Marketing
Jan 24, 2025
7 Essential Design Elements for High-Converting Landing Pages
Landing pages convert better than regular website pages - 9.7% vs. 2-3% - because they focus on a single action. To build a high-converting landing page, you need these 7 key elements:
Clear Headline: Grab attention with a headline that’s specific, action-oriented, and easy to read.
Engaging Hero Section: Use visuals, supporting copy, and a bold call-to-action (CTA) to keep visitors interested.
Strong Value Statement: Clearly explain what you offer and why it’s beneficial.
Effective Use of Space: Use white space to guide attention and improve readability.
Simple Forms: Minimize fields to reduce friction and boost completion rates.
Trust Signals: Add testimonials, badges, or logos to build credibility.
Noticeable Call-to-Action: Make your CTA buttons bold, visible, and compelling.
For example, Promo increased conversions from 2.5% to 14.1% by redesigning their landing page with these principles. Focus on simplicity, clarity, and mobile-friendly design to maximize results.
5 Crucial Things Every Landing Page Should Have
1. Clear Headline
Your headline is like a digital handshake - it's your first chance to grab attention and communicate value. Research from Nielsen Norman Group shows that 80% of visitor attention is focused above the fold, making your headline a critical factor in conversion success.
"The headline is the first, and perhaps only, impression you make on a prospective reader. Without a compelling promise that turns a browser into a reader, the rest of your words may as well not even exist."
To create headlines that drive results, focus on these key elements:
These elements are even more effective when paired with thoughtful visual design in your Webflow or Framer layout.
Visual Tips for Impactful Headlines
Make your headline stand out with these design strategies:
Size: Ensure it's the largest text on the page.
Contrast: Use bold colors that pop against your background.
Spacing: Surround it with plenty of white space to draw focus.
Typography: Opt for bold, clean, and easy-to-read fonts.
A well-crafted, visually-enhanced headline can be the difference between a visitor staying or bouncing.
2. Engaging Hero Area
The headline grabs attention, but the hero area keeps visitors interested with smart design and visuals. This section needs to communicate value right away while looking great.
Key Elements for a Winning Hero Area
A successful hero area brings together these key pieces:
A Success Story in Action
Take Dropbox's September 2022 redesign as an example. They revamped their hero area with a clean layout, simple animated visuals, and to-the-point messaging. The result? A 34% jump in sign-ups within a month.
Mobile-Friendly Design Tips
To ensure your hero area performs well on mobile devices, focus on:
Flexible layouts that adjust to screen sizes
Optimized, fast-loading images
Easy-to-tap CTA buttons (minimum size: 44x44px)
Streamlined design for smaller screens
Mastering Visual Hierarchy
Guide your visitors' focus with intentional design choices. For example, a brightly colored CTA button can naturally draw attention to the action you want users to take.
Did you know visuals can make a huge difference? According to Marketing Experiments, using real product images instead of stock photos can increase conversions by 95%. That’s a big win for choosing visuals that truly connect with your audience.
3. Strong Value Statement
Your hero area grabs attention, but your value statement is what turns curiosity into action. Interestingly, only 2.4% of companies have value propositions that customers find both distinctive and convincing. This leaves a huge opportunity for businesses that focus on crafting clear, impactful messages.
What Makes a Great Value Statement?
A good value statement answers the visitor's key question: "What’s in it for me?" Focus on the benefits, not just the features, and use language that connects with your audience.
A Real-Life Example
Look at Slack's landing page update in Q2 2023. They shifted their value proposition from "Where work happens" to "Slack is your digital HQ." This simple but strategic change led to a 54% increase in trial sign-ups. It’s a great reminder of how refining your message can drive results - just like Dropbox did with their messaging adjustments (see Section 2).
Speak Directly to Your Audience
Tailor your value statement to fit your audience. For B2B, highlight efficiency and ROI. For B2C, focus on emotional connections or lifestyle perks.
Design Tips to Maximize Impact
Make sure your value statement stands out by:
Placing it prominently above the fold
Using contrasting colors to draw attention
Checking readability with tools like Webflow's contrast ratio checker or Framer's typography presets
Adding visuals that support your message without overwhelming it
"A strong value proposition is the foundation of effective marketing. It's not just about what you offer, but how you solve your customer's problems better than anyone else." - Peep Laja, Founder of CXL Institute
Finally, don’t let your value statement sit idle. Regularly A/B test different versions to keep improving engagement and conversions.
4. Effective Use of Space
Space on your landing page isn't just "empty" - it's a critical design element that can influence conversion rates. Research from Human Factors International shows that using whitespace effectively can improve content comprehension by up to 20%. This means visitors are more likely to understand and engage with your message. Just like visuals enhance engagement (see Section 2), smart spacing ensures your message comes through clearly.
How to Use Spacing Strategically
Good spacing isn't just about aesthetics - it helps guide visitors and improves conversion rates. Think of it as a tool to direct attention, much like Slack's revamped messaging design (Section 3). Focus on these key spacing areas:
Section breaks: Make content easier to scan.
Text padding: Improve readability.
Element buffers: Draw attention to CTAs.
Spacing for Mobile Devices
When designing for mobile, spacing becomes even more important. Responsive whitespace ensures your layout works seamlessly across devices. Tools like Webflow's grid or Framer's auto-layout can help you maintain consistent spacing, much like Stripe does with their responsive hero sections.
"White space is to be regarded as an active element, not a passive background", says renowned typographer Jan Tschichold. This timeless principle is essential for modern landing page design.
Tips for Applying Spacing
When designing, focus on these areas while keeping color contrast in mind (see Section 7):
Headlines and CTAs: Surround them with plenty of space to draw attention.
Form fields: Add enough room to make them easy to use.
Content sections: Use spacing to separate ideas visually.
Navigation elements: Ensure they are easy to click and interact with.
Leverage tools like Webflow's spacing panel to create consistent padding and margins throughout your design. Remember, spacing is about more than just looks - it's about creating a clear visual flow that leads users to take action.
5. User-Friendly Form
Forms are the gateway to turning visitors into leads. Research highlights their impact: forms with just three fields can achieve a 25% conversion rate (HubSpot), and cutting fields from 11 to 4 can boost conversions by a staggering 120% (Formstack). Just like crafting a concise headline (Section 1) or using spacing to guide attention (Section 4), keeping forms simple removes obstacles between a user’s intent and action.
Optimizing Form Completion
To make forms easier to complete, include these design essentials:
Clear field labels placed directly above input boxes for better visibility
Error messages that are easy to understand and offer specific correction tips
Pre-filled fields for common inputs like country or state
Progress indicators for multi-step forms to show users where they are
Mobile-friendly layouts to ensure usability across devices
"The best forms are those that users don't even notice they're filling out. Simplicity and clarity are key to reducing friction and increasing conversions." - Luke Wroblewski, Product Director at Google
Real-World Success Story
Expedia saw a 43% increase in conversions, equating to $12 million in annual revenue, by cutting their form fields from 15 to 7. This aligns with Dropbox's success story (Section 2), reinforcing the idea that simplifying forms can lead to major gains across different elements of a webpage.
Key Validation Features
Form validation isn't just about catching errors - it’s about helping users complete the form successfully. Luke Wroblewski's research shows that using inline validation can improve conversion rates by 22% while significantly reducing mistakes.
Trust-Building Elements
Place trust signals, such as testimonials or security badges (see Section 6), near form fields - especially those requiring sensitive details like email addresses or payment information. These elements can reassure users and encourage them to complete the form.
6. Elements That Build Trust
Trust signals play a key role in boosting conversions on landing pages. Research highlights that 85% of consumers actively search for trusted third-party elements when visiting a website [1]. These elements are most effective when placed strategically near key conversion points, like CTAs or forms.
Placing Social Proof Effectively
To make trust badges stand out, use proper spacing (as discussed in Section 4) to ensure visibility without overwhelming the design. A great example comes from Unbounce client Promo, which in 2022 placed video testimonials directly above their CTA button. This simple change boosted their conversion rate from 2.5% to 6.7%. Including full names and company logos made the testimonials feel more credible and relatable.
Key Trust Elements
Pairing trust markers with user-friendly forms (see Section 5) can ease last-minute doubts. Here’s how specific elements can help:
Don’t forget to include basic business details:
Physical address and contact information
Terms of service and privacy policy
"Trust signals are conversion currency in today's skeptical digital landscape." - Oli Gardner, Co-founder of Unbounce, ConversionXL Live 2023
Real Customer Content
Incorporate genuine user-generated content to build credibility:
Reviews from verified platforms like Trustpilot
Success stories with measurable outcomes
Photos or videos submitted by actual users
Live social media feeds showing real-time interactions
Highlighting Performance Metrics
Concrete metrics work better than vague claims. For example, stating "12M+ users" is far more convincing than "Trusted by many." Place these performance stats near final CTAs to strengthen trust right before the user takes action.
7. Noticeable Call-to-Action
Personalized CTAs are incredibly effective, with HubSpot reporting a 202% higher conversion rate compared to generic ones. To achieve this, ensure your CTAs are thoughtfully designed and visually aligned with your trust signals (see Section 6) to encourage action.
Strategic Placement and Visual Design
Positioning your CTAs strategically can make all the difference. ContentVerve found that placing CTAs below the fold on longer landing pages led to a 304% increase in conversions.
To make your CTAs stand out, consider these design elements:
Writing Copy That Converts
The wording of your CTA matters more than you might think. Using first-person phrasing like "Start my free trial" instead of "Start your free trial" can improve conversions by 90%. This subtle shift makes the message feel more personal and engaging.
"The call-to-action is the tipping point between bounce and conversion. When you ask someone to do something online, they have to go through your call-to-action in order to do it - regardless of whether you're asking them to submit a form, make a purchase, or click a link." - Michael Aagaard, Senior Conversion Optimizer at Unbounce
Real-World Example
Crazy Egg showcased the impact of specific and value-driven CTA copy in 2022. By changing their button text from "See plans and pricing" to "Show me my heatmap", they saw a 13% boost in conversions and a 20% increase in trial sign-ups within just 30 days.
Optimizing for Mobile
Your CTA needs to work just as effectively on mobile devices. Building on the mobile spacing tips from Section 4, use responsive design tools like Webflow or Framer to ensure your CTAs are impactful on all screen sizes. Key tactics include:
Responsive scaling for different devices
Sticky positioning to keep CTAs visible
Fast-loading animations to maintain user attention
Combine these mobile-friendly CTAs with the streamlined forms discussed in Section 5 to maximize conversions.
Conclusion
Creating high-converting landing pages involves a careful mix of design and functionality. When these seven elements are used together, they create a conversion funnel that can outperform the average industry conversion rate of 9.7%. Pairing this approach with the trust-building techniques discussed in Section 6 can further enhance results.
This framework draws inspiration from proven strategies, like Dropbox's redesign (Section 2) and Crazy Egg's CTA experiments (Section 7). If you're using tools like Webflow or Framer, focus on building responsive designs that perform well on any device.
Leverage Webflow's responsive templates and Framer's prototyping tools to streamline the process while ensuring your design stays effective across platforms. Use analytics to track performance, and run A/B tests to fine-tune each element for maximum impact.
Related Blog Posts
Marketing
Jan 25, 2025
7 Essential Design Elements for High-Converting Landing Pages
Landing pages convert better than regular website pages - 9.7% vs. 2-3% - because they focus on a single action. To build a high-converting landing page, you need these 7 key elements:
Clear Headline: Grab attention with a headline that’s specific, action-oriented, and easy to read.
Engaging Hero Section: Use visuals, supporting copy, and a bold call-to-action (CTA) to keep visitors interested.
Strong Value Statement: Clearly explain what you offer and why it’s beneficial.
Effective Use of Space: Use white space to guide attention and improve readability.
Simple Forms: Minimize fields to reduce friction and boost completion rates.
Trust Signals: Add testimonials, badges, or logos to build credibility.
Noticeable Call-to-Action: Make your CTA buttons bold, visible, and compelling.
For example, Promo increased conversions from 2.5% to 14.1% by redesigning their landing page with these principles. Focus on simplicity, clarity, and mobile-friendly design to maximize results.
5 Crucial Things Every Landing Page Should Have
1. Clear Headline
Your headline is like a digital handshake - it's your first chance to grab attention and communicate value. Research from Nielsen Norman Group shows that 80% of visitor attention is focused above the fold, making your headline a critical factor in conversion success.
"The headline is the first, and perhaps only, impression you make on a prospective reader. Without a compelling promise that turns a browser into a reader, the rest of your words may as well not even exist."
To create headlines that drive results, focus on these key elements:
These elements are even more effective when paired with thoughtful visual design in your Webflow or Framer layout.
Visual Tips for Impactful Headlines
Make your headline stand out with these design strategies:
Size: Ensure it's the largest text on the page.
Contrast: Use bold colors that pop against your background.
Spacing: Surround it with plenty of white space to draw focus.
Typography: Opt for bold, clean, and easy-to-read fonts.
A well-crafted, visually-enhanced headline can be the difference between a visitor staying or bouncing.
2. Engaging Hero Area
The headline grabs attention, but the hero area keeps visitors interested with smart design and visuals. This section needs to communicate value right away while looking great.
Key Elements for a Winning Hero Area
A successful hero area brings together these key pieces:
A Success Story in Action
Take Dropbox's September 2022 redesign as an example. They revamped their hero area with a clean layout, simple animated visuals, and to-the-point messaging. The result? A 34% jump in sign-ups within a month.
Mobile-Friendly Design Tips
To ensure your hero area performs well on mobile devices, focus on:
Flexible layouts that adjust to screen sizes
Optimized, fast-loading images
Easy-to-tap CTA buttons (minimum size: 44x44px)
Streamlined design for smaller screens
Mastering Visual Hierarchy
Guide your visitors' focus with intentional design choices. For example, a brightly colored CTA button can naturally draw attention to the action you want users to take.
Did you know visuals can make a huge difference? According to Marketing Experiments, using real product images instead of stock photos can increase conversions by 95%. That’s a big win for choosing visuals that truly connect with your audience.
3. Strong Value Statement
Your hero area grabs attention, but your value statement is what turns curiosity into action. Interestingly, only 2.4% of companies have value propositions that customers find both distinctive and convincing. This leaves a huge opportunity for businesses that focus on crafting clear, impactful messages.
What Makes a Great Value Statement?
A good value statement answers the visitor's key question: "What’s in it for me?" Focus on the benefits, not just the features, and use language that connects with your audience.
A Real-Life Example
Look at Slack's landing page update in Q2 2023. They shifted their value proposition from "Where work happens" to "Slack is your digital HQ." This simple but strategic change led to a 54% increase in trial sign-ups. It’s a great reminder of how refining your message can drive results - just like Dropbox did with their messaging adjustments (see Section 2).
Speak Directly to Your Audience
Tailor your value statement to fit your audience. For B2B, highlight efficiency and ROI. For B2C, focus on emotional connections or lifestyle perks.
Design Tips to Maximize Impact
Make sure your value statement stands out by:
Placing it prominently above the fold
Using contrasting colors to draw attention
Checking readability with tools like Webflow's contrast ratio checker or Framer's typography presets
Adding visuals that support your message without overwhelming it
"A strong value proposition is the foundation of effective marketing. It's not just about what you offer, but how you solve your customer's problems better than anyone else." - Peep Laja, Founder of CXL Institute
Finally, don’t let your value statement sit idle. Regularly A/B test different versions to keep improving engagement and conversions.
4. Effective Use of Space
Space on your landing page isn't just "empty" - it's a critical design element that can influence conversion rates. Research from Human Factors International shows that using whitespace effectively can improve content comprehension by up to 20%. This means visitors are more likely to understand and engage with your message. Just like visuals enhance engagement (see Section 2), smart spacing ensures your message comes through clearly.
How to Use Spacing Strategically
Good spacing isn't just about aesthetics - it helps guide visitors and improves conversion rates. Think of it as a tool to direct attention, much like Slack's revamped messaging design (Section 3). Focus on these key spacing areas:
Section breaks: Make content easier to scan.
Text padding: Improve readability.
Element buffers: Draw attention to CTAs.
Spacing for Mobile Devices
When designing for mobile, spacing becomes even more important. Responsive whitespace ensures your layout works seamlessly across devices. Tools like Webflow's grid or Framer's auto-layout can help you maintain consistent spacing, much like Stripe does with their responsive hero sections.
"White space is to be regarded as an active element, not a passive background", says renowned typographer Jan Tschichold. This timeless principle is essential for modern landing page design.
Tips for Applying Spacing
When designing, focus on these areas while keeping color contrast in mind (see Section 7):
Headlines and CTAs: Surround them with plenty of space to draw attention.
Form fields: Add enough room to make them easy to use.
Content sections: Use spacing to separate ideas visually.
Navigation elements: Ensure they are easy to click and interact with.
Leverage tools like Webflow's spacing panel to create consistent padding and margins throughout your design. Remember, spacing is about more than just looks - it's about creating a clear visual flow that leads users to take action.
5. User-Friendly Form
Forms are the gateway to turning visitors into leads. Research highlights their impact: forms with just three fields can achieve a 25% conversion rate (HubSpot), and cutting fields from 11 to 4 can boost conversions by a staggering 120% (Formstack). Just like crafting a concise headline (Section 1) or using spacing to guide attention (Section 4), keeping forms simple removes obstacles between a user’s intent and action.
Optimizing Form Completion
To make forms easier to complete, include these design essentials:
Clear field labels placed directly above input boxes for better visibility
Error messages that are easy to understand and offer specific correction tips
Pre-filled fields for common inputs like country or state
Progress indicators for multi-step forms to show users where they are
Mobile-friendly layouts to ensure usability across devices
"The best forms are those that users don't even notice they're filling out. Simplicity and clarity are key to reducing friction and increasing conversions." - Luke Wroblewski, Product Director at Google
Real-World Success Story
Expedia saw a 43% increase in conversions, equating to $12 million in annual revenue, by cutting their form fields from 15 to 7. This aligns with Dropbox's success story (Section 2), reinforcing the idea that simplifying forms can lead to major gains across different elements of a webpage.
Key Validation Features
Form validation isn't just about catching errors - it’s about helping users complete the form successfully. Luke Wroblewski's research shows that using inline validation can improve conversion rates by 22% while significantly reducing mistakes.
Trust-Building Elements
Place trust signals, such as testimonials or security badges (see Section 6), near form fields - especially those requiring sensitive details like email addresses or payment information. These elements can reassure users and encourage them to complete the form.
6. Elements That Build Trust
Trust signals play a key role in boosting conversions on landing pages. Research highlights that 85% of consumers actively search for trusted third-party elements when visiting a website [1]. These elements are most effective when placed strategically near key conversion points, like CTAs or forms.
Placing Social Proof Effectively
To make trust badges stand out, use proper spacing (as discussed in Section 4) to ensure visibility without overwhelming the design. A great example comes from Unbounce client Promo, which in 2022 placed video testimonials directly above their CTA button. This simple change boosted their conversion rate from 2.5% to 6.7%. Including full names and company logos made the testimonials feel more credible and relatable.
Key Trust Elements
Pairing trust markers with user-friendly forms (see Section 5) can ease last-minute doubts. Here’s how specific elements can help:
Don’t forget to include basic business details:
Physical address and contact information
Terms of service and privacy policy
"Trust signals are conversion currency in today's skeptical digital landscape." - Oli Gardner, Co-founder of Unbounce, ConversionXL Live 2023
Real Customer Content
Incorporate genuine user-generated content to build credibility:
Reviews from verified platforms like Trustpilot
Success stories with measurable outcomes
Photos or videos submitted by actual users
Live social media feeds showing real-time interactions
Highlighting Performance Metrics
Concrete metrics work better than vague claims. For example, stating "12M+ users" is far more convincing than "Trusted by many." Place these performance stats near final CTAs to strengthen trust right before the user takes action.
7. Noticeable Call-to-Action
Personalized CTAs are incredibly effective, with HubSpot reporting a 202% higher conversion rate compared to generic ones. To achieve this, ensure your CTAs are thoughtfully designed and visually aligned with your trust signals (see Section 6) to encourage action.
Strategic Placement and Visual Design
Positioning your CTAs strategically can make all the difference. ContentVerve found that placing CTAs below the fold on longer landing pages led to a 304% increase in conversions.
To make your CTAs stand out, consider these design elements:
Writing Copy That Converts
The wording of your CTA matters more than you might think. Using first-person phrasing like "Start my free trial" instead of "Start your free trial" can improve conversions by 90%. This subtle shift makes the message feel more personal and engaging.
"The call-to-action is the tipping point between bounce and conversion. When you ask someone to do something online, they have to go through your call-to-action in order to do it - regardless of whether you're asking them to submit a form, make a purchase, or click a link." - Michael Aagaard, Senior Conversion Optimizer at Unbounce
Real-World Example
Crazy Egg showcased the impact of specific and value-driven CTA copy in 2022. By changing their button text from "See plans and pricing" to "Show me my heatmap", they saw a 13% boost in conversions and a 20% increase in trial sign-ups within just 30 days.
Optimizing for Mobile
Your CTA needs to work just as effectively on mobile devices. Building on the mobile spacing tips from Section 4, use responsive design tools like Webflow or Framer to ensure your CTAs are impactful on all screen sizes. Key tactics include:
Responsive scaling for different devices
Sticky positioning to keep CTAs visible
Fast-loading animations to maintain user attention
Combine these mobile-friendly CTAs with the streamlined forms discussed in Section 5 to maximize conversions.
Conclusion
Creating high-converting landing pages involves a careful mix of design and functionality. When these seven elements are used together, they create a conversion funnel that can outperform the average industry conversion rate of 9.7%. Pairing this approach with the trust-building techniques discussed in Section 6 can further enhance results.
This framework draws inspiration from proven strategies, like Dropbox's redesign (Section 2) and Crazy Egg's CTA experiments (Section 7). If you're using tools like Webflow or Framer, focus on building responsive designs that perform well on any device.
Leverage Webflow's responsive templates and Framer's prototyping tools to streamline the process while ensuring your design stays effective across platforms. Use analytics to track performance, and run A/B tests to fine-tune each element for maximum impact.
Related Blog Posts
Marketing
Jan 26, 2025
7 Essential Design Elements for High-Converting Landing Pages
Landing pages convert better than regular website pages - 9.7% vs. 2-3% - because they focus on a single action. To build a high-converting landing page, you need these 7 key elements:
Clear Headline: Grab attention with a headline that’s specific, action-oriented, and easy to read.
Engaging Hero Section: Use visuals, supporting copy, and a bold call-to-action (CTA) to keep visitors interested.
Strong Value Statement: Clearly explain what you offer and why it’s beneficial.
Effective Use of Space: Use white space to guide attention and improve readability.
Simple Forms: Minimize fields to reduce friction and boost completion rates.
Trust Signals: Add testimonials, badges, or logos to build credibility.
Noticeable Call-to-Action: Make your CTA buttons bold, visible, and compelling.
For example, Promo increased conversions from 2.5% to 14.1% by redesigning their landing page with these principles. Focus on simplicity, clarity, and mobile-friendly design to maximize results.
5 Crucial Things Every Landing Page Should Have
1. Clear Headline
Your headline is like a digital handshake - it's your first chance to grab attention and communicate value. Research from Nielsen Norman Group shows that 80% of visitor attention is focused above the fold, making your headline a critical factor in conversion success.
"The headline is the first, and perhaps only, impression you make on a prospective reader. Without a compelling promise that turns a browser into a reader, the rest of your words may as well not even exist."
To create headlines that drive results, focus on these key elements:
These elements are even more effective when paired with thoughtful visual design in your Webflow or Framer layout.
Visual Tips for Impactful Headlines
Make your headline stand out with these design strategies:
Size: Ensure it's the largest text on the page.
Contrast: Use bold colors that pop against your background.
Spacing: Surround it with plenty of white space to draw focus.
Typography: Opt for bold, clean, and easy-to-read fonts.
A well-crafted, visually-enhanced headline can be the difference between a visitor staying or bouncing.
2. Engaging Hero Area
The headline grabs attention, but the hero area keeps visitors interested with smart design and visuals. This section needs to communicate value right away while looking great.
Key Elements for a Winning Hero Area
A successful hero area brings together these key pieces:
A Success Story in Action
Take Dropbox's September 2022 redesign as an example. They revamped their hero area with a clean layout, simple animated visuals, and to-the-point messaging. The result? A 34% jump in sign-ups within a month.
Mobile-Friendly Design Tips
To ensure your hero area performs well on mobile devices, focus on:
Flexible layouts that adjust to screen sizes
Optimized, fast-loading images
Easy-to-tap CTA buttons (minimum size: 44x44px)
Streamlined design for smaller screens
Mastering Visual Hierarchy
Guide your visitors' focus with intentional design choices. For example, a brightly colored CTA button can naturally draw attention to the action you want users to take.
Did you know visuals can make a huge difference? According to Marketing Experiments, using real product images instead of stock photos can increase conversions by 95%. That’s a big win for choosing visuals that truly connect with your audience.
3. Strong Value Statement
Your hero area grabs attention, but your value statement is what turns curiosity into action. Interestingly, only 2.4% of companies have value propositions that customers find both distinctive and convincing. This leaves a huge opportunity for businesses that focus on crafting clear, impactful messages.
What Makes a Great Value Statement?
A good value statement answers the visitor's key question: "What’s in it for me?" Focus on the benefits, not just the features, and use language that connects with your audience.
A Real-Life Example
Look at Slack's landing page update in Q2 2023. They shifted their value proposition from "Where work happens" to "Slack is your digital HQ." This simple but strategic change led to a 54% increase in trial sign-ups. It’s a great reminder of how refining your message can drive results - just like Dropbox did with their messaging adjustments (see Section 2).
Speak Directly to Your Audience
Tailor your value statement to fit your audience. For B2B, highlight efficiency and ROI. For B2C, focus on emotional connections or lifestyle perks.
Design Tips to Maximize Impact
Make sure your value statement stands out by:
Placing it prominently above the fold
Using contrasting colors to draw attention
Checking readability with tools like Webflow's contrast ratio checker or Framer's typography presets
Adding visuals that support your message without overwhelming it
"A strong value proposition is the foundation of effective marketing. It's not just about what you offer, but how you solve your customer's problems better than anyone else." - Peep Laja, Founder of CXL Institute
Finally, don’t let your value statement sit idle. Regularly A/B test different versions to keep improving engagement and conversions.
4. Effective Use of Space
Space on your landing page isn't just "empty" - it's a critical design element that can influence conversion rates. Research from Human Factors International shows that using whitespace effectively can improve content comprehension by up to 20%. This means visitors are more likely to understand and engage with your message. Just like visuals enhance engagement (see Section 2), smart spacing ensures your message comes through clearly.
How to Use Spacing Strategically
Good spacing isn't just about aesthetics - it helps guide visitors and improves conversion rates. Think of it as a tool to direct attention, much like Slack's revamped messaging design (Section 3). Focus on these key spacing areas:
Section breaks: Make content easier to scan.
Text padding: Improve readability.
Element buffers: Draw attention to CTAs.
Spacing for Mobile Devices
When designing for mobile, spacing becomes even more important. Responsive whitespace ensures your layout works seamlessly across devices. Tools like Webflow's grid or Framer's auto-layout can help you maintain consistent spacing, much like Stripe does with their responsive hero sections.
"White space is to be regarded as an active element, not a passive background", says renowned typographer Jan Tschichold. This timeless principle is essential for modern landing page design.
Tips for Applying Spacing
When designing, focus on these areas while keeping color contrast in mind (see Section 7):
Headlines and CTAs: Surround them with plenty of space to draw attention.
Form fields: Add enough room to make them easy to use.
Content sections: Use spacing to separate ideas visually.
Navigation elements: Ensure they are easy to click and interact with.
Leverage tools like Webflow's spacing panel to create consistent padding and margins throughout your design. Remember, spacing is about more than just looks - it's about creating a clear visual flow that leads users to take action.
5. User-Friendly Form
Forms are the gateway to turning visitors into leads. Research highlights their impact: forms with just three fields can achieve a 25% conversion rate (HubSpot), and cutting fields from 11 to 4 can boost conversions by a staggering 120% (Formstack). Just like crafting a concise headline (Section 1) or using spacing to guide attention (Section 4), keeping forms simple removes obstacles between a user’s intent and action.
Optimizing Form Completion
To make forms easier to complete, include these design essentials:
Clear field labels placed directly above input boxes for better visibility
Error messages that are easy to understand and offer specific correction tips
Pre-filled fields for common inputs like country or state
Progress indicators for multi-step forms to show users where they are
Mobile-friendly layouts to ensure usability across devices
"The best forms are those that users don't even notice they're filling out. Simplicity and clarity are key to reducing friction and increasing conversions." - Luke Wroblewski, Product Director at Google
Real-World Success Story
Expedia saw a 43% increase in conversions, equating to $12 million in annual revenue, by cutting their form fields from 15 to 7. This aligns with Dropbox's success story (Section 2), reinforcing the idea that simplifying forms can lead to major gains across different elements of a webpage.
Key Validation Features
Form validation isn't just about catching errors - it’s about helping users complete the form successfully. Luke Wroblewski's research shows that using inline validation can improve conversion rates by 22% while significantly reducing mistakes.
Trust-Building Elements
Place trust signals, such as testimonials or security badges (see Section 6), near form fields - especially those requiring sensitive details like email addresses or payment information. These elements can reassure users and encourage them to complete the form.
6. Elements That Build Trust
Trust signals play a key role in boosting conversions on landing pages. Research highlights that 85% of consumers actively search for trusted third-party elements when visiting a website [1]. These elements are most effective when placed strategically near key conversion points, like CTAs or forms.
Placing Social Proof Effectively
To make trust badges stand out, use proper spacing (as discussed in Section 4) to ensure visibility without overwhelming the design. A great example comes from Unbounce client Promo, which in 2022 placed video testimonials directly above their CTA button. This simple change boosted their conversion rate from 2.5% to 6.7%. Including full names and company logos made the testimonials feel more credible and relatable.
Key Trust Elements
Pairing trust markers with user-friendly forms (see Section 5) can ease last-minute doubts. Here’s how specific elements can help:
Don’t forget to include basic business details:
Physical address and contact information
Terms of service and privacy policy
"Trust signals are conversion currency in today's skeptical digital landscape." - Oli Gardner, Co-founder of Unbounce, ConversionXL Live 2023
Real Customer Content
Incorporate genuine user-generated content to build credibility:
Reviews from verified platforms like Trustpilot
Success stories with measurable outcomes
Photos or videos submitted by actual users
Live social media feeds showing real-time interactions
Highlighting Performance Metrics
Concrete metrics work better than vague claims. For example, stating "12M+ users" is far more convincing than "Trusted by many." Place these performance stats near final CTAs to strengthen trust right before the user takes action.
7. Noticeable Call-to-Action
Personalized CTAs are incredibly effective, with HubSpot reporting a 202% higher conversion rate compared to generic ones. To achieve this, ensure your CTAs are thoughtfully designed and visually aligned with your trust signals (see Section 6) to encourage action.
Strategic Placement and Visual Design
Positioning your CTAs strategically can make all the difference. ContentVerve found that placing CTAs below the fold on longer landing pages led to a 304% increase in conversions.
To make your CTAs stand out, consider these design elements:
Writing Copy That Converts
The wording of your CTA matters more than you might think. Using first-person phrasing like "Start my free trial" instead of "Start your free trial" can improve conversions by 90%. This subtle shift makes the message feel more personal and engaging.
"The call-to-action is the tipping point between bounce and conversion. When you ask someone to do something online, they have to go through your call-to-action in order to do it - regardless of whether you're asking them to submit a form, make a purchase, or click a link." - Michael Aagaard, Senior Conversion Optimizer at Unbounce
Real-World Example
Crazy Egg showcased the impact of specific and value-driven CTA copy in 2022. By changing their button text from "See plans and pricing" to "Show me my heatmap", they saw a 13% boost in conversions and a 20% increase in trial sign-ups within just 30 days.
Optimizing for Mobile
Your CTA needs to work just as effectively on mobile devices. Building on the mobile spacing tips from Section 4, use responsive design tools like Webflow or Framer to ensure your CTAs are impactful on all screen sizes. Key tactics include:
Responsive scaling for different devices
Sticky positioning to keep CTAs visible
Fast-loading animations to maintain user attention
Combine these mobile-friendly CTAs with the streamlined forms discussed in Section 5 to maximize conversions.
Conclusion
Creating high-converting landing pages involves a careful mix of design and functionality. When these seven elements are used together, they create a conversion funnel that can outperform the average industry conversion rate of 9.7%. Pairing this approach with the trust-building techniques discussed in Section 6 can further enhance results.
This framework draws inspiration from proven strategies, like Dropbox's redesign (Section 2) and Crazy Egg's CTA experiments (Section 7). If you're using tools like Webflow or Framer, focus on building responsive designs that perform well on any device.
Leverage Webflow's responsive templates and Framer's prototyping tools to streamline the process while ensuring your design stays effective across platforms. Use analytics to track performance, and run A/B tests to fine-tune each element for maximum impact.
Related Blog Posts
Marketing
Jan 25, 2025
7 Essential Design Elements for High-Converting Landing Pages
Landing pages convert better than regular website pages - 9.7% vs. 2-3% - because they focus on a single action. To build a high-converting landing page, you need these 7 key elements:
Clear Headline: Grab attention with a headline that’s specific, action-oriented, and easy to read.
Engaging Hero Section: Use visuals, supporting copy, and a bold call-to-action (CTA) to keep visitors interested.
Strong Value Statement: Clearly explain what you offer and why it’s beneficial.
Effective Use of Space: Use white space to guide attention and improve readability.
Simple Forms: Minimize fields to reduce friction and boost completion rates.
Trust Signals: Add testimonials, badges, or logos to build credibility.
Noticeable Call-to-Action: Make your CTA buttons bold, visible, and compelling.
For example, Promo increased conversions from 2.5% to 14.1% by redesigning their landing page with these principles. Focus on simplicity, clarity, and mobile-friendly design to maximize results.
5 Crucial Things Every Landing Page Should Have
1. Clear Headline
Your headline is like a digital handshake - it's your first chance to grab attention and communicate value. Research from Nielsen Norman Group shows that 80% of visitor attention is focused above the fold, making your headline a critical factor in conversion success.
"The headline is the first, and perhaps only, impression you make on a prospective reader. Without a compelling promise that turns a browser into a reader, the rest of your words may as well not even exist."
To create headlines that drive results, focus on these key elements:
These elements are even more effective when paired with thoughtful visual design in your Webflow or Framer layout.
Visual Tips for Impactful Headlines
Make your headline stand out with these design strategies:
Size: Ensure it's the largest text on the page.
Contrast: Use bold colors that pop against your background.
Spacing: Surround it with plenty of white space to draw focus.
Typography: Opt for bold, clean, and easy-to-read fonts.
A well-crafted, visually-enhanced headline can be the difference between a visitor staying or bouncing.
2. Engaging Hero Area
The headline grabs attention, but the hero area keeps visitors interested with smart design and visuals. This section needs to communicate value right away while looking great.
Key Elements for a Winning Hero Area
A successful hero area brings together these key pieces:
A Success Story in Action
Take Dropbox's September 2022 redesign as an example. They revamped their hero area with a clean layout, simple animated visuals, and to-the-point messaging. The result? A 34% jump in sign-ups within a month.
Mobile-Friendly Design Tips
To ensure your hero area performs well on mobile devices, focus on:
Flexible layouts that adjust to screen sizes
Optimized, fast-loading images
Easy-to-tap CTA buttons (minimum size: 44x44px)
Streamlined design for smaller screens
Mastering Visual Hierarchy
Guide your visitors' focus with intentional design choices. For example, a brightly colored CTA button can naturally draw attention to the action you want users to take.
Did you know visuals can make a huge difference? According to Marketing Experiments, using real product images instead of stock photos can increase conversions by 95%. That’s a big win for choosing visuals that truly connect with your audience.
3. Strong Value Statement
Your hero area grabs attention, but your value statement is what turns curiosity into action. Interestingly, only 2.4% of companies have value propositions that customers find both distinctive and convincing. This leaves a huge opportunity for businesses that focus on crafting clear, impactful messages.
What Makes a Great Value Statement?
A good value statement answers the visitor's key question: "What’s in it for me?" Focus on the benefits, not just the features, and use language that connects with your audience.
A Real-Life Example
Look at Slack's landing page update in Q2 2023. They shifted their value proposition from "Where work happens" to "Slack is your digital HQ." This simple but strategic change led to a 54% increase in trial sign-ups. It’s a great reminder of how refining your message can drive results - just like Dropbox did with their messaging adjustments (see Section 2).
Speak Directly to Your Audience
Tailor your value statement to fit your audience. For B2B, highlight efficiency and ROI. For B2C, focus on emotional connections or lifestyle perks.
Design Tips to Maximize Impact
Make sure your value statement stands out by:
Placing it prominently above the fold
Using contrasting colors to draw attention
Checking readability with tools like Webflow's contrast ratio checker or Framer's typography presets
Adding visuals that support your message without overwhelming it
"A strong value proposition is the foundation of effective marketing. It's not just about what you offer, but how you solve your customer's problems better than anyone else." - Peep Laja, Founder of CXL Institute
Finally, don’t let your value statement sit idle. Regularly A/B test different versions to keep improving engagement and conversions.
4. Effective Use of Space
Space on your landing page isn't just "empty" - it's a critical design element that can influence conversion rates. Research from Human Factors International shows that using whitespace effectively can improve content comprehension by up to 20%. This means visitors are more likely to understand and engage with your message. Just like visuals enhance engagement (see Section 2), smart spacing ensures your message comes through clearly.
How to Use Spacing Strategically
Good spacing isn't just about aesthetics - it helps guide visitors and improves conversion rates. Think of it as a tool to direct attention, much like Slack's revamped messaging design (Section 3). Focus on these key spacing areas:
Section breaks: Make content easier to scan.
Text padding: Improve readability.
Element buffers: Draw attention to CTAs.
Spacing for Mobile Devices
When designing for mobile, spacing becomes even more important. Responsive whitespace ensures your layout works seamlessly across devices. Tools like Webflow's grid or Framer's auto-layout can help you maintain consistent spacing, much like Stripe does with their responsive hero sections.
"White space is to be regarded as an active element, not a passive background", says renowned typographer Jan Tschichold. This timeless principle is essential for modern landing page design.
Tips for Applying Spacing
When designing, focus on these areas while keeping color contrast in mind (see Section 7):
Headlines and CTAs: Surround them with plenty of space to draw attention.
Form fields: Add enough room to make them easy to use.
Content sections: Use spacing to separate ideas visually.
Navigation elements: Ensure they are easy to click and interact with.
Leverage tools like Webflow's spacing panel to create consistent padding and margins throughout your design. Remember, spacing is about more than just looks - it's about creating a clear visual flow that leads users to take action.
5. User-Friendly Form
Forms are the gateway to turning visitors into leads. Research highlights their impact: forms with just three fields can achieve a 25% conversion rate (HubSpot), and cutting fields from 11 to 4 can boost conversions by a staggering 120% (Formstack). Just like crafting a concise headline (Section 1) or using spacing to guide attention (Section 4), keeping forms simple removes obstacles between a user’s intent and action.
Optimizing Form Completion
To make forms easier to complete, include these design essentials:
Clear field labels placed directly above input boxes for better visibility
Error messages that are easy to understand and offer specific correction tips
Pre-filled fields for common inputs like country or state
Progress indicators for multi-step forms to show users where they are
Mobile-friendly layouts to ensure usability across devices
"The best forms are those that users don't even notice they're filling out. Simplicity and clarity are key to reducing friction and increasing conversions." - Luke Wroblewski, Product Director at Google
Real-World Success Story
Expedia saw a 43% increase in conversions, equating to $12 million in annual revenue, by cutting their form fields from 15 to 7. This aligns with Dropbox's success story (Section 2), reinforcing the idea that simplifying forms can lead to major gains across different elements of a webpage.
Key Validation Features
Form validation isn't just about catching errors - it’s about helping users complete the form successfully. Luke Wroblewski's research shows that using inline validation can improve conversion rates by 22% while significantly reducing mistakes.
Trust-Building Elements
Place trust signals, such as testimonials or security badges (see Section 6), near form fields - especially those requiring sensitive details like email addresses or payment information. These elements can reassure users and encourage them to complete the form.
6. Elements That Build Trust
Trust signals play a key role in boosting conversions on landing pages. Research highlights that 85% of consumers actively search for trusted third-party elements when visiting a website [1]. These elements are most effective when placed strategically near key conversion points, like CTAs or forms.
Placing Social Proof Effectively
To make trust badges stand out, use proper spacing (as discussed in Section 4) to ensure visibility without overwhelming the design. A great example comes from Unbounce client Promo, which in 2022 placed video testimonials directly above their CTA button. This simple change boosted their conversion rate from 2.5% to 6.7%. Including full names and company logos made the testimonials feel more credible and relatable.
Key Trust Elements
Pairing trust markers with user-friendly forms (see Section 5) can ease last-minute doubts. Here’s how specific elements can help:
Don’t forget to include basic business details:
Physical address and contact information
Terms of service and privacy policy
"Trust signals are conversion currency in today's skeptical digital landscape." - Oli Gardner, Co-founder of Unbounce, ConversionXL Live 2023
Real Customer Content
Incorporate genuine user-generated content to build credibility:
Reviews from verified platforms like Trustpilot
Success stories with measurable outcomes
Photos or videos submitted by actual users
Live social media feeds showing real-time interactions
Highlighting Performance Metrics
Concrete metrics work better than vague claims. For example, stating "12M+ users" is far more convincing than "Trusted by many." Place these performance stats near final CTAs to strengthen trust right before the user takes action.
7. Noticeable Call-to-Action
Personalized CTAs are incredibly effective, with HubSpot reporting a 202% higher conversion rate compared to generic ones. To achieve this, ensure your CTAs are thoughtfully designed and visually aligned with your trust signals (see Section 6) to encourage action.
Strategic Placement and Visual Design
Positioning your CTAs strategically can make all the difference. ContentVerve found that placing CTAs below the fold on longer landing pages led to a 304% increase in conversions.
To make your CTAs stand out, consider these design elements:
Writing Copy That Converts
The wording of your CTA matters more than you might think. Using first-person phrasing like "Start my free trial" instead of "Start your free trial" can improve conversions by 90%. This subtle shift makes the message feel more personal and engaging.
"The call-to-action is the tipping point between bounce and conversion. When you ask someone to do something online, they have to go through your call-to-action in order to do it - regardless of whether you're asking them to submit a form, make a purchase, or click a link." - Michael Aagaard, Senior Conversion Optimizer at Unbounce
Real-World Example
Crazy Egg showcased the impact of specific and value-driven CTA copy in 2022. By changing their button text from "See plans and pricing" to "Show me my heatmap", they saw a 13% boost in conversions and a 20% increase in trial sign-ups within just 30 days.
Optimizing for Mobile
Your CTA needs to work just as effectively on mobile devices. Building on the mobile spacing tips from Section 4, use responsive design tools like Webflow or Framer to ensure your CTAs are impactful on all screen sizes. Key tactics include:
Responsive scaling for different devices
Sticky positioning to keep CTAs visible
Fast-loading animations to maintain user attention
Combine these mobile-friendly CTAs with the streamlined forms discussed in Section 5 to maximize conversions.
Conclusion
Creating high-converting landing pages involves a careful mix of design and functionality. When these seven elements are used together, they create a conversion funnel that can outperform the average industry conversion rate of 9.7%. Pairing this approach with the trust-building techniques discussed in Section 6 can further enhance results.
This framework draws inspiration from proven strategies, like Dropbox's redesign (Section 2) and Crazy Egg's CTA experiments (Section 7). If you're using tools like Webflow or Framer, focus on building responsive designs that perform well on any device.
Leverage Webflow's responsive templates and Framer's prototyping tools to streamline the process while ensuring your design stays effective across platforms. Use analytics to track performance, and run A/B tests to fine-tune each element for maximum impact.
Related Blog Posts
Marketing
Jan 26, 2025
7 Essential Design Elements for High-Converting Landing Pages
Landing pages convert better than regular website pages - 9.7% vs. 2-3% - because they focus on a single action. To build a high-converting landing page, you need these 7 key elements:
Clear Headline: Grab attention with a headline that’s specific, action-oriented, and easy to read.
Engaging Hero Section: Use visuals, supporting copy, and a bold call-to-action (CTA) to keep visitors interested.
Strong Value Statement: Clearly explain what you offer and why it’s beneficial.
Effective Use of Space: Use white space to guide attention and improve readability.
Simple Forms: Minimize fields to reduce friction and boost completion rates.
Trust Signals: Add testimonials, badges, or logos to build credibility.
Noticeable Call-to-Action: Make your CTA buttons bold, visible, and compelling.
For example, Promo increased conversions from 2.5% to 14.1% by redesigning their landing page with these principles. Focus on simplicity, clarity, and mobile-friendly design to maximize results.
5 Crucial Things Every Landing Page Should Have
1. Clear Headline
Your headline is like a digital handshake - it's your first chance to grab attention and communicate value. Research from Nielsen Norman Group shows that 80% of visitor attention is focused above the fold, making your headline a critical factor in conversion success.
"The headline is the first, and perhaps only, impression you make on a prospective reader. Without a compelling promise that turns a browser into a reader, the rest of your words may as well not even exist."
To create headlines that drive results, focus on these key elements:
These elements are even more effective when paired with thoughtful visual design in your Webflow or Framer layout.
Visual Tips for Impactful Headlines
Make your headline stand out with these design strategies:
Size: Ensure it's the largest text on the page.
Contrast: Use bold colors that pop against your background.
Spacing: Surround it with plenty of white space to draw focus.
Typography: Opt for bold, clean, and easy-to-read fonts.
A well-crafted, visually-enhanced headline can be the difference between a visitor staying or bouncing.
2. Engaging Hero Area
The headline grabs attention, but the hero area keeps visitors interested with smart design and visuals. This section needs to communicate value right away while looking great.
Key Elements for a Winning Hero Area
A successful hero area brings together these key pieces:
A Success Story in Action
Take Dropbox's September 2022 redesign as an example. They revamped their hero area with a clean layout, simple animated visuals, and to-the-point messaging. The result? A 34% jump in sign-ups within a month.
Mobile-Friendly Design Tips
To ensure your hero area performs well on mobile devices, focus on:
Flexible layouts that adjust to screen sizes
Optimized, fast-loading images
Easy-to-tap CTA buttons (minimum size: 44x44px)
Streamlined design for smaller screens
Mastering Visual Hierarchy
Guide your visitors' focus with intentional design choices. For example, a brightly colored CTA button can naturally draw attention to the action you want users to take.
Did you know visuals can make a huge difference? According to Marketing Experiments, using real product images instead of stock photos can increase conversions by 95%. That’s a big win for choosing visuals that truly connect with your audience.
3. Strong Value Statement
Your hero area grabs attention, but your value statement is what turns curiosity into action. Interestingly, only 2.4% of companies have value propositions that customers find both distinctive and convincing. This leaves a huge opportunity for businesses that focus on crafting clear, impactful messages.
What Makes a Great Value Statement?
A good value statement answers the visitor's key question: "What’s in it for me?" Focus on the benefits, not just the features, and use language that connects with your audience.
A Real-Life Example
Look at Slack's landing page update in Q2 2023. They shifted their value proposition from "Where work happens" to "Slack is your digital HQ." This simple but strategic change led to a 54% increase in trial sign-ups. It’s a great reminder of how refining your message can drive results - just like Dropbox did with their messaging adjustments (see Section 2).
Speak Directly to Your Audience
Tailor your value statement to fit your audience. For B2B, highlight efficiency and ROI. For B2C, focus on emotional connections or lifestyle perks.
Design Tips to Maximize Impact
Make sure your value statement stands out by:
Placing it prominently above the fold
Using contrasting colors to draw attention
Checking readability with tools like Webflow's contrast ratio checker or Framer's typography presets
Adding visuals that support your message without overwhelming it
"A strong value proposition is the foundation of effective marketing. It's not just about what you offer, but how you solve your customer's problems better than anyone else." - Peep Laja, Founder of CXL Institute
Finally, don’t let your value statement sit idle. Regularly A/B test different versions to keep improving engagement and conversions.
4. Effective Use of Space
Space on your landing page isn't just "empty" - it's a critical design element that can influence conversion rates. Research from Human Factors International shows that using whitespace effectively can improve content comprehension by up to 20%. This means visitors are more likely to understand and engage with your message. Just like visuals enhance engagement (see Section 2), smart spacing ensures your message comes through clearly.
How to Use Spacing Strategically
Good spacing isn't just about aesthetics - it helps guide visitors and improves conversion rates. Think of it as a tool to direct attention, much like Slack's revamped messaging design (Section 3). Focus on these key spacing areas:
Section breaks: Make content easier to scan.
Text padding: Improve readability.
Element buffers: Draw attention to CTAs.
Spacing for Mobile Devices
When designing for mobile, spacing becomes even more important. Responsive whitespace ensures your layout works seamlessly across devices. Tools like Webflow's grid or Framer's auto-layout can help you maintain consistent spacing, much like Stripe does with their responsive hero sections.
"White space is to be regarded as an active element, not a passive background", says renowned typographer Jan Tschichold. This timeless principle is essential for modern landing page design.
Tips for Applying Spacing
When designing, focus on these areas while keeping color contrast in mind (see Section 7):
Headlines and CTAs: Surround them with plenty of space to draw attention.
Form fields: Add enough room to make them easy to use.
Content sections: Use spacing to separate ideas visually.
Navigation elements: Ensure they are easy to click and interact with.
Leverage tools like Webflow's spacing panel to create consistent padding and margins throughout your design. Remember, spacing is about more than just looks - it's about creating a clear visual flow that leads users to take action.
5. User-Friendly Form
Forms are the gateway to turning visitors into leads. Research highlights their impact: forms with just three fields can achieve a 25% conversion rate (HubSpot), and cutting fields from 11 to 4 can boost conversions by a staggering 120% (Formstack). Just like crafting a concise headline (Section 1) or using spacing to guide attention (Section 4), keeping forms simple removes obstacles between a user’s intent and action.
Optimizing Form Completion
To make forms easier to complete, include these design essentials:
Clear field labels placed directly above input boxes for better visibility
Error messages that are easy to understand and offer specific correction tips
Pre-filled fields for common inputs like country or state
Progress indicators for multi-step forms to show users where they are
Mobile-friendly layouts to ensure usability across devices
"The best forms are those that users don't even notice they're filling out. Simplicity and clarity are key to reducing friction and increasing conversions." - Luke Wroblewski, Product Director at Google
Real-World Success Story
Expedia saw a 43% increase in conversions, equating to $12 million in annual revenue, by cutting their form fields from 15 to 7. This aligns with Dropbox's success story (Section 2), reinforcing the idea that simplifying forms can lead to major gains across different elements of a webpage.
Key Validation Features
Form validation isn't just about catching errors - it’s about helping users complete the form successfully. Luke Wroblewski's research shows that using inline validation can improve conversion rates by 22% while significantly reducing mistakes.
Trust-Building Elements
Place trust signals, such as testimonials or security badges (see Section 6), near form fields - especially those requiring sensitive details like email addresses or payment information. These elements can reassure users and encourage them to complete the form.
6. Elements That Build Trust
Trust signals play a key role in boosting conversions on landing pages. Research highlights that 85% of consumers actively search for trusted third-party elements when visiting a website [1]. These elements are most effective when placed strategically near key conversion points, like CTAs or forms.
Placing Social Proof Effectively
To make trust badges stand out, use proper spacing (as discussed in Section 4) to ensure visibility without overwhelming the design. A great example comes from Unbounce client Promo, which in 2022 placed video testimonials directly above their CTA button. This simple change boosted their conversion rate from 2.5% to 6.7%. Including full names and company logos made the testimonials feel more credible and relatable.
Key Trust Elements
Pairing trust markers with user-friendly forms (see Section 5) can ease last-minute doubts. Here’s how specific elements can help:
Don’t forget to include basic business details:
Physical address and contact information
Terms of service and privacy policy
"Trust signals are conversion currency in today's skeptical digital landscape." - Oli Gardner, Co-founder of Unbounce, ConversionXL Live 2023
Real Customer Content
Incorporate genuine user-generated content to build credibility:
Reviews from verified platforms like Trustpilot
Success stories with measurable outcomes
Photos or videos submitted by actual users
Live social media feeds showing real-time interactions
Highlighting Performance Metrics
Concrete metrics work better than vague claims. For example, stating "12M+ users" is far more convincing than "Trusted by many." Place these performance stats near final CTAs to strengthen trust right before the user takes action.
7. Noticeable Call-to-Action
Personalized CTAs are incredibly effective, with HubSpot reporting a 202% higher conversion rate compared to generic ones. To achieve this, ensure your CTAs are thoughtfully designed and visually aligned with your trust signals (see Section 6) to encourage action.
Strategic Placement and Visual Design
Positioning your CTAs strategically can make all the difference. ContentVerve found that placing CTAs below the fold on longer landing pages led to a 304% increase in conversions.
To make your CTAs stand out, consider these design elements:
Writing Copy That Converts
The wording of your CTA matters more than you might think. Using first-person phrasing like "Start my free trial" instead of "Start your free trial" can improve conversions by 90%. This subtle shift makes the message feel more personal and engaging.
"The call-to-action is the tipping point between bounce and conversion. When you ask someone to do something online, they have to go through your call-to-action in order to do it - regardless of whether you're asking them to submit a form, make a purchase, or click a link." - Michael Aagaard, Senior Conversion Optimizer at Unbounce
Real-World Example
Crazy Egg showcased the impact of specific and value-driven CTA copy in 2022. By changing their button text from "See plans and pricing" to "Show me my heatmap", they saw a 13% boost in conversions and a 20% increase in trial sign-ups within just 30 days.
Optimizing for Mobile
Your CTA needs to work just as effectively on mobile devices. Building on the mobile spacing tips from Section 4, use responsive design tools like Webflow or Framer to ensure your CTAs are impactful on all screen sizes. Key tactics include:
Responsive scaling for different devices
Sticky positioning to keep CTAs visible
Fast-loading animations to maintain user attention
Combine these mobile-friendly CTAs with the streamlined forms discussed in Section 5 to maximize conversions.
Conclusion
Creating high-converting landing pages involves a careful mix of design and functionality. When these seven elements are used together, they create a conversion funnel that can outperform the average industry conversion rate of 9.7%. Pairing this approach with the trust-building techniques discussed in Section 6 can further enhance results.
This framework draws inspiration from proven strategies, like Dropbox's redesign (Section 2) and Crazy Egg's CTA experiments (Section 7). If you're using tools like Webflow or Framer, focus on building responsive designs that perform well on any device.
Leverage Webflow's responsive templates and Framer's prototyping tools to streamline the process while ensuring your design stays effective across platforms. Use analytics to track performance, and run A/B tests to fine-tune each element for maximum impact.
Related Blog Posts
Marketing
Jan 24, 2025
7 Essential Design Elements for High-Converting Landing Pages
Landing pages convert better than regular website pages - 9.7% vs. 2-3% - because they focus on a single action. To build a high-converting landing page, you need these 7 key elements:
Clear Headline: Grab attention with a headline that’s specific, action-oriented, and easy to read.
Engaging Hero Section: Use visuals, supporting copy, and a bold call-to-action (CTA) to keep visitors interested.
Strong Value Statement: Clearly explain what you offer and why it’s beneficial.
Effective Use of Space: Use white space to guide attention and improve readability.
Simple Forms: Minimize fields to reduce friction and boost completion rates.
Trust Signals: Add testimonials, badges, or logos to build credibility.
Noticeable Call-to-Action: Make your CTA buttons bold, visible, and compelling.
For example, Promo increased conversions from 2.5% to 14.1% by redesigning their landing page with these principles. Focus on simplicity, clarity, and mobile-friendly design to maximize results.
5 Crucial Things Every Landing Page Should Have
1. Clear Headline
Your headline is like a digital handshake - it's your first chance to grab attention and communicate value. Research from Nielsen Norman Group shows that 80% of visitor attention is focused above the fold, making your headline a critical factor in conversion success.
"The headline is the first, and perhaps only, impression you make on a prospective reader. Without a compelling promise that turns a browser into a reader, the rest of your words may as well not even exist."
To create headlines that drive results, focus on these key elements:
These elements are even more effective when paired with thoughtful visual design in your Webflow or Framer layout.
Visual Tips for Impactful Headlines
Make your headline stand out with these design strategies:
Size: Ensure it's the largest text on the page.
Contrast: Use bold colors that pop against your background.
Spacing: Surround it with plenty of white space to draw focus.
Typography: Opt for bold, clean, and easy-to-read fonts.
A well-crafted, visually-enhanced headline can be the difference between a visitor staying or bouncing.
2. Engaging Hero Area
The headline grabs attention, but the hero area keeps visitors interested with smart design and visuals. This section needs to communicate value right away while looking great.
Key Elements for a Winning Hero Area
A successful hero area brings together these key pieces:
A Success Story in Action
Take Dropbox's September 2022 redesign as an example. They revamped their hero area with a clean layout, simple animated visuals, and to-the-point messaging. The result? A 34% jump in sign-ups within a month.
Mobile-Friendly Design Tips
To ensure your hero area performs well on mobile devices, focus on:
Flexible layouts that adjust to screen sizes
Optimized, fast-loading images
Easy-to-tap CTA buttons (minimum size: 44x44px)
Streamlined design for smaller screens
Mastering Visual Hierarchy
Guide your visitors' focus with intentional design choices. For example, a brightly colored CTA button can naturally draw attention to the action you want users to take.
Did you know visuals can make a huge difference? According to Marketing Experiments, using real product images instead of stock photos can increase conversions by 95%. That’s a big win for choosing visuals that truly connect with your audience.
3. Strong Value Statement
Your hero area grabs attention, but your value statement is what turns curiosity into action. Interestingly, only 2.4% of companies have value propositions that customers find both distinctive and convincing. This leaves a huge opportunity for businesses that focus on crafting clear, impactful messages.
What Makes a Great Value Statement?
A good value statement answers the visitor's key question: "What’s in it for me?" Focus on the benefits, not just the features, and use language that connects with your audience.
A Real-Life Example
Look at Slack's landing page update in Q2 2023. They shifted their value proposition from "Where work happens" to "Slack is your digital HQ." This simple but strategic change led to a 54% increase in trial sign-ups. It’s a great reminder of how refining your message can drive results - just like Dropbox did with their messaging adjustments (see Section 2).
Speak Directly to Your Audience
Tailor your value statement to fit your audience. For B2B, highlight efficiency and ROI. For B2C, focus on emotional connections or lifestyle perks.
Design Tips to Maximize Impact
Make sure your value statement stands out by:
Placing it prominently above the fold
Using contrasting colors to draw attention
Checking readability with tools like Webflow's contrast ratio checker or Framer's typography presets
Adding visuals that support your message without overwhelming it
"A strong value proposition is the foundation of effective marketing. It's not just about what you offer, but how you solve your customer's problems better than anyone else." - Peep Laja, Founder of CXL Institute
Finally, don’t let your value statement sit idle. Regularly A/B test different versions to keep improving engagement and conversions.
4. Effective Use of Space
Space on your landing page isn't just "empty" - it's a critical design element that can influence conversion rates. Research from Human Factors International shows that using whitespace effectively can improve content comprehension by up to 20%. This means visitors are more likely to understand and engage with your message. Just like visuals enhance engagement (see Section 2), smart spacing ensures your message comes through clearly.
How to Use Spacing Strategically
Good spacing isn't just about aesthetics - it helps guide visitors and improves conversion rates. Think of it as a tool to direct attention, much like Slack's revamped messaging design (Section 3). Focus on these key spacing areas:
Section breaks: Make content easier to scan.
Text padding: Improve readability.
Element buffers: Draw attention to CTAs.
Spacing for Mobile Devices
When designing for mobile, spacing becomes even more important. Responsive whitespace ensures your layout works seamlessly across devices. Tools like Webflow's grid or Framer's auto-layout can help you maintain consistent spacing, much like Stripe does with their responsive hero sections.
"White space is to be regarded as an active element, not a passive background", says renowned typographer Jan Tschichold. This timeless principle is essential for modern landing page design.
Tips for Applying Spacing
When designing, focus on these areas while keeping color contrast in mind (see Section 7):
Headlines and CTAs: Surround them with plenty of space to draw attention.
Form fields: Add enough room to make them easy to use.
Content sections: Use spacing to separate ideas visually.
Navigation elements: Ensure they are easy to click and interact with.
Leverage tools like Webflow's spacing panel to create consistent padding and margins throughout your design. Remember, spacing is about more than just looks - it's about creating a clear visual flow that leads users to take action.
5. User-Friendly Form
Forms are the gateway to turning visitors into leads. Research highlights their impact: forms with just three fields can achieve a 25% conversion rate (HubSpot), and cutting fields from 11 to 4 can boost conversions by a staggering 120% (Formstack). Just like crafting a concise headline (Section 1) or using spacing to guide attention (Section 4), keeping forms simple removes obstacles between a user’s intent and action.
Optimizing Form Completion
To make forms easier to complete, include these design essentials:
Clear field labels placed directly above input boxes for better visibility
Error messages that are easy to understand and offer specific correction tips
Pre-filled fields for common inputs like country or state
Progress indicators for multi-step forms to show users where they are
Mobile-friendly layouts to ensure usability across devices
"The best forms are those that users don't even notice they're filling out. Simplicity and clarity are key to reducing friction and increasing conversions." - Luke Wroblewski, Product Director at Google
Real-World Success Story
Expedia saw a 43% increase in conversions, equating to $12 million in annual revenue, by cutting their form fields from 15 to 7. This aligns with Dropbox's success story (Section 2), reinforcing the idea that simplifying forms can lead to major gains across different elements of a webpage.
Key Validation Features
Form validation isn't just about catching errors - it’s about helping users complete the form successfully. Luke Wroblewski's research shows that using inline validation can improve conversion rates by 22% while significantly reducing mistakes.
Trust-Building Elements
Place trust signals, such as testimonials or security badges (see Section 6), near form fields - especially those requiring sensitive details like email addresses or payment information. These elements can reassure users and encourage them to complete the form.
6. Elements That Build Trust
Trust signals play a key role in boosting conversions on landing pages. Research highlights that 85% of consumers actively search for trusted third-party elements when visiting a website [1]. These elements are most effective when placed strategically near key conversion points, like CTAs or forms.
Placing Social Proof Effectively
To make trust badges stand out, use proper spacing (as discussed in Section 4) to ensure visibility without overwhelming the design. A great example comes from Unbounce client Promo, which in 2022 placed video testimonials directly above their CTA button. This simple change boosted their conversion rate from 2.5% to 6.7%. Including full names and company logos made the testimonials feel more credible and relatable.
Key Trust Elements
Pairing trust markers with user-friendly forms (see Section 5) can ease last-minute doubts. Here’s how specific elements can help:
Don’t forget to include basic business details:
Physical address and contact information
Terms of service and privacy policy
"Trust signals are conversion currency in today's skeptical digital landscape." - Oli Gardner, Co-founder of Unbounce, ConversionXL Live 2023
Real Customer Content
Incorporate genuine user-generated content to build credibility:
Reviews from verified platforms like Trustpilot
Success stories with measurable outcomes
Photos or videos submitted by actual users
Live social media feeds showing real-time interactions
Highlighting Performance Metrics
Concrete metrics work better than vague claims. For example, stating "12M+ users" is far more convincing than "Trusted by many." Place these performance stats near final CTAs to strengthen trust right before the user takes action.
7. Noticeable Call-to-Action
Personalized CTAs are incredibly effective, with HubSpot reporting a 202% higher conversion rate compared to generic ones. To achieve this, ensure your CTAs are thoughtfully designed and visually aligned with your trust signals (see Section 6) to encourage action.
Strategic Placement and Visual Design
Positioning your CTAs strategically can make all the difference. ContentVerve found that placing CTAs below the fold on longer landing pages led to a 304% increase in conversions.
To make your CTAs stand out, consider these design elements:
Writing Copy That Converts
The wording of your CTA matters more than you might think. Using first-person phrasing like "Start my free trial" instead of "Start your free trial" can improve conversions by 90%. This subtle shift makes the message feel more personal and engaging.
"The call-to-action is the tipping point between bounce and conversion. When you ask someone to do something online, they have to go through your call-to-action in order to do it - regardless of whether you're asking them to submit a form, make a purchase, or click a link." - Michael Aagaard, Senior Conversion Optimizer at Unbounce
Real-World Example
Crazy Egg showcased the impact of specific and value-driven CTA copy in 2022. By changing their button text from "See plans and pricing" to "Show me my heatmap", they saw a 13% boost in conversions and a 20% increase in trial sign-ups within just 30 days.
Optimizing for Mobile
Your CTA needs to work just as effectively on mobile devices. Building on the mobile spacing tips from Section 4, use responsive design tools like Webflow or Framer to ensure your CTAs are impactful on all screen sizes. Key tactics include:
Responsive scaling for different devices
Sticky positioning to keep CTAs visible
Fast-loading animations to maintain user attention
Combine these mobile-friendly CTAs with the streamlined forms discussed in Section 5 to maximize conversions.
Conclusion
Creating high-converting landing pages involves a careful mix of design and functionality. When these seven elements are used together, they create a conversion funnel that can outperform the average industry conversion rate of 9.7%. Pairing this approach with the trust-building techniques discussed in Section 6 can further enhance results.
This framework draws inspiration from proven strategies, like Dropbox's redesign (Section 2) and Crazy Egg's CTA experiments (Section 7). If you're using tools like Webflow or Framer, focus on building responsive designs that perform well on any device.
Leverage Webflow's responsive templates and Framer's prototyping tools to streamline the process while ensuring your design stays effective across platforms. Use analytics to track performance, and run A/B tests to fine-tune each element for maximum impact.