Free Tool Page Design (16)

What the strongest free tool pages do differently

Sorting these 16 free tool pages by how they score against the conversion rubric, then comparing the strongest with the weakest, is the fastest way to see what actually separates them.

How to structure a free tool page, by the numbers

The questions a team asks when it builds a free tool page, answered from the 16 here.

What kind of tool?

A generator is the most common shape, on 38% of these pages. Pick the shape by what a visitor can hand over in a few seconds, because that is all the input the tool is going to get.

Should the result be gated?

• No gate anywhere on the page on 94% of them
• 100% run without an account of any kind
• A signup wall in front of the result on 8%

Does the page show its work?

• A how it works block on 75%
• A sample output on the page on 69%
• A preview of the result before it's finished on 69%
• The method behind the result stated on 44%

The method is what most of these pages skip. It's also what tells a visitor the number they just got is real.

How does the tool sell the paid product?

• A link to the paid product on 94% of these pages
• Links to the company's other free tools on 81%
• The same ask repeated 2 times down the page, three or more times on 44%

The moves almost nobody makes

Each sits under 15% of the market, with the strongest free tool page that uses it.

A result the visitor can share

6% give the result its own link, so it can be sent to a colleague or posted somewhere.

A video of the tool in use

8% run a video on the page, so a visitor can watch the tool work before deciding to try it.