What must be included?

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

Relating to digital advertising, optimizing the client journey is vital, and that begins with on-line commercials and web optimization.

However what occurs when potential clients really 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 no compelling touchdown web page, all of your internet marketing efforts might fall flat.

On this article, I’ll talk about easy methods 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 particular product. Its major purpose is to transform guests into clients by offering them with all the knowledge they should make a buying determination.

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 clients, with a transparent concentrate on a particular product or provide.

Product touchdown pages are helpful for reinforcing visitors from electronic mail, show, social media, and referral sources. They can be utilized to introduce new merchandise, give potential patrons extra info, 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 knowledge essential to persuade and convert.

Constructing Blocks of A Sturdy Product Touchdown Web page Design

The purpose of your touchdown web page is to show guests into purchasers or leads. To attain 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 photos and movies
  • Opinions and testimonials
  • A transparent name to motion (CTA)
  • Incessantly 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 an important factor of your product touchdown web page.

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

To verify guests stick round, it’s worthwhile to 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 option to seize their consideration and encourage them to maintain studying.

Upon 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 it’s worthwhile to actually begin promoting. You need to clarify what makes your product totally different from the remaining—why ought to individuals 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 clients. Don’t make the error of solely speaking about all of the superb issues your product can do.

Your clients care much less about what your product can do and extra about what it might probably do for them. For each characteristic, you should definitely reply the query: “So what?” What does that characteristic imply on your buyer?

You need to speak in regards to the issues your product will resolve, the way it will make your reader’s life simpler, higher, sooner, and many others. Communicate to their ache factors and present them why shopping for from you may be value it.

Asana does a terrific job of this on their Workflow Builder characteristic web page. They clearly clarify the impact and affect 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 knowledge they should decide.

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

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 Photographs and Movies

Photographs and movies are a good way to indicate off your product, give potential patrons a preview of what they’re getting, and clarify options in larger element.

If you happen to’re promoting bodily merchandise, use photos or movies that showcase the standard and craftsmanship of your objects. This will help clients really feel extra comfy in regards to the buy by giving them a greater thought of what to anticipate.

If you happen to’re promoting digital merchandise, screenshots or video walk-throughs might be useful in explaining how the product works and the options it affords. Animations or GIFs can even assist break down complicated ideas into extra comprehensible visuals.

For instance, Hotjar, a product expertise instrument, makes use of easy-to-follow product movies with guided instruction to assist clients digest all of the capabilities of their complicated 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 terrific 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 opinions and testimonials are a good way to indicate potential clients why they need to belief you. Seeing what different individuals should say about your product might be very reassuring.

You don’t essentially want tons of of opinions—even just some constructive opinions will assist construct belief with potential clients.

Gross sales enablement instrument, Lavender, proudly shares their opinions and corporations they labored with like badges of honor.

Lavender for product landing page.

Supply: Lavender

Most of these 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 below 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 might need.
  • Be part of us: This call-to-action is ideal for these managing a web based group or a product created in collaboration with multiple person.
  • Subscribe: That is essentially the most generally used call-to-action, and it invitations readers to obtain common updates from you. It’s preferrred for constructing an viewers.
  • Study extra: Use this call-to-action in case your touchdown web page doesn’t have all the knowledge you need to present. Invite guests to entry additional particulars.
  • Strive free of charge: Providing a free trial is a wonderful option to construct belief and enhance gross sales. Encourage potential purchasers 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 speedy gratification for the person.

Mailchimp landing page builder.

Supply: Mailchimp

It’s okay so as to add some persona to your CTAs. Simply be certain you’re all the time providing worth and clear course.

FAQ Part

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

Listed below are some suggestions for writing efficient FAQs:

  • Make it clear: Your solutions must be straightforward to know and get to the purpose shortly.
  • Be concise: Don’t get too wordy. Preserve your solutions brief and to the purpose.
  • Use visuals: Incorporate photos, diagrams, or different visuals every time doable to assist clarify complicated ideas.
  • Add persona: When you need your solutions to be clear and informative, don’t overlook so as to add just a little little bit of character inside your copy.

Mailchimp does a terrific job of constructing its FAQs clear, concise, and simple 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 info directly.

You’ll usually discover FAQs on the backside of touchdown pages as an alternative of boilerplate copy as a result of they’re a good way to deal with any lingering issues guests might 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 probably already handed up a number of alternatives to purchase. You should utilize FAQs to sort out any objections that could be holding them again from making a purchase order.

Significance of Cellular Touchdown Pages

More than 50% of website traffic comes from cellular gadgets, which suggests your product touchdown web page higher be optimized for the very best cellular expertise, or guests will bounce off shortly 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 could not present up in search outcomes, hurting your visibility and potential visitors.

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

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

Hootsuite makes its signup web page easy and simple for cellular customers, as you possibly can 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 only the important info. That’s why designing for cellular requires a simplified method that focuses on offering essentially the most important particulars upfront to make sure guests don’t miss out on what you’re providing.

Product Touchdown Web page Greatest Practices By Business

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

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


If you happen to’re within the SaaS {industry}, making a high-converting touchdown web page requires a unique method than different industries.

Listed below are some suggestions to bear in mind:

  • Concentrate on advantages: SaaS merchandise might be complicated, however clients need to understand how your product will help them. Concentrate on the advantages your product gives, resembling saving money and time, bettering workflows, and fixing their issues.
  • Preserve it easy: Don’t overwhelm guests with cluttered touchdown pages. Preserve your design easy, clear, and simple to navigate, so potential clients can shortly discover the knowledge they want.
  • Use social proof: SaaS clients usually depend on peer suggestions, so use social proof to construct belief. Embody buyer testimonials, opinions, and case research that present how your product has helped different companies.
  • Spotlight pricing: Worth is usually a significant consideration for SaaS clients. Be clear about your pricing and make it straightforward for potential clients to match plans.
  • Supply a free trial: Give potential clients a risk-free option to attempt your product with a free trial. Be sure that the sign-up course of is easy and prominently show your provide.


If you happen to’re within the e-commerce {industry}, your product touchdown web page is your storefront.

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

  • Use high-quality photos: Folks need to see what they’re shopping for, so use high-quality photos that showcase your merchandise from totally different angles. Be sure that to incorporate zoom options so clients can see the small print.
  • 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, resembling dimension, weight, or supplies.
  • Incorporate social proof: Use buyer opinions and scores to construct belief and supply social proof. Encourage clients to depart opinions and ensure to show them prominently in your touchdown pages.
  • Simplify the checkout course of: Make the checkout course of as easy and simple as doable. Cut back the variety of steps required to finish a purchase order, and keep away from asking for an excessive amount of info upfront.
  • Optimize for cellular: Increasingly persons are procuring on their cellular gadgets, so ensure your e-commerce touchdown pages are optimized for cellular. Use a responsive design that adjusts to totally different display screen sizes and ensure your checkout course of is mobile-friendly.


If you happen to’re within the training {industry}, your touchdown web page wants to talk to your target market of scholars, dad and mom, or educators.

Listed below are some tricks to comply with:

  • Focus in your distinctive worth proposition: What units your instructional program other than others? Spotlight your distinctive worth proposition in your touchdown web page copy, whether or not it’s the standard of your instructing employees, the curriculum you provide, or the success of your alumni.
  • Use multimedia: Academic packages might be difficult to elucidate with phrases alone. Use multimedia, resembling movies and pictures, to showcase your campus, scholar life, and amenities.
  • Tackle issues: Training is a major funding, so deal with widespread issues resembling tuition prices, monetary support, and scholar outcomes. Embody details about scholarships, grants, and scholar success charges to ease issues and construct belief.
  • Embody 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 type, scheduling a campus go to, or making use of for admission, ensure your call-to-action is distinguished and simple to seek out.
  • Optimize for cellular: Many potential college students and oldsters are prone to be shopping on their cellular gadgets, so ensure your touchdown pages are mobile-optimized. Use a responsive design that adjusts to totally different display screen sizes and ensures your content material is simple to learn and navigate.


If you happen to’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:

  • Concentrate on options: Enterprise decision-makers are searching for options to their issues. Concentrate on the advantages of your services or products, and the way it can resolve 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 exhibit the worth of your services or products. Be sure that to characteristic logos of well-known corporations you’ve labored with to ascertain credibility.
  • Use information and statistics: Enterprise decision-makers are data-driven, so use related statistics and information to again up your claims. Spotlight key efficiency indicators (KPIs) and different metrics that exhibit the effectiveness of your services or products.
  • Embody 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, ensure 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 all the time delivers nice examples of product touchdown pages throughout. Try Apple’s AirPods Max touchdown web page. As quickly because the web page hundreds, you’re greeted with a full-width picture of the product, providing you with an up-close have a look at the Airpods Max.

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

These are among the finest practices within the wild, and so they work!

Bellroy product landing page.

Supply: Bellroy

Bellroy‘s product touchdown web page for his or her wallets is a superb instance of easy methods to have interaction potential clients. 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 be included to get clients 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 superb instance of efficient advertising. 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 all the way down to see how the reader works and its advantages.

Sq. makes use of brief, actionable sentences, easy-to-skim bullet lists, and life-style product pictures, 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 short description of your services or products, compelling product advantages, supporting visuals resembling photos or movies, social proof resembling buyer testimonials or opinions, and a powerful call-to-action (CTA) resembling 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 purpose. Keep away from an excessive amount of textual content, complicated navigation, or irrelevant info that would distract guests out of your most important 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 
Extra parts might embrace social proof resembling buyer opinions, belief badges or safety symbols, and a type or different means for guests to take motion, resembling 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 very best practices outlined above, you possibly can 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 powerful call-to-action (CTA).

What are among the finest practices you’ve discovered only in creating profitable product touchdown pages?

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