Most landing pages don’t convert because they weren’t designed to.
They were “assembled.” Frankensteined from a Notion wireframe, a Fiverr hero banner, and the vague memory of that one site you saw last month that “looked clean.”
Let’s be clear: Clean ≠ Effective.
There’s a silent epidemic in the design world: landing pages that look good but feel empty.
You know the type. Hero image with a generic SaaS dashboard. Headline that says “Scale Your Workflow.” A CTA button that begs to be ignored.
They check all the boxes, but they don’t say a damn thing.
Design isn’t wallpaper. It’s a weapon. And when it’s used lazily, it dulls the edge of your message.
Landing Page A
|
Landing Page A |
Landing Page B |
| “Modern” sans-serif typography |
Headline: “Still wasting hours stitching tools together?” |
| Header: “Unlock your potential” |
Split-screen of messy tabs vs. an elegant UI with a custom icon system |
| White background, blue button, stock photo of a smiling human holding a laptop | Scroll-triggered animations that mean something—one section reveals an actual use case, not empty features |
| CTA: “Get Started” | CTA: “See it in action" |
Let’s break it down:
1. The Hook (Not the Hype)
Your hero section should punch like the opening scene of a movie. One scroll = one shot to earn trust. Skip the clichés. Say the thing they’re actually thinking.
2. The Emotional Arc
Yes, emotion. Even in B2B. Maybe especially in B2B. You’re not selling features. You’re selling peace of mind, status, momentum. Build a narrative that takes the visitor from “ugh” to “aha.”
3. Visual Storytelling
Identity systems matter here. Consistency in type, color, and layout builds trust faster than any copy block ever will. Think: modular layouts that evolve as you scroll. UI that breathes. A hero image that feels like a manifesto, not a placeholder.
4. Microcopy That Isn’t Robotic
“Submit” is not a CTA. “Book a call” is not inspiring. Every word counts. Your button should feel like a door, not an obligation.
5. Proof That Punches
Real testimonials. Real numbers. Real screenshots. No fluff. No 5-star rating with no source. If your proof can’t fit on an iPhone screen and still hit hard, redo it.
Conversion doesn’t happen on click. It starts with belief.
Belief that your brand gets it. Belief that your offer isn’t just functional—it’s inevitable. Belief that they’ll feel better, smarter, more in control after working with you.
And that belief? It starts on the landing page.