A good landing page design effectively converts visitors and gets them to perform a desired action. It does this by following best practices such as having a single purpose and uncluttered layout, highlighting the benefits of the offer, and not requiring more information from the visitor than is necessary.

Business owners tend to want to focus on features; consumers want to know about the benefits. They want to see how those features impact their experience.

On landing pages, this means using elements like headlines and bulleted lists to highlight the benefits of the product. This is what users want to know first: how does this product benefit my life or business?

What is the purpose of the landing page?

Who is it for?

What are we offering?

Why would visitors want to take action on the page?

What action do we want the visitor to take?

Once our objectives are well-defined, it becomes easy to pave the way to implement them. For these, we need certain information and call to actions on the page. Here are the essential ones:

A headline and (optional) sub-headline

Brief description clearly emphasising the offer

Supporting image

List of benefits

Form to capture visitor’s information

Supporting elements like testimonials or badges (optional)

Offer to lure visitors and capture their information (optional)

Preparing Content

We understand what questions we want to answer the user.

We picked a simple, emotional, and understandable headline — the user can understand where they are at, how it is called, what they are being offered. We avoided double meanings. The reader understands what the benefit of this page is.

We understand what the barrier is that prevents a user from accomplishing a targeted action. Their doubts, a source of distrust, a problem.

Found arguments for overcoming the barrier. Removed meaningless slogans, found facts. Have made the main answer to the main question visible.

We compared our page with references, took the best from them, and understood how we are going to stand out against them.

We offer the user a benefit, before demanding action from them.

We don’t put the user in the pose of Buridan’s ass and we ourselves offer the best option for this person.

We have built an interesting story from the content that helps to overcome the barrier.

We clearly offer the user benefit by adding a benefit button.

Found the arguments that the user will believe, such as customer reviews.

We use video for the demonstration, especially if we need to evoke emotion, explain the process or create a need.

We replaced the text, that explained a certain structure, with a scheme

Arranging layout

The page has a clear hierarchy: contrast and subordination.

The user sees a noticeable and clear call to action.

There are no blocks of the same importance on the screen.

There are no random intervals, colors, and font sizes on the page. There is a simple and clear system of visual techniques.

We did our best to use fewer fields in the form, words in the headline, words in the text, design elements, columns in the layout (have already tried one column), transitions to other pages, borders in the design.

We removed captcha from absolutely everywhere.