Product Landing Page Design: What Needs To Be Included?

When it comes to digital marketing, optimizing the customer journey is key, and that starts with online advertisements and SEO.

But what happens when potential customers actually click on your ad and land on your product landing page?

This page needs to be clear, well-structured, and straight to the point to keep their attention. Without a compelling landing page, all your online advertising efforts could fall flat.

In this article, I’ll discuss how to create a product landing page that delivers results.

What is a Product Landing Page?

A product landing page is a page on your website designed to promote and showcase a specific product. Its primary goal is to convert visitors into customers by providing them with all the information they need to make a purchasing decision.

There’s a distinct difference between landing pages and homepages—while homepages serve as the main entry point to a website, landing pages are designed specifically to convert visitors into leads or customers, with a clear focus on a specific product or offer.

Product landing pages are useful for boosting traffic from email, display, social media, and referral sources. They can be used to introduce new products, give potential buyers more information, and convince them to make a purchase.

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Your product landing page is like a virtual elevator pitch for your product. It’s the first impression your potential customer will have of your brand, so it needs to have all the information necessary to convince and convert.

Building Blocks of A Strong Product Landing Page Design

The goal of your landing page is to turn visitors into clients or leads. To achieve this, there are some essential building blocks that every great product landing page should include. Remember you can be unique, but it’s important to include these core elements.

  • Headline and hero section
  • Features and benefits
  • Product images and videos
  • Reviews and testimonials
  • A clear call to action (CTA)
  • Frequently asked questions (FAQs)

Regardless of what landing page builders you choose to use in your design process, these building blocks should be the framework of all of your product landing pages.

Headline and Hero Copy

Your landing page headline, or hero copy, is arguably the most important element of your product landing page.

When people visit your landing page, about 7 out of 10 will leave without taking any action.

To make sure visitors stick around, you need to grab their attention immediately. Your copy in this section should clearly and concisely explain what they’ll gain from your landing page and offer.

Example of headline and hero copy on a website.

Source: Copyhackers

In the example above, Copyhackers hits the nail on the head for their target audience (freelance copywriters). The hero copy speaks to freelancers’ pain points and sounds just like the voice in their heads. It’s the perfect way to grab their attention and encourage them to keep reading.

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Once you have your audience’s attention with the headline, it’s time to dive into the benefits of your product.

Features and Benefits of a Great Product Landing Page

The features and benefits section is where you need to really start selling. You want to explain what makes your product different from the rest—why should people buy from you instead of someone else? Provide a clear overview of all the features of your product and what they’ll get out of it.

Remember it’s not simply the features that sell—it’s the benefits those features offer your customers. Don’t make the mistake of solely talking about all the amazing things your product can do.

Your customers care less about what your product can do and more about what it can do for them. For every feature, be sure to answer the question: “So what?” What does that feature mean for your customer?

You want to talk about the problems your product will solve, how it will make your reader’s life easier, better, faster, etc. Speak to their pain points and show them why buying from you will be worth it.

Asana does a great job of this on their Workflow Builder feature page. They clearly explain the effect and impact of using this product in your daily workflow.

Benefits of an effective landing page.

The page goes on to describe benefits in more detail, giving the potential customer all the information they need to make a decision.

On another page, they make the features obvious but concise, so you know what you can do on each device.

Features of effective landing pages.

This clearly shows and tells the reader why it’s great to have the Asana app without going into too much detail about what each of those bullets means.

Product Images and Videos

Images and videos are a great way to show off your product, give potential buyers a preview of what they’re getting, and explain features in greater detail.

If you’re selling physical products, use images or videos that showcase the quality and craftsmanship of your items. This can help customers feel more comfortable about the purchase by giving them a better idea of what to expect.

If you’re selling digital products, screenshots or video walk-throughs can be helpful in explaining how the product works and the features it offers. Animations or GIFs can also help break down complex concepts into more understandable visuals.

For example, Hotjar, a product experience tool, uses easy-to-follow product videos with guided instruction to help customers digest all the capabilities of their complex product.

Visualizing user behavior with Hotjar.

Source: Hotjar

Absurd Design uses unique illustrations on their product landing page for absurd illustrations. It’s a great show don’t tell tactic that ties the product directly into the experience.

Absurd design using unique illustrations.

Source: Absurd Design

Reviews and Testimonials

Online reviews and testimonials are a great way to show potential customers why they should trust you. Seeing what other people have to say about your product can be very reassuring.

You don’t necessarily need hundreds of reviews—even just a few positive reviews will help build trust with potential customers.

Sales enablement tool, Lavender, proudly shares their reviews and companies they worked with like badges of honor.

Lavender for product landing page.

Source: Lavender

These types of social proof help build trust and confidence, smoothing your sales process.

Effective CTAs

Next, you’ll want to give readers a clear call to action. Tell them exactly what to do next. Your CTA should be obvious and direct, so there’s no confusion about what you want them to do.

Here are a few types of prompts you can use to create a compelling CTA:

  • Sign up: Invite your reader to sign up for a free trial, future event, online course, or any other offer you might have.
  • Join us: This call-to-action is perfect for those managing an online community or a product created in collaboration with more than one user.
  • Subscribe: This is the most commonly used call-to-action, and it invites readers to receive regular updates from you. It’s ideal for building an audience.
  • Learn more: Use this call-to-action if your landing page doesn’t have all the information you want to provide. Invite visitors to access further details.
  • Try for free: Offering a free trial is an excellent way to build trust and boost sales. Encourage potential clients to demo or try your product before buying with this effective CTA.
  • Get started: This call-to-action can cover or drive several behaviors, from a virtual experience to a free trial.

On Mailchimp’s Landing Page Builder product landing page, the CTA inspires action and immediate gratification for the user.

Mailchimp landing page builder.

Source: Mailchimp

It’s ok to add some personality to your CTAs. Just be sure you’re always offering value and clear direction.

FAQ Section

Finally, many product landing pages include a FAQ section or bottom-of-page copy. This is a great way to address any lingering concerns and provide additional details on your offer or product.

Here are some tips for writing effective FAQs:

  • Make it clear: Your answers should be easy to understand and get to the point quickly.
  • Be concise: Don’t get too wordy. Keep your answers short and to the point.
  • Use visuals: Incorporate images, diagrams, or other visuals whenever possible to help explain complex concepts.
  • Add personality: While you want your answers to be clear and informative, don’t forget to add a little bit of character within your copy.

Mailchimp does a great job of making its FAQs clear, concise, and easy to find.

Mailchimp FAQs.

Source: Mailchimp

By making them collapsable, the reader can choose to find the answers to their questions without being overloaded by too much information at once.

You’ll often find FAQs at the bottom of landing pages instead of boilerplate copy because they’re a great way to address any lingering concerns visitors might have before making a purchase.

If your potential customer has scrolled all the way to the bottom of the page, they’ve likely already passed up several opportunities to buy. You can use FAQs to tackle any objections that may be holding them back from making a purchase.

Importance of Mobile Landing Pages

More than 50% of website traffic comes from mobile devices, which means your product landing page better be optimized for the best mobile experience, or visitors will bounce off quickly and without action.

Not only that, but Google also gives preference to mobile-friendly pages when ranking search results. This means that if your landing page isn’t mobile-friendly, it may not show up in search results, hurting your visibility and potential traffic.

Designing your landing pages with mobile users in mind doesn’t have to be complicated.

Simple adjustments like using larger fonts, reducing the amount of text, and making sure buttons are easily clickable on a smaller screen can make a big difference.

Hootsuite makes its signup page simple and easy for mobile users, as you can see below.

Hootsuite signup page.

Source: Hootsuite

Unlike the desktop version, mobile product landing pages can’t fit the entire process on one page. Mobile screens are smaller, so they’ve limited the first page to just the essential information. That’s why designing for mobile requires a simplified approach that focuses on providing the most critical details upfront to ensure visitors don’t miss out on what you’re offering.

Product Landing Page Best Practices By Industry

When it comes to creating effective product landing pages, one size doesn’t fit all. Depending on the industry you’re in, there may be different best practices and strategies to consider.

Here are some of my industry-specific tips and tricks for creating high-converting landing pages that resonate with your target audience.

SaaS

If you’re in the SaaS industry, creating a high-converting landing page requires a different approach than other industries.

Here are some tips to keep in mind:

  • Focus on benefits: SaaS products can be complex, but customers want to know how your product can help them. Focus on the benefits your product provides, such as saving time and money, improving workflows, and solving their problems.
  • Keep it simple: Don’t overwhelm visitors with cluttered landing pages. Keep your design simple, clean, and easy to navigate, so potential customers can quickly find the information they need.
  • Use social proof: SaaS customers often rely on peer recommendations, so use social proof to build trust. Include customer testimonials, reviews, and case studies that show how your product has helped other businesses.
  • Highlight pricing: Price is often a major consideration for SaaS customers. Be transparent about your pricing and make it easy for potential customers to compare plans.
  • Offer a free trial: Give potential customers a risk-free way to try your product with a free trial. Make sure the sign-up process is simple and prominently display your offer.

E-Commerce

If you’re in the e-commerce industry, your product landing page is your storefront.

Here are some best practices to keep in mind when designing your e-commerce landing pages:

  • Use high-quality images: People want to see what they’re buying, so use high-quality images that showcase your products from different angles. Make sure to include zoom features so customers can see the details.
  • Write compelling product descriptions: Your product descriptions should be detailed, accurate, and compelling. Use clear language to describe the product’s features and benefits and include any relevant specifications, such as size, weight, or materials.
  • Incorporate social proof: Use customer reviews and ratings to build trust and provide social proof. Encourage customers to leave reviews and make sure to display them prominently on your landing pages.
  • Simplify the checkout process: Make the checkout process as simple and easy as possible. Reduce the number of steps required to complete a purchase, and avoid asking for too much information upfront.
  • Optimize for mobile: More and more people are shopping on their mobile devices, so make sure your e-commerce landing pages are optimized for mobile. Use a responsive design that adjusts to different screen sizes and make sure your checkout process is mobile-friendly.

Education

If you’re in the education industry, your landing page needs to speak to your target audience of students, parents, or educators.

Here are some tips to follow:

  • Focus on your unique value proposition: What sets your educational program apart from others? Highlight your unique value proposition in your landing page copy, whether it’s the quality of your teaching staff, the curriculum you offer, or the success of your alumni.
  • Use multimedia: Educational programs can be challenging to explain with words alone. Use multimedia, such as videos and images, to showcase your campus, student life, and facilities.
  • Address concerns: Education is a significant investment, so address common concerns such as tuition costs, financial aid, and student outcomes. Include information about scholarships, grants, and student success rates to ease concerns and build trust.
  • Include a clear CTA: What action do you want visitors to take on your landing page? Whether it’s filling out an inquiry form, scheduling a campus visit, or applying for admission, make sure your call-to-action is prominent and easy to find.
  • Optimize for mobile: Many prospective students and parents are likely to be browsing on their mobile devices, so make sure your landing pages are mobile-optimized. Use a responsive design that adjusts to different screen sizes and ensures your content is easy to read and navigate.

B2B

If you’re in the B2B industry, your landing pages need to speak to your target audience of business decision-makers.

Here’s what to focus on:

  • Focus on solutions: Business decision-makers are looking for solutions to their problems. Focus on the benefits of your product or service, and how it can solve their specific pain points.
  • Use industry-specific language: Use terminology that resonates with your target audience and demonstrates your expertise in their industry. Avoid buzzwords and jargon that can make your content difficult to understand.
  • Incorporate social proof: Use case studies, testimonials, and customer success stories to build trust and demonstrate the value of your product or service. Make sure to feature logos of well-known companies you’ve worked with to establish credibility.
  • Use data and statistics: Business decision-makers are data-driven, so use relevant statistics and data to back up your claims. Highlight key performance indicators (KPIs) and other metrics that demonstrate the effectiveness of your product or service.
  • Include a clear CTA: What action do you want business decision-makers to take after visiting your landing page? Whether it’s scheduling a demo, requesting a consultation, or signing up for a free trial, make sure your call-to-action is clear and prominent.

Successful Product Landing Page Examples

Looking for inspiration for your product landing page? I’ve compiled some examples of great product landing pages that effectively communicate value, engage visitors, and drive conversions.

Airpods max product landing page.

Source: Apple

Apple always delivers great examples of product landing pages across. Check out Apple’s AirPods Max landing page. As soon as the page loads, you’re greeted with a full-width image of the product, giving you an up-close look at the Airpods Max.

Right below that, there’s a powerful headline that highlights how these headphones can provide the ultimate listening experience.

These are some of the best practices in the wild, and they work!

Bellroy product landing page.

Source: Bellroy

Bellroy‘s product landing page for their wallets is a great example of how to engage potential customers. The interactive image slider is a standout feature, allowing users to easily compare the size of their wallet to Bellroy’s offering.

A product demo video is also included to get customers excited. And if that’s not enough, the product grid provides even more details for those who want to dig deeper.

Square product landing page.

Source: Square

Square’s mobile credit card reader product landing page is a great example of effective marketing. The page hooks visitors with a bold headline and a CTA button to get a free reader. But if they’re not ready to commit, they can easily continue scrolling down to see how the reader works and its benefits.

Square uses short, actionable sentences, easy-to-skim bullet lists, and lifestyle product photos, along with trust badges for mobile apps, to create a compelling and trustworthy landing page.

There are plenty of great landing page examples out there. Are there any that stick out in your mind?

FAQs

What should a landing page include?

A landing page should include a clear and concise headline, a brief description of your product or service, compelling product benefits, supporting visuals such as images or videos, social proof such as customer testimonials or reviews, and a strong call-to-action (CTA) such as a button to sign up, download, or buy.

What should you not include on a landing page?

It’s important to avoid clutter and distractions on a landing page. Don’t include non-essential links to other pages or external sites that could lead visitors away from your conversion goal. Avoid too much text, confusing navigation, or irrelevant information that could distract visitors from your main message.

What are 3 of the key elements to include on a landing page?

Three key elements to include on a landing page are:
A clear and concise headline that communicates your value proposition
Supporting visuals that showcase your product or service
A strong call-to-action (CTA) that directs visitors to take action 
Additional elements could include social proof such as customer reviews, trust badges or security symbols, and a form or other means for visitors to take action, such as a button to sign up, download, or buy.

Conclusion

Designing an effective product landing page requires thoughtful planning and attention to detail. By following the best practices outlined above, you can create landing pages that engage visitors, communicate value, and drive conversions.

Remember to keep your messaging clear and concise, use supporting visuals and social proof to build trust, and make it easy for visitors to take action with a strong call-to-action (CTA).

What are some of the best practices you’ve found most effective in creating successful product landing pages?

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