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Landing page examples: 20 that convert, and why

Twenty real landing pages opened in a browser on the same day, with what sits in the first screen of each: the headline, the button, the proof, and the one thing worth copying.

By Level UI11 min read

Most lists of landing page examples are screenshots collected over years, some of pages that no longer exist. This one is not. On 10 October 2026 we opened 20 landing pages in the same browser, from Bucharest, at a laptop-sized window, and recorded exactly what each one shows before you scroll: the headline word for word, the main button, any form, any price, and anything else competing for attention. The list mixes sign-up pages that exist only to convert, such as Shopify’s free trial and Airbnb’s hosting page, with home pages that do the same job for software, apps and banks. Below is each example and what it does well, then what the 20 have in common, what the largest public benchmark says about conversion rates, and a checklist you can hold your own page against.

20 landing pages and what is in their first screen (10 October 2026)

PageHeadline as shownMain buttonWhat it does well
StripeFinancial infrastructure to grow your revenue.Get started · Sign up with GoogleA live counter of global GDP running on Stripe and seven customer logos
LinearThe product development system for teams and agentsSign up (in the menu bar only)The product itself fills the bottom half of the screen
NotionWhere teams and agents create together.Get Notion free · Request a demoOne path for individuals, one for companies
Shopify free trialYour business starts with ShopifyEmail field and an arrowPrice in the visitor’s currency next to a one-field form
DuolingoThe most fun way to learn languages, chess, and more!Get startedOne button, then more than 40 courses as proof of range
Airbnb hostingYour home could make lei 2,369 on AirbnbGet startedAn earnings estimate for the visitor’s own area
CalendlyAll the work around meetings, handled.Sign up with Google · Sign up with MicrosoftSign-up with an account the visitor already has
BasecampManage projects, coordinate teams, and master your company with Basecamp.Try Basecamp FreeThe button sits above the headline, beside a live user count
WiseSend money globally for lessSend moneyA working transfer calculator with fee and arrival date
ZapierWelcome to automation in the agentic eraStart free with email · Start free with GoogleTwo free sign-up routes and nothing else
CanvaWhat will you design today?Start designingA question the button answers
LemonadeForget everything you know about insuranceCheck our pricesOne button, no cookie banner, nothing else
HelloFreshTake Back Dinnertime!See Pricing & Plans"Pause or cancel anytime" right under the button
GrammarlyThink big. We’ll take care of the details.Sign up It’s free · Sign up with GoogleThe word free inside the button
monday.comPeople and agents working as one teamGet StartedDepartment buttons let visitors say who they are first
HeadspaceImprove relationships all with HeadspaceTry for $0 · Check your coverageTwo products side by side, each with its own button
Booking.com for partnersList your guest house on Booking.comGet started nowA sign-up box with three reasons, one of them a number
Uber driversDrive when you want, make what you needGet startedA headline that answers when and how much
N26The first bank you’ll loveOpen bank accountThe same button in the menu and the hero, nothing competing
DropboxGet to work, with a lot less workTry Dropbox freeThe product on desktop and phone beside the copy

Opened in Chrome on 10 October 2026 from Bucharest, Romania, at 1366×768 with English as the preferred language; first screen only, before any cookie choice. Headlines change and some rotate a word: Booking.com cycles through property types and Headspace through goals. Several pages adapted to our location.

What a landing page is, and why these 20

A landing page is the page a visitor arrives on with one job to do: sign up, start a trial, ask for a price, book a call. It differs from an ordinary page in what it leaves out. A good one has one main action, copy written for the people the ad or link brought there, and as few ways to wander off as the business can afford.

Four of our examples are dedicated pages of exactly that kind: Shopify’s free trial, Airbnb’s page for new hosts, Booking.com’s page for property owners and Uber’s page for drivers. The other 16 are home pages of companies whose home page does the same job, because for software, apps and banks the front door is also the sign-up page. They were chosen to cover different kinds of business, not because they are the best converting pages on the web; nobody outside these companies knows that.

Software: say what it is, then offer one way in

Stripe opens with the clearest statement of the list: what it is ("financial infrastructure"), and what it does for you ("grow your revenue"), followed by two buttons and a row of customer logos from Amazon to Nvidia. Above the headline sits a live counter of the share of global GDP running on Stripe, which on our visit read 1.72952002%. It is proof and a talking point at once.

Notion and Zapier both offer two routes into the same free product. Notion splits them by buyer, "Get Notion free" for individuals and "Request a demo" for companies. Zapier splits them by convenience, "Start free with email" or "Start free with Google". Calendly goes further and drops the email route from the main buttons altogether: the two large buttons sign you up with Google or Microsoft, with "No credit card required" underneath.

Basecamp breaks a rule on purpose. Its first screen is a column of links with one-line reasons, a "Try Basecamp Free" button, and only then the headline, under the button. Beside it sits a live count of people working in Basecamp at that moment, 143,758 when we looked. Linear does the opposite: no button in the hero at all, only a short headline and its own interface filling the lower half of the screen. It works for a product whose buyers want to see it before anything else, and it is the only page of the 20 without a button in the hero.

monday.com adds a step that looks like friction and is not. Under the headline, buttons for Marketing, Operations, IT, Product, Sales, HR and PMO let visitors say who they are before clicking "Get Started", and the line under it removes two objections at once: "No credit card needed. Unlimited time on Free plan."

Calculators and the visitor’s own number

The strongest pages we saw put the visitor’s own number in the first screen, before asking for anything. Airbnb’s hosting page did not open with a slogan. It opened with "Your home could make lei 2,369 on Airbnb": an estimate in Romanian lei, for seven nights, for an area near our location, with a slider for the number of nights and a map of nearby rates. The headline is a calculation, and the visitor can change it.

Wise does the same for money transfers. Its headline is short, "Send money globally for less", and the real pitch is the calculator beside it: send 2,000 Romanian lei, the recipient gets 371.07 euros, at a stated rate, arriving by a stated day. It answers the only questions a person sending money has before they are asked. Shopify’s free trial page does a smaller version: a one-field email form and, in the line above it, the price in the visitor’s currency, RON 5 a month.

All three adapted to where we were without asking. That is not available to every business, but the principle is: if your offer has a number that depends on the visitor, a price, a saving, an earning or a delivery date, show it on the landing page rather than behind a form.

Consumer apps and subscriptions: one button, one reassurance

Duolingo has the simplest first screen of the 20: a headline, one green "Get started" button, a smaller "I already have an account", and a strip of more than 40 courses, from Spanish to Klingon. The course list is proof of range without a single claim. Canva works the same way with a question for a headline, "What will you design today?", and one button that answers it, "Start designing".

Lemonade’s page was the quietest we saw: a headline, three short promises ("Instant everything. Incredible prices. Big heart."), one pink button, and nothing else; it did not even show us a cookie banner. HelloFresh has the shortest headline on the list, three words, and puts the reassurance where hesitation happens: "Pause or cancel anytime" sits directly under "See Pricing & Plans".

Headspace and N26 show two answers to the same problem of more than one product. Headspace puts its two offers side by side, a meditation app with "Try for $0" and therapy with "Check your coverage", each in its own panel. N26 offers one thing, opening an account, and repeats that same button in the menu bar and the hero, so there is nothing to choose.

Marketplaces recruiting the supply side

Three of the dedicated pages recruit people to sell through a platform, and they speak to money and effort, not features. Uber’s driver page answers the two questions every driver has in its headline: "Drive when you want, make what you need." Airbnb answers with an estimate, as above.

Booking.com’s partner page builds its pitch into the sign-up box itself. Under "Register for free" sit three ticked reasons, one of them a hard number: "45% of hosts get their first booking within a week". Above the page, a banner counts the listings already on the platform, 29,279,209 on our visit, and the headline swaps in the visitor’s property type in turn: apartment, hotel, vacation rental, guest house.

What the 20 have in common

Short headlines and one clear button are the norm, not a style choice: the median headline was six words, and 19 of 20 pages had a button in the first screen below the menu. The shortest headline was HelloFresh’s three words, the longest Duolingo’s and Basecamp’s ten. Linear was the exception on buttons, relying on the Sign up in its menu bar.

Eight of the 20 put the word free, or $0, on the main button or directly above it. Four offered sign-up with a Google account in the first screen. Only three had a form field visible before scrolling, and those three are the calculator pages and Shopify’s one-field trial. Six showed social proof in the first screen, mostly as numbers: Stripe’s GDP counter and customer logos, Notion’s row of customer logos, Basecamp’s live user count, Booking.com’s listings and its 45%, monday.com’s claim of over 60% of the Fortune 500, and N26’s "trusted by millions".

And 14 of the 20 covered part of their first screen with a cookie banner on our first visit, from inside the EU. Every landing page in Europe has to budget for that: the banner is the first thing a new visitor sees, so the headline and button have to sit where it does not cover them. Notion’s banner sat beside its buttons; Dropbox’s clipped the bottom of its main one.

What the benchmarks say about landing page conversion rates

The largest public dataset is Unbounce’s 2024 Conversion Benchmark Report, built from more than 41,000 landing pages and 57 million conversions. Across all industries, the median landing page converted 6.6% of its visitors. A median is a midpoint, not a target: half the pages did better and half did worse, and the spread between industries is wide.

Its findings on copy point the same way as our 20 examples. Pages written at a 5th to 7th grade reading level converted at 11.1%, against 5.3% for pages written at a professional level. Word count and reading time both correlated negatively with conversion rate, and so did the share of long words. Shorter, plainer pages tended to do better.

On devices, mobile brought 83% of visits in the sample, but desktop converted 8% better. Most of your visitors will see the phone version first, and a landing page that is only designed and tested on a laptop is tested on a minority. Speed is part of the same problem: a page that takes too long to appear loses visitors before any copy is read, which is why Core Web Vitals belong on a landing page brief.

A checklist for your own landing page

Hold your page against the patterns above. Can a stranger tell what you offer from the headline alone, in under ten words? Is there one main button in the first screen, on a phone as well as a laptop, with a label that says what happens next rather than "Submit"? If your offer has a number that depends on the visitor, is it on the page or hidden behind a form?

Then the details the best examples share. A reassurance next to the button that removes the most common objection: no credit card, cancel anytime, free to list. Proof in numbers rather than adjectives. As few form fields as you can live with. A cookie banner that does not cover the button. And the same promise as the ad or link that brought the visitor there, which is also what Google measures as landing page experience in its Quality Score.

When the landing page is not the problem

A landing page cannot fix traffic that was never going to convert. If an ad is shown to the wrong people, or promises something the page does not offer, no headline will rescue it. And many sites that do not convert have problems the landing page only reveals: a slow site, a form that breaks on one browser, prices that appear only after a call. Those are covered in why your website isn’t converting.

If you need one built, our Landing Page package is a single page designed and built around one action, and Conversion Redesign reworks an existing site around the same principles. If you would rather know what is wrong first, a UX Audit reviews your page against patterns like these and tells you what to change in order.

Sources and method

All 20 pages were opened on 10 October 2026 in Chrome from Bucharest, Romania, in a 1366×768 window with English as the preferred language, and recorded before scrolling or answering any cookie banner. Pages change often, and several adapted their prices and estimates to our location; what you see may differ.

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