How to Improve Your Landing Page Design

Juan J. Ramirez
Oct 17, 2018 · 3 min read

Just about every single industry there is beginning to shift to online marketing methods. One such method that an increasing number of businesses are using is landing pages. Landing pages are great tools that aim to push customers further down the conversion funnel. It’s crucial for the structure and the design of each landing page to be well-thought-out, and often this is where businesses go wrong. That’s what we’re here for. Here’s how you can design a landing page that will successfully drive your visitors further down the conversion funnel:


Everything on your landing page must b clear and concise. It’s incredibly crucial that you effectively communicate your unique selling proposition (USP) to your visitors. The specific content you provide on your page will, of course, depend on what you are selling. Research indicates that you have approximately eight seconds to catch their eye and make them want to dig a little deeper. If you cram too much content on the page, you’ll end up overwhelming the visitor and causing them to leave. Use simple, clear language to tell them why they’ll benefit from what you have to offer.

To do all this, pay special attention to the following text elements that can make quite a difference in your landing page design:


The header of your landing page should be the first thing that catches the eye of your visitor. It’s the first second of those eight seconds you have to catch their eye. By wording it in a way that conveys the value and benefits offered by your product, you’ll start garnering their interest.


At this point, the visitor’s eyes are drawn to the subheader. This should be text that goes into a little bit more detail about the header, especially conveying the USP. A subheader can also be used to help visitors see the product you are offering in a different way. There are some cases where designers choose to use the subheader to immediately sell the visitor on what they are trying to offer. It all depends on your product and your strategy.


The call-to-action is the start of the final steps to getting people to convert. You’ll need a call-to-action button that people can click — something that stands out from the rest of the page. Designers usually make sure that CTA buttons are at the top or at least near the top of the page to ensure that people don’t have to scroll down to find it. Some colors or subtle animations are also often used to make the button stand out further.


To sell what you’re offering to your user, you have to make clear what they will get from it. Oftentimes, landing page designers choose to use a bullet point list to get the point across in a clear and concise manner. Five to seven points to let visitors know the major benefits your product will offer will suffice.


The form is the last thing visitors have to do before they will have officially been converted. If you lose them here, you’re losing the entire conversion. Therefore, it’s absolutely crucial that you keep it short and simple, only asking for the essentials. Of course, you’d want to gather all the data you can get. When it comes to landing pages, however, less is more.

Names and email addresses are standard. Phone numbers, birthdates, and other things may not be as essential. Ask for what you need, and nothing more. You can always ask for more afterward at the thank you page!

In Waveguide, you can find great landing page inspiration that can help you to get the right style, layouts, UI and marketing tone top improve your own landing pages. Each landing page indexed in Waveguide is analyzed for tone, semantic classification, readability and more. Check some of the landing page examples and mobile landing page examples.

Waveguide is a curated and searchable base of design knowledge, UX/UI patterns and design examples for research and inspiration.

The Waveguide Knowledge Base currently features bite-sized explanations of UX design patterns, mobile design examples (iOS and Android screenshots) and landing page examples (web screenshots).

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Waveguide's mission is to index design knowledge, promote…


Waveguide's mission is to index design knowledge, promote design standardization and create consumable data for analyzing and predicting design.

Juan J. Ramirez

Written by

UX Designer, Product Hacker and Human-Computer-Interaction Obsessive who loves to create ingenious software and daring interaction concepts. Currently @Facebook


Waveguide's mission is to index design knowledge, promote design standardization and create consumable data for analyzing and predicting design.