The 8 winners.

The landing pages actually worth stealing from.

Winner #1: avis.com

avis.com/en/offers/us-offers/spring-sale

Car Rental landing page example from avis.com
  1. 1

    What works

    Offer above the booking box

    The first line is ‘Get a Free Upgrade + Save up to 25%’. A renter has a reason to book today before typing anything.

  2. 2

    What works

    Booking box right under the offer

    Place, dates and a red ‘Show Vehicles’ button are all on the first screen. A renter can act on the offer at once.

  3. 3

    What gets in the way

    Saving has no price beside it

    ‘up to 25% off’ is a cut of a rate the renter can't see. They can't tell what a Standard car costs a day.

  4. 4

    What works

    Each car class says who it is for

    Standard, midsize and full-size each get one plain line, from a weekend for two to a trip with a group. A renter can tell what a class means.

  5. 5

    What gets in the way

    Offer rules hidden in a tab

    ‘Spring Sale’ is closed under Terms and Conditions. A renter who finds a catch at the counter will blame the page.

What to try

Named offer first, then the booking box

Put the saving in the headline and the booking box right under it. Add a day rate beside the discount, and one plain line for each car class.

See the original page

Winner #2: nationalcar.com

nationalcar.com/en/car-rental/campaigns/rent-a-car.html

Car Rental landing page example from nationalcar.com
  1. 1

    What works

    Booking box at the top of the page

    ‘Start a Reservation’ is the first big line, with location, dates and age in plain view. Nothing is in the way of the first click.

  2. 2

    What gets in the way

    Biggest number counts branches

    1,500+ locations means little to a renter who is still choosing. A number about what they save would pull harder.

  3. 3

    What works

    Card removes the queue

    ‘Bypass the Counter’ is about the worst part of renting, the wait after a flight. It gets a heading and one line.

  4. 4

    What works

    Card about picking your own car

    The card is titled ‘the Aisle has it all’. The choice is the renter's, from a sporty midsize to something more rugged.

  5. 5

    What gets in the way

    Clean-car promise under the form

    ‘Our Standard of Care’ gets a full band and a badge. Every renter already expects clean cars, so it adds little.

What to try

Name the step you remove, under the form

Pick your three strongest claims. Give each a heading and one line, and put them straight under the booking box. National leads with ‘Bypass the Counter’.

See the original page

Winner #3: enterprise.com

enterprise.com/en/car-rental/campaigns/rent-a-car-c.html

Car Rental landing page example from enterprise.com
  1. 1

    What works

    One box and one job at the top

    ‘Reserve a Vehicle’ is the first line, with a single place field under it. A renter knows exactly what to do.

  2. 2

    What works

    Three cards for renters not ready to book

    Deals, email offers and a points programme are under the form. A renter who isn't booking today has somewhere to go besides the back button.

  3. 3

    What gets in the way

    Deals card has no deal in it

    The card says ‘everyday low rates’ with no price or offer. A renter has no number to compare on the first screen.

  4. 4

    What works

    Fleet row with photos of cars

    ‘Meet the Fleet.’ comes with photos of a compact car, a truck and a luxury car. A renter can see what they would drive.

  5. 5

    What gets in the way

    Footer links to the whole company site

    Dozens of links - reservations, car sales, car share, sponsorships and other country sites - are under the fleet. A paid visitor can wander off.

What to try

One real offer on the reservation page

Enterprise says ‘everyday low rates’ with no number. Put one price or one named deal above the fold, so a renter has something to compare.

See the original page

Winner #4: sixt.com

sixt.com/car-rental/ireland/dublin/dublin-airport

Car Rental landing page example from sixt.com
  1. 1

    What works

    Map, address and hours first

    ‘Terminal 1 and 2, Dublin’ shows a renter where to walk after landing. The hours and a 24h return badge are beside it.

  2. 2

    What gets in the way

    Car cards show no day rate

    The page shows a Toyota Aygo and a VW T-Cross, each with a Book Now button but no price. A renter has to click to learn the cost.

  3. 3

    What works

    Review score is for the airport

    The score is ‘4.3 stars from 15,731 reviews at Dublin Airport.’ It is about the counter this renter will stand at.

  4. 4

    What works

    Scores for handover, return and the way there

    The handover scores 4.7 and the return 4.6. A renter can see which part of renting goes well.

  5. 5

    What gets in the way

    Other offers below the questions

    An app, a loyalty club, a business account and other Dublin branches follow the FAQ. A renter who came for the airport is offered other counters.

What to try

A page for each airport

Put the airport in the headline, the address and the hours, with a map and a rating for that one counter. A renter knows they are in the right place.

See the original page

Winner #5: europcar.com

europcar.com/en-us

Car Rental landing page example from europcar.com
  1. 1

    What works

    Three short promises under the search button

    Trusted drivers, no excess and flexible cancellation get one line each. ‘Plans change, bookings can too’ covers a worry before the renter has it.

  2. 2

    What works

    Two offers with a percentage each

    The ‘Fall is calling.’ offer is 20% and ‘Privilege For You’ is 10%. A renter sees a saving before the first scroll.

  3. 3

    What works

    Fleet sorted by what a renter wants

    Under ‘A fleet that meets your needs’ are City car, Premium, Electric and Vans & Trucks. A renter doesn't have to decode a size code.

  4. 4

    What works

    Online check-in has its own card

    The ‘Online check-in’ card means less time at the desk. A renter who wants to get on the road sees that before they book.

  5. 5

    What gets in the way

    Only quality proof is in the footer

    A TripAdvisor favourite badge, a top-company badge and a KAYAK ‘Best Cleanliness’ award are at the very bottom. A renter deciding at the top never sees them.

What to try

Best proof next to the booking box

Europcar keeps its awards in the footer. A badge or a review score next to the form would reach a renter at the moment they choose.

See the original page

Winner #6: centauro.net

centauro.net/en

Car Rental landing page example from centauro.net

The search: vanrell car rental mallorca

Sponsored centauro.net

No fees. Total transparency - Car Rental No Excess

  1. 1

    What works

    First words repeat the ad

    The ad said car hire without excess. The page starts with ‘no excess and free cancellation’, so the renter knows they landed in the right place.

  2. 2

    What works

    Weekly offer with the saving in big type

    The card shows -25% in large letters, with a ‘Book now!’ button in the same place. A renter can act at once.

  3. 3

    What gets in the way

    Search was Mallorca, page shows Lisbon and Florence

    A ‘New Openings’ band under the offers shows Portugal and Italy. A renter who searched for Mallorca has to look further for Spain.

  4. 4

    What works

    Each included item has its own line

    ‘Full coverage with no excess’, a second driver, roadside help and unlimited mileage are listed one by one. A renter sees what the price covers.

  5. 5

    What gets in the way

    Two different cancellation windows

    The heading says ‘up to 48 hours’ before pickup. The text further down says up to 24 hours. A renter can't tell which one is true.

What to try

List what your price includes

List cover, a second driver, roadside help and mileage in plain lines under the booking box. A renter then stops asking what the price covers.

See the original page

Winner #7: mphclub.com

mphclub.com/exotic-car-rental

Car Rental landing page example from mphclub.com
  1. 1

    What works

    Phone number in the top corner

    ‘Call Now - 888-674-4044’ is in gold in the top corner. A renter who is ready to book can ring at once.

  2. 2

    What works

    Brand buttons under the headline

    Lamborghini, Ferrari, McLaren, Rolls Royce and more run in a row under the headline. A renter after one badge doesn't scroll the whole fleet.

  3. 3

    What works

    Day rate in gold on every car

    The page shows ‘$3,495/day’ above a Lamborghini Revuelto. A renter can tell in seconds if the car fits what they can spend.

  4. 4

    What gets in the way

    Only form is at the bottom

    ‘GET A QUOTE’ comes after the whole fleet. A renter who likes the first car must scroll past every other one to ask about it.

  5. 5

    What gets in the way

    Long Miami text at the bottom

    Headings like ‘EXOTIC SELECTIONS FOR ANY PURPOSE’ lead into paragraphs about gifts and engine sound. None of it helps a renter pick a car.

What to try

Day rate on every card

Print the price above the name of each car, in a colour that stands out. A renter can sort by what they can spend before they ask.

See the original page

Winner #8: airportrentals.com

airportrentals.com/puerto-rico/san-juan-airport-car-rental

Car Rental landing page example from airportrentals.com

The search: car rental companies at san juan puerto rico airport

Sponsored airportrentals.com

SJU Airport Car Rental - Pick Up Direct At SJU Airport

  1. 1

    What works

    Search box has the airport filled in

    The ad promised ‘Pick Up Direct At SJU Airport’. The box shows ‘San Juan Airport (SJU), Puerto Rico’ with dates set, so a renter only presses Search Cars.

  2. 2

    What gets in the way

    Australia app discount beside the search

    ‘Save on Australia and New Zealand car’ rentals is no use to a renter booking in Puerto Rico. It competes with the green button.

  3. 3

    What works

    Review proof under the search box

    ‘10,150 reviews’ on Trustpilot are next to the logos of Avis, Hertz and Sixt. A renter sees outside proof before the first scroll.

  4. 4

    What works

    Three reasons to book under the review bar

    ‘Free cancellation’ comes with its limit: most cars, up to 48 hours before pick-up. Stating the limit makes the promise easier to trust.

  5. 5

    What gets in the way

    Reviews section has a blank gap

    ‘What Airport Rentals customers say’ is over empty white space. A renter who scrolls for proof finds none.

What to try

Airport from your ad in the search box

Pass the place from the ad into the search box, with dates already set. A renter who clicked ‘Pick Up Direct At SJU Airport’ then only presses one button.

See the original page

What the 8 winners do.

  1. Lead with a saving or a price

    4 of 8

  2. Show the cars

    4 of 8

  3. Promise a faster pickup

    4 of 8

  4. Show a review score

    3 of 8

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #2: globecar.com

globecar.com/en

Car Rental landing page example from globecar.com

The search: montreal car rental downtown

Sponsored globecar.com

Montreal Cheapest Car Rentals | GlobeCar Montreal

  1. 1

    What it gets wrong

    Hero has no price

    The ad promised ‘Montreal Cheapest Car Rentals’. The hero shows ‘ALL NEW models’ and ‘Full of FREE services’, with no rate in sight.

  2. 2

    What makes it work

    Page title repeats the city

    ‘CAR RENTAL IN MONTREAL & LAVAL’ matches the search for Montreal, so a renter knows they are in the right place.

  3. 3

    What makes it work

    Starting price on each car type

    ‘Starting from $49.95’ is under Luxury and a lower rate is under 4X4 AWD. A renter can size up the cost before booking.

  4. 4

    What it gets wrong

    Long list of car models under the cars

    One paragraph lists more than a dozen models, from the Hyundai Accent to the Ford Transit. A renter in a hurry will skip it.

  5. 5

    What makes it work

    Google score with the review count

    The page shows ‘4.3 of 5, based on 5,328 reviews’. A small brand gets a number a stranger can weigh.

What to try

Starting price in the first screen

Globe shows ‘Starting from $49.95’ lower down. Move a from price into the hero, where the ad promised ‘Cheapest’.

See the original page

The copy bank.

Headlines

  • “Get a Free Upgrade + Save up to 25%”

    avis.com

  • “Car Rental Dublin Airport”

    sixt.com

  • “Choose Centauro Premium, the all-inclusive car rental at the best price.”

    centauro.net

Offers

  • “With Our Limited-Time Spring Car Rental Deals”

    avis.com

  • “Get the best price with our offers and discounts”

    centauro.net

  • “Starting from $49.95”

    globecar.com

Proof

  • “4.3 stars from 15,731 reviews at Dublin Airport.”

    sixt.com

  • “Google rating score: 4.3 of 5, based on 5,328 reviews”

    globecar.com

  • “We are the trusted experts in car rental”

    airportrentals.com

Faster pickup

3 pages that waste the click.

  1. hire car nz

    Cheap car click goes to a cookie box

    A cookie box covers the pickup form and its button. Below it, a long essay on why to hire a car in New Zealand comes before any price.

    • Cookie wallA consent box is in front of the search form on arrival.
    • No priceA searcher who wants a cheap car sees no rate in the first screen.
    • Link farmLong lists of airports and cities fill the page below the form.

  2. A search for the company’s own name

    Pay-now discount page full of small print

    The headline offers 15% off for paying now. Under the form is a long list of rules, and one of them says the discount will not apply in all cases.

    • Hedged saving‘Save up to 15%’ comes with ‘discount will not apply in all cases’ below it.
    • Rules firstA long list of terms fills the space where a renter wants to see a deal.
    • No example rateThe page doesn't show a car with a price, so 15% has nothing to apply to.

  3. A search for the company’s own name

    Branch page with no offer

    A paid click for a Dublin car rental goes to a full-screen privacy box. Under it are one office address, its hours and driving tips.

    • Cookie wallA privacy box fills the first screen with choices to make before anything else.
    • Office detailsThe page is an address, a phone number and opening hours for one office.
    • Travel guideThe text on picking up the car and driving in Dublin is a travel guide. It has no offer.

What we learned.

  1. Open with a reason to book now

    Avis opens with a free upgrade and a saving, and the booking box is right under it. Europcar and Centauro show 20% and 25% offer cards just below their forms.

  2. Say what the price covers

    Centauro lists full cover with no excess, a second driver and unlimited mileage line by line. Sixt mentions 24hr returns and free changes at most of its locations.

  3. Own page for every place

    Sixt builds a page for Dublin Airport with a map, an address and the opening hours. Airport Rentals does the same for San Juan Airport and fills the search box with it.

The bottom line

The winners put a reason to book, a price or a faster pickup in front of the booking box. The losers open with a cookie box or small print, and none of them shows a price.

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