What Makes a Good Landing Page?

30/10/2025

When someone clicks through an ad, an email link or social post and lands on your page, the window of attention is tiny. So, a landing page isn’t just “another website page”, it’s the moment your user makes a decision.

Start With The Goal & Audience

Before designing or writing a word of copy, you need clarity: What is this page for? What action do you want the visitor to take?

Simultaneously: who is this visitor, what problem are they trying to solve right now, how did they get here, and what expectations do they bring? The more you understand that, the better you can speak their language.

Communicate Clear Value Immediately

On arrival, the visitor should clearly see what you’re offering, who it’s for, and why it matters. The headline and sub-headline carry a lot of weight. Good copy isn’t about long feature lists, it’s about benefit statements, plain language, and avoiding marketing fluff. Including a supporting visual (image, illustration or short video) that reinforces that message rather than distracts is also very effective.

Eliminate Distractions and Focus On One Conversion

A landing page is not a content hub or an exploratory page. It should be laser-focused on a goal. That means minimal links, no competing offers, no secondary CTAs. When you keep the route clear, you guide the eye, reduce confusion, and increase the chance the visitor will take the one action you want.

Structure & Visual Flow Matter

Think of the page like a path: headline → value proposition → proof → CTA. The layout should guide the eye effortlessly. Design elements (hierarchy, spacing, colour, contrast) should help rather than hinder. Above the fold (what the visitor sees without scrolling) is prime real estate. So your core message and  CTA should live there. Others may scroll, but many won’t. Also, don’t underestimate spacing and white space. Just as we noted in our white space article for general web design, empty space helps readability, clarity and guides attention.

Use Social Proof & Trust-Signals

Even if your copy is crisp and your design is slick, visitors need to believe you. Social proof, for example; testimonials, reviews/ratings, and client logos, all help to reduce doubt and build credibility. If you can show someone like them solved the problem with you, you are much more likely to win the click.

Optimise For Speed & Mobile First

Conversions suffer when pages load slowly or feel clunky on mobile. It is well researched that if your page takes more than 3 seconds to load on a mobile device, bounce risk increases. Overall designing mobile-first is crucial. Big tappable buttons, clear spacing for thumbs, minimal distractions, ensure images are optimised, and layouts respond.

Test, Refine & Repeat

Even if you think your landing page is “done”. Once live, it’s best to track how people behave. For example, are they bouncing immediately? Are they scrolling? Where do they drop off? Using A/B testing to compare and test small changes to headlines, colours, form lengths, and visuals, means you can optimise your page based on real results. Even small changes can yield meaningful conversion lifts.

 

Looking to design the perfect landing page? Get in touch today to see how we can help.