Landing Page Design
Hero sections, pricing tables and full page layouts for products that do not exist yet. Structure first, decoration second.
How this is done
The top of the page answers three questions
Before anyone scrolls they want to know what this is, whether it is for them, and what happens next. A page that answers all three above the fold earns the scroll. Decoration cannot rescue a page that answers none of them.
- Write the three answers as plain sentences before opening a design tool.
- Put the offer in the heading, not the tagline. A tagline is for people who already know you.
- One action per screen. A second button of equal weight turns a decision into a comparison.
- Say the price, or say what it depends on. Silence reads as expensive.
- Read it on a phone at arm length. That is where most of the traffic is.
Try it
The same product, four arguments
Same software, same claim, four different bets about what a stranger needs first. Only one of them works on cold traffic.
Reno, Nevada
Close the books before Friday
Reconciliation that finishes itself, and tells you the two things it could not.
Start freeOchre bowl$48
Sage vase$62
Numbers above the fold, decoration below it. Right when the product is boring and the result is not.
One sentence, one image, one button. Works when the category is new and nobody knows what to compare you to.
A table above the fold, on purpose. Aggressive, effective against an incumbent, and it invites the reader to go check.
Small type, a lot of air, one link. Reads as expensive and converts badly on cold traffic.
It depends
The same rule, four projects
None of the above survives contact with a real brief unchanged. Here is where the decision moves, and what moves it.
Traffic from an ad
Match the first line to the ad word for word. A gap between them reads as a mistake.
Traffic from search
Answer the question in the heading. They typed it, so put it back in front of them.
An audience that knows you
Skip the explanation and lead with what is new. Repeating the basics wastes the visit.
A high price
Show the working. Expensive things need the reason on the page, not on a call.
The set
The set
Elsewhere
If one of these is close
Working on something and unsure which way to take it? Tell us which of these you keep coming back to and we will work it up against your actual brief. Most projects start as somebody pointing at two directions and saying the truth is somewhere between them. That is a good way to start.
New pieces go up on the Landing Page Design board on Pinterest before they land here. The other sets sit on the design index, and what we build with all of it is what we do.