The 4 winners.

The landing pages actually worth stealing from.

Winner #1: pipedrive.com

pipedrive.com/en/gettingstarted-crm

CRM Software landing page example from pipedrive.com
  1. 1

    What gets in the way

    News bar with a second offer above the headline

    The bar says ‘Spend less time on meeting admin’ and promotes a new feature at the very top. A buyer sees two offers before the first button.

  2. 2

    What works

    Trial terms under the button

    ‘Full access. No credit card required.’ is right under ‘Try it free’. A buyer who hesitates over the catch sees the terms there.

  3. 3

    What works

    Logos with a country count

    ‘Trusted by 100,000+ companies in 179 countries’ is above a row of brands. A spread across countries is hard to fake.

  4. 4

    What works

    Review badges right under the logos

    A buyer can check each badge on the review sites they already use. They don't have to take the page's word for it.

  5. 5

    What gets in the way

    Best proof is far down the page

    ‘I just found $188K worth of revenue thanks to Pipedrive!’ is the line a comparison shopper wants. It is a long scroll below the button.

What to try

Trial terms under the button

Put what the buyer gets, what it costs and who went first in one line. Place it where the cursor stops.

See the original page

Winner #2: monday.com

monday.com/ap/crm/lead-management

CRM Software landing page example from monday.com
  1. 1

    What works

    Question before any claim

    ‘What would you like to manage with your CRM?’ is above a row of trades, from real estate to construction. A generic tool looks built for this buyer.

  2. 2

    What works

    Terms under the button

    The line is ‘Get full access. No credit card required.’ The same promise returns under later buttons, so a buyer who scrolls still sees it.

  3. 3

    What works

    Customer quote with job and employer

    ‘Head of Dropship at Freedom Furniture’ is beside a headshot and a name. A stranger could look him up.

  4. 4

    What gets in the way

    Review badges in the lower half

    ‘Backed by G2 customer reviews’ is under the testimonial. The first screen has no score a buyer can check.

  5. 5

    What gets in the way

    Security marks only in the footer

    Four small round badges are at the very bottom left. A team that has to pass a security review would want them sooner.

What to try

Ask the buyer's trade first

Add a row of tick boxes for the trades you serve, above the button. The page then looks built for them.

See the original page

Winner #3: hubspot.com

hubspot.com/crm/e010a

CRM Software landing page example from hubspot.com
  1. 1

    What works

    Named customer beside the buttons

    ‘Unifying our data in HubSpot’ comes with his name, company and job title. A buyer reads the proof and the offer together.

  2. 2

    What works

    Two buttons with a line for each

    The line reads ‘Get started with our free tools, or get a demo of premium products.’ A buyer ready to try and one who needs a demo both have a way in.

  3. 3

    What works

    Customer count set like a headline

    The logos have ‘288,000+ customers in over 135 countries’ above them. With 135 countries named, the number looks bigger.

  4. 4

    What gets in the way

    Strongest results near the foot

    Figures such as 66% and 90% are in the testimonial row, far below the hero. A comparison shopper has to scroll a long way to find them.

  5. 5

    What gets in the way

    Pricing is one small link

    Free tools and premium products are not split in the hero. The only pointer to pricing is a link in the last paragraph.

What to try

Named customer beside the hero buttons

Use their name, company and job title, with one line about a result. Place it so the buyer reads it with the offer.

See the original page

Winner #4: zoominfo.com

zoominfo.com/offers/b2b-data-enrichment-platform

CRM Software landing page example from zoominfo.com
  1. 1

    What works

    Terms above the first field

    ‘Free to start. 7-day trial. No credit card required.’ is under ‘Enrich Your Database Today’. A buyer reads the terms before the form.

  2. 2

    What gets in the way

    Phone number and job title before the trial

    The form has four fields, and two of them aren't needed to start a trial. A buyer who only wants a look may close the tab.

  3. 3

    What works

    Every bullet starts with what the product does

    ‘Get real-time sales intelligence on every account’ is typical. A buyer can scan the column and see four results in four lines.

  4. 4

    What works

    Customer quote with a time and a name

    The quote is ‘We reduced sales response time from 20 minutes to just under 60 seconds.’ A VP at SurveyMonkey signs it, with her job title.

  5. 5

    What works

    Result cards with a figure and a named person

    Each card has one number, such as hours saved, and a name and job title below. The proof is a result and not a slogan.

What to try

Trial terms above the first field

Put one line between the form heading and the first box: free to start, how long the trial runs and no card.

See the original page

What the 4 winners do.

  1. Say the start is free

    4 of 4

  2. Name a real customer beside a quote

    4 of 4

  3. Show known brands under the headline

    4 of 4

  4. Show the product on the first screen

    2 of 4

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: monday.com

monday.com/lp/crm/contact-sales

CRM Software landing page example from monday.com

The search: saleshandy lead finder

Sponsored monday.com

CRM for Small-Medium Business - #1 CRM For Marketing

  1. 1

    What it gets wrong

    Lead finder search goes to a sales call

    The search was for a lead finder tool. The page says ‘Talk to a monday CRM expert’, so a buyer who wanted a quick tool has to book a call.

  2. 2

    What it gets wrong

    Seven boxes before a call

    The form has name, email, job title, phone, company, company size and a free text box. A first conversation should ask for less.

  3. 3

    What makes it work

    Three bullets list what the call includes

    ‘Get tailored pricing for your team size’ is one of them. A buyer knows what they get before they hand over details.

  4. 4

    What makes it work

    Named COO quoted

    The quote is ‘We just weren't getting value from our old CRM.’ James Arnold signs it with his job and company, Cenversa.

  5. 5

    What makes it work

    Review badges under the form

    ‘Based on 1,000+ G2 Crowd reviews’ is above a row of award badges. A buyer who hesitates at the form can check the proof.

What to try

Say what happens after the form

Add one line under the button, such as who will reply and when. A buyer fills in the boxes more readily when they know what comes next.

See the original page

The copy bank.

Headlines

  • “CRM software sales teams will love”

    pipedrive.com

  • “Connect your business, accelerate your growth.”

    hubspot.com

  • “Trusted by sellers, proven in pipeline”

    zoominfo.com

Offers

  • “Full access. No credit card required.”

    pipedrive.com

  • “Free to start. 7-day trial. No credit card required.”

    zoominfo.com

  • “Get started with our free tools, or get a demo of premium products.”

    hubspot.com

Proof

  • “Trusted by 100,000+ companies in 179 countries”

    pipedrive.com

  • “288,000+ customers in over 135 countries”

    hubspot.com

  • “Trusted by 35,000+ fast-growing companies worldwide”

    zoominfo.com

Next steps

5 pages that waste the click.

  1. mobile application development companies in usa

    App builder search goes to agency list

    The page lists software agencies, each with its own link to leave. A buyer looking for a CRM can only go away.

    • Wrong productThe page ranks mobile app agencies, and a CRM shopper wants something else.
    • Exit linksEvery listing has a profile and a link to the agency's own site.
    • No next stepThe first screen has no email field and no call booking.

  2. netsuite

    Cookie text comes before the offer

    The top of the page is paragraphs about cookies and terms of use. The words ‘Get your product tour today’ come after them.

    • Cookie wallThree bullet points about cookies fill the top of the page.
    • Legal firstTerms of use text is above the form.
    • Proof lastCustomer logos are at the foot, below the product copy.

  3. A search for the company’s own name

    Category definition before the product

    The headline is ‘What is a Customer Data Platform (CDP)?’ A buyer who searched for one named product wants to see that product.

    • ExplainerThe opening is an encyclopedia entry.
    • Cookie boxA cookie notice covers the first lines of text.
    • One doorThe only button on the first screen is ‘Contact sales’.

  4. warehouse slotting software

    Slotting software search goes to a long form

    The form fields are a company, how you heard of them and your role. The headline is about inventory and not slotting.

    • Long formThe fields are a company, how you heard of them and your role.
    • Generic headlineThe headline is about inventory management and not the warehouse slotting the buyer searched for.

  5. email marketing service provider

    Email software search goes to agency page

    The headline is ‘Evolve your agency’. Someone who wants to send emails has no way in.

    • Wrong readerThe page is written for agencies that resell the product.
    • Portal link‘Log into your agency and reseller portal’ is right under the headline.
    • One buttonThe hero has a single button, and it goes to a talk about becoming a partner.

What we learned.

  1. Terms by the button

    Pipedrive puts ‘Full access. No credit card required.’ under its button. ZoomInfo prints its trial terms above the first field of its form.

  2. Show the product at work

    Pipedrive and monday put a screen of the real product on the first screen. A buyer can see the CRM system before reading about it.

  3. Named customer beside the button

    HubSpot puts a customer's name, company and job title beside its hero buttons. ZoomInfo puts a SurveyMonkey vice president right under its headline.

The bottom line

The winners show the CRM system, say the start is free and put a real customer beside the button. The losers send paid clicks to a directory, a cookie wall or a page for partners, so a CRM buyer has nowhere to go.

Postclick is live

Your CRM page leaks clicks you paid for

Paste the URL your own ads point at. Postclick reads it the way we read these 40 pages, shows what is costing you demo and trial signups and draws new versions to look at. Your first audit and two design directions are free.

Read my CRM landing page

No card required.

Visit the live page