Thursday, June 4, 2020

Chapter 00: Why You Need a High Converting Landing Page Even Before Launching Your Startup


By Felix Wong | Whether you are building the next startup unicorn or running a small business, a high-converting landing page is crucial for businesses at all stages. If you build it well, your landing page could eventually become your 24/7 salesperson. To be frank; there is no exact science involved in building a landing page, and no way to totally guarantee conversion. However, we are going to walk through a couple of items you should consider including to get closer to this result.


What is a Landing Page?

A landing page is a website created for the first impression and delivery of the value proposition of your business. You are expected to drive visiting traffic from multiple sources, such as social media, newsletters, search engine results, and blog posts. A landing page is an excellent tool to display your products or services, but in order to review your progress, you need to set one clear goal and identify a few measurable metrics. The ultimate goal is to spur the visitor to action, either by capturing information or through a call-to-action. For example, visitors can download an ebook or application, or fill in a form for a newsletter subscription. The design and visual appeal of the landing page is also incredibly important.


What to include on the Landing Page?

The golden rule is that there are no golden rules, but we are going to walk through several essential items on a typical landing page design to enhance our understanding. Let’s take a closer look at how Slack’s landing page is driving conversion:


Image 1 Slack Landing Page and Lo fi Landing Page

High-Fidelity wireframe converted from Slack by Felix Wong


Navigation Bar

This top-level navigation bar guides visitors towards the critical elements on the landing page. It is an excellent position to display your logo, any important anchor links, authentication, and a call-to-action button.



The header plays a significant role in a visitor’s first impression of a landing page, in terms of both appearance and content. It is important to select images, screenshots, and illustrations associated with your product. The headline is the first thing visitors read, and they often make their snap judgments on the trustworthiness of the product based on the headline alone. A short description and strong call-to-action can work as a pair to drive conversion from this point forward.


Value Proposition

Following to the headline and short description, some businesses can benefit from a little elaboration about the value of your product. For best results, it’s important to convey your products or services as precisely as possible.


Now you can start highlighting the key features of your product. This section works well with light usage of icons, images, and descriptions. Using ecommerce as an example, you can display the key processes such Select, Checkout and Deliver.


Image 2 Zendesk Customer Stories

Zendesk Customer Stories


Never underestimate the power of recommendations and references. Testimonials are a great approach for elevating visitors’ trust in your company, especially for new visitors. If you have any early adopters, do not hesitate to ask for reviews or case studies, and display them on the landing page if possible.


Updates and Content

This is not a required element, but I find it very useful to keep visitors up to date on company news and push other kinds of content out as well. Companies like Airtable and Zendesk offer regular updates in the form of blog posts as a content marketing strategy.



Convert more visitors into leads. A strong call-to-action (CTA) can change your landing page for the better. Always make it simple and think from the effectiveness perspective, apply will explore a detailed CTA design in a later chapter.


Bottom Navigation and Footer

The bottom navigation bar makes it easy to navigate through the website in a single click. It’s commonly combined with the footer, social media buttons, terms and conditions, etc.


What next?

A great landing page never sleeps. If you manage it well, the page can be a good 24/7 salesperson and generate favorable conversion results. After co-founding and leading four fast-growing tech startups, I consider the landing page as the lowest hanging fruit for every startup, regardless of your products or services.


Our next few chapters are dedicated to giving you examples and tools for creating a landing page, in a step-by-step framework that you can apply straight away. Topics include research, information architecture, copywriting, call-to-action, prototyping, basic UI/UX design, and more.


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