Landing Page Design Guide: Build for Clarity First
Effective landing-page design creates hierarchy, directs attention, supports comprehension, and keeps the conversion action easy to find.
Visual hierarchy
Use hierarchy to answer the visitor's questions in the order they are likely to arise. The headline should establish relevance, the supporting copy should make the promise concrete, and the primary action should be visually easy to find. Keep spacing generous, line lengths readable, controls large enough for touch, and contrast strong enough for comfortable reading.
Layout
Use hierarchy to answer the visitor's questions in the order they are likely to arise. The headline should establish relevance, the supporting copy should make the promise concrete, and the primary action should be visually easy to find. Keep spacing generous, line lengths readable, controls large enough for touch, and contrast strong enough for comfortable reading.
- Keep one primary conversion goal.
- Match the page to the traffic source.
- Make the next action obvious and measurable.
Typography
Keep the page focused on the visitor's next decision. Remove sections that repeat the same claim, explain important trade-offs in plain language, and use examples or proof only when they help the reader evaluate the offer. Before publishing, read the page from top to bottom as a first-time visitor and ask whether the value, evidence, and next step are obvious without additional context.
Imagery
Keep the page focused on the visitor's next decision. Remove sections that repeat the same claim, explain important trade-offs in plain language, and use examples or proof only when they help the reader evaluate the offer. Before publishing, read the page from top to bottom as a first-time visitor and ask whether the value, evidence, and next step are obvious without additional context.
- Keep one primary conversion goal.
- Match the page to the traffic source.
- Make the next action obvious and measurable.
Whitespace
Keep the page focused on the visitor's next decision. Remove sections that repeat the same claim, explain important trade-offs in plain language, and use examples or proof only when they help the reader evaluate the offer. Before publishing, read the page from top to bottom as a first-time visitor and ask whether the value, evidence, and next step are obvious without additional context.
Mobile design
Use hierarchy to answer the visitor's questions in the order they are likely to arise. The headline should establish relevance, the supporting copy should make the promise concrete, and the primary action should be visually easy to find. Keep spacing generous, line lengths readable, controls large enough for touch, and contrast strong enough for comfortable reading.
- Keep one primary conversion goal.
- Match the page to the traffic source.
- Make the next action obvious and measurable.
Accessibility
Test the page with a keyboard, on a small screen, and at increased text zoom. Inputs need labels, focus states should be visible, and controls should remain usable without precise pointer movement. Accessibility improvements often make the page clearer for everyone, not only visitors using assistive technology.
Design QA
Use hierarchy to answer the visitor's questions in the order they are likely to arise. The headline should establish relevance, the supporting copy should make the promise concrete, and the primary action should be visually easy to find. Keep spacing generous, line lengths readable, controls large enough for touch, and contrast strong enough for comfortable reading.
- Keep one primary conversion goal.
- Match the page to the traffic source.
- Make the next action obvious and measurable.
Bottom line
A landing page should be easy to scan before it is impressive to admire. Use design to clarify the offer and next action.