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<\/a><\/p>\nAnd they\u2019re rarely straightforward. A good landing page needs to do a lot with very little: grab attention, earn trust, and make the next step feel obvious. Too much, and it\u2019s overwhelming. Too little, and it falls flat.<\/p>\n
When I build a landing page<\/a>, I think about how every piece works together. The headline, the copy, the layout, the CTA \u2014 they all have a job to do. And when it clicks, it really clicks. That\u2019s when a casual visitor becomes a lead, a customer, or something even better.<\/p>\n Table of Contents<\/p>\n <\/a> Unlike a homepage or a blog post, a landing page strips away distractions. No menus. No sidebars. Just a clean, focused path from interest to action. But if it\u2019s still not clear, check out the video below for an even more detailed breakdown and examples.<\/p>\n <\/p>\n <\/a> <\/p>\n \n When I\u2019m running a campaign, I don\u2019t want my audience clicking around, getting distracted, or bouncing halfway through. I want them to land, understand exactly what\u2019s being offered, and feel confident taking the next step.<\/p>\n That\u2019s what landing pages do best. They\u2019re focused, goal-driven, and designed to convert.<\/p>\n <\/a> <\/p>\n Building a landing page doesn\u2019t have to be complicated, but it does need to be intentional. Whether I\u2019m creating one from scratch or refreshing an old one, I always follow a few core steps to make sure it\u2019s built to convert.<\/p>\n <\/p>\n Before I dive into landing page design<\/a> or copy, I figure out three things: why I\u2019m building the page, who it\u2019s for, and what I want them to do. That one goal, whether it\u2019s downloading a resource, registering for a webinar, or starting a free trial, sets the tone for everything else.<\/p>\n Here\u2019s how I usually break it down:<\/p>\n I keep the goal focused and friction-free. One strong CTA always outperforms multiple competing asks. If I want someone to download an ebook, I\u2019m not also asking them to sign up for a newsletter or book a call. That just creates noise.<\/p>\n It sounds simple, but this step saves me time (and rewrites) down the line. When I\u2019m clear on the intent, everything else comes together faster.<\/p>\n Pro tip:<\/strong> I’ve found that specific CTAs like \u201cGet the guide\u201d or \u201cReserve your spot\u201d almost always outperform vague ones like \u201cLearn more.\u201d The clearer the next step, the more likely people are to take it.<\/p>\n I never start writing until I\u2019ve nailed the audience. Not just basic demographics \u2014 I want to understand what they\u2019re trying to solve, what they\u2019re feeling when they land on the page, and what kind of language is going to resonate with them.<\/p>\n If I\u2019m building a landing page for a B2B product, I might lean into ROI, pain points, and use cases. For a B2C offer, tone and emotional pull might matter more. Either way, I want the message to feel like it was written just for them.<\/p>\n This is also where I sense-check the offer. Would this person<\/em> care about this thing <\/em>enough to convert? If the answer is even a little fuzzy, it\u2019s a cue to reframe the pitch or reposition the value prop before I go any further.<\/p>\n I\u2019ve used a mix of platforms over the years including: Webflow, WordPress, Wix, and HubSpot. And honestly, the \u201cbest\u201d tool is the one that helps you move fast without giving up flexibility.<\/p>\n When I need something up quickly and don\u2019t want to loop in a developer, I\u2019ll usually reach for HubSpot\u2019s free landing page builder<\/a>. It\u2019s easy to use, connects directly to CRM and email workflows, and has a drag-and-drop interface that makes customization feel straightforward. It also comes with templates<\/a>, built-in personalization features, and analytics \u2014 so I can build, launch, and optimize all in one place.<\/p>\n If I\u2019m working on something more custom or design-heavy, I\u2019ll use Webflow, WordPress, or another landing page builder<\/a>, depending on the complexity and who\u2019s handling updates post-launch. But in most cases, especially for campaigns with a clear conversion goal, I default to the tool that makes it easiest to get live and iterate.<\/p>\n There\u2019s no single \u201cright\u201d layout for a landing page \u2014 it depends on what you\u2019re offering and how much context your audience needs. For a free guide or webinar signup, I usually keep things short and sweet: a compelling headline, a few scannable bullets, and a form or button above the fold. That\u2019s often all it takes.<\/p>\n But if I\u2019m promoting a more complex offer, like a product trial or consultation, I\u2019ll layer in more detail: maybe a testimonial, a feature list, or a quick explainer video. The structure should reflect the level of consideration. More friction? More clarity.<\/p>\n Either way, I always ask myself this: if someone skims this in 5 seconds, will they understand the value? If not, I tweak the layout until the answer is yes.<\/p>\n Landing page copy isn\u2019t just about listing features, it\u2019s about meeting people where they are. When I write copy, I\u2019m thinking about what\u2019s happening right now<\/em> in my audience\u2019s world. What are they struggling with? What problem are they actively trying to solve?<\/p>\n If the timing feels right, the message feels more relevant. That\u2019s why I always tie the copy to a specific need, frustration, or goal. Not in a gimmicky way \u2014 just enough to show that I get it.<\/p>\n I also write like a human. Short sentences. Clear benefits. No jargon. And I focus on one action I want them to take. That helps the copy stay focused, even if the offer is complex.<\/p>\n If I\u2019m stuck, I\u2019ll start by writing out the page in bullet points: problem, solution, proof, CTA. Then I\u2019ll layer in voice and flow. That\u2019s usually enough to get me out of my own head and into the mind of the reader.<\/p>\n Pro tip: <\/strong>When I want a fast starting point, I\u2019ll use gen-AI tools like HubSpot\u2019s Campaign Assistant<\/a> or ChatGPT to generate a rough draft based on my main points, then refine from there. It\u2019s great for getting unstuck or testing out a few different angles.<\/p>\n Every landing page I\u2019ve built that performs well has one thing in common: a super clear next step. Not hidden in the footer. Not lost in a sea of text. Right there, bold and easy to click.<\/p>\n Like I said before, I try to remove any friction between interest and action. That means the call-to-action (CTA) button stands out, the copy on it is specific (\u201cDownload the guide,\u201d \u201cReserve your spot\u201d), and the form is short \u2014 just enough to qualify the lead, never more.<\/p>\n If the action takes more than a few seconds to understand, something\u2019s off. I\u2019ll rework the layout, trim the copy, or reposition the CTA until it feels obvious what to do next.<\/p>\n Even if a page looks great, I\u2019ve learned the hard way: Never hit publish without testing everything<\/em>. I always preview the page on both desktop and mobile, click every button and link, and double-check that the form works and actually sends data where it\u2019s supposed to.<\/p>\n One time, I forgot to connect the form to our CRM before launch. The page looked great, the CTA worked, and the form submitted \u2014 but the leads were going nowhere. We didn\u2019t realize until a teammate flagged the missing contacts in our dashboard. That one small oversight cost us a week of leads. But hey, at least I learned from it.<\/p>\n Now, I run through a checklist before I go live:<\/p>\n It only takes a few minutes, but it saves a ton of headaches later.<\/p>\n Just because the page is live doesn\u2019t mean the work is done. I always treat a landing page as a living asset \u2014 something I can tweak, test, and improve over time. Sometimes it\u2019s a headline that needs tightening. Other times it\u2019s the CTA placement or an image that\u2019s just not pulling its weight.<\/p>\n That\u2019s why I keep a close eye on performance after launch. I\u2019ll check how many people are visiting, how far they scroll, where they drop off, and whether the form is actually converting. If something feels off, I don\u2019t guess, I test. A new headline, shorter copy, a tighter layout… even seemingly small changes can make a big impact.<\/p>\n I also revisit older landing pages regularly, especially if they\u2019re tied to evergreen content or ongoing campaigns. If traffic is still flowing, I want to make sure it\u2019s converting at the highest possible rate.<\/p>\n Pro tip: <\/strong>One habit that I picked up at a previous startup I was working for is to set a calendar reminder to review your top-performing pages every quarter. It\u2019s a small effort, but over time, those consistent optimizations can lead to major conversion lifts.<\/p>\n <\/a> <\/p>\n Even the best copy in the world won\u2019t land if the design gets in the way. A good landing page should be clear, clean, and built to guide the eye toward your CTA.<\/p>\n When I\u2019m designing a page (or working with someone who is), I focus on a few core elements: structure, layout, color, images, and how it all comes together across devices. This section breaks down what I keep in mind at each step.<\/p>\n Most of the landing pages I\u2019ve seen and built follow a similar structure \u2014 and that\u2019s not a bad thing. There\u2019s a reason some layouts are used over and over again: they work.<\/p>\n Source<\/em><\/a><\/p>\n I\u2019m all for creativity, but not when it comes at the cost of clarity. So unless I\u2019m testing something really new, I tend to stick with a reliable structure and layer in branding, voice, or visuals to make it feel fresh.<\/p>\n Here\u2019s the general structure I\u2019ve seen work best across industries and offers:<\/p>\n Can your landing page include more than this? Absolutely. I\u2019ve added everything from countdown timers to embedded calendars, depending on the goal. But this structure is the foundation. Once that\u2019s solid, it\u2019s easier to test creative elements without compromising clarity.<\/p>\n When it comes to layout, I think of it like choreography. You want the eye to move naturally from the headline, to the offer, to the form \u2014 without getting lost or distracted along the way.<\/p>\n Above the fold is prime real estate, so I make sure the value prop and CTA show up immediately, especially on mobile. I also use spacing and visual hierarchy (like bold headers and bullets) to break things up and make the page easy to scan.<\/p>\n I\u2019ve found that most people won\u2019t read every word, but they will<\/em> notice clutter, confusing flow, or mixed messages. A clean layout not only looks better, it converts better.<\/p>\n Of course, I always start with basic brand colors according to the company\u2018s brand book or design guidelines, but if there isn\u2019t a detailed one, I\u2019m intentional about which colors I choose. The palette sets the tone, but more importantly, it helps direct attention \u2014 and every design decision on a landing page should support that.<\/p>\n Looking good is only part of the equation. The design should actively support the user\u2019s next step. I use color to draw the eye to the CTA, highlight key benefits, and create enough contrast so the page feels easy to navigate.<\/p>\n One mistake I see a lot: using too many colors at once. It might look fun, but it dilutes focus. I usually pick one accent color (often a bold contrast to the rest of the brand palette) and reserve it for buttons, links, or important sections. That way, visitors know exactly where to look.<\/p>\n I also keep accessibility in mind. Low contrast text, overly light buttons, or color-only cues can tank conversions for users who can\u2019t easily see them.<\/p>\n Images can make or break a landing page. I use them to reinforce the message, build trust, and keep the page visually engaging. They’re definitely not just for decoration.<\/p>\n If the offer is abstract (like a software tool or service), I\u2019ll lean on mockups, icons, or illustrations that explain or visualize the value. If the offer is tangible, I\u2019ll use high-quality product shots or lifestyle images that show the outcome. If I need to build trust, I like to throw in a happy user or customer (just make sure the photos don’t look too stock-y).<\/p>\n But before I add any image to the page, I take a step back and ask myself these three quick questions:<\/p>\n Will the image resonate with my target audience? I try to imagine what kind of imagery would make them feel seen and whether the tone matches the rest of the page.<\/p>\n Does this image guide attention, or distract? I think about visual hierarchy here. If the image competes with the CTA or pulls focus away from the message, it\u2019s probably not the right fit.<\/p>\n If I removed the image, would the copy still land just as well? If so, I ask: what value is this visual adding? If it\u2019s not doing something specific like reinforcing the offer, showing the outcome, or making the concept clearer, I cut it.<\/p>\n A strong landing page doesn\u2019t need a ton of visuals \u2014 just the right ones. If an image doesn\u2019t elevate the message or clarify the offer\u2026 it probably doesn\u2019t belong there.<\/p>\n Your CTA isn\u2019t just the finish line, it\u2019s the entire point of the page. If someone lands on your page, scans the headline, reads the offer, and still doesn\u2019t know what to do next, that\u2019s a problem.<\/p>\n We’ve mentioned CTAs a few times now, and talked about how the ones that work best are specific, clear, and easy to spot. The copy, the button design, and the placement all matter. A strong CTA should feel like the natural next step, not a decision the visitor has to overthink.<\/p>\n When figuring out which CTA to use on a page, I usually start with the actual copy on the button. Something like, \u201cSubmit\u201d won’t cut it, it\u2019s too generic and doesn\u2019t remind the user what they\u2019re getting. Like I mentioned earlier, I\u2019ve had much better luck with buttons that echo the offer itself, like:<\/p>\n Design-wise, I make sure the CTA color stands out from the rest of the page, and I build in plenty of white space around it.<\/p>\n I also personalize it whenever I can \u2014 HubSpot research actually found that personalized CTAs convert 202% better than default versions. I also always<\/em> test it on mobile. What looks great on desktop can easily get buried on a phone.<\/p>\n Source<\/em><\/a><\/p>\n Speaking of mobile, more than half<\/a> of your visitors are probably landing on your page from their phone, and if the experience is clunky, they won\u2019t stick around.<\/p>\n Like I said, I always<\/em> preview and test mobile before I hit publish. Not just to make sure everything fits on the screen, but to see how it feels<\/em>. Is the CTA visible right away? Can I tap the button easily? Do the form fields make sense on a smaller screen?<\/p>\n I also cut anything that makes mobile scrolls feel endless like huge images, long blocks of text, or stacked sections that bury the CTA. If something doesn\u2019t earn its spot, I trim it down or move it below the fold.<\/p>\n Good mobile design isn\u2019t just responsive, it\u2019s intentional. If your landing page doesn\u2019t convert on mobile, it doesn\u2019t really convert.<\/p>\n Now that you\u2019ve got the design down, let\u2019s look at some landing page best practices.<\/p>\n <\/a> <\/p>\n \n The headline is the first thing people see when they land on your page, and sometimes, the only thing. That\u2019s why I always lead with the benefit instead of a vague description or a clever phrase. A clear statement of what the user will get out of the offer is always best.<\/p>\n For example, instead of \u201cYour Ultimate Marketing Toolkit,\u201d I\u2019d write \u201cPlan, Launch, and Measure Campaigns Faster with These 6 Free Templates.\u201d Same offer, much<\/em> clearer outcome.<\/p>\n If the value isn\u2019t immediately obvious, the scroll rate tanks and so does your chance of conversion.<\/p>\n The most important details should never be buried halfway down the page. Which is why we just talked about making sure the key benefit is right at the top. You also want the offer and CTA visible right away, so there’s no scrolling required.<\/p>\n That doesn\u2019t mean giving everything away in one paragraph. It just means that a visitor should be able to glance at the top section and immediately<\/em> understand what\u2019s in it for them. I like to treat the top of the page like an elevator pitch: short, sharp, and focused on outcomes.<\/p>\n If they have to scroll to figure out what they\u2019re getting, I\u2019ve already lost them.<\/p>\n Not every landing page needs a lead form, but the ones that do should keep it simple. I\u2019ve tested long forms, short forms, and everything in between. What consistently performs best? Asking for just enough<\/em> information to follow up.<\/p>\n Every extra field increases friction. Unless you truly need someone\u2019s company name or phone number, leave it out. I try to stick to name and email whenever possible, especially for top-of-funnel offers like templates, webinars, or ebooks.<\/p>\n I learned this the hard way on a landing page I built for a fintech campaign. Everything was working \u2014 the clicks were coming in, the CTA was strong, and traffic was converting \u2026 until the form.<\/p>\n I kept seeing drop-off right where we asked for a mobile number. So I removed that field, and suddenly, conversions jumped. Turns out, people were fine sharing their email and even their company name, but not their phone. And that one small change made a huge difference.<\/p>\n If I need more details later, I\u2019ll collect them after the first conversion, but in order to do that, they actually need to convert.<\/p>\n When it comes to conversion, distraction is your biggest enemy. I\u2019ve made the mistake of overloading landing pages with extra links, long paragraphs, and even a full navigation bar, only to realize it gave visitors too many ways to leave.<\/p>\n Now, I strip out anything that doesn\u2019t actively push the user toward the goal. That means no site navigation, no sidebar, and definitely no secondary CTAs. The job of this page isn\u2019t to show them everything, it\u2019s to get them to do one<\/em> thing.<\/p>\n It might feel counterintuitive at first, but I\u2019ve seen this single change boost conversions more than any design tweak or copy rewrite.<\/p>\n I said it before and I’ll say it again: If your CTA blends into the background or gets buried halfway down the page, it\u2019s game over. I treat the CTA like a spotlight moment \u2014 it should stand out, speak clearly, and feel like the natural next step.<\/p>\n That means using bold colors, plenty of white space, and copy that reinforces the offer. I\u2019ve had the best results with action-driven phrases and I always test the button placement on mobile to make sure it\u2019s front and center.<\/p>\n But if you’ve made it this far, you already knew that.<\/p>\n Landing pages aren\u2019t just competing for attention, they\u2019re competing with load times. If your page takes too long to load, people won\u2019t stick around to see it, no matter how good the copy is.<\/p>\n That\u2019s why I always prioritize performance. I compress images, limit animations, and avoid heavy scripts unless they\u2019re truly necessary. Tools like HubSpot\u2019s Hub Starter<\/a> handle a lot of this automatically, but I still double-check \u2014 especially if we\u2019re embedding video or layering in custom design.<\/p>\n Fast pages convert better. They rank better. And they feel better to use. Speed isn\u2019t a nice-to-have, it\u2019s a necessity.<\/p>\n When I\u2019m building a landing page, particularly for a colder audience, I always ask: \u201cWould I trust this if I\u2019d never heard of the brand?\u201d<\/p>\n That\u2019s where proof points come in. I\u2019ve seen a simple testimonial or a row of recognizable client logos make a huge difference in conversions, especially when visitors are on the fence. Data points, social share counts, or even a quick stat like \u201cTrusted by 10,000+ teams\u201d can also reinforce legitimacy.<\/p>\n But I\u2019m selective. Too many logos or quotes can clutter the page and distract from the CTA. I usually include one or two proof points that directly support the offer, like a quote about the download\u2019s value or a stat that highlights the outcome.<\/p>\n Think of it like seasoning: Add just enough to make the page more convincing without overpowering the message.<\/p>\n Preview tools are great, but they don\u2019t catch everything. I\u2019ve learned to never rely on them alone. Before I publish, I always pull up the page on my actual phone, laptop, and tablet if I have one handy.<\/p>\n Sometimes margins are off. Sometimes buttons don\u2019t tap right. Sometimes, mobile text breaks in weird places that look fine in the builder. I\u2019ve even caught entire form fields missing \u2014 all things the preview didn\u2019t flag.<\/p>\n It only takes a few minutes, but this final check has saved me more times than I can count. Real screens reveal real issues.<\/p>\n The moment after someone converts is prime real estate. I never just show a basic \u201cThanks!\u201d message and call it a day. I use thank you pages to deepen engagement \u2014 whether that\u2019s offering a next step, surfacing related content, or delivering the promised resource in a clean, branded way.<\/p>\n One thing I\u2019ve learned: People are way more likely to take a second action if they\u2019ve just completed the first. So I use that momentum. For example, after someone downloads a guide, I might prompt them to join a webinar. If they register for a demo, I\u2019ll include a short video explaining what to expect next.<\/p>\n Don’t get it wrong, it\u2019s not about jamming in more asks. It\u2019s about continuing the conversation while their attention is still high.<\/p>\n <\/a> <\/p>\n Sometimes the biggest landing page wins don\u2019t come from sweeping redesigns, they come from small shifts, smart ideas, or lessons learned the hard way.<\/p>\n This next batch of tips includes a few of my personal go-tos, plus inspiration from other experts who\u2019ve built and optimized high-performing landing pages across different industries. Some are practical, some are creative \u2014 but all of them are grounded in real results.<\/p>\n Karlo \u010ci\u010dko<\/a>, a tech expert and software developer at GameBoost<\/a>, has shared that he has built, tested, and rebuilt landing pages specifically for gamers \u2014 a subgroup notoriously fast to bounce if something looks slow, boring, or out of touch.<\/p>\n At GameBoost, a lot of his work happens behind the scenes on backend systems, but every now and then he gets pulled into the UX and design side when the performance has to match visual engagement.<\/p>\n As \u010ci\u010dko explained, \u201cEspecially with new feature launches or seasonal promos, we need to make sure our pages convert in seconds \u2013 not minutes. One design decision that changed things for us was stripping out any auto-play media above the fold.\u201d<\/p>\n It might sound counterintuitive in the gaming world, where flashy trailers are standard. But what they found was that static imagery with smart microcopy actually gave visitors more control and let them browse without overwhelm.<\/p>\n \u201cWe saw clearer engagement paths once we removed that visual overload,\u201d he added.<\/p>\n I\u2019ve seen this happen too. On a product launch I worked on, we embedded a video right at the top of the landing page and set it to autoplay with sound. We thought it would grab attention \u2014 instead, bounce rates spiked. People weren\u2019t sticking around long enough to hear what we had to say.<\/p>\n Now, I never autoplay media above the fold. If there\u2019s a video, I let users press play when they\u2019re ready. It\u2019s a small change that gives visitors more control and keeps them from bouncing before the page even loads.<\/p>\n Case studies can be a powerful way to turn leads into prospects, if they\u2019re persuasive and well-presented. To make their case studies more engaging and easier to digest, Thrive Local<\/a> introduced a visual snapshot layout.<\/p>\n \u201cIn place of heavy write-ups, we designed modular blocks that provide a quick, digestible overview of the results, industry, and services involved. All of those blocks feature a primary headline in bold text (the main achievement), a short line below it with measurable impact, and a visual giving a cue instant recognition,\u201d said founder Matt Bowman<\/a>.<\/p>\n Source<\/em><\/a><\/p>\n This design reflects how most users actually browse \u2014 skimming quickly for relevance and evidence. Since launching this format, Thrive Local saw engagement time on the page increase by 38%, and click-through rates to full case studies improve by nearly 45%.<\/p>\n Bowman explained, \u201cOur main takeaway here is that visual hierarchy and bite-size proof points win. When people are looking for credibility and capability, less really is more \u2013 provided the information is clear, concise, and easy to digest at a glance.\u201d<\/p>\n I\u2019ve used this approach on B2B landing pages where I needed to build trust quickly. Instead of long paragraphs, I broke results into visual cards: a stat, a headline, and a one-line explanation. Not only did it help simplify the content, but it also made it easier for decision-makers to find the proof points they cared about, without having to read the entire page.<\/p>\n We\u2019ve already talked about how speed impacts conversions \u2014 and if you need more proof, just look at what happened when Luke Chapman<\/a>, senior SEO strategist at BigChange<\/a>, optimized his landing pages for performance.<\/p>\n Chapman shared that one of the most impactful design decisions his company made was optimizing image load speed. \u201cInitially, the pages had high-quality visuals, but they were large and slowed things down, especially on mobile. We switched to next-gen formats like WebP, compressed files without losing quality, and used lazy loading so images only load when they come into view.\u201d<\/p>\n That one change dropped their load time by nearly two seconds. And the ripple effects? Lower bounce rates, more time on page, and a noticeable lift in organic conversions.<\/p>\n \u201cBounce rates also went down, time on page increased, and we saw a big lift in organic conversions,\u201d he added.<\/p>\n I\u2019ve seen the same pattern.<\/p>\n I once helped optimize a landing page for a high-traffic webinar campaign that looked great but was dragging under the weight of oversized images and custom animations. After compressing the visuals and cutting a few heavy scripts, the page loaded faster and our conversion rate jumped. Sometimes the best design move is the one you don\u2019t see.<\/p>\n Human brains are wired to track movement<\/a>, so it\u2019s no surprise that smart animation can direct attention and increase engagement.<\/p>\n Raihan Masroor<\/a>, founder and CEO of Your Doctors Online<\/a>, shared how his team applied this insight during a website redesign. Instead of a standard \u201cStart Chat\u201d button, they introduced a typing animation that looked like someone was already replying: \u201cHi there, need medical help today?\u201d The field appeared to auto-open after two seconds of user pause.<\/p>\n \u201cIt looked like someone was already replying \u2014 and the results were astonishing: chat opens increased threefold, while first messages increased by 42% in a single week. We only changed one design element \u2014 not the copy, layout, or visuals,\u201d Masroor said.<\/p>\n What made it so effective? Masroor believes it\u2019s because the animation felt real. \u201cIt triggered the same reaction we have when we see typing dots in a text thread. People didn\u2019t want to miss a message.\u201d<\/p>\n I haven\u2019t used that exact strategy myself, although it is a great one, but I\u2019ve experimented with subtle animations to draw attention to key areas \u2014 like pulsing buttons, hover effects, or animated arrows that guide the eye. When done sparingly, they can make the page feel more dynamic without overwhelming the experience.<\/p>\n Just make sure the animation supports the goal. If it distracts more than it directs, it\u2019s not doing its job.<\/p>\n Image compression might seem like a technical detail, but it can have a direct impact on how your landing page performs \u2014 and not just in terms of load time.<\/p>\n Antje Eggersdorfer<\/a>, senior marketing manager at Seton.de<\/a>, shared how a small design change made a measurable difference. \u201cThe clearest conversion lift we saw from a specific design change was shrinking our hero image height from 850 pixels to 420 pixels. It sounds small, but it shifted the CTA button above the fold on 13-inch screens.\u201d<\/p>\n That one tweak cut their bounce rate by 11% in just two weeks. Users scrolled faster, hit the CTA sooner, and in some tests, form submissions rose by nearly 20% \u2014 all without touching the copy or layout.<\/p>\n Eggersdorfer explained, \u201cWe had spent six weeks fine-tuning SEO headlines, but none of it mattered when the CTA floated below the fold. After resizing, form submissions went up 19% in 30 days without touching a single word of copy.\u201d<\/p>\n I\u2019ve run into this exact issue before. I once worked on a landing page that looked great in the builder, but on most screens, the hero image took up so much space you couldn\u2019t see the CTA without scrolling.<\/p>\n We didn\u2019t realize how much that was hurting conversions until we checked heatmaps and saw users dropping off before ever engaging with the form. As soon as we resized the image and brought the CTA above the fold, engagement improved overnight.<\/p>\n Compression isn\u2019t just about speed, it\u2019s about visibility. And sometimes, less image means more results.<\/p>\n Landing page design isn\u2019t just about looking good or working well; it\u2019s also a chance to show what your brand stands for.<\/p>\n Benjamin Tom, web designer at Electricity Monster<\/a>, shared how his team used design to communicate authenticity and build trust. Instead of a standard static header, they swapped it for a looping live data grid showing electricity prices across three states.<\/p>\n \u201cThe numbers refreshed every 15 seconds. People assumed it was fake at first, but the live tool-tip showed timestamps, which sparked curiosity,\u201d Tom said. \u201cThat change alone drove scroll depth up 61% in the first week.\u201d<\/p>\n As Tom explained, this interactive module wasn\u2019t simply \u201cfor show.\u201d The design anchored the company\u2019s promise: \u201cWe help you beat the market.\u201d<\/p>\n \u201cUsers kept watching that grid like a stock ticker. The team embedded it with a raw SVG overlay from a JSON feed, which took some finagling. But the ambient motion and live pricing made the value prop visible without needing to read. Basically, the background became the pitch,\u201d Tom said.<\/p>\n I love this example because it turns data into a visual asset. Something that not only builds trust, but keeps people engaged. I haven\u2019t embedded live pricing data, but I\u2019ve created interactive charts and scrolling stat modules for fintech and SaaS pages that worked really well. They gave the page motion, credibility, and a clear signal that this was a company that knew its numbers and wanted to share them.<\/p>\n The key takeaway for me? Data doesn\u2019t need to live in a boring chart. Design it in a way that adds value, earns trust, and supports your pitch without saying a word.<\/p>\n <\/a> <\/p>\n In my experience, the best-performing landing pages are the ones that speak directly to the reader\u2019s pain points, build trust quickly, and make it easy to take the next step.<\/p>\n Here are the copywriting principles I lean on every time to make sure that happens.<\/p>\n You don\u2019t need to write a novel, but your landing page should give visitors everything they need to feel confident clicking.<\/p>\n That means clearly addressing five key areas:<\/p>\n I\u2019ve used this simple framework on dozens of landing pages, from SaaS tools to fintech products, and it always helps anchor the message. It\u2019s not about cramming every detail above the fold, it\u2019s about building the narrative in a way that earns trust fast and answers the biggest questions upfront.<\/p>\n Every landing page needs to start by showing the reader that you get them. That means calling out a specific problem they\u2019re likely facing, not in a dramatic way, but in a way that makes them nod and think, \u201cYep, that\u2019s me.\u201d<\/p>\n When I\u2019m writing this part, I focus on what they\u2019re feeling right before they land on the page. Are they overwhelmed? Confused? Wasting time on a manual process? That context shapes how I frame the message. The pain point doesn\u2019t have to be long. In fact, shorter is often better \u2014 but it should make your audience feel seen.<\/p>\n I\u2019ve had the most success when I avoid generic language and instead get super specific. For example, instead of saying \u201cManaging your finances is hard,\u201d I might write, \u201cTired of reconciling payroll errors every month and still feeling like something\u2019s missing?\u201d Same idea, but the second one shows I understand the real tension.<\/p>\n If you can articulate the problem better than your reader can, they\u2019ll trust that you can solve it too.<\/p>\n Once I\u2019ve captured the problem, I immediately follow up with the solution \u2014 the what and the how.<\/p>\n I keep this part crisp. One or two lines that clearly state what I\u2019m offering and how it helps. No need for fluff or technical jargon, just a plain-English version of the transformation the reader can expect.<\/p>\n When I\u2019m stuck, I think of it like this: \u201cYou\u2019re here because [problem]. Here\u2019s how we fix it.\u201d That simple fill-in-the-blank structure keeps me grounded in the value and ensures I\u2019m leading with clarity, not cleverness.<\/p>\n For example: \u201cPayroll errors costing you time and money? Our automated audit tool flags anomalies in real-time, before they become expensive mistakes.\u201d<\/p>\n Whether I\u2019m writing for a software product, a service, or a content offer, the same rule applies: make the solution feel easy, immediate, and aligned with the problem.<\/p>\n Once I\u2019ve laid out the problem and solution, I get into the nuts and bolts: what\u2019s actually included.<\/p>\n This is where I list out the core features, but only the ones that support the conversion goal. I don\u2019t just copy and paste a product page or laundry list everything the tool can do. I zoom in on the functionality that matters right now<\/em> to the reader.<\/p>\n For example, if I\u2019m promoting an AI-powered tool for finance teams, I might highlight real-time alerts, automated workflows, and audit trail logs. Features that solve the exact pain points I mentioned earlier, not just cool extras.<\/p>\n And I always present features in a way that\u2019s easy to scan. Bullets, icons, short punchy descriptions, whatever helps the reader quickly grasp what they\u2019re getting.<\/p>\n Remember: features are only helpful if your audience understands how they serve the promise you just made.<\/p>\n Features tell people what your product does, benefits show them why it matters.<\/p>\n This is where I zoom out a bit and connect the dots between the product and the payoff. What does life look like after they convert? What\u2019s faster, easier, or less stressful? That\u2019s the part that drives action.<\/p>\n I\u2019ve learned that sometimes, even if you nail the pain point and clearly explain the solution, people still hesitate. Benefits help them imagine the outcome. It shifts the focus from \u201chere\u2019s what we offer\u201d to \u201chere\u2019s what you\u2019ll gain.\u201d<\/p>\n I usually write this section by finishing this sentence: \u201cSo you can\u2026\u201d For example:<\/p>\n Benefits create momentum. They make the offer feel personal and worth acting on.<\/p>\n Once I\u2019ve laid out the offer, I want to show that it works. That\u2019s where social proof comes in.<\/p>\n I\u2019ve tested pages with and without testimonials, and the ones with relevant proof points almost always convert better. But the key word here is relevant. A generic quote or logo wall doesn\u2019t move the needle. What works is specificity \u2014 real results, familiar names, or clear endorsements that speak to the reader\u2019s industry, role, or pain point.<\/p>\n If I don\u2019t have testimonials yet, I\u2019ll include:<\/p>\n And I make sure to place them strategically near the CTA or right after a claim that might raise eyebrows. That\u2019s when the reader\u2019s internal \u201cbut is this legit?\u201d voice kicks in, and social proof answers it.<\/p>\n One small trust signal at the right moment can be the nudge someone needs to say yes.<\/p>\n Source<\/em><\/a><\/p>\n Pro tip<\/strong>: Don\u2019t worry if, after doing all the research and ground work, you\u2019re experiencing writer\u2019s block. You can use tools like HubSpot\u2019s Landing Page GPT<\/a> to generate different versions of copy based on your main points.<\/p>\n Even if your copy is solid and your offer is compelling, there\u2019s often a moment of hesitation. I try to get ahead of that.<\/p>\n What would stop someone from converting right now? Is it the price? The time commitment? A concern about whether it\u2019ll actually work for them? I make a list of those potential blockers and address the big ones directly on the page.<\/p>\n Sometimes that means a quick line of reassurance (\u201cNo credit card required\u201d), or a short FAQ near the CTA that clears up confusion. Other times it\u2019s a testimonial that speaks to a common fear, like \u201cI thought onboarding would be a nightmare, but we were live in a day.\u201d<\/p>\n One trick that\u2019s worked well for me: reading support tickets, live chat logs, or social comments. That\u2019s where the real objections come up. And if one person is asking, odds are others are thinking it too.<\/p>\n The goal isn\u2019t to defend every possible concern. It\u2019s to remove just enough friction so that clicking feels like a no-brainer.<\/p>\n A landing page doesn\u2019t need to tell your entire brand story, but it does need to make someone feel like they\u2019re in good hands.<\/p>\n I\u2019ve found that trust isn\u2019t just built through testimonials. It\u2019s built through clarity, tone, and polish. Sloppy formatting, broken links, or inconsistent messaging? All instant red flags.<\/p>\n Instead, I focus on showing that the offer is legit and that the experience will be smooth. That might mean:<\/p>\n And if I\u2019m working with a new brand, I\u2019ll make sure to include anything that boosts credibility fast like logos of trusted partners, press mentions, compliance badges, or certifications.<\/p>\n Trust isn\u2019t built in one line of copy. It\u2019s built across the entire experience.<\/p>\n Click triggers are those small but mighty details that sit next to your CTA and give visitors that last little push to convert. They ease hesitation, reinforce value, and make the action feel safer or more rewarding.<\/p>\n Over the years, I\u2019ve seen firsthand how a single line beneath a button like \u201cOnly takes 30 seconds\u201d can meaningfully lift conversion rates. It\u2019s not magic, it\u2019s psychology. You\u2019re removing uncertainty and reinforcing the benefit at the exact moment someone\u2019s deciding whether to click.<\/p>\n Some of the best-performing click triggers I\u2019ve used include:<\/p>\n Here are some others I\u2019ve seen work too:<\/p>\n Source<\/em><\/a><\/p>\n If I don\u2019t have a strong trust signal to include, I\u2019ll default to something that emphasizes ease or speed. Just make sure the trigger matches your offer and never overpromise.<\/p>\n <\/a> <\/p>\n Even the best landing page is just a first draft. I\u2019ve had pages I thought were rock solid with strong copy, a clean layout, and a compelling offer underperform for no obvious reason. That\u2019s where A\/B testing<\/a> comes in.<\/p>\n Instead of guessing what\u2019s wrong, I run experiments. Change one thing, measure the results, and repeat. Sometimes it\u2019s the headline. Sometimes the CTA. Sometimes just the order of the sections. But the data never lies.<\/p>\n If you\u2019re not testing, you\u2019re leaving conversions on the table.<\/p>\n\n
\n<\/span>
\n <\/p>\nHow to Create a Landing Page<\/h2>\n
![\"how](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/09\/how20to20create20a20landing20page-1.jpg\")
<\/p>\n1. Start with a clear conversion goal.<\/strong><\/h3>\n
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2. Clarify who the page is for and why they\u2019ll care.<\/strong><\/h3>\n
3. Choose the right tool for speed and flexibility.<\/strong><\/h3>\n
4. Match the layout to the offer.<\/strong><\/h3>\n
5. Write messaging that speaks to the moment.<\/strong><\/h3>\n
![\"hubspot](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-landing-page-best-practices-2-20250829-2763754.jpg\")
<\/p>\n6. Make it effortless to take action.<\/strong><\/h3>\n
7. Test everything before you launch.<\/strong><\/h3>\n
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8. Keep optimizing after it\u2019s live.<\/strong><\/h3>\n
How to Design Your Landing Page<\/h2>\n
Landing Page Structure<\/strong><\/h3>\n
![\"landing](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/09\/Operation-Everest-landing-page-best-practices-3-20250829-6335699.jpg\")
<\/p>\n\n
Landing Page Layout<\/strong><\/h3>\n
Landing Page Colors<\/strong><\/h3>\n
Landing Page Images<\/strong><\/h3>\n
Who is this for?<\/strong><\/h4>\n
Where do I want their eyes to go next?<\/strong><\/h4>\n
Is it supporting the message?<\/strong><\/h4>\n
Call-to-Action (CTA)<\/strong><\/h3>\n
\n
![\"cta](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/09\/cta20example2c20hubspot.png\")
<\/p>\nMobile Landing Page<\/strong><\/h3>\n
1. Lead with a benefit-first headline.<\/strong><\/h3>\n
2. Front-load your value.<\/strong><\/h3>\n
3. Only ask for what you need.<\/strong><\/h3>\n
4. Remove anything that competes with your goal.<\/strong><\/h3>\n
5. Make your CTA unmissable.<\/strong><\/h3>\n
6. Design for speed.<\/strong><\/h3>\n
7. Use proof points to build trust.<\/strong><\/h3>\n
8. Check your page on real devices.<\/strong><\/h3>\n
9. Always close the loop with a thank you page.<\/strong><\/h3>\n
Expert Tips on How to Build a Great Landing Page<\/h2>\n
Remove any autoplay media above the fold.<\/strong><\/h3>\n
Consider a visual snapshot layout.<\/strong><\/h3>\n
![\"visual](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/09\/visual20snapshot20layout2c20thrive20local.png\")
<\/p>\nMake design decisions that promote fast load speed.<\/strong><\/h3>\n
Get creative with on-site animation.<\/strong><\/h3>\n
Compress your images.<\/strong><\/h3>\n
Serve data in an engaging format.<\/strong><\/h3>\n
Landing Page Copywriting Tips<\/h2>\n
1. Cover the main points.<\/strong><\/h3>\n
\n
The Pain Point<\/strong><\/h4>\n
Your Solution<\/strong><\/h4>\n
Features<\/strong><\/h4>\n
Benefits<\/strong><\/h4>\n
\n
Social Proof<\/strong><\/h4>\n
\n
![\"testimonials,](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/09\/testimonials2c20justin20welsh.jpg\")
<\/p>\n2. Preemptively respond to objections.<\/strong><\/h3>\n
3. Build trust with your prospect.<\/strong><\/h3>\n
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4. Use click triggers.<\/strong><\/h3>\n
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![\"click](\"http:\/\/www.zoomlavilin.com\/wp-content\/uploads\/2025\/09\/click20trigger20example2c20marie20forleo.jpg\")
<\/p>\nA\/B Testing Your Landing Page<\/h2>\n
What is A\/B testing?<\/strong><\/h3>\n