What must be included?

A graphic saying "Product Landing Page Design," What Needs To Be Included."

With regards to digital advertising and marketing, optimizing the shopper journey is vital, and that begins with on-line commercials and website positioning.

However what occurs when potential prospects truly click on in your advert and land in your product touchdown web page?

This web page must be clear, well-structured, and straight to the purpose to maintain their consideration. With out a compelling touchdown web page, all of your internet marketing efforts may fall flat.

On this article, I’ll talk about the way to create a product touchdown web page that delivers outcomes.

What’s a Product Touchdown Web page?

A product touchdown web page is a web page in your web site designed to advertise and showcase a selected product. Its main objective is to transform guests into prospects by offering them with all the data they should make a buying resolution.

There’s a definite distinction between touchdown pages and homepages—whereas homepages function the primary entry level to a web site, touchdown pages are designed particularly to transform guests into leads or prospects, with a transparent concentrate on a selected product or provide.

Product touchdown pages are helpful for reinforcing site visitors from e-mail, show, social media, and referral sources. They can be utilized to introduce new merchandise, give potential consumers extra data, and persuade them to make a purchase order.

Your product touchdown web page is sort of a digital elevator pitch on your product. It’s the primary impression your potential buyer may have of your model, so it must have all the data essential to persuade and convert.

Constructing Blocks of A Sturdy Product Touchdown Web page Design

The objective of your touchdown web page is to show guests into shoppers or leads. To realize this, there are some important constructing blocks that each nice product touchdown web page ought to embrace. Bear in mind you might be distinctive, but it surely’s vital to incorporate these core parts.

  • Headline and hero part
  • Options and advantages
  • Product photographs and movies
  • Opinions and testimonials
  • A transparent name to motion (CTA)
  • Often requested questions (FAQs)

No matter what touchdown web page builders you select to make use of in your design course of, these constructing blocks must be the framework of your entire product touchdown pages.

Headline and Hero Copy

Your touchdown web page headline, or hero copy, is arguably a very powerful ingredient of your product touchdown web page.

When folks go to your touchdown web page, about 7 out of 10 will depart with out taking any motion.

To verify guests stick round, you could seize their consideration instantly. Your copy on this part ought to clearly and concisely clarify what they’ll acquire out of your touchdown web page and provide.

Example of headline and hero copy on a website.

Supply: Copyhackers

Within the instance above, Copyhackers hits the nail on the top for his or her target market (freelance copywriters). The hero copy speaks to freelancers’ ache factors and sounds identical to the voice of their heads. It’s the right technique to seize their consideration and encourage them to maintain studying.

After getting your viewers’s consideration with the headline, it’s time to dive into the advantages of your product.

Options and Advantages of a Nice Product Touchdown Web page

The options and advantages part is the place you could actually begin promoting. You need to clarify what makes your product completely different from the remainder—why ought to folks purchase from you rather than another person? Present a transparent overview of all of the options of your product and what they’ll get out of it.

Bear in mind it’s not merely the options that promote—it’s the advantages these options provide your prospects. Don’t make the error of solely speaking about all of the superb issues your product can do.

Your prospects care much less about what your product can do and extra about what it may do for them. For each characteristic, make sure you reply the query: “So what?” What does that characteristic imply on your buyer?

You need to discuss concerning the issues your product will clear up, the way it will make your reader’s life simpler, higher, quicker, and so on. Communicate to their ache factors and present them why shopping for from you may be price it.

Asana does a fantastic job of this on their Workflow Builder characteristic web page. They clearly clarify the impact and impression of utilizing this product in your day by day workflow.

Benefits of an effective landing page.

The web page goes on to explain advantages in additional element, giving the potential buyer all the data they should decide.

On another page, they make the options apparent however concise, so you realize what you are able to do on every system.

Features of effective landing pages.

This clearly exhibits and tells the reader why it’s nice to have the Asana app with out going into an excessive amount of element about what every of these bullets means.

Product Photos and Movies

Photos and movies are an effective way to point out off your product, give potential consumers a preview of what they’re getting, and clarify options in higher element.

For those who’re promoting bodily merchandise, use photographs or movies that showcase the standard and craftsmanship of your objects. This can assist prospects really feel extra snug concerning the buy by giving them a greater thought of what to anticipate.

For those who’re promoting digital merchandise, screenshots or video walk-throughs might be useful in explaining how the product works and the options it gives. Animations or GIFs can even assist break down advanced ideas into extra comprehensible visuals.

For instance, Hotjar, a product expertise device, makes use of easy-to-follow product movies with guided instruction to assist prospects digest all of the capabilities of their advanced product.

Visualizing user behavior with Hotjar.

Supply: Hotjar

Absurd Design makes use of distinctive illustrations on their product touchdown web page for absurd illustrations. It’s a fantastic present don’t inform tactic that ties the product immediately into the expertise.

Absurd design using unique illustrations.

Supply: Absurd Design

Opinions and Testimonials

On-line critiques and testimonials are an effective way to point out potential prospects why they need to belief you. Seeing what different folks should say about your product might be very reassuring.

You don’t essentially want a whole bunch of critiques—even only a few optimistic critiques will assist construct belief with potential prospects.

Gross sales enablement device, Lavender, proudly shares their critiques and firms they labored with like badges of honor.

Lavender for product landing page.

Supply: Lavender

These kind of social proof assist construct belief and confidence, smoothing your gross sales course of.

Efficient CTAs

Subsequent, you’ll need to give readers a transparent name to motion. Inform them precisely what to do subsequent. Your CTA must be apparent and direct, so there’s no confusion about what you need them to do.

Listed here are just a few varieties of prompts you should utilize to create a compelling CTA:

  • Join: Invite your reader to join a free trial, future occasion, on-line course, or some other give you may need.
  • Be a part of us: This call-to-action is ideal for these managing a web based neighborhood or a product created in collaboration with a couple of person.
  • Subscribe: That is probably the most generally used call-to-action, and it invitations readers to obtain common updates from you. It’s excellent for constructing an viewers.
  • Study extra: Use this call-to-action in case your touchdown web page doesn’t have all the data you need to present. Invite guests to entry additional particulars.
  • Attempt at no cost: Providing a free trial is a wonderful technique to construct belief and enhance gross sales. Encourage potential shoppers to demo or attempt your product earlier than shopping for with this efficient CTA.
  • Get began: This call-to-action can cowl or drive a number of behaviors, from a digital expertise to a free trial.

On Mailchimp’s Landing Page Builder product touchdown web page, the CTA evokes motion and instant gratification for the person.

Mailchimp landing page builder.

Supply: Mailchimp

It’s okay so as to add some persona to your CTAs. Simply make sure you’re at all times providing worth and clear path.

FAQ Part

Lastly, many product touchdown pages embrace a FAQ part or bottom-of-page copy. This can be a nice technique to deal with any lingering considerations and supply further particulars in your provide or product.

Listed here are some ideas for writing efficient FAQs:

  • Make it clear: Your solutions must be straightforward to grasp and get to the purpose rapidly.
  • Be concise: Don’t get too wordy. Maintain your solutions quick and to the purpose.
  • Use visuals: Incorporate photographs, diagrams, or different visuals each time attainable to assist clarify advanced ideas.
  • Add persona: When you need your solutions to be clear and informative, don’t neglect so as to add somewhat little bit of character inside your copy.

Mailchimp does a fantastic job of constructing its FAQs clear, concise, and straightforward to seek out.

Mailchimp FAQs.

Supply: Mailchimp

By making them collapsable, the reader can select to seek out the solutions to their questions with out being overloaded by an excessive amount of data without delay.

You’ll typically discover FAQs on the backside of touchdown pages as a substitute of boilerplate copy as a result of they’re an effective way to deal with any lingering considerations guests may need earlier than making a purchase order.

In case your potential buyer has scrolled all the way in which to the underside of the web page, they’ve doubtless already handed up a number of alternatives to purchase. You should utilize FAQs to sort out any objections which may be holding them again from making a purchase order.

Significance of Cellular Touchdown Pages

More than 50% of website traffic comes from cellular units, which implies your product touchdown web page higher be optimized for the perfect cellular expertise, or guests will bounce off rapidly and with out motion.

Not solely that, however Google also gives preference to mobile-friendly pages when rating search outcomes. Because of this in case your touchdown web page isn’t mobile-friendly, it might not present up in search outcomes, hurting your visibility and potential site visitors.

Designing your touchdown pages with cellular customers in thoughts doesn’t should be difficult.

Easy changes like utilizing bigger fonts, decreasing the quantity of textual content, and ensuring buttons are simply clickable on a smaller display could make a giant distinction.

Hootsuite makes its signup web page easy and straightforward for cellular customers, as you may see under.

Hootsuite signup page.

Supply: Hootsuite

Not like the desktop model, cellular product touchdown pages can’t match the complete course of on one web page. Cellular screens are smaller, in order that they’ve restricted the primary web page to simply the important data. That’s why designing for cellular requires a simplified method that focuses on offering probably the most important particulars upfront to make sure guests don’t miss out on what you’re providing.

Product Touchdown Web page Finest Practices By Trade

With regards to creating efficient product touchdown pages, one dimension doesn’t match all. Relying on the {industry} you’re in, there could also be completely different finest practices and techniques to contemplate.

Listed here are a few of my industry-specific ideas and tips for creating high-converting touchdown pages that resonate together with your target market.


For those who’re within the SaaS {industry}, making a high-converting touchdown web page requires a unique method than different industries.

Listed here are some ideas to bear in mind:

  • Deal with advantages: SaaS merchandise might be advanced, however prospects need to know the way your product can assist them. Deal with the advantages your product gives, equivalent to saving money and time, enhancing workflows, and fixing their issues.
  • Maintain it easy: Don’t overwhelm guests with cluttered touchdown pages. Maintain your design easy, clear, and straightforward to navigate, so potential prospects can rapidly discover the data they want.
  • Use social proof: SaaS prospects typically depend on peer suggestions, so use social proof to construct belief. Embrace buyer testimonials, critiques, and case research that present how your product has helped different companies.
  • Spotlight pricing: Worth is commonly a significant consideration for SaaS prospects. Be clear about your pricing and make it straightforward for potential prospects to check plans.
  • Supply a free trial: Give potential prospects a risk-free technique to attempt your product with a free trial. Be sure the sign-up course of is easy and prominently show your provide.


For those who’re within the e-commerce {industry}, your product touchdown web page is your storefront.

Listed here are some finest practices to bear in mind when designing your e-commerce touchdown pages:

  • Use high-quality photographs: Individuals need to see what they’re shopping for, so use high-quality photographs that showcase your merchandise from completely different angles. Be sure to incorporate zoom options so prospects can see the main points.
  • Write compelling product descriptions: Your product descriptions must be detailed, correct, and compelling. Use clear language to explain the product’s options and advantages and embrace any related specs, equivalent to dimension, weight, or supplies.
  • Incorporate social proof: Use buyer critiques and scores to construct belief and supply social proof. Encourage prospects to depart critiques and ensure to show them prominently in your touchdown pages.
  • Simplify the checkout course of: Make the checkout course of as easy and straightforward as attainable. Scale back the variety of steps required to finish a purchase order, and keep away from asking for an excessive amount of data upfront.
  • Optimize for cellular: Increasingly more individuals are buying on their cellular units, so be sure that your e-commerce touchdown pages are optimized for cellular. Use a responsive design that adjusts to completely different display sizes and ensure your checkout course of is mobile-friendly.


For those who’re within the schooling {industry}, your touchdown web page wants to talk to your target market of scholars, mother and father, or educators.

Listed here are some tricks to observe:

  • Focus in your distinctive worth proposition: What units your academic program aside from others? Spotlight your distinctive worth proposition in your touchdown web page copy, whether or not it’s the standard of your instructing workers, the curriculum you provide, or the success of your alumni.
  • Use multimedia: Instructional packages might be difficult to elucidate with phrases alone. Use multimedia, equivalent to movies and pictures, to showcase your campus, scholar life, and services.
  • Tackle considerations: Schooling is a big funding, so deal with widespread considerations equivalent to tuition prices, monetary support, and scholar outcomes. Embrace details about scholarships, grants, and scholar success charges to ease considerations and construct belief.
  • Embrace a transparent CTA: What motion would you like guests to take in your touchdown web page? Whether or not it’s filling out an inquiry kind, scheduling a campus go to, or making use of for admission, be sure that your call-to-action is distinguished and straightforward to seek out.
  • Optimize for cellular: Many potential college students and fogeys are prone to be shopping on their cellular units, so be sure that your touchdown pages are mobile-optimized. Use a responsive design that adjusts to completely different display sizes and ensures your content material is simple to learn and navigate.


For those who’re within the B2B {industry}, your touchdown pages want to talk to your target market of enterprise decision-makers.

Right here’s what to concentrate on:

  • Deal with options: Enterprise decision-makers are in search of options to their issues. Deal with the advantages of your services or products, and the way it can clear up their particular ache factors.
  • Use industry-specific language: Use terminology that resonates together with your target market and demonstrates your experience of their {industry}. Keep away from buzzwords and jargon that may make your content material obscure.
  • Incorporate social proof: Use case research, testimonials, and buyer success tales to construct belief and reveal the worth of your services or products. Be sure to characteristic logos of well-known corporations you’ve labored with to determine credibility.
  • Use knowledge and statistics: Enterprise decision-makers are data-driven, so use related statistics and knowledge to again up your claims. Spotlight key efficiency indicators (KPIs) and different metrics that reveal the effectiveness of your services or products.
  • Embrace a transparent CTA: What motion would you like enterprise decision-makers to take after visiting your touchdown web page? Whether or not it’s scheduling a demo, requesting a session, or signing up for a free trial, be sure that your call-to-action is evident and distinguished.

Profitable Product Touchdown Web page Examples

On the lookout for inspiration on your product touchdown web page? I’ve compiled some examples of nice product touchdown pages that successfully talk worth, have interaction guests, and drive conversions.

Airpods max product landing page.

Supply: Apple

Apple at all times delivers nice examples of product touchdown pages throughout. Take a look at Apple’s AirPods Max touchdown web page. As quickly because the web page masses, you’re greeted with a full-width picture of the product, providing you with an up-close take a look at the Airpods Max.

Proper under that, there’s a robust headline that highlights how these headphones can present the last word listening expertise.

These are a few of the finest practices within the wild, they usually work!

Bellroy product landing page.

Supply: Bellroy

Bellroy‘s product touchdown web page for his or her wallets is a good instance of the way to have interaction potential prospects. The interactive picture slider is a standout characteristic, permitting customers to simply evaluate the scale of their pockets to Bellroy’s providing.

A product demo video can also be included to get prospects excited. And if that’s not sufficient, the product grid gives much more particulars for individuals who need to dig deeper.

Square product landing page.

Supply: Square

Sq.’s mobile credit card reader product touchdown web page is a good instance of efficient advertising and marketing. The web page hooks guests with a daring headline and a CTA button to get a free reader. But when they’re not able to commit, they’ll simply proceed scrolling right down to see how the reader works and its advantages.

Sq. makes use of quick, actionable sentences, easy-to-skim bullet lists, and way of life product images, together with belief badges for cellular apps, to create a compelling and reliable touchdown web page.

There are many nice touchdown web page examples on the market. Are there any that stick out in your thoughts?


What ought to a touchdown web page embrace?

A touchdown web page ought to embrace a transparent and concise headline, a quick description of your services or products, compelling product advantages, supporting visuals equivalent to photographs or movies, social proof equivalent to buyer testimonials or critiques, and a robust call-to-action (CTA) equivalent to a button to enroll, obtain, or purchase.

What must you not embrace on a touchdown web page?

It’s vital to keep away from muddle and distractions on a touchdown web page. Don’t embrace non-essential hyperlinks to different pages or exterior websites that would lead guests away out of your conversion objective. Keep away from an excessive amount of textual content, complicated navigation, or irrelevant data that would distract guests out of your fundamental message.

What are 3 of the important thing parts to incorporate on a touchdown web page?

Three key parts to incorporate on a touchdown web page are:
A transparent and concise headline that communicates your worth proposition
Supporting visuals that showcase your services or products
A robust call-to-action (CTA) that directs guests to take motion 
Further parts may embrace social proof equivalent to buyer critiques, belief badges or safety symbols, and a kind or different means for guests to take motion, equivalent to a button to enroll, obtain, or purchase.


Designing an efficient product touchdown web page requires considerate planning and a spotlight to element. By following the perfect practices outlined above, you may create touchdown pages that have interaction guests, talk worth, and drive conversions.

Bear in mind to maintain your messaging clear and concise, use supporting visuals and social proof to construct belief, and make it straightforward for guests to take motion with a robust call-to-action (CTA).

What are a few of the finest practices you’ve discovered best in creating profitable product touchdown pages?

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