The 5 winners.

The landing pages actually worth stealing from.

Winner #1: happyfox.com

happyfox.com/go/ticketing-system

Help Desk Software landing page example from happyfox.com
  1. 1

    What gets in the way

    Menu links to Features and Pricing

    The header has links to Features, Pricing and customer stories. A visitor ready for a demo has other pages to click before the form.

  2. 2

    What works

    One email field and a demo button

    The first screen has an email field and ‘GET A DEMO’. The visitor fills in one field to start.

  3. 3

    What gets in the way

    Hero photo has a person and no product

    A smiling person with a laptop fills the first screen. The buyer sees no help desk screen.

  4. 4

    What works

    Results in a band under the hero

    The band shows ‘<2 hours’ with 20% and 40% beside it. The proof sits above any feature text.

  5. 5

    What works

    Three prices listed in the open

    The page shows $21, $39 and $89 for its plans. A buyer can compare before talking to sales.

What to try

Three results as big numbers under the hero

The page has the numbers on it, but they sit in small print. Set them large beside the demo button.

See the original page

Winner #2: intercom.com

intercom.com/drlp/live-chat-software

Help Desk Software landing page example from intercom.com
  1. 1

    What gets in the way

    Header repeats the sales button

    The header shows ‘contact sales’ as the hero buttons do. A visitor sees the same ask twice.

  2. 2

    What works

    Hero shows the inbox and a live chat

    The picture beside the headline shows the product at work. A buyer sees what the software looks like.

  3. 3

    What works

    One result in large type

    The page shows Fin resolving 76% of conversations. A big number is a reason to read on.

  4. 4

    What works

    Named customer quote from Anthropic

    The quote comes with Emily Lampert, Head of Product Support. A real name and title add proof.

  5. 5

    What gets in the way

    Price has two parts

    The price is $29 per seat plus $0.99 per outcome. A buyer has to work out a monthly cost.

What to try

Show the product at work in the hero

Intercom shows the inbox beside the headline. A page with only a photo of a person can copy this.

See the original page

Winner #3: zendesk.com

zendesk.com/lp/nb-support-join-the-champions

Help Desk Software landing page example from zendesk.com
  1. 1

    What works

    Customer result beside the form

    A Siemens quote shows 86%, +23% and 600 next to the signup form. The buyer reads proof while deciding.

  2. 2

    What gets in the way

    Headline has no help desk or ticketing word

    ‘The complete customer service platform’ is broad. A buyer looking for a help desk has to work out the page fits.

  3. 3

    What works

    One email field and a free trial

    The form has one email field and the line ‘14-day free trial. No credit card required.’ The risk is low.

  4. 4

    What gets in the way

    Table columns name no competitor

    The columns say ‘Point solution’ and ‘Legacy enterprise’. A buyer sees the groups but no product names.

  5. 5

    What works

    Review and award badges at the bottom

    Badges from Capterra, GetApp and Gartner close the page. Buyers see third-party scores.

What to try

A named customer result beside the form

Zendesk shows Siemens with three results next to the form. A page with one customer result can place it there.

See the original page

Winner #4: genesys.com

genesys.com/explore/demo-cloud-call-center

Help Desk Software landing page example from genesys.com
  1. 1

    What works

    Headline matches the product category

    The first line has ‘cloud call center system’, the term a call center buyer types.

  2. 2

    What gets in the way

    Demo form has six fields

    The form lists work email, first and last name, company, telephone and country. A buyer in a hurry may leave.

  3. 3

    What works

    Bullets pair a result with a customer

    The bullets list ‘5-minute reduction in average handle time’ and name the company. Each result has a source.

  4. 4

    What works

    Four stat cards with logos

    Virgin Atlantic, Quicken, Coca-Cola and TechStyle each show a number. The buyer sees well-known brands.

  5. 5

    What gets in the way

    Footer lists more than 30 links

    The footer is a large block of links. A visitor looking for the form has a lot to scan.

What to try

Name the customer next to each result

The page shows ‘412%’ with Quicken. Every number on a page can carry its customer in the same way.

See the original page

Winner #5: usepylon.com

usepylon.com/b2b-customer-support

Help Desk Software landing page example from usepylon.com
  1. 1

    What works

    Headline says who the product is for

    A visitor reads ‘The support platform built for B2B companies’ and knows in one line if the page fits.

  2. 2

    What works

    Switching proof in numbers

    The band says ‘Thousands of B2B Teams have switched to Pylon’ with 300+, 5 days and 1B+. A buyer sees scale and speed.

  3. 3

    What gets in the way

    Four pain boxes come before any feature

    ‘Scattered context’ and ‘Omnichannel chaos’ come first. The buyer sees the problem before the product.

  4. 4

    What works

    A customer result under each feature

    One line says ‘35% reduction in time handling support tickets’. Each feature has proof beside it.

  5. 5

    What gets in the way

    Long demo form at the bottom

    The form under ‘Schedule a demo with Pylon’ has six fields. A buyer fills in a lot to book.

What to try

A result under each feature

Pylon shows ‘35% reduction in time handling support tickets’ under one feature. Do the same for every feature.

See the original page

What the 5 winners do.

  1. Put a real number near the top

    4 of 5

  2. Show a named customer result

    4 of 5

  3. Offer a demo or a short form

    5 of 5

  4. Use the buyer's own words in the headline

    2 of 5

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: zoho.com

zoho.com/desk/lp/use-zia.html

Help Desk Software landing page example from zoho.com

The search: conversational ai chatbot

Sponsored zoho.com

AI Customer Service Software

  1. 1

    What it gets wrong

    Headline has no chatbot word

    ‘AI that understands customer service’ is the page's line. A buyer who typed conversational ai chatbot does not see their word.

  2. 2

    What makes it work

    Free signup and a demo, side by side

    The buttons say ‘SIGN UP FOR FREE’ and ‘BOOK A DEMO’. A buyer picks the pace they want.

  3. 3

    What makes it work

    Chat window beside the channel list

    The picture shows a phone chat with channel icons. It shows how the product looks to a customer.

  4. 4

    What makes it work

    Four role tabs

    The tabs say ‘Support Specialist’, ‘Resolution Expert’, ‘Quality Manager’ and ‘Sentiment Analyst’. A buyer picks the role closest to their own.

  5. 5

    What it gets wrong

    One customer quote near the bottom

    A quote from FastwebHost sits late on the page. Most visitors do not scroll that far.

What to try

Use the word a buyer typed

The search was conversational ai chatbot. Put ‘chatbot’ in the headline.

See the original page

Wildcard #2: fin.ai

fin.ai/drlp/ai-agent-vs-chatbot

Help Desk Software landing page example from fin.ai

The search: chatbot businesses

Sponsored fin.ai

Chatbot For Business Use

  1. 1

    What makes it work

    Headline uses the word chatbot

    The headline ‘Outgrown chatbots?’ is a question a chatbot buyer can answer in one word.

  2. 2

    What makes it work

    Chat mockup in the first screen

    The right side shows a Fin chat. The buyer sees the product before scrolling.

  3. 3

    What it gets wrong

    Nine table rows before any price

    The table lists nine rows from ‘Traditional Chatbots’ to customer experience. A buyer must read a lot before seeing a price.

  4. 4

    What makes it work

    A resolution rate in the table

    The row shows Fin resolving 76% of conversations. A number turns a claim into proof.

  5. 5

    What makes it work

    Customer quote with name and role

    The quote from RB2B comes with the speaker's title. A buyer sees a real person.

What to try

Resolution rate next to the first button

The 76% figure is deep in the table. Put it beside ‘Start free trial’.

See the original page

Wildcard #3: intercom.com

intercom.com/drlp/intercom-vs-zendesk

Help Desk Software landing page example from intercom.com

The search: zen desk software

Sponsored intercom.com

Intercom is Much Easier to Use | AI Built for Customer Service

  1. 1

    What makes it work

    Headline uses the word Zendesk

    The headline ‘Ready for a Zendesk alternative’ has the word the buyer typed. The buyer knows the page fits.

  2. 2

    What makes it work

    Big claim with a number

    The line ‘Resolve 50% of customer questions. Instantly.’ shows a buyer a result to picture.

  3. 3

    What makes it work

    Side-by-side rows with Zendesk

    Each row sets Fin against Zendesk: agent, platform, engagement and messenger. A buyer compares with no other tab.

  4. 4

    What it gets wrong

    Switch offer comes late on the page

    The offer ‘Switch from Zendesk to Intercom’ is below the long comparison. A buyer reads all of it first.

  5. 5

    What makes it work

    G2 scores in a bar chart

    Fin scores 89 and four rivals score 59, 54, 40 and 33. The gap is easy to see.

What to try

Move the switch offer up

The free switch offer is a strong reason to act. Put it beside the first button.

See the original page

Wildcard #4: happyfox.com

happyfox.com/go/zendesk-alternative

Help Desk Software landing page example from happyfox.com

The search: zendesk live chat

Sponsored happyfox.com

Most Affordable Alternative | Feature-rich Yet User-Friendly

  1. 1

    What makes it work

    Headline says Zendesk alternative

    Here is the first line: ‘A Zendesk Alternative with’. A buyer comparing tools knows that term.

  2. 2

    What it gets wrong

    Three stats, no customer beside them

    The stats show 40%, $10,000+ and 2x. No customer name sits beside them.

  3. 3

    What makes it work

    Savings in dollars per month

    The block shows ‘Save up to $800/month or $11,800/year’. A buyer has a figure to take to a manager.

  4. 4

    What makes it work

    Plan table with a Most Popular flag

    The table lists Basic, Team, Pro and Enterprise. ‘Most Popular’ points a buyer to one.

  5. 5

    What makes it work

    Customer quote with name and company

    Deron D. of M4Research rates the product five stars. A named person adds proof.

What to try

A customer next to the stats

The page shows 40%, $10,000+ and 2x with no source. Add the customer name beside each.

See the original page

The copy bank.

Headlines

  • “The complete customer service platform”

    zendesk.com

  • “The support platform built for B2B companies”

    usepylon.com

  • “Ready for a Zendesk alternative?”

    intercom.com

Offers

  • “14-day free trial. No credit card required.”

    zendesk.com

  • “Start free trial”

    fin.ai

  • “Save up to $800/month or $11,800/year”

    happyfox.com

Proof

  • “5-minute reduction in average handle time”

    genesys.com

  • “35% reduction in time handling support tickets”

    usepylon.com

  • “Resolve 50% of customer questions. Instantly.”

    intercom.com

Next steps

2 pages that waste the click.

  1. service desk free

    Free plan page for a service desk search

    A buyer who typed service desk free reaches a general help desk page. The headline is about the human touch.

    • Off topicThe page is about a free help desk plan. The search asked for a service desk.
    • Pricing linkThe menu has a Pricing link. A visitor can leave the free plan for a plan list.
    • Small screenshotThe chat screenshot in the first screen is small and hard to read.

  2. customer care chatbots

    Chatbot search, analyst report page

    A buyer who typed customer care chatbots sees a report download. The page shows no product.

    • Report instead of productThe page offers a Gartner report. It has no product screenshot.
    • Popup over the headlineA conference popup covers the first screen on load.
    • No demo or priceThe page shows a business email form. It has no demo button or price.

What we learned.

  1. Put the result in numbers

    HappyFox shows ‘<2 hours’ with 20% and 40% under the hero. Pylon shows 300+, 5 days and 1B+ in a band.

  2. Name the customer

    Zendesk puts a Siemens quote with 86% next to the form. Genesys lists a result and a company in each bullet.

  3. Say the word they searched

    HappyFox runs two variants of its page. One of them says ‘A Zendesk Alternative’ in the headline. Reviews and G2 scores sit lower down on Intercom pages.

The bottom line

The help desk software pages here that win need no magic. They put a real number near the top, such as a response time, name a customer and offer a demo. The losers send paid clicks to a general free plan page or a report download.

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