How to Design a Landing Page: A Complete Guide

I've designed landing pages for Kodo, Flowe AI, and various projects. What I learned: a landing page has one job—convert visitors into users. Everything else is secondary.

A good landing page is focused. It doesn't try to do everything. It does one thing well: convince someone to take action. Here's how to design one that actually works.

The "Above the Fold" Rule

The top section of your landing page (what people see without scrolling) is the most important. It needs to communicate your value proposition immediately.

I put three things above the fold: a clear headline, a brief description, and a prominent call-to-action button. That's it. No navigation menu, no footer links, no distractions. Just the core message and the action you want people to take.

The Headline: One Clear Promise

Your headline is the first thing people read. It should promise one clear benefit. "Create Professional Designs in Seconds" is better than "The Ultimate Design Platform for Modern Creators."

I test multiple headlines and see which one resonates. The best headlines are specific, benefit-focused, and easy to understand. If someone can't explain your headline back to you, it's too complicated.

The Hero Image: Show, Don't Tell

A great hero image shows your product in action. For Kodo, I use a screenshot of the actual design tool. People can see exactly what they're getting.

Avoid generic stock photos. They don't communicate anything specific about your product. Use real screenshots, product photos, or custom illustrations that actually represent what you're selling.

Social Proof: Build Trust

People trust other people more than they trust marketing copy. I include testimonials, user counts, or logos of companies using the product. This builds credibility.

But don't overdo it. One or two testimonials is enough. Too many testimonials look fake. And make sure they're specific. "Great product" is useless. "Increased my productivity by 40%" is powerful.

The Call-to-Action: Make It Obvious

Your CTA button should be impossible to miss. I use a bright, contrasting color and bold text. "Get Started Free" is better than "Learn More" because it's more specific and action-oriented.

I also place the CTA button multiple times on the page—above the fold, after key benefits, and at the bottom. Don't make people scroll back up to find it. Make it easy to take action.

Benefits Over Features

Features tell people what your product does. Benefits tell them why they should care. "AI-powered design generation" is a feature. "Create designs in seconds, not hours" is a benefit.

I focus on benefits throughout the landing page. People don't buy features—they buy outcomes. Show them what their life will be like after using your product.

Mobile-First: Always

Most people browse on mobile. Your landing page needs to work perfectly on small screens. Large text, big buttons, simple layouts. If it doesn't work on mobile, you're losing conversions.

I design mobile-first, then adapt for desktop. This ensures the mobile experience is perfect. Desktop users get a bonus—more space to work with.

Remove Friction

Every extra step reduces conversions. If you're asking for an email, make it as simple as possible. One field, one button. Don't ask for a phone number, company name, and email address on the first interaction.

I also remove navigation menus from landing pages. They're distractions. If someone wants to leave, they'll use the back button. Don't give them more options—focus them on the one action you want.

Final Thoughts: Test Everything

Landing pages are never "done." Test different headlines, CTAs, images, and layouts. See what converts better. Small changes can make huge differences.

A good landing page is focused, clear, and action-oriented. It removes distractions and guides people toward one goal: conversion. If your landing page does that, you've succeeded.