Read in
5
min
How I Design Landing Pages That Convert: My Process
Everyone has an opinion on what makes a landing page work. More whitespace. Better copy. A stronger CTA. And honestly — they're all right. But opinions without process are just guesses. Over the years, working on 50+ projects across different industries and markets, I've developed a repeatable process that takes a landing page from blank canvas to something that actually performs. It's not magic. It's not a secret formula. It's just a clear sequence of decisions, made in the right order. Here's exactly how I do it.
Before I Open Figma, I Do This
1. I start with the visitor, not the client
The biggest mistake in landing page design is starting with what the client wants to say instead of what the visitor needs to hear. Before I touch any design tool, I ask a set of questions that have nothing to do with aesthetics.
Who is landing on this page and where are they coming from?
What do they already know about the product?
What's the one thing they need to believe to take action?
What's the friction point — what would stop them from clicking?
The answers to these questions shape every design decision that follows. Font choices, section order, CTA language, how much copy to use — all of it flows from understanding the visitor first.
2. I define one goal and protect it ruthlessly
Every landing page has one job. Not two, not three — one. Book a call. Start a trial. Submit a form. Everything on the page either supports that goal or it doesn't belong there.
I remove anything that pulls attention away from the primary action
Navigation menus often get removed entirely on landing pages
Every section earns its place by moving the visitor closer to the CTA
A focused page always outperforms a complete one. Less is not a design preference here — it's a conversion strategy.
How the Page Gets Built, Section by Section
3. The hero section does 80% of the work
If the hero doesn't land, nothing below it matters. I treat the hero as a complete argument — it needs to tell the visitor who this is for, what they get, and why now. All in the first screen.
Headline: specific, outcome-focused, speaks directly to the target visitor
Subheadline: adds context or addresses the main objection
CTA: one button, low-risk language, visible without scrolling
Visual: supports the message, doesn't distract from it
I spend more time on the hero than on any other section. Because most visitors never scroll past it.
4. The rest of the page handles objections, not features
Once the hero earns the scroll, the remaining sections have one job: remove doubt. Not list features. Not tell the company story. Remove the specific reasons a visitor might hesitate to click.
Social proof — testimonials, logos, numbers — answers "can I trust this?"
Process or how-it-works section answers "is this complicated?"
FAQ answers the questions visitors have but don't ask
A final CTA gives one last clear invitation to act
Every section maps to a real objection. If I can't identify the objection a section is addressing — I cut it.
Final thoughts
A great landing page isn't the one with the most sections or the most beautiful visuals. It's the one that gets out of the visitor's way and makes the next step feel obvious and easy. The process I've described here is what I apply to every project — whether it's a one-page product launch or a full marketing site. It starts with understanding people, not pixels. And it ends with a page that works.
If you have a landing page that isn't converting the way it should — or you're building one from scratch — I'd love to take a look together.
