Skip to main content
Building landing pages that convert isn’t about creativity—it’s about clarity, focus, and removing friction. This guide shows you what works and what doesn’t, organized by the mistakes that cost you the most conversions. These principles apply whether you’re selling products, software, services, or anything in between.

​
Value Propositions & Headlines

Your headline is the most important element on the page. Visitors decide to stay or leave in 3 seconds. Vague headlines lose conversions immediately.

❌ Vague & Generic

“Transform your life”“The best solution”“Premium quality products”“Get results faster”“The all-in-one solution”Why this fails: Says nothing about what you actually do or who it’s for. Every competitor could use the same headline.

✅ Clear & Specific

Ecommerce: “Wireless earbuds that stay in during workouts”SaaS: “Project management for remote teams”Services: “Tax prep for freelancers and creators”Coaching: “Career coaching for mid-level managers”Local: “Same-day AC repair in Austin”Why this works: Immediately answers “What is this?” and “Who is it for?” No guessing required.

❌ Feature-First

“Advanced technology”“Premium materials”“Full-service platform”“Comprehensive solution”Why this fails: Features don’t communicate value. Buyers care about outcomes, not capabilities.

✅ Outcome-First

Ecommerce: “Earbuds that won’t fall out, even during your toughest workout”SaaS: “Ship projects 2x faster without adding headcount”Services: “Get your taxes done in one hour—no forms, no confusion”Info Product: “Learn graphic design in 30 days without art school”Why this works: Leads with the transformation or result. Benefits over features.

❌ Clever & Abstract

“Where innovation meets excellence”“Elevate your experience”“The future is here”Why this fails: Sounds nice but communicates nothing. Visitors leave because they don’t understand what you do.

✅ Literal & Direct

Ecommerce: “Organic skincare that clears acne in 2 weeks”SaaS: “Video conferencing that actually works”Services: “Website design delivered in 7 days”Local: “Plumber that shows up on time, every time”Why this works: No interpretation required. Visitor knows immediately if this is for them.

​
CTAs That Convert

Your CTA button is the gateway to conversion. Weak, vague, or competing CTAs kill conversion rates by 30-50%.

❌ Passive & Vague

“Learn More”“Click Here”“Submit”“Get Started”“Sign Up”Why this fails: Doesn’t tell visitors what happens next. “Learn More” could mean anything—docs, a video, another page.

✅ Direct & Action-Oriented

Ecommerce: “Add to Cart” / “Shop Now” / “Buy Now”SaaS: “Start Free Trial” / “Book a Demo”Services: “Schedule Consultation” / “Get a Quote”Info Products: “Enroll Now” / “Download Guide”Lead Gen: “Get My Free Estimate” / “Claim Your Spot”Why this works: Clear, specific action. Visitor knows exactly what they’re committing to.

❌ Multiple Competing CTAs

Hero section has:
  • “Shop Now”
  • “Learn More”
  • “Watch Video”
  • “See Reviews”
Why this fails: Decision paralysis. Visitors don’t know which action is right for them, so they pick none.

✅ Single Primary CTA

Hero section has:
  • “Add to Cart” (primary, high contrast)
  • “See Full Details” (secondary, text link)
OR for lead gen:
  • “Get Free Quote” (primary)
  • “See Our Work” (secondary)
Why this works: One clear path to conversion. Secondary option for browsers who aren’t ready yet.

❌ Mismatched Button Copy

Hero CTA: “Get Started” Benefits CTA: “Learn More” Testimonials CTA: “Try It Free” Footer CTA: “Sign Up Now”Why this fails: Inconsistent messaging creates confusion. Each CTA feels like a different offer.

✅ Consistent CTA Throughout

Ecommerce example:
  • Hero: “Add to Cart”
  • Benefits: “Add to Cart”
  • Testimonials: “Add to Cart”
  • Footer: “Add to Cart”
Service example:
  • Hero: “Book Consultation”
  • Features: “Book Consultation”
  • Case Studies: “Book Consultation”
Why this works: Reinforces the same action repeatedly. No confusion about what to do.

​
Social Proof That Works

Generic testimonials don’t build trust. Specific, quantifiable customer results do.

❌ Generic Praise

“Great product! Highly recommend!” — Anonymous“Love this service, so easy!” — Happy Customer“Best purchase ever ⭐⭐⭐⭐⭐” — User123Why this fails: No credibility. Could be fake. Doesn’t explain what results the customer got.

✅ Quantifiable Results

Ecommerce: “These leggings don’t pill after 50+ washes—finally found workout gear that lasts” — Jessica M., Marathon RunnerSaaS: “Cut project delivery time from 6 weeks to 3 weeks” — David Chen, VP Product at TechCoServices: “Sold our house in 8 days for $40K over asking” — Mike & Sarah Rodriguez, Austin TXCoaching: “Got promoted to senior manager 3 months after our coaching sessions” — Amanda Park, Tech IndustryWhy this works: Specific outcome + real person + context = credible and relevant.

❌ Hiding Customer Info

“Our customers love us”Testimonials with no names or locationsStock photo headshotsGeneric ”★★★★★ Rated 5 stars”Why this fails: Feels fake. If customers are real, why hide their identity?

✅ Real People, Real Proof

Ecommerce: “10,000+ 5-star reviews” + specific testimonials with first name & last initialB2B: Full attribution: Name, Title, Company + logoServices: Name + Location + real photoLocal: “Trusted by 500+ Austin homeowners” + Google reviewsWhy this works: Transparency builds trust. Real names prove legitimacy.

❌ Opinion-Based Testimonials

“This is the best product I’ve ever used!”“I can’t imagine life without this”“Absolutely love everything about this”Why this fails: Emotional but not actionable. Doesn’t help buyer understand if it solves their specific problem.

✅ Outcome-Based Testimonials

Ecommerce: “My back pain disappeared after 2 weeks of using this chair”SaaS: “We shipped 3x more campaigns without adding staff”Services: “Our revenue increased 40% in 6 months”Fitness: “Lost 20 pounds in 12 weeks following this program”Why this works: Specific outcomes. Buyer can project similar results for themselves.

​
Page Structure & Layout

How you organize your page determines whether visitors convert or bounce. Too much information overwhelms. Too little creates doubt.

❌ Kitchen Sink Approach

  • 15+ features or products listed
  • 3 different CTA options
  • Comparison table + pricing + bundles
  • Full site navigation with dropdowns
  • Related products carousel
  • Blog posts section
  • Newsletter signup
  • Live chat popup
Why this fails: Overwhelms visitors with choices. Every option is a potential exit point.

✅ Focused Conversion Path

  • 3-5 key benefits or products
  • Single primary CTA repeated 3-4 times
  • Minimal navigation (logo + cart/login only)
  • FAQ for common objections
  • One clear goal: purchase, signup, or lead
Why this works: Guides visitors down one path. Fewer decisions = higher conversions.

❌ Hiding What You're Selling

  • Abstract lifestyle imagery only
  • No product shots until you scroll
  • Conceptual graphics
  • Video that doesn’t show the product
  • “Coming soon” or vague descriptions
Why this fails: Visitors want to see what they’re buying. Hiding it creates suspicion or confusion.

✅ Show, Don't Tell

Ecommerce: Multiple product photos from different angles, model shots, close-ups of detailsSaaS: Real dashboard screenshots with actual UIServices: Portfolio samples, before/after, case study imagesPhysical Services: Photos of your team, work in progress, finished resultsWhy this works: Builds confidence. Visitor can visualize owning/using it.

❌ Wall of Text

Long paragraphs explaining featuresDense copy with no visual breaksTechnical specifications onlyProduct description that reads like a manualWhy this fails: Visitors scan, they don’t read. Long blocks of text get ignored.

✅ Scannable Content

Short headlines with supporting bulletsVisual breaks every 2-3 sentencesIcons, product shots, and diagramsClear section headersWhite space between elementsWhy this works: Matches how people actually consume web content. Easy to scan = more engagement.

​
Forms & Friction

Every form field you add reduces conversions by 10-20%. Ask for the minimum required, collect details later.

❌ Long Forms

Ecommerce checkout asking for:
  • Account creation before purchase
  • Birthday, gender, phone
  • “How did you hear about us?”
Lead gen asking for:
  • First name, last name
  • Email, phone
  • Company, role, company size
  • Budget, timeline, project details
Why this fails: 8-9 fields = 40-60% form abandonment. Asking too much too soon.

✅ Minimal Friction

Ecommerce:
  • Guest checkout option
  • Only shipping/payment required
  • Account creation optional after purchase
Lead gen / Services:
  • Name + Email (or just Email)
  • Phone only if you call to schedule
  • Everything else optional
SaaS:
  • Email + Password only
  • Collect company info after signup
Why this works: 2-3 fields = 5-10% abandonment. Get them in first, collect details later.

❌ Unclear Value Exchange

Form headline: “Contact Us”Button: “Submit”No explanation of what happens nextNo timeline or expectationsWhy this fails: Visitor doesn’t know what they’re getting or what happens after submitting.

✅ Clear Expectations

Services:
  • Headline: “Get Your Free Project Quote”
  • Subtext: “We’ll respond within 24 hours”
  • Button: “Get My Quote”
SaaS:
  • Headline: “Start Your Free 14-Day Trial”
  • Subtext: “No credit card required”
  • Button: “Start Free Trial”
Ecommerce:
  • Headline: “Join Our VIP List”
  • Subtext: “Get early access + 20% off”
  • Button: “Unlock My Discount”
Why this works: Sets expectations and removes objections. Clarity reduces friction.

❌ Requiring Too Much Upfront

Ecommerce: Must create account to checkoutSaaS: Credit card required for free trialServices: Must schedule call before getting pricingWhy this fails: High friction for first-time visitors. Many will abandon rather than commit.

✅ Low-Friction Entry

Ecommerce: Guest checkout, account optional after purchaseSaaS: “No credit card required” free trialServices: Pricing visible, call optional for questionsCoaching/Courses: Free preview or sample lesson before purchaseWhy this works: Let people experience value before asking for commitment. They’ll happily convert once they see results.

​
Mobile Optimization

70-80% of paid social traffic is mobile. If your page doesn’t work on mobile, you’re losing most of your conversions.

❌ Desktop-First Design

  • 3-column grid squeezed onto mobile
  • Small tap targets (< 40px)
  • Horizontal scrolling required
  • Tiny text (< 14px)
  • Pinch-to-zoom needed to read
  • Product images too small to see details
Why this fails: Forces awkward interactions. Visitors bounce.

✅ Mobile-First Experience

  • Single column layout, vertical scroll only
  • Large tap targets (48px minimum)
  • Readable text (16px+ body, 24px+ headlines)
  • Short, scannable sections
  • Large product images, swipeable galleries
  • Thumb-friendly CTA placement (middle or bottom)
Why this works: Designed for how people actually use phones. Natural, frictionless experience.

❌ Slow Load Times

Uncompressed images (5-10 MB each)Heavy video files autoplayMultiple tracking scriptsNo lazy loadingWhy this fails: Every second of delay = 7-10% conversion loss. Mobile networks are slower than WiFi.

✅ Speed-Optimized

Compressed images (< 200 KB)Lazy loading for below-fold contentVideos load on interaction, not autoplayCritical CSS inline, defer non-criticalWhy this works: Loads in under 3 seconds. Protects conversion rate and ad spend.

​
Pricing & Transparency

Hiding information to “force conversations” backfires. Transparency builds trust and qualifies buyers faster.

❌ Hidden Pricing or Info

Ecommerce: “Call for pricing” on productsServices: “Contact us for rates”SaaS: “Custom pricing only”When you have standard pricingWhy this fails: Creates friction. Buyers want to self-evaluate. They’ll leave and check your competitor.

✅ Transparent Pricing

Ecommerce: Clear pricing on all products, sales tax calculated at checkoutServices: Starting prices or packages visible (“Website design starting at $5,000”)SaaS: Show standard plans, use “Contact Sales” only for enterpriseUse “Contact for quote” only when: Custom work, volume pricing, or complex implementations where pricing truly variesWhy this works: Qualifies buyers faster. Those ready to buy can proceed immediately.

❌ Confusing Pricing Structure

Ecommerce: Hidden fees (shipping surprise at checkout)Services: Vague packages with unclear deliverablesSaaS: 12 different tiers with overlapping featuresWhy this fails: Analysis paralysis. Buyer can’t figure out what they need or what they’ll actually pay.

✅ Clear Pricing

Ecommerce:
  • Prices visible on all products
  • Shipping cost shown early
  • All fees disclosed before purchase
Services:
  • 3 clear packages (Good, Better, Best)
  • What’s included in each
  • All deliverables listed
Why this works: Easy decision. Buyer knows exactly what they get and what they’ll pay.

​
Copy & Messaging

The words you choose determine whether visitors understand your offer and trust you enough to convert.

❌ Industry Jargon

“Leverage our synergistic solution”“Best-in-class premium offering”“Revolutionary disruptive innovation”“Enterprise-grade integrated platform”Why this fails: Sounds like every other brand. Says nothing concrete about what you actually do or sell.

✅ Plain Language

Ecommerce: “Leggings that don’t fall down during yoga”SaaS: “Project management simple enough to use daily”Services: “Tax prep that doesn’t require a finance degree”Coaching: “Career advice from someone who’s actually done the job”Why this works: Direct, honest, human. Visitor immediately understands the value.

❌ We-Focused Copy

“We’re the leading provider of…”“Our award-winning product offers…”“We’ve been in business since…”“Our mission is to…”Why this fails: Visitor doesn’t care about you. They care about solving their problem.

✅ You-Focused Copy

Ecommerce: “You’ll look great and feel comfortable all day”SaaS: “You’ll ship projects 2x faster”Services: “You’ll get more leads without more ad spend”Coaching: “You’ll land that promotion within 6 months”Why this works: Makes it about the buyer’s outcome. Shows immediate relevance.

​
Industry-Specific Tips

Each vertical has unique considerations. Here are key practices that apply specifically to different types of businesses.

Ecommerce: Show Multiple Product Angles

❌ Single product photo, small thumbnail✅ 5-7 photos showing different angles, zoom capability, model wearing/using product, close-ups of detailsWhy: Buyers can’t touch products online—photos replace physical inspection

SaaS: Show Real Dashboard UI

❌ Abstract illustrations, conceptual graphics✅ Actual product screenshots with real (anonymized) data showing key workflowWhy: Buyers want to see what they’re signing up for before committing

Services: Show Your Work

❌ Team photo and generic promises✅ Before/after examples, case study results, portfolio samples, process breakdownWhy: Services are intangible—show proof of your capability

Local Business: Show Social Proof from Your Area

❌ “Trusted nationwide” / Generic 5-star rating✅ “Trusted by 500+ Austin homeowners” / Google reviews with customer locationsWhy: Local buyers want to see you’ve served their community

Coaching/Courses: Provide Preview

❌ Must purchase to see any content✅ Free sample lesson, preview video, downloadable PDFWhy: Let people experience your teaching style before buying

High-Ticket Services: Lead with Credentials

❌ Generic “experienced professional” claim✅ Years in business, certifications, notable clients, case study with ROIWhy: High-ticket buyers need more trust signals before committing

​
When to Break These Rules

Rules exist for a reason, but context matters: Hidden pricing works when:
  • Custom work where pricing genuinely varies (home remodeling, enterprise software with complex implementations)
  • High-ticket B2B sales requiring discovery calls
  • You need to qualify leads before quoting
Long forms work when:
  • Qualifying high-value leads ($50K+ services)
  • Form itself filters out bad-fit customers
  • You need information to provide accurate quote
Multiple CTAs work when:
  • Different visitor segments need different paths (Buy Now vs Get Quote)
  • You’re testing which offer converts better
  • Secondary CTA is clearly differentiated and non-competing
The test: Does breaking the rule improve your actual conversion metrics (CVR, CAC, AOV, LTV)? If yes, keep it. If no, follow the proven pattern.