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Home Page as Landing Page examples

Home page examples featuring simple persuasive designs for desktop and mobile experiences

Creating focused Landing Pages is a standard approach for digital campaigns, particularly for engaging the first prospect visit from Google AdWords.

But more and more savvy brands are applying the principles of landing page design to their home pages. Less is more! We're not saying this is true in all cases (see the Amazon home page they find a longer-form landing page is more effective through testing. However it was in these cases when testing was used to assess design.

Examples of home page as landing page

Both of the companies featured in this case have now simplified their home pages further in recent redesigns - which I have featured in the latest update to this post showing how home page designs have evolved with the popularity of mobile design. An early sign of this trend was from two presentations I listened to back in May 2010 at the Emetrics Marketing Optimisation summit. Craig Sullivan of Autoglass and Michael Gulmann of Expedia (compare US home page to UK home page) explained how they have boosted conversion through simplifying their home designs as a results of AB and multivariate testing.

In 2014 Autoglass has updated its home page so it is has slightly more brand information while retaining the landing page format with a clear Call-to-action (CTA).


The new area is focused on answering users' key questions when selecting a service which I recommend you identify by this content-mental model mapping technique. These explain the benefits of arranging the service online as part of the online value proposition in the "Why choose us?" panel which is an important question for many services, but often missed.  What are your 10 key questions that prospects may ask about your brand?

This home page is not mobile responsive, instead Autoglass prefer an adaptive approach where smartphone users are automatically served a tailored mobile experience.

Key value proposition messages

Both of these examples have clear messaging on the home page answering the "Why Us" question?

Autoglass - originally:

  • Job Done: We guarantee our work for as long as you own your vehicle


Why it pays to book at Expedia:

  • More hotels (and more deals!) in more places
  • Serious savings on Flight + Hotel packages
  • No Expedia change or cancel fees on hotels & more

Home page examples

Here I have two examples, one B2C, one B2B, which share in common a high involvement, relatively complex product. They are also effectively mono-product companies, so the home page as landing page model is particularly appropriate for these types of business and it is probably easier for them to develop such a home page than for companies with a diverse range of products.

Disclosure: I am not consultant to either of these brands - I don't use companies I work for as case studies, but I do use these example of good practice when discussing improvements with my clients or delegates on training courses.

Ultralase home landing page

Ultralase was one of the UK's largest laser eye treatments companies.  Let's show their best practice through screengrabs. This is a classic simple layout before the advent of mobile responsive pages for which we will look at examples of later in this post.


Here are some other features of the persuasive approach used on this page:

1. Prominent incentivised response-form

Multiple incentives and a prominent position of the form on the left hand side are consistent with eyetracking studies which show that the left-hand side of a screen has the most attention. By placing a form on the home page you will typically get a higher response than encouraging people to click through to a separate sign-up page.


2. Clear calls-to-action for main customer journeys

Prominent within the green bar, these are likely setup as conversion goals in Google Analytics. Containers blend image and text to avoid banner blindness. These containers all highlight their Online Value Proposition.

3. Key brand messages communicated

These are delivered in the carousel/slider top right covering customer concerns like pricing, surgeons, safety and experience. These "points of resolution" are often hidden in an FAQ, interesting that Ultralase highlights them on the home page.

4. Social proof

The right sidebar is used for the map to show scale through number of clinics and engaging containers for customer testimonials.

5. Prominent phone response

Vital for high value, complex products since conversion tends to be higher via the phone channel. Unique web number can be used for tracking online influence.

Of course, I have accentuated the positive and this site perhaps suffers from an over-emphasis on Direct response. Some common features are missing such as an "About" page to reassure about the history and stability of the company and a navigation to appeal to different segments - main reasons for seeking treatment. Home Page as Landing Page are one of the best known Software As Service (SaaS) CRM providers in Europe and the US. I have used their site as an example of well-balanced design with perhaps a better balance than Ultralase on brand-building, education and response.

Today Salesforce uses a mobile responsive design which is now a common approach. It's similar to their long-form landing pages . It has these persuasive features:

  • Clear customer journeys with CTAs above the fold
  • A carousel/slider - not the best execution to show different services - a tabbed design would work better here
  • Trust through social proof and customer stories
  • Use of keyword rich text in the footer for SEO purposes


Of course also use more focused landing pages with nav removed for lead generation from Google AdWords.

Share your thoughts

  • Thank you for benefiting from time to focus on this kind of, I feel firmly about it and also really like comprehending far more with this particular subject matter. In case doable, when you get know-how, is it possible to thoughts modernizing your site together with far more details? It’s extremely useful to me.

  • Mas EDI commented on April 7, 2016

    hi Dave, this is rellay nice article on LP optimization… is this optimization still relevant with recent update/trend in this niche?


  • Thank you for sharing the article. Very useful for me this novice .

  • I run an internet marketing service as a freelancer. My homepage is the landing page. Seeing the examples above, I realize that I need to improve my homepage. I think I can put my photo in the page, like the autoglass website.

    • Hi Heru

      I’m pleased the article has inspired you to change your home page approach.

      I hope that gives you better results and you will be tracking the difference!


  • Franco commented on September 8, 2014

    aweseom post! Thanks for sharing!

  • shagha commented on June 15, 2014

    thanks for the message, it would be interesting .
    کرکره برقیدرب اتوماتیکراهبند اتوماتیک

  • Pieter commented on May 30, 2014

    Nice article Dave, but how do you suggest to change the landingpage for companies that have more then one service like a marketing agency?

  • Caroline commented on May 20, 2013

    Firstly, brilliant site. I’m doing the CAM Digital Diploma and I’m also using your book and website. Just wanted to point out that the pictures are broken on the 4 examples above. FYI I’m using chrome as a browswer

    • Thanks for alerting me to this Caroline, I will fix with latest images – caused by retiring another site hosting these images. All the best for your studies!

  • Nick McGrath commented on October 28, 2009

    Another well thought through article. I’m doing a grad course in E-Commerce
    we use your text book but I mostly try to look things up on the web and end up
    at So far it has worked very well. Regards NIck.

    • Hi Nick,

      Thanks for buying my book and glad you find the site useful. Any improvements for the 5th edition / this site?


  • some excellent examples of how to maximise ROI and (in the 1st example) screen real-estate using JS. keep them coming.

  • Michelle Byrne commented on March 19, 2009

    great article Dave – can be difficult to find this type of info. I’m working on the homepage re-design for a leading car rental company. The booking form obviously has to take prominence and whatever other content we publish around the form can’t detract the user making a booking. We’re looking at generating real time banners in context with places people are searching for. My question is, do you think the examples you refer to above have too much content – what about the google clean approach? Perhaps for a well known brand a clean approach is the way forward. dunno…

    • I’m glad you’re finding it helpful Michelle.

      Taking the right decision on the amount of content on the home page is a difficult call and I think it often comes down to a belief on what is the best fit for the brand / market.

      You’re right, both these examples do have a lot of content eventhough they’re effectively single product homepages. I think the decision should be is based on:

      • Strength of brand – well known brands can and should use less content since they need to work less hard to communicate their credibility and features and need to play to their brands’ strengths – Nike uses a very clean approach
      • Number of products / categories / promotions – retailers tend to have more complex home pages since they can give more choice of products and offers – I have heard Amazon present and they said a more complex home page resulted in higher Revenue per order when tested
      • SEO – many companies get this wrong since keyphrases on the home page tend to perform better since the home page has the highest PageRank of a site
      • Of course, the obvious answer is to use focus group or AB Test different home page treatments. I’m sure you’ve done this, but what people say in focus group is different to how they behave. Adding eyetracking to the focus group can help there.

        Problem is the risk of testing the most valuable page on the site. I did see a good presentation by Skype a couple of years ago and they found that to increase downloads a simple design was best. Interestingly they have different treatments in different markets and in some like Slovakia they have more detailed explanation of proposition.

        Finally – don’t make the banners too banner-like – or visitors will tune them out – ensure the text is compelling. I have added an image of dynamic home page merchandising from a recent webinar of how Omniture was being used for this.

  • Excellent post of a dissected page, Dave!

  • A wonderful articel
    I will refer to you in my website

  • nice to see that this topic is finally getting some airtime. Keeping hush-hush about it doesn’t make it go away…

  • Marcus commented on February 24, 2009

    good post

    • Thanks for your succinct comment Marcus – I want to do some posts that are best practice case studies – not just the lists that seem to dominate blogs and get all the comments! Good to know someone appreciated it!

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