Landing page design is often associated with call-to-action buttons. However, each landing page has a CTA but not all of them can equally generate leads. Why is it so? A great landing page combines strong headlines, clear messages, and eye-catching visuals. These elements work together to guide users toward taking action. Moreover, they don’t just ask for a click— they build trust and give people a reason to say yes. You have only 2.5 seconds to persuade your customers – that’s how quickly the human brain makes purchase decisions. Let’s explore how to make those seconds count in web landing page design.
The concept of a landing page appeared together with digital advertising, in the late 1990s. Marketers wanted a simple and effective way to turn costly PPC (pay-per-click) traffic into leads. So, they invented a landing page. It is a dedicated web page designed to quickly demonstrate a specific product, service, or feature. The first landing pages were created by Microsoft in 2003 when the company promoted its Office software. It worked – they achieved an impressive 40% conversion rate!
Landing pages are still very effective today. They intentionally focus visitors on one clear goal. Regular web pages often have multiple links and purposes, and landing pages guide users toward a single action. Businesses quickly saw that this format could bring leads, increase sales, and attract more customers.
Your landing page is your smart tool that turns visitors into leads or customers. Let’s go through landing page best practices:
Clear and catchy headline
Your headline is the first thing visitors see, and it needs to grab their attention immediately. It should quickly tell what the page is about. Great landing page headlines speak to the audience, highlight a benefit, and encourage them to read on. Keep it short and impactful—headlines like “Boost Productivity in Minutes” or “Unlock the Secret to Better Sleep” work well because they are precise and benefit-driven.
Strong call-to-action (CTA)
The CTA tells visitors what to do next - sign up, make a purchase, or download something. It must be clear, bold, and easy to spot. Use action-oriented language like “Start Free Trial,” “Get Your Discount,” or “Download Now.” Place the CTA where users will naturally look - above the fold and near key content sections. Landing page designers recommend bright colors, keep the text short, and emphasize benefits, not just actions.
Persuasive copywriting
Words matter, and your copy should connect with your audience. It describes your product or service and also explains what problem it can solve. Speak directly to your audience and focus on “You” instead of “We”. You will need phrases that create urgency or exclusivity, like “Limited Time Offer” or “Only a Few Spots Left.” It is also crucial to find the right tone for your message.
Visual elements
High-quality images, videos, and graphics enhance your message and make the page more engaging. Use visuals that support your headline and message—product photos, explainer videos, or illustrations of key benefits. Remember visual design principles - every visual element should have a clear purpose.
Social proof
Trust drives conversions, and social proof can reassure visitors they are making the right choice. Show customer testimonials, star ratings, or case studies to prove people are happy with your product or service. Place this information near your CTA. Be authentic—use real customer names and photos and avoid fake-sounding testimonials.
Mobile optimization
Mobile-responsive landing pages quickly adapt to different screen sizes. Add easy to tap buttons and layout that works well for scrolling. Additionally, compress all images to improve loading speeds and test the page on various devices. A positive user experience (UX) retains customers on your page.
Distraction-free web landing page design
Keep minimalist landing page design. Every element should serve a purpose—if it doesn’t help guide the user to your CTA, you don’t need it. Remove unnecessary links, sidebars, or navigation menus that may distract visitors. Consider using a professional website design service for the best outcome.
Imagine you are a company that creates SaaS products. Here is a simple guide to design a converting landing page.
Step 1. Know your goals and audience.
Ask yourself what you want to achieve. Is it getting users to start a free trial, book a demo, or download a resource? Then think about who will use your product. Are you targeting IT managers, small business owners, or decision-makers? What problems do they face, and how can your solution help? Speak directly to your average buyer.
Step 2. Show your value.
Your landing page must quickly explain why your product is worth attention. Don’t overwhelm your audience with details.Start with a strong headline that grabs interest and explain how your product makes their work easier. For example, “No more manual data entry” – short and clear.
Step 3. Keep clean, simple design.
Use clear headings, short paragraphs, and visuals. Use short demo videos or animations to quickly show how your software works. But avoid clutter in landing page design. A well-organized layout tells your users what you want them to do from the first seconds. Consider choosing a web designer for this task.
Step 4. Make conversions easy.
Everything on your landing page should guide visitors to take action. Follow these conversion optimization tips: clear and visible CTAs and real-life testimonials and case studies. Add urgency to your CTA, like “Sign Up Today for 20% Off.”
Step 5. Test and improve.
Don’t stop after launch. Use landing page analytics to see how it’s performing. Are users signing up? Where are they dropping off? Try A/B testing for landing pages – experiment with headlines, CTAs, or layouts to find what works best. Website performance metrics will help you find weak places.
Have you launched a responsive design landing page but see no leads? Use this checklist to spot a potential problem:
If you still struggle to find the reason, don’t hesitate to seek professional help. Expert designers will conduct an audit and offer improvements.
Landing page builders. Unbounce, Instapage, and Leadpages are drag-and-drop page builders with templates and A/B testing.
Website builders. Wix and Squarespace platforms offer basic landing page options with ready-made templates.
Content management systems. Experiment with designs with WordPress plugins Elementor or Divi.
Design tools. Canva and Adobe Express will create eye-catching visuals for your pages.
A/B testing tools. Test different versions of your landing page with Google Optimize and VWO.
Have a look at the landing page of Landbot, a no-code chatbot builder. Why is it great? The heading tells a visitor they can create their personal chatbot without coding skills. And then it is followed by a simple CTA “Try It Free” where users are offered to build their first chatbot in minutes right on the landing page. It also shows that 50,000 businesses are already using this software successfully. The design is bright, clean, and fun - it mirrors the playful nature of the product. Once you are on this page, you will not resist trying!
Now you know the secrets of high-converting landing pages. Use these tips to experiment with your landing page design. And if you feel you need professional help, our team is ready to help you. DreamX is a professional design company with a proven track record of projects, from landing pages and websites to blog page design for different businesses and industries. Follow us for more design insights!
Tips and tricks to know when designing a landing page
Veronika is a UX/UI design team lead driven by a passion for user-centric design. She spearheads the creation of innovative and effective design solutions that elevate the user experience.
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