The 8 winners.

The landing pages actually worth stealing from.

Winner #1: simplisafe.com

simplisafe.com/installation-landing

Home Security landing page example from simplisafe.com

The search: simplisafe installation

Sponsored simplisafe.com

#1 Rated DIY Security System | Spring Sale - 50% Off

  1. 1

    What gets in the way

    Phone number small in the header

    The sales number is in small type next to the account link. A buyer who wants to talk has to look for it.

  2. 2

    What gets in the way

    Ad says 50% off, hero shows no discount

    The ad said ‘Spring Sale - 50% Off’. The hero shows a headline and a paragraph about install options, with no discount.

  3. 3

    What works

    Quiz button and build link in the hero

    The hero has a quiz button and an ‘Or build your own system’ link. Unsure buyers and confident ones each have a path.

  4. 4

    What works

    Four promises under the hero

    The list has a US News ranking, a guarantee, a free first month and no contracts. It answers the common doubts before the buyer scrolls.

  5. 5

    What works

    Quiz card for unsure buyers

    The page asks ‘Need help choosing?’ and offers a few questions that recommend a system. A buyer who doesn't know what to order gets help.

What to try

Put the ad's discount in the hero

The ad said 50% off and the hero shows no discount. Repeat the offer beside the headline.

See the original page

Winner #2: vivint.com

vivint.com/ppc/mobile

Home Security landing page example from vivint.com

The search: vivint mobile

Sponsored vivint.com

Vivint Official Site

  1. 1

    What gets in the way

    Ad says cameras, hero says security

    The ad said ‘Explore Vivint Cameras’. The page text doesn't mention a camera, so the buyer has to look for them.

  2. 2

    What works

    Phone number is the hero button

    The hero has one green button with ‘855.205.0616’. A buyer who is ready to talk taps once.

  3. 3

    What works

    Skip the form line above the form

    The band says ‘Skip the form’ and ‘Tap to call and get a free quote:’ with the number. Buyers who dislike forms have a quicker path.

  4. 4

    What gets in the way

    Long consent text above the button

    Three numbered consent items sit between the fields and ‘Start Your Quote’. A buyer has to scroll past a block of small type.

What to try

Add a call line above your form

Vivint prints ‘Skip the form’ and a large number above its fields. Add the same line to your own page.

See the original page

Winner #3: guardianprotection.com

guardianprotection.com/home-security

Home Security landing page example from guardianprotection.com

The search: guardian home security

  1. 1

    What works

    ZIP code box in the hero

    The hero asks ‘See if we're in your neighborhood!’ and shows one ZIP code field and a button. The first step is one answer.

  2. 2

    What works

    Three ratings in one row

    The row ‘Recognized Nationwide for Home Security Excellence’ shows A+, 4.3 and 4.5 with the source logos. A buyer sees outside scores in the first two screens.

  3. 3

    What gets in the way

    Guide download before the quote form

    A ‘GET MY FREE COPY!’ button is above the quote form. A buyer can take the guide and never ask for a quote.

  4. 4

    What works

    Three steps next to the quote form

    The block ‘3 Easy Steps to a Safer’ home lists Free Quote, Schedule and Kick Back beside the form. A buyer sees what happens after the click.

  5. 5

    What gets in the way

    Camera offer far down the page

    The ‘Free* Outdoor Camera’ offer is below the quote form, near the end. Most visitors leave before they reach it.

What to try

Show three steps beside your form

Guardian lists Free Quote, Schedule and Kick Back next to its form. Add three short steps to your own.

See the original page

Winner #4: bayalarm.com

bayalarm.com/home-security

Home Security landing page example from bayalarm.com
  1. 1

    What works

    Contact button and phone in the header

    The header has a ‘CONTACT US’ button and a phone number beside the Login link. A buyer can reach someone from the first screen.

  2. 2

    What gets in the way

    Archive bar in place of a headline

    The bar under the menu says ‘CATEGORY: RESIDENTIAL’ and shows a count of 40 results. The first screen has no offer and no headline.

  3. 3

    What gets in the way

    Nine articles and no form

    The page shows nine article cards in a grid. Every card ends with ‘Read More’ and the page has no quote form.

  4. 4

    What works

    Comparison card in the grid

    One card is titled ‘Compare Bay Alarm to other’ security system companies. A buyer weighing options finds the comparison at once.

What to try

Add a form band above the articles

Bay Alarm lists nine articles and no form. Put one short quote form above your own list of articles.

See the original page

Winner #5: safewise.com

safewise.com/home-security-systems

Home Security landing page example from safewise.com
  1. 1

    What works

    Jump links across the top

    The bar lists Intro, How to choose, Quiz, Monitoring options and Installation. A reader can jump to the part they need.

  2. 2

    What gets in the way

    Affiliate note in a thin top strip

    The note about earning money from links is small grey text. A reader can miss it.

  3. 3

    What works

    Named author and two reviewers

    The page lists ‘Why you can trust SafeWise’, an author, a reviewer and a data analyst with dates. Readers see real people stand behind it.

  4. 4

    What works

    Photo of the real boxes

    The photo shows SimpliSafe equipment still in its boxes on a table. Readers see the product as it arrives.

  5. 5

    What works

    Highlights box before the long guide

    The block ‘Just want the highlights?’ comes before the full guide. A reader in a hurry gets the short version.

What to try

Add a highlights box under the headline

SafeWise has ‘Just want the highlights?’ above a long guide. A short box helps a busy visitor decide fast.

See the original page

Winner #6: security.org

security.org/home-security-systems/best

Home Security landing page example from security.org
  1. 1

    What gets in the way

    Affiliate note in a tiny top bar

    The note about compensation is small text in the top bar. A reader can miss it.

  2. 2

    What works

    Top pick named under the headline

    The headline ‘The Best Home Security Systems in 2026:’ has a line below that says ADT's Google Nest cameras and monitoring earn the top spot. A reader gets the answer at once.

  3. 3

    What works

    Two named experts with titles

    Two reviewers are listed with a photo, a name and a job title, next to a ‘Last Updated’ date. Readers see who checked the page.

  4. 4

    What works

    Score, three reasons and a button

    The first card has a 9.8 score, three short reasons, a ‘Get Free Quote’ button and a phone number. A buyer can act without scrolling.

  5. 5

    What works

    Offer line above the button

    The SimpliSafe card has an offer line above its button: 50% off and a free camera. The deal is next to the click.

What to try

Put a short offer above each button

Each card on security.org has an offer line above its button. Put one line of offer above your own button.

See the original page

Winner #7: tophomesecurityservices.com

tophomesecurityservices.com/alarm

Home Security landing page example from tophomesecurityservices.com
  1. 1

    What works

    Commission note at the very top

    The top strip has a note on commissions from listed brands. Readers see it before any card.

  2. 2

    What works

    Two top picks side by side

    Each pick has a score, a customer count and a ‘Visit Site’ button. A buyer compares two options in one glance.

  3. 3

    What works

    Offer line at the top of the card

    The first card starts with ‘Get 5 months of free monitoring’. It has a score, five check marks and a phone number.

  4. 4

    What works

    Count of people who compared

    The sidebar says 2,337,649 people compared home security services. The number shows many buyers use the page.

  5. 5

    What gets in the way

    Offer terms in tiny grey text

    The terms for the $100 Visa card are a small grey line under the card. A buyer has to read it closely.

What to try

Start each card with its offer

The first line on each card is the deal. Put the offer first and the feature list second.

See the original page

Winner #8: xfinity.com

xfinity.com/learn/home-security

Home Security landing page example from xfinity.com

The search: xfinity home security

  1. 1

    What works

    Photo of a house at night

    The hero image shows a home at night with a glow along the roof. It shows what the system protects.

  2. 2

    What works

    Heading about peace of mind

    The heading says ‘Peace of mind you can count on’. A buyer sees the benefit before the product.

  3. 3

    What works

    Two options to choose from

    The page asks ‘Find the right option for your home’ and shows two products, each with a monthly price. The buyer picks a size.

  4. 4

    What gets in the way

    Order number at the very bottom

    The ‘Call to Order: 855-870-1311’ line is the last text on the page. A buyer who wants to call has to scroll to the end.

What to try

Show a monthly price on each option

Xfinity prints a monthly price on each option. Put a monthly price on every plan you list.

See the original page

What the 8 winners do.

  1. Keep a phone number in the first screen

    6 of 8

  2. Put an offer line in the first screen

    5 of 8

  3. Show a rating in the first screen

    3 of 8

  4. Start with a quiz or a short form

    3 of 8

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: simplisafe.com

simplisafe.com/build-my-system

Home Security landing page example from simplisafe.com

The search: build home security system

  1. 1

    What makes it work

    Headline repeats the search

    The search was for build home security system. The headline says ‘Customize your home security system’.

  2. 2

    What makes it work

    Required parts listed first

    The block ‘Required with your system’ shows the Base Station and the Keypad. The buyer knows the starting point.

  3. 3

    What makes it work

    Sales expert band with hours

    The band says ‘Need advice while shopping? Talk to a Sales Expert.’ It has a call button and hours. Stuck buyers can call.

  4. 4

    What it gets wrong

    No price on the sensor cards

    Each sensor card has a description and a quantity box but no price. A buyer builds a system without knowing the cost.

  5. 5

    What it gets wrong

    Financing note far below the sensors

    The note ‘Monthly prices presented using Affirm’ comes after the sensor section. A buyer weighing cost sees it late.

What to try

Show a price on every product card

Each card here has a quantity box and no price. Print the price on each card so the buyer can total it.

See the original page

Wildcard #2: vivint.com

vivint.com/ppc/specials

Home Security landing page example from vivint.com

The search: vivint sales

Sponsored vivint.com

Vivint sales - Special Offers From Vivint

  1. 1

    What makes it work

    Offer bar across the top

    The yellow bar says ‘FREE Install + 20% Off Indoor Camera’ with a code. The deal is in the first screen.

  2. 2

    What makes it work

    Headline repeats the ad

    The ad said ‘Special Offers From Vivint’. The headline says ‘Discover Vivint's special offers’.

  3. 3

    What it gets wrong

    Three choices before any offer

    The block ‘Smart security, customized for your home’ has fields for residence type, interest and doors before a ‘Finalize’ button. A buyer decides before seeing a deal.

  4. 4

    What makes it work

    Free monitoring offer with a phone

    The block ‘Get Up to 3 Months Free Monitoring’ has a promo code and a call button. The offer repeats near the form.

  5. 5

    What it gets wrong

    Camera tiles show no price

    The three camera tiles show a name and one line each, with no price.

What to try

Show the deal before the questions

Vivint asks three questions before its button. Show the offer first, then ask for the buyer's details.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

2 pages that waste the click.

  1. A search for the company’s own name

    Pop-up covers the page on load

    A buyer who searched for the company name sees a 70% off pop-up over the page and a sale bar above it.

    • Pop-up firstThe ‘Get 70% OFF’ pop-up covers the page content on load.
    • Survey firstThe pop-up asks ‘How did you first hear about us?’ before it shows the product.
    • Offer twiceThe top bar and the pop-up show the same sale, so the page has two offers.

  2. 24/7 onsite cameras

    Hills photo on a security page

    A buyer who searched for 24/7 onsite cameras sees hills and wind turbines in the hero. The headline is just ‘Security’.

    • Hills photoThe hero image shows hills and wind turbines. No camera is in view.
    • Plain headlineThe only heading is ‘Security’ and the first text is about business gates and alarms.
    • No formThe page has no quote form. The phone number is small text in the header and sidebar.

What we learned.

  1. Put the offer in the first screen

    Vivint shows ‘FREE Install + 20% Off Indoor Camera’ in a bar above its hero. Guardian lists ‘Free Professional Installation’ under its headline.

  2. Give buyers a short first step

    SimpliSafe has a ‘Take our quiz’ button and a build link. Guardian asks for one ZIP code, and Vivint prints a number above its form.

  3. Show who tested the systems

    Security.org lists two named experts and scores each system out of 10. SafeWise names an author, a reviewer and a data analyst for its home security systems guide.

The bottom line

The home security pages here that win put an offer and a phone number in the first screen and give buyers a short first step. The losers send paid clicks to a pop-up or to a photo of hills.

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