:

The Business Readiness Training Program provides support and development opportunities
Black Book Houston brings visibility to Black-owned businesses
The entire state of Texas ranks in the top 10 best states for women in business and has the second highest startup survival rate of 81.90%

The Black Marketing Initiative brings Black entrepreneurs through a training, mentoring, and networking program to help them succeed.

3. Atlanta, Georgia

Dubbed the Black Mecca, Atlanta is home to famous Black entrepreneurs like Rick Ross and Cardi B. In a city of 113,110 businesses, 7,539 (6.75%) are Black-owned, meaning that there is a community of Black entrepreneurs that already live there.

Atlanta also has ample resources and opportunities for Black business owners, like the Atlanta Black Chambers, the University of Georgia Office of Small Business Development’s Multicultural Business Division, and events like WeBuyBlack that champion Black-owned businesses and their products.

Morehouse College and Spelman College, two HBCUs, are also in the city, so recent business and entrepreneurship graduates eager to learn and make an impact are likely open to advancement opportunities.

4. Charlotte, North Carolina

Charlotte, North Carolina’s biggest city, is home to the Mecklenburg Investment Company, the first Black financed and occupied building in the city. When it first opened it housed numerous Black businesses, and the area around the building became known as Black Wall Street as businesses prospered.

With such a rich history of Black entrepreneurship, Charlotte is worth considering for entrepreneurs looking to establish roots and grow their businesses — 14,000 Black entrepreneurs have already done so.

Organizations like the North Carolina Black Entrepreneurship Council and Black Business Owners of Charlotte offer support, community, advice, and representation from those with similar experiences. The city is also home to BLCKTECHLT, a business that assists startups in bringing their ideas to market, helping with branding, funding, finding resources, and mentoring opportunities.

5. Richmond, Virginia

The Jackson Ward Neighborhood of Richmond, VA, is one of the first Black Wall Street communities. Richmond’s Maggie Lena Walker was the first African-American woman to charter a bank and serve as bank president.

This entrepreneurial community is still prevalent and thriving, and LendingTree has ranked it third in its list of best cities for Black entrepreneurs, with 7% of businesses in the city being Black-owned and a 79.54% startup survival rate for the state of Virginia.

Entrepreneurs in Richmond will also find support and community in the Northern Virginia Black Chamber of Commerce, Virginia Black Business Expo, BLCK Street Conference, and the Jackson Ward Collective, which connects Black entrepreneurs with the resources they need to achieve their goals.

Black Community Support Can Help Black Entrepreneurs Thrive

One of the essential things for Black entrepreneurs is having community support from people with shared experiences. Take stock of what is most important to you as you start your new venture — all of the cities on this list have a lot to offer and might just be the birthplace of your successful business.

9 Marketing Automation Best Practices

As a marketer, you know that time is valuable. Therefore, you likely know marketing automation helps save time by relieving you of tedious analytical and marketing tasks. But in order to reap its benefits, you must follow marketing automation best practices.

Fortunately, I put together nine marketing automation best practices that will keep your company on track to meet its marketing goals, generate leads, and increase revenue.

Marketing Automation Best Practices

Keep marketing analysis and lead scoring simple.

Map your lead flow.

Know the buyer’s journey.

Create your buyer personas.

Create engaging content.

Consider email reputability.

Effectively capture leads by limiting distractions and avoiding lengthy processes.

Make sure your marketing automation system integrates well with your CRM.

Build a non-linear nurture.

 

1. Keep marketing analysis and lead scoring simple.

Having a lead scoring system that’s too complicated and extensive, you have a problem. You don’t want to rely on a team of interns just to pull all of the information together in Excel.

Keep everything simple so that you can create a clear foundation for performance expectations — one that can be adjusted based on feedback later down the line. Having a simple and streamlined process is key to optimizing marketing campaigns as close to real time as possible.

If you are running your marketing analysis like a big ship that takes forever to turn, then you’re going to miss out on incremental opportunities.

2. Map your lead flow.

Mapping your lead flow is the key to creating a simple process that doesn’t require a large team to manage.. Have a clear path to converting website visitors to leads that will boost your company’s revenue. Create a flow that is simple, includes all the right trigger points that affect lead routing, and is used by everyone who visits your website.

3. Know the buyer’s journey.

For your marketing automation tools to be effective, you first have to know your target audience’s buyer’s journey. What kind of questions are they asking? What online avenues are they using in the awareness, consideration, and decision stages? And how can you deliver effective marketing at every stage? Once you answer these questions, you’ll be able to map out a workflow that delights at every stage.

4. Create buyer personas.

Create buyer personas to ensure you’re reaching your target audience. Buyer personas are imaginary profiles of your typical customer base.

Buyer personas help you analyze the demographics, challenges, needs, and interests of your customers. These personas will help you create marketing campaigns that deliver value to the correct audience and convert leads into customers.

5. Create engaging content.

Consumers are being bombarded with information from countless brands and companies every day — so you have to create engaging content that cuts through the noise. This could be in the form of a blog, polls, quizzes, webinars, interactive videos, live streams, social media posts, and more.

Engaging content, such as videos, have proven to be a successful strategy for many marketers. In fact, a recent survey by Wyzowl found that 81% of marketers say video has helped them to increase sales.

6. Consider email reputability.

The last place you want your automated marketing emails to end up is the spam folder. To ensure your emails are reaching your consumers’ inbox, know your audience (Remember those buyer personas we talked about?).

Create compelling and valuable content that your audience would want to keep receiving from you. We recently ran a survey regarding email marketing benchmarks and of the U.S.-based marketers we surveyed, 40.2% said providing through email their marketing emails was most effective in reaching their email marketing goals.

Also, provide clear subscription management options to your leads, and clean your database so that only your opted-in and non-spam emails are used.

7. Effectively capture leads by limiting distractions and avoiding lengthy processes.

You want to delight your customers every step of the way, so make sure to have compelling landing pages with easy-to-fill out forms that make visitors want to provide their information. In our 2021 State of Marketing Report, we found email collection forms were the most successful at converting viewers, with a 15% conversion rate in 2020.

Don’t assume every lead wants to make a purchase immediately. Instead, provide avenues if they want to be contacted about a product or service. And remember, distractions can stop conversions — so only focus on one call-to-action, such as a registration to an event or the opportunity to download an eBook.

8. Make sure your marketing automation system integrates well with your CRM.

A marketing automation system is supposed to make marketing easier, and a CRM is supposed to make managing leads and customers easier. If they can’t talk to each other, you’ll wind up making a lot more work for yourself. Before deciding on marketing automation and CRM platforms, make sure they can integrate with one another — and make sure you have the budget to make it happen. You will thank me later for this one.

9. Build a non-linear nurture.

Nurture programs must be dynamic to bring value to individuals coming in contact with your business. Every visitor to your business’ website may be at a different stage of their buyer journey, so make sure your lead nurtures aren’t linear.

For example, if a lead is already looking at pricing information, they should be routed immediately to where that information is available. If a lead tuned in to a webinar, they should receive a follow-up email with additional information.

Marketing automation is meant to make marketing to your target audience easier and less time consuming. To get the best results, follow the above marketing best practices. If your marketing automation tactics are missing some key points, you now have the information you need to improve your system.

21 of the Best Landing Page Design Examples You Need to See in 2022

How do you convince visitors your website is worth their time? There are so many elements that a top-notch landing page needs, and making those elements the “best” they can be often depends on what your landing page goals are.

If you’re looking to up your landing page game, it’s helpful to know what goes into a great one. We’ve compiled a list of landing pages we love so you can see these impressive designs in action and implement their tactics into your own landing pages.

Jump to the type of landing page you want to see below:

Sign-Up Landing Page Examples

Ebook Landing Page Examples

Landing Page Ideas

Sign-Up Landing Pages

1. Shopify

Like many of the other landing pages in this post, Shopify’s trial landing page for sellers keeps it simple. It’s not too text-heavy, but still manages to persuade users by noting a few key points about its top-notch product. Visitors come away knowing that Shopify is an all-in-one platform that is easy to use and trusted by many.

Why This Landing Page Works:

Clean Interface: The user-oriented headline is just a few words, for example, and the page relies on simple graphics and short paragraphs to communicate the trial’s details and benefits.
Concise CTA: There are only a few fields you need to fill out before you get started. All of this makes it easier for you to quickly get started selling online with their tool.

What Could Be Improved:

Emphasize Security: The last column states that the platform is safe, but doesn’t explain why. Instead, it mentions that over a million businesses use it. A few words that speak to site security would improve this section since the number of vendors is already stated at the top of the page. Additionally, it would eliminate friction for visitors with security concerns.

2. Great Jones

Many of us have been doing a lot more cooking during the pandemic and looking to upgrade our gear. Great Jones offers up a landing page that’s as beautiful as its Dutch Ovens. It’s very aspirational and taps into all of our ideal kitchen dreams.

Why This Landing Page Works:

Use of Color: Great Jones’ site is colorful just like its cookware. The use of bold colors quickly draws visitors in and makes the cookware stand out.
Prominent CTA: You can’t miss this giant yellow CTA and bold font $100 Off coupon. Who wouldn’t want $100 off these gorgeous pots?

What Could Be Improved:

Rollover Descriptions: With so many pans and utensils pictured at once, it would be great if users had the ability to view the name of the item. That way they could find it easier on the site when they’re ready to buy.

3. Muzzle

Muzzle, a Mac app that silences on-screen notifications, fully embraces this show don’t tell mentality on their otherwise minimal landing page. Landing pages help users decide whether or not your product or service is actually worth their precious time and energy. What better way to clearly and straightforwardly communicate your value proposition than by confronting visitors with the very problem your app solves?

Why This Landing Page Works:

Show Rather Than Tell: Visitors to the page are greeted with a rapid-fire onslaught of embarrassing notifications in the upper left of the screen. Not only is the animation hilarious, it also manages to compellingly convey the app’s usefulness without lengthy descriptions.
Cohesive Visual Experience: Even the text on the page is a muted gray color, mirroring the function of the product.

What Could Be Improved:

Could Be Difficult to Read: While the light gray text on white background is great at mimicking the product’s function, it may be harder to read for some.

4. DoorDash

Takeout enthusiasts are no doubt familiar with DoorDash, the app that lets you order food from a variety of restaurants from your phone. Well, instead of customers, this landing page is geared towards recruiting Dashers who make the deliveries.

Why This Landing Page Works:

Emphasizes Dasher Autonomy: This landing page really plays up that Dashers are independent and free to work when they want.
Highlights Potential Earnings: While there’s no way to prove these earnings are typical, they are certainly enticing for anyone who wants to make extra cash on the side.

What Could Be Improved:

Advantage Over Competitors: DoorDash is not the only delivery game in town. They could highlight what sets them apart from a competitor like UberEats.

5. Wise

Wise allows you to send or receive money in different currencies and countries, and its landing page separates customers into two categories of either Business or Personal so you’re not distracted by options that don’t apply to you. There’s even a short video to show visitors how the service works before they try it. Since they’re dealing with money, it’s important to get the customer experience right the first time.

Why This Landing Page Works:

Highlights Safety: The security information is out front and center on this page, helping to ease any hesitancy a potential customer might have and assures them that Wise is a safe service to use to send money and receive .
Emphasizes Value: In several places on the page, in both text and video, Wise reiterates that it’s less expensive than transferring money through a traditional bank.

What Could Be Improved:

Interface is a Little Busy: While it’s great that customers have access to a wealth of information about the service, there’s a lot going on. There’s video, menus that appear when you scroll and multiple buttons — all within the top half of the page.

6. Airbnb

To help convert visitors into hosts, Airbnb offers some enticing personalization: an estimated weekly average earnings projection based on your location and home size. You can enter additional information about your potential accommodations into the fields to get an even more customized estimation.

If you visit the page already convinced, the clear call-to-action at the top of the page makes it easy to convert on the spot.

Why This Landing Page Works:

Personalization: Airbnb shows you right at the start what you could potentially earn based on your area and the size of your home. This is useful for potential new hosts who may still be figuring out how much they should charge and what they can expect to earn.
Leverages Community: Further down on the page, those curious about hosting have the option to contact a seasoned Superhost to answer any questions they may have.

What Could Be Improved:

Nothing: The page is clear, concise, reassures potential hosts Airbnb is safe to use, and offers a personalized experience.

7. Wag!

Wag! is a service that connects dog owners with dog walkers and sitters. This page gets right to the point with a large font encouraging prospects to join, and puts the sign-up form prominently on the right half of the page. The green background color makes the white font and other elements on the page pop. The addition of a QR code on the form is also a nice touch, enabling visitors to scan it, quickly download the app, and sign-up.

Why This Landing Page Works:

Efficient Form: Leaving the form field open on the page means visitors don’t even have to click on a CTA to access it. The QR code further expedites the process.
Emphasizes Credibility: Including caretaker photos and that more than 351,000 caretakers currently use the service nationwide makes Wag more trustworthy.

What Could Be Improved:

It’s Not Compelling: Unlike DoorDash mentioned earlier, Wag! makes no mention of why people should join. What are the perks? Are the hours flexible?

8. Wistia

Right off the bat, you notice the blue background with the pop of pink in the form of a “Try for free” button. The page gets right into the action with a video showcasing all the cool content you can create. If you’re having doubts, you can always scroll below to read testimonials from some of Wistia’s 375,000 happy customers.

Why This Landing Page Works:

Ease of Use: The form itself allows users to quickly fill it out by linking to their Google account. Doing so enables the autofill feature, which cuts down on friction for the user.
Capitalizes on Visuals: As a video host, Wista does a great job of showcasing its capabilities using a variety of mediums. There’s colorful graphics, videos and even a link to marketing focused cartoons.

What Could Be Improved:

Include an FAQ: Testimonials are great, but sometimes customers have a few concerns that could be answered quickly with an FAQ section. That way they can decide whether or not to sign up without having to leave the page to search for answers.

9. Webflow

Webflow, a design tool for web developers, packs a lot of information into just one GIF. As with Muzzle, Webflow also gets right to the point and demonstrates what their tool can do, rather than just talking about it. The animated GIF is visible in the same frame on the website, so users can see how the product works and sign up without scrolling.

Why This Landing Page Works:

Show Rather Than Tell: Being able to view Webflow’s tool in action gives potential customers a clear idea of not only what it does, but how their user experience will be.
Removes Risk: In several places on the landing page, visitors are reminded that the service is free. There’s no trial to sign up for. They can build their site for free and decide whether or not to sign up for a plan when they’re ready to launch.

What Could Be Improved:

Nothing: This landing page is the perfect balance of information, usability, and visuals.

10. Talkspace

Talkspace, an online therapy service, really focuses on trustworthiness with this landing page. All of the information on this page emphasizes that customers will have access to licensed therapists, and drives home that the service is secure and confidential. It’s a great way to reassure those who may be hesitant to participate. The use of shapes is also a clever idea. Pages are often filled with squares and boxes, so putting the CTA inside a large circle immediately draws the viewer in. Overall, the layout is clean, inviting, and informative.

Why This Landing Page Works:

Builds Trust: The focus on customer security works in their favor, especially noting that they are HIPPA compliant.
Provides Value: In addition to providing details about how Talkspace works, this page also provides several mental health resources and articles.

What Could Be Improved:

Nothing: This page has a great user interface and serves as a great starting point for mental health resources.

Ebook Landing Pages

11. Nauto

Nauto, a data platform for self-driving cars, helps make autonomous driving safer for companies who manage fleets of self-driving vehicles. Naturally, its customers would need all kinds of information to sell them on this platform. Nauto has it, packaged into a super-simple ebook whose landing page gives you both a brief contact form and some preview statistics to prove why this resource is so important.

At the top of the page, shown above, a warm photo of a car’s exterior r hugs the lead-capture form. The green “Download Now” button might’ve even been on purpose (on the road, green means go, after all).

Scroll down, and you’ll see another “Get the eBook” CTA to remind users what’s waiting for them. You’ll also see three jarring statistics about car accidents to entice users to learn more. Check it out below.

Why This Landing Page Works:

Simplicity: There’s no distractions on this landing page, which is perfect given the company’s focus on safe, self-driving vehicles.
Great Use of Comparison: Further down the page, Nauto offers up side by side footage of a distracted driver vs. a self-driving vehicle. It’s an excellent way to drive the point home that A.I. is a safer bet.

What Could Be Improved:

Graphics: The warm photo at the top is really difficult to see. Slightly more definition would have helped visitors easily recognize the image as cars.

12. Industrial Strength Marketing

Right off the bat, this landing page pulls me in with a compelling, punchy header: “Don’t Make Me Zoom.” It directly speaks to a common experience most of us have had when we’re browsing on our phones or tablets — and it’s a little sassy, too.

But that’s not the only thing keeping me interested in this landing page. Notice how the color red is strategically placed: It’s right at the top and bottom of the form, drawing you even closer to the conversion event.

Plus, this design is meta to boot: It looks and works great on mobile, too (pictured above) Keep in mind that a lot of visitors will be accessing your landing pages on their smartphones or tablets, and if the design of your website doesn’t work well for them, they might give up and leave your page.

The folks at Industrial Strength Marketing made the fonts and form field big enough so that visitors don’t have to pinch-to-zoom to read and interact with the content, for example.

Why This Landing Page Works:

Voice: The language is punchy and relatable, quickly drawing the reader in.
Minimalist: The black and white color scheme with just a few pops of red really make the sign up sheet stand out. Additionally the minimalist design works beautifully on mobile and desktop, no pinching required.

What Could Be Improved:

Nothing: Both the mobile and desktop versions illustrate the perfect execution of a

13. Inbound Emotion

Even if you don’t speak Spanish, you can still appreciate the conversion capabilities of this HubSpot partner site. My favorite feature of the page? The form stays in a fixed, prominent position as you scroll through the site. I also love the simple layout and warm colors.

Why This Landing Page Works:

Fixed Form: Having access to the form while scrolling provides a better user experience. No need to scroll back up to the top of the page to find it.
Simple Interface: The layout is simple, but effective. The use of only two shades of orange give a monochrome feel and keeps the focus on the benefits of the ebook.

What Could Be Improved:

Make the Form Brief: There were six items to fill out, not including the check boxes option at the end. Longer forms could be a turnoff for some visitors.

14. IMPACT Branding & Design

Full disclosure: IMPACT is a HubSpot partner — but that’s not why they’re included here. IMPACT’s landing pages have long been a source of design inspiration. I love the simple layout of the page, from the large headline copy and detailed featured image, to the outline that surrounds the form, to the colors and fonts that are very pleasing to the eye.

The free guide IMPACT is offering for download here also doesn’t emphasize the download itself in the blue button that allows you to submit your filled-out form. Rather, IMPACT is inviting you to “generate more conversions” — putting the focus on what you stand to gain as a result of reading the guide.

Why This Landing Page Works:

Clever Messaging: You’re not downloading an ebook, you’re learning how to “generate more conversations.” This rephrasing is far more enticing than simply putting a regular download button.
Simple Use of Color and Fonts: The blue tones work really well on this landing page, giving it variety while keeping the look cohesive. Since there’s lots of text on the page, a simple font is perfect.

What Could Be Improved:

Nothing: This page encourages downloads in a clever way using a simple layout and colors.

Landing Pages to Learn More

15. Unbounce

It’s no surprise Unbounce made this list —they’ve actually written the book on creating high-converting landing pages. Although there are lots of amazing things about this landing page, the two that I absolutely love are: the multiple ways to access the course, and additional industry-specific report offerings. Unbounce is really skilled at providing visitors the information they need, but also what they didn’t know they needed until they landed on the site.

Why This Landing Page Works:

Gives Visitors Options: When it comes to accessing the course, users can either click the main button above the upper half of the page, or if they’ve been scrolling, click on the course from the sidebar on the left. Eliminating the need to scroll back up to the top of the page.

Sometimes More is More: In addition to the course, Unbounce provides visitors with industry-specific reports and answers to other landing page-related topics. Providing even more useful information sets Unbounce up as a trusted authority in their field.

What Could Be Improved:

Descriptions: The course offers several modules and it would be helpful if some offered a brief description. The sidebar menu offers a course list, but a short sentence summarizing what visitors can expect to learn would be helpful.

16. Bills.com

Often, people think landing pages are static pages on your website. But with the right tools, you can make them interactive and personalized.

Take the example above from Bills.com. To see if you’d benefit from their consultation, you answer three questions before you are shown a form.

Then, you answer two more questions, like the one below:

And here’s the final landing page form where you fill out your information:

I’m not sure how the algorithm works (or if there’s one at all), but while I was filling it out, I had some anxiety about not qualifying. Once I found out I did, I was excited to fill out the form, which I’m sure most people who are in debt and using this tool are. By making this offer seem more exclusive before the form appeared on the landing page, I’d bet that Bills.com increased conversions pretty significantly.

Why This Landing Page Works:

Exclusivity: Everyone likes to feel special, which is why exclusivity works so well. The page gives the impression that the offer isn’t given to just anyone, you have to qualify first.

Interactivity: Anytime you can get users to interact with the page, even if it’s something as simple as using a form with a sliding bar question.

What Could Be Improved:

More Color: While the site is geared to not so fun topics like bills and debt, it doesn’t mean it has to be boring. The gray leaves much to be desired.

17. Zillow

Zillow did something very similar to Bills.com with their landing page. It starts with a simple form asking for “your home address” ( sounds creepy, but don’t worry. This form field is set on top of a hero image featuring a quaint home at dusk followed by a handy FAQ section.

Of course, the address itself won’t be enough to get a true appraisal value of a home. It just denotes the home’s neighborhood. It’s a bit like playing The Price is Right. You can guess how much homes in the area are worth and then type in an address to see how close you got. If you want to learn more info about a property, Zillow then prompts users to sign-up to continue.

Once you hand over your email, you’ll have access to more data like comparable homes in the area, mortgage tools, and the estimated net profits should you decide to sell.

Why This Landing Page Works:

Games are Fun: Anytime you can make filling out a form feel like a game, it’s a win.

Establishes Authority on the Topic: Zillow has access to so much housing and neighborhood data, it’s no wonder they are one of the top home search sites in the nation.

What Could Be Improved:

Nothing: The Zestimate page is simple, but effective. Those with concerns about what a Zestimate is and how it’s calculated have easy access to the homebuying FAQ on the second half of the page.

18. Landbot

Landbot, a service that creates chatbot-based landing pages, puts their own product front and center on their chat-fueled landing page. Visitors are greeted by a friendly bot —complete with emojis and GIFs —who encourages them to provide information in a conversational format instead of via a traditional form.

Why This Landing Page Works:

It’s Fun: From the bright colors to the GIFs, this page keeps visitors engaged and entertained.
Show, Not Tell: By having the chatbot right on the page, doing its thing, potential customers can see exactly what they’re getting. The whole experience simulates what it’s like to use Landbot’s product.

What Could Be Improved:

Nothing: Landbot’s use of a live demo, testimonials, highlighted integration features and detailed breakdown of how the product works leaves new customers ready to sign up at first glance.

19. Webprofits

Like Industrial Strength Marketing mentioned earlier, Webprofits also makes great use of a predominantly black, white and red color scheme. The result is a clean layout that makes great use of the pops of color on the page. It’s a testament to the organization’s expertise in digital marketing and UX design.

The rollover description feature throughout the “What We Do” section, while black and white, uses movement to draw the reader’s attention to the content. Each section changes color and rolls down like a shade to reveal more in depth features.

They also make it easy for you to figure out what Webprofits actually does. The rest of the page offers detailed information about what you’ll get when you give over your information. Plus, it includes strategic CTAs throughout, like “Get in Touch”

Why This Landing Page Works:

Informative, But Not Overwhelming: There’s a lot of information and text on this page, but the use of well-placed graphics and videos help break things up.

Multiple CTAs: Placing the same CTA throughout the page makes it so visitors don’t have to scroll all the way to the top to “Get in Touch.”

What Could Be Improved:

Nothing: Webprofit makes great use of the long landing page format, packing in all the pertinent information visitors would need in one place with a visually appealing experience.

20. Native Poppy

Sometimes, you’ve just got to stop and admire a landing page for being beautiful. Using high-resolution photography and lots of white space, Native Poppy’s landing page is a pleasure to look at.

Aside from its beauty, the page has some great elements: a clear and delightfully pink CTA, an informative “How It Works” section, plus an FAQ at the bottom. Best of all, it plays with language, ditching the phrase “become a subscriber” for “become a wild flower.” I don’t know about you, but I’d much rather be a “wild flower” over a subscriber any day.

Why This Landing Page Works:

Captures Brand Voice: The layout of Wild Poppy mirrors the whimsical vibe of the brand. From the photos, font choice, and “wild flower” subscription, all the messaging works in harmony.

Persuasive: By highlighting all the perks and discounts of being part of the subscription program, it entices customers to join.

What Could Be Improved:

Form Visibility: While there are multiple CTAs, it would have been nice to have the form fields on the page for faster sign-up, or as a pop up after clicking, instead of having to click the CTA and then be taken to another series of prompts.

21. Conversion Lab

While I wouldn’t typically include an example of a homepage with a form on it in a post about landing pages, this website is special. The homepage is the entire website — the navigation links just take you to the information below.

When you click “Get My Free Consult,” the entire page darkens to highlight the form. See what it looks like before you click in the photo above.

And, when you click that CTA, check out how the form appears:

It’s a similar function when clicking on any of the headings on the page. Instead of taking you to a different page, it simply jumps to the corresponding section on the homepage.

I love how you don’t have to leave the page to fill out the form, or view any of the features, creating a seamless user experience.

Why This Landing Page Works:

Creative: Having a homepage that also functions as various landing pages makes Conversion Lab unique. Best of all, it still provides a pleasant user experience.
Organized Layout: Despite having the homepage and landing pages as one, the page doesn’t feel cluttered or busy at all.

What Could Be Improved:

Form Placement: It would be nice if the form maybe opened up on one side so visitors could still read the content on the rest of the page.

Landing Page Ideas

A well-optimized landing page can transform prospects into leads by gathering information that can help you better understand, market to, and delight visitors. Since landing pages are crucial for conversions, it’s important to make sure they’re well planned, designed, and executed.

Here are a few things to keep in mind when creating landing pages:

Appealing aesthetics: Giving your landing page color and a clean UI can only help. Visitors will want to learn more about your products and see evidence of the value you’re offering. Take a look at #18 on our list — Landbot for a great example of a stunning web page.
Less is more: Let the offer or images do most of the talking, but be sure to include any and all descriptive headlines and supporting text to make your landing page clear and compelling. This goes for just about all the components on the page: try white space, simple copy, and shorter forms.
Keep visitors on the page: By removing the main navigation or any distracting backlinks, it’s less likely there will be any lead generation friction that could cause visitors to abandon your page.
Social Sharing: A simple way of getting visitors to engage with your landing page is including social media sharing buttons so that they can spread your content to their social followings. After all, customers are the center of your marketing flywheel.
A/B testing: Landing pages are important to get right, and since consumer psychology can sometimes be surprising, it’s always better to experiment with different versions of your pages to see which has the highest conversion rate (CVR). Test the positioning of the offer, kinds of CTAs, or even the color scheme.
Call-To-Action: The CTA is where the meat of the landing page is, or the tipping point where prospects become contacts. CTAs could ask visitors to subscribe, download, fill out a form, share on social media, and more — but, overall, CTAs are necessary for getting your audiences more engaged with your offering. To generate leads, CTAs should be bold and eye-catching, but most importantly, they need to effectively communicate value.

Creating Landing Pages That Shine

Landing pages aid in growing your customer base and increasing conversions. Create a page that delights customers with a user interface so great, they continue to come back for more.

This article was originally published April 2, 2020 and has been updated for comprehensiveness.