LinkedIn has over 450 million members because the platform helps professionals and advertisers expand their networks. Professionals get access to an extended network of businesses, industry groups, and colleagues while advertisers get to showcase their products and services to a specific demographic.
One of the most effective methods for marketing on LinkedIn is to use landing pages.
Since LinkedIn is the networking site for professionals, it makes sense to have ads and landing pages that are professional and create a great first impression, too.
Remind me, what are landing pages?
Landing pages are standalone pages dedicated to persuading visitors to take an action such as a download an ebook, register for a webinar, sign up for a free trial, schedule a demonstration, etc. (For some landing page inspiration, check out these examples.)
With regards to LinkedIn and its ads, the page you arrive at after clicking an ad is a LinkedIn landing page.
The strongest and most convincing LinkedIn landing pages are streamlined so that users get relevant information quickly and pushed towards the call to action. A strong LinkedIn advertising campaign might use message matching, where the LinkedIn ad and the corresponding landing page both share headline text, images, and/or color schemes.
Let’s take a look at several LinkedIn landing pages, their corresponding ads, and evaluate how well each example persuades visitors to take action.
(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 and some pages may be undergoing A/B testing with an alternate version than is displayed below.)
1.LinkedIn marketing ebook
Why the page was built:
To get visitors to download insider tips for marketing on LinkedIn.
What the page does well:
- No header navigation helps keep visitors focused on the landing page.
- The “sauce” image is relevant to both the copy and the advertisement. The photo of LinkedIn secret sauce is directly connected to the secret sauce copy in the header.
- Good use of white space helps the page to flow better and lets each element breathe, especially the headline and image.
- Bulleted copy quickly explains the main takeaways from the ebook and why visitors should download it.
- The “AutoFill” button lets visitors complete the long lead capture form with a single click instead of completing the long form.
What the page could change or A/B test:
- The LinkedIn Marketing Solutions logo is hyperlinked to their respective blog, which acts as a distraction on this landing page. It’s also part of a sticky navigation in that it’s always present by scrolling with the visitor up and down the page. This constant reminder counteracts the main goal of the page: download the secret sauce ebook.
- The 8-field form causes friction because it can be overwhelming for visitors to complete.
- The CTA button is the same color as other elements on the page. A more distinct color, such as orange, would help the button be more noticeable.
- The CTA copy is bland. “Download Now” is vague and not personalized. A better choice would be “I’m Ready To Learn The Secrets Of LinkedIn Marketing” because it is more specific to the offer.
- A footer full of links provide easy exit routes off the page and away from this LinkedIn ebook.
2. Pantheon hosting
Why the page was built:
To persuade visitors to sign up for a free hosting account.
What the page does well:
- Bulleted copy (along with iconography) describes the benefits that visitors can expect from their free Pantheon account.
- The CTA button appears twice on the page, with a contrasting color from the background both times.
- The short form doesn’t ask for any more information than is necessary.
- The form scrolls with you up and down the page, acting as a constant reminder to sign up for a free Pantheon account.
- The Terms of Service link beneath the form helps add trust to the page for those visitors who are concerned about their information being shared.
What the page could change or A/B test:
- Pantheon’s logo is hyperlinked to their homepage, potentially driving visitors away from signing up for a free account.
- The navigation bar and the footer give visitors an opportunity to leave the landing page without first converting on the offer.
- No secondary header makes the headline feel incomplete because it doesn’t help clarify the offer and demonstrate Pantheon’s UVP.
- The CTA button could be larger to attract even more attention.
- The “Sign Up Now’ CTA copy is not as inspiring as it could be to maximize conversions. “Create My Free Account” is more enticing and could persuade more prospects to convert.
- A footer complete with website pages, social media links, and a separate CTA for the blog all distract attention away from the free account offer.
3. Comcast business internet
Why the page was built:
To encourage visitors to get a Comcast Business quote.
What the page does well:
- The value package and price are included on both the ad and landing page, so visitors know they’re in the right place to redeem the offer.
- There is no navigation in the header so visitors cannot easily escape this landing page.
- The graphic is relevant to the offer because it shows exactly what visitors can expect — internet, TV, and phone service.
- Urgency is used by putting the promotion’s end date in the graphic.
- Bullet points quickly explain why visitors should purchase business internet services from Comcast.
- The word “free” is used in the form headline and the bulleted copy, which helps push prospects just a little closer to converting on this offer.
- The form only asks for first name, last name, email address, and zip code. Short forms like this one reduce friction.
- The privacy statement allows visitors to see how their information will be shared, if at all.
What the page could change or A/B test:
- Comcast Business’ logo is hyperlinked to their homepage. Since this is one of the first things a visitor will see upon arrival, they may be tempted to click away from this free quote offer.
- The phone number could be enabled with click-to-call, so that visitors have another option for immediately contacting Comcast Business about the offer.
- The CTA button color doesn’t “pop” off the page because it’s already been used multiple times on the page. In order to better stand out, the CTA button could be red.
- The CTA copy could be personalized. Instead of “get started” the CTA could say “Get My Free Quote.”
- Multiple footer links including social media and a site map provide easy exit routes away from this landing page — potentially reducing conversions.
4. University of Wisconsin Platteville
Why the page was built:
To get prospects to request information about the Master of Science Organizational Change Leadership degree.
What the page does well:
- The school’s logo is not linked anywhere, so visitors cannot leave this page as easily.
- No header navigation bar means all visitors to this page stay focused on the goal: requesting program information.
- “Your best career move” acts as a form headline and implies that completing the form is a smart decision.
- The CTA buttons on the page contrast with the immediate background color, making them visible to visitors. However, the orange chat window is the same color as the CTA, which prevents the CTA from standing out as well as it could.
- The award badges are a good way to add trust.
- The testimonials provide strong value because they give worthwhile information along with names, head shots, and the type of degree acquired.
- The CTA button below the fold uses an anchor tag that, when clicked, directs visitors back up to the form to complete the goal.
What the page could change or A/B test:
- The header and secondary header could be more specific to the offer.
- The 12-field form is overwhelming, and all but two fields are required. Why is phone number not required, but middle initial is? The number of forms could be drastically cut down, or a multi-step form could be used instead to encourage more conversions.
- The “Submit” CTA copy is uninspiring at persuading visitors to act. A better alternative would be, “Send Me Program Information” because it’s personalized to the offer.
- Visual cues such as down arrows could help persuade visitors to scroll below the fold and read the testimonials.
- The 2015 copyright is outdated and could cause prospects to think, is the program still worth my time? Is the program still on those award lists mentioned?
5. Geico auto insurance
Why the page was built:
To persuade prospects to get a free Geico auto insurance quote.
What the page does well:
- Message matching the ad copy to the landing page headline, as well as the background color, helps make prospects feel more comfortable in converting.
- Geico’s logo is unlinked, which helps keep visitors engaged on the page, rather than bouncing to Geico’s homepage.
- Without a header navigation, prospects can’t escape the landing page very easily.
- The 1-field form eliminates form friction because it only requests the prospect’s zip code.
What the page could change or A/B test:
- The top of the page simply reads “Auto Insurance.” Instead it could say something less vague and more related to the offer.
- The word “free” is not emphasized enough for the offer. It’s only mentioned once and not made more prominent in the headline, CTA copy, or otherwise.
- The CTA copy could be more personalized to the offer, such as “Get My Auto Insurance Savings” instead of “Start Quote.”
- Adding a testimonial or short video could really help add trust to this page and the free quote offer.
Which LinkedIn landing page would persuade you to convert?
Companies using LinkedIn ads understand that they are reaching a professional user base, so they craft their landing pages specifically to that target demographic. Some landing page examples above were more optimized than others, but they all focus on a single offer and push prospects toward that call-to-action.
At Instapage, we emphasize to marketers that landing pages establish a great first impression to generate leads so marketers can nurture those leads into customers. Without a great first impression, you’re likely wasting ad spend on poorly designed pages.
What did you think of these LinkedIn landing pages? Leave a comment below and join the discussion.
