Teardown: what super-app landing pages like Gojek get right (and what to steal)

First, the disclaimer, and we mean it: we have not worked with Gojek or any other super-app mentioned here. This is a teardown of patterns anyone can see on their public websites and app store listings. We’re commentators in the stands, not players on the pitch. What we can do is explain why these patterns work and how a smaller business can use them.

Super-apps have a hard brief. One brand, several audiences, each wanting something different. A rider wants a cab. A driver wants income. A restaurant owner wants orders. Most businesses have a milder version of the same problem: customers, partners, job-seekers and investors all landing on one homepage. The super-apps have had to solve it at scale. Let’s look at how.

1. One door per audience, clearly labelled

The common pattern on super-app sites is a homepage that sorts visitors almost immediately. Consumers, driver-partners and merchants each get their own entry point, usually in the main navigation and often again in the first screen. Each path leads to a page written only for that person.

The lesson isn’t ‘have lots of buttons’. It’s the opposite. Each audience page has one main action. The driver page asks you to sign up as a driver. The merchant page asks you to register your business. Nobody is asked to do three things at once.

2. Talk like the market, not like the head office

Super-apps that operate across Southeast Asia and South Asia commonly offer their sites in local languages, with an obvious language switch. More than translation, the copy tends to use everyday words for everyday things. A ride is a ride. Earnings are earnings.

For Indian businesses this matters more than most admit. If your buyers think in Kannada, Hindi or Tamil, an English-only site is asking them to do extra work before they trust you. Even one well-translated landing page for your highest-value audience can beat a fully translated site done badly by machine.

3. Trust signals that answer the real fear

Each audience has a different fear. Riders worry about safety. Drivers worry about getting paid. Merchants worry about fees and control. The public pages of large super-apps tend to address these directly: safety features for riders, payout and support information for partners, onboarding steps for merchants.

Generic trust badges don’t do this. ‘Trusted by thousands’ answers nobody’s actual question. The pattern worth stealing is to name the specific worry for each audience and answer it on that audience’s page, in plain words, near the call to action.

• For customers: what happens if something goes wrong, and how they reach a human.
• For partners: how and when they get paid, and what it costs them.
• For job-seekers: what the process looks like and how long it takes.

4. The app-download flow is designed, not bolted on

For an app-first business, the website’s main job is often to get the app installed. The better super-app sites treat this as a flow with steps, not a pair of store badges in the footer.

• On mobile, the download button goes straight to the right store for that device, so nobody sees a badge for a platform they don’t use.
• On desktop, a QR code lets the visitor switch to their phone without typing anything.
• Deep links take an existing user into the right screen of the app instead of dumping them on the home tab.

If you have an app, check this today. Open your site on an Android phone and tap the download button. Count the taps to install. Then do it on a laptop. If either path makes you think, it’s losing people.

5. Built for the phone most of your users actually own

In markets like India and Indonesia, a large share of web traffic comes from mid-range and budget Android phones on mobile networks that vary through the day. Super-app sites that serve these markets have every reason to keep pages light: compressed images, limited heavy scripts and layouts that work on narrow screens first.

You don’t need their engineering budget to do the same. Test on a real budget phone, not just your MacBook’s device emulator. Throttle the network in browser dev tools. Watch your Core Web Vitals field data, which reflects your real visitors rather than your office Wi-Fi.

6. A brand that stretches without snapping

A super-app runs many services under one name. The visual systems on their sites tend to handle this with a strong core (logo, primary colour, type) and controlled variation: an icon set or accent colour per service. You always know whose site you’re on, and you always know which part of it.

For a business with several product lines, the lesson is the same. Don’t give each product its own mini-brand. Give each one a recognisable accent within a single system.

What not to copy

Big brands can afford things you can’t. They have recognition, so they can be minimal; nobody wonders what they do. A smaller business copying that sparse look often ends up with a beautiful homepage that doesn’t say what it sells. Borrow the structure, not the confidence. Your headline still needs to explain what you do in one sentence.

Also, don’t copy what you can’t measure. Their pages are shaped by testing on huge audiences. Treat their choices as hypotheses for your site, then test them on yours.

The verdict

The best super-app websites win on clarity, not cleverness. One door per audience. One action per door. The real fear answered in plain language. A download flow that respects the device. Pages that load on the phones people actually carry. None of that needs a super-app budget. It needs the discipline to decide who each page is for.