Landing pages that convert: what they need and what to cut

A landing page isn't your homepage. It isn't a product page. It's a page with a single goal: get the visitor to do something specific. Buy a product, subscribe to your list, book a call.

The most common mistake is trying to make the landing do too much. The more options you give the visitor, the less likely they are to do anything.

Anatomy of a landing page that works

Every effective landing has these blocks, in this order:

1. Clear headline + subheadline

The visitor decides in 3 seconds whether to stay or leave. Your headline must say exactly what you offer and why it matters. No poetic phrases.

• Bad: "Discover a world of possibilities"
• Good: "Organic cotton t-shirts. Free shipping today."

2. Product image or video

One single hero image, large, high quality. If it's a service, a short video (30-60 seconds) explaining what you do.

3. Benefits (not features)

• Feature: "100% certified organic cotton fabric"
• Benefit: "Soft on the skin, no irritation. Perfect for sensitive skin."

List 3-4 key benefits with icons or bullets. Short and direct.

4. Social proof

Type	Example	Impact
Customer reviews	"Arrived in 2 days, incredible quality"	High
Numbers	"500+ customers served"	Medium-High
Media logos	"Featured in [publication]"	Medium
Real customer photos	UGC with your product	High

You don't need all of them. One or two types well executed are enough.

5. Call to action (CTA)

One visible button with clear text. "Buy now," "Reserve my spot," "Download free guide." The button should be visible without scrolling on the first screen (above the fold).

6. FAQ or objection handling

The 3-4 questions your customers always ask: shipping times, return policy, payment methods, warranty. Answer before they ask.

What most landing pages don't need

• Full navigation menu. If there's a menu, the visitor clicks away. Remove or minimize navigation.
• Multiple offers. One landing, one product or service, one CTA. That's it.
• Filler text. If a paragraph doesn't push the visitor toward the action, cut it.
• Image sliders. Nobody clicks the second slide. Use one strong, static image.
• Interruptive pop-ups. If the landing is good, the pop-up only distracts.

Tools for building landings fast

• Shopify: you can create pages with apps like PageFly or GemPages.
• Carrd.co: $19/year. Perfect for simple, fast landing pages.
• Unbounce or Leadpages: more advanced, with A/B testing, but pricier.

For a small store just starting out, a well-built page on Shopify or Carrd is enough. You don't need sophisticated tools for your first landing page.

The ultimate test

Show your landing page to someone who knows nothing about your business. Ask: "In 5 seconds, what do I sell and what do I want you to do?" If they can't answer, it needs simplifying.

The best landing pages are the simplest ones. A clear headline, a powerful image, concrete benefits, and a button. Everything else is decoration.