Navy to midnight blue, because it sells rest.
Wethm's WordPress page for a sleep app, sending exhausted visitors to the app stores first and an email trial second. How the angled phone mockups, video and outcome testimonials persuade, and the quiz we would add.
- Primary CTAStart Sleeping Better Tonightthe button the page is built around
- GoalApp Download / Sign-Upwhat counts as a conversion
- PlatformWordPressproduct page page
- Built forB2CHealthcare
- The page as built, not a mockup.Analysed by Apexure, not by Wethm.
- Client
- WethmHealthcare
- Industry
- Healthcare24 examples
- Audience
- B2CApp Download / Sign-Up
- Platform
- WordPress96 examples
- Page type
- Product pageApp Download / Sign-Up
- Analysed by
- Waseem BashirMarch 2026
What the page does, and why
Why sleep sells differently
Wethm isn’t selling a feature set. It’s selling rest. The visitor arriving on this page has probably already tried and failed to fix their sleep through other means: earlier bedtimes, sleep hygiene guides, maybe even another app. They’re not curious about sleep tracking. They’re desperate for a solution that actually works.
That’s the emotional context the page needs to meet them in. Before features, before pricing, before social proof, the page’s first job is to say “we understand what you’re going through.”
Design decisions
The deep navy-to-midnight-blue gradient is the page’s most important brand decision. It creates an immediate sensory association with night-time, rest, and calm before a single word is read. Competitor sleep apps on white backgrounds feel clinical. Wethm’s dark palette feels like the solution it’s selling. The gradient also gives CTA buttons (in a warm contrasting orange) natural visual prominence without needing oversized sizing.
Phone mockups in the hero
The mockups show the app’s actual UI alongside the value proposition. The visitor sees what they’re getting before they decide whether to get it. We positioned the mockup at an angle rather than flat-on. The angled presentation creates depth and makes the phone feel three-dimensional, which improves the “this is a real product” perception over a flat screenshot.
The embedded video does the emotional work that static images can’t. A person talking about struggling with sleep and finding relief is more persuasive than any feature comparison. We configured the video with a custom thumbnail showing a sleeping face in warm light rather than a generic play button screenshot.
The animation on scroll for the feature icons uses a staggered entrance. Each icon and its label fades in sequentially as the visitor scrolls into that section. That prevents information overwhelm (the visitor isn’t confronted with eight features at once) and creates a sense of progressive reveal that feels intentional rather than accidental.
The testimonials slider pulls in sleep outcome stories, not product feature endorsements. “I went from waking up three times a night to sleeping through” is the kind of specific outcome that makes the page’s promise credible. Generic “great app” reviews are not used.
The "Improve your sleep with" positioning, followed by three pillars (tracking, improvement, recovery), gives the app category definition. Many users don't know whether a sleep app is a tracker, a coach, or a tool. Defining the three modes of value gives the visitor a mental model for what they're buying. A well-understood product converts better than a mysterious one.
Trust architecture
Wellness apps face a specific trust challenge. The market is crowded with apps that make bold promises and underdeliver. Wethm builds credibility through specificity in outcome claims (not “sleep better” but “reduce nighttime waking”) and star ratings with review counts from the App Store and Google Play. Third-party platform ratings carry more weight than brand claims because they can’t be fabricated.
"For app pages, we always recommend pulling App Store or Play Store ratings into the landing page rather than only using testimonials you've hand-picked yourself. Platform ratings are independently verified. A visitor who sees '4.8 on the App Store (12,000+ reviews)' knows that number is real in a way that a handpicked quote can never be."
Read more about social proof in our guide to Ways To Increase Landing Page Social Proof.
The CTA copy "Start Sleeping Better Tonight" addresses the visitor's timeline directly. Most people with sleep problems want a solution that starts immediately, not a tool to review for three weeks. "Tonight" activates the reward system. The visitor can picture the relief starting this evening. Temporal specificity in CTAs tends to outperform generic urgency.
Conversion strategy
The page drives to two parallel conversion paths: direct app store download (lower friction, lower data capture) and email sign-up for a trial (higher friction, higher customer data value). The CTA hierarchy presents the app store buttons as primary, because they convert better from mobile, with the email sign-up as secondary for desktop visitors or those who want to try before committing to a download.
"'Click Here' and 'Sign Up' are invisible to a distracted brain. They require the visitor to mentally complete the sentence: 'Sign up for... what exactly?' We use copy that names the outcome: 'Start Sleeping Better Tonight,' 'Track Your First Night Free.' The visitor should be able to read the CTA and know exactly what happens next and why they want it."
Platform: WordPress
WordPress with a custom page builder gives the Wethm team control over seasonal campaign updates: new testimonials, updated feature accents, sale pricing. All updatable without developer involvement. The gradient animations are built with CSS custom properties, so colour adjustments for campaigns are a single-variable change.
Mobile experience
Mobile is the actual usage context for a sleep app, and a large share of visitors arrive there. On mobile, the app mockups display at full-width and are tappable to expand, so visitors can explore the UI before downloading. The App Store and Google Play buttons sit prominently above the fold on mobile, because the friction of switching between browser and app store is where the most conversion loss occurs.
We run speed tests on every page we build because a slow landing page is a leaking bucket. You can spend thousands driving traffic, but every additional second of load time costs conversions. We treat PageSpeed results as a to-do list, not just a score.
Evolve this page today
Three improvements for the next iteration.
A “What’s your sleep score?” tool in the hero (three questions, instant result) creates engagement and pre-qualifies visitors. High-scorers are told they can maintain; low-scorers are told Wethm can help. Personalised outcomes convert better than generic ones.
Before-and-after sleep charts showing aggregate anonymised data (“Users who completed the 30-day programme averaged 23% improvement in deep sleep”) give the promise scientific credibility without overpromising to any individual.
A physician or sleep scientist endorsement. A quote from a named sleep professional gives Wethm authority in a category that’s easy to dismiss as pseudoscience.
Browse our full collection of landing page examples or read our guide to B2B Landing Page Examples.
Waseem founded Apexure in 2015 and has led its work on 3,000+ pages for 300+ clients since. He writes about what the team sees after the click, which is pages, forms, tracking and the systems behind them.
What the page leans on
The principles at work on this page, each named in the analysis above.
Authority bias
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
Social proof
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Emotional resonance
This principle influences visitor behaviour and supports the page's conversion goal.
Cognitive load reduction
Simpler pages convert better. Reducing visual noise, breaking forms into steps, and clear copy lower mental effort.
What people ask about pages like this
The most effective wellness app pages lead with the problem, not the product. Someone downloading a sleep app is not primarily motivated by features, they're motivated by being exhausted, unproductive, or unhealthy because of poor sleep. The hero copy should name that pain specifically. Features come later; the emotional connection to the problem comes first.
App mockups are a preview of commitment, they show the visitor what they're signing up for before they sign up. The key is showing the app in use rather than just the icon. A screenshot of the sleep tracking dashboard with real-looking data communicates 'this app has depth' faster than a paragraph about features. Position mockups alongside the specific feature they represent.
Colour psychology is context-dependent. Dark backgrounds for a sleep app serve two purposes: they mirror the actual usage context (people use sleep apps in low-light environments) and they create a premium, calm aesthetic that fits the product's promise. A bright white page for a sleep app would create cognitive dissonance. The design should feel like the experience it's selling.
A wellness app landing page typically takes 2–3 weeks, with significant time invested in the app mockup creation and the video production or curation. The visual quality bar is higher in wellness because competitors invest heavily in photography and motion. A page that looks cheap signals that the app will be cheap, and wellness buyers are willing to pay for quality.
Three more, taken apart the same way
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"Wellness app pages that lead with feature lists are selling to the wrong part of the brain. The purchase decision for a sleep app happens emotionally ('I need this') and then gets rationalised logically ('these features justify the price'). Lead with the emotion, then give people the logic they need to feel good about their decision."