5 main ingredients for a delicious landing page



Landing pages are created to sell. But there is a certain paradox: the more selling pages on the Internet, the worse their conversion.

Anyone can create a landing page today. You can even do without financial investments – there are many free constructors. The competition among sites is going through the roof.

It’s impossible to control the elements from bad landing pages. But it’s quite possible to make your page stand out from the rest, be in the TOP of search engines and bring in customers.

Today we are learning how to prepare a “tasty” selling landing page and correctly combine the constituent elements of a selling page.


People love with their eyes – a proven fact. Pictures get more attention than the best text. And everyone uses this shamelessly. Cute cats have become a meme for a long time, because they are posted even on sites selling real estate or cars.

Don’t mislead your customers – show only the real product. The best thing to do for a successful landing page is to hire a professional photographer and designer to develop a unique image concept for your brand.

Make it beautiful, make it bright, make it juicy – your photos or pictures should make you want to touch, taste, feel.

A photo will replace hundreds of words on a landing page. Give the customer an understanding of what they will buy from you. There is no need to paint abstract images about the philosophy of the brand or cause a tear of affection with photographs with animals. Stimulate his visual emotions.

The recipe for success: “do not be like everyone else: do not post cats.” Choose images that most fully convey the essence of your business, or better – take professional photos. Don’t use stock photos – they kill the uniqueness.


“Classic” one-pages are a lot of useless information and narcissism. “Only here, only now, only we are able to create a miracle” – every second writes about himself.

To hook a visitor, you need real cases, examples, stories. Expressed in words or images, it doesn’t matter. The main thing is to give the customer a comprehensive view of the product.

Empty talk no longer attracts anyone. Tell us about the product what it can really give. The casual visitor who comes to your site wants to know how your product will help them, not how cool you are.

Live text

How many words have been written about what the correct sales text should be, but it is still the most difficult part of the landing page. Anyone looking to create a quality landing page needs to remember that:

  • Clear messages and proven facts generate interest and increase the reader’s confidence. A good product weighs more than a good but “watery” text.
  • You need to speak with readers in a language they understand: live text is always better than formalism.

Unless your landing page is designed for a highly specialized target audience, do not write something like: “synchronization using cloud services”. Better: “Your data will be automatically updated on your home computer.”

Politeness and tact are as important in writing as they are in normal communication. Don’t push the reader with aggressive calls to action. Don’t prove something that doesn’t require proof. Otherwise, you risk making the visitor a fool.

Assume that the one who needs this product or service will visit the landing page. But at the moment he is choosing between several sellers or not sure about the purchase. Your job is to show the benefits, not prove what the client already knows.

Example: You are promoting an event – let’s say a marketing webinar. If a person came to your landing page, then he purposefully searched for events by a key request. He certainly doesn’t need a lengthy text about the need for training or the importance of webinars. He needs reasons that your event is exactly what he needs.


A custom structure is a good way to stand out. It is both the simplest and the most difficult.

Simple – because it can “catch” even without intricate pictures and text. Complex – because such a structure needs to be invented. Development time can increase, but the result is worth it.

The danger with this method can be that the designer or developer will create a creative structure at the expense of usability. So experiment wisely and test your landing page thoroughly.

A great example of a unique structure: site for the Norwegian exhibition in Milan. It looks very minimalistic, but each element of the page can be dragged with the mouse and independently form a new structure. By clicking on one or another element in the gallery, the visitor can see a description of the depicted objects or people.

Brand name

All brand attributes and corporate style should be reflected in the texts and content of the site as a whole. If your business has some “chips” inherent: a form of communication with clients, humor, slogans, etc., implement these features in the main text and even in microtexts in forms on the site. This catches the reader: he feels like a “team member”, someone who is being addressed personally.

Don’t change your tone to formal if you’re communicating with a younger audience in a relaxed way. It looks as if you abruptly switched to another tone right during the conversation with the interlocutor – unnatural.

Don’t try to sound witty if your style is simple and somewhat “homey” and vice versa.

Use the entire available arsenal of tools: make branded animations, videos, graphics, use branded fonts and logos.

Remember what you are greeted by clothes? Choose the appropriate “outfits”. If your “branded” font is Comic Sans, you won’t get very far. The time and money invested in the development of the corporate identity will pay off from the very first sales of the landing page.

The secret to correct dosage

If you have not read the text, but decided to immediately scroll to the “recipe”, catch the secret of a successful landing page:

Take an unusual structure, add high-quality photographs and corporate identity, take away lengthy texts “about nothing” – voila, the site is ready! Spice it up with examples and case studies, add a dash of tact and get a quality landing page.

In pursuit of originality, most use all five ingredients. But here it is very difficult to catch the balance and not overdo it with the “dosage”. Even the most beautiful photographs can be overwhelming.

Tactfulness does not mean trying to please everyone and flatter the client. And the abundance of branded stuff or too highly specialized terms can scare away the reader.

Not all visitors need to be equally coaxed into taking action. Do not clutter the landing page with information – better think over such a structure so that the user can easily navigate to the segment of interest. For example, to the block with a description of the benefits or directly to the order button.

A little life hack: place several calls to actions in different places on the landing page. This way, the reader doesn’t have to go back to the beginning or scroll to the end to find the shape.

A structured, vibrant and unique landing page is the path to high conversions. You have a chance to stand out among the many one-page websites if you design your landing page responsibly. To be sure of the result, order a Landing page at ICON – we will find a unique solution for any product.

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