A landing page is more than just a digital welcome mat — it’s a focused tool for converting visitors into leads or customers. In 2025, with increased competition and shrinking attention spans, a high-performing landing page must be strategically designed, visually appealing, and conversion-optimised. According to Unbounce (2024), the average landing page converts at 9.7%, but the top 25% convert at over 20%. What sets these top-performing pages apart is their structure, clarity, and user experience.
- Headline: Make the First Impression Count
- Subheadline: Reinforce and Clarify
- Hero Image or Video: Show, Don’t Just Tell
- Call-to-Action (CTA): Clear, Prominent, and Repetitive
- Benefits and Features: Show Value Clearly
- Trust Signals: Build Credibility Fast
- Social Proof: Let Others Do the Talking
- Lead Capture Form: Short and Simple Wins
- Page Speed and Load Time: Don’t Make Users Wait
- Mobile Optimisation: Mandatory, Not Optional
- Exit Intent and A/B Testing: Don’t Miss Second Chances
- Visual Summary: The Perfect Landing Page Layout
- References
This article breaks down the key components of a high-converting landing page, backed by the latest research and organised into a visual framework. Whether you’re running a B2B campaign, e-commerce promotion, or a SaaS free trial, these best practices — combined with well-crafted infographics — can significantly increase your conversion rate.
Headline: Make the First Impression Count
Your headline is the first thing visitors see. It should clearly state the value of your offer within seconds. Clarity trumps cleverness.
Best practices:
- Keep it under 10 words.
- Highlight a benefit or transformation.
- Use powerful verbs.
According to Copyblogger (2023), 80% of visitors read headlines, but only 20% read the rest of the content — underscoring how vital this first impression is.
Infographic suggestion: A headline banner at the top of a landing page wireframe with tips like “keep it clear,” “include a benefit,” and “align with ad copy.”
Subheadline: Reinforce and Clarify
The subheadline adds depth to your headline. It supports the value proposition and often addresses how the offer works.
Example: “Join over 15,000 marketers using our tool to convert more leads — no coding required.”
Hero Image or Video: Show, Don’t Just Tell
Visuals help build trust and context. Explainer videos and product images can significantly improve conversion by making the offer more tangible.
Stat: Wyzowl (2024) found that 88% of users say they’ve been convinced to buy a product or service by watching a brand’s video.
Tip: Keep videos under 2 minutes. Use captions for silent autoplay.
Call-to-Action (CTA): Clear, Prominent, and Repetitive
The CTA is what you want the user to do — download, sign up, request a demo. It should appear early and repeat throughout the page.
Best practices:
- Use action verbs (“Start Free Trial,” “Download Now”).
- Choose a contrasting button colour.
- Position CTAs both above and below the fold.
VWO (2024) reports that changing a CTA button’s colour to increase contrast raised conversions by up to 35% in some A/B tests.
Infographic suggestion: A bold CTA button with arrows pointing to microcopy and contrast colour guidelines.
Benefits and Features: Show Value Clearly
Visitors want to know how your offer helps them. List 3–5 key benefits using icons or checkmarks to make them scannable.
Best structure:
- Feature: “24/7 Live Chat”
- Benefit: “Get help instantly, anytime.”
HubSpot (2024) found that pages that list clear benefits outperform those that only mention features by 27% in A/B testing.
Infographic suggestion: A two-column visual: Features on the left, Benefits on the right, with relevant icons.
Trust Signals: Build Credibility Fast
Trust is a major conversion factor. Landing pages should include social proof, security badges, and testimonials.
Examples:
- “Used by 100,000+ businesses”
- Testimonials with photos
- Logos of well-known clients
- SSL and data protection badges
BrightLocal (2024) states that 87% of consumers read online reviews before buying from a business.
Social Proof: Let Others Do the Talking
If you can showcase that others have had positive outcomes using your product or service, potential customers are more likely to convert.
Stat: Nielsen (2023) reports that 92% of people trust peer recommendations over traditional advertising.
Infographic idea: Include a testimonial slider with real customer photos, ratings, and results.
Lead Capture Form: Short and Simple Wins
The form is where conversions happen. The fewer fields, the higher the conversion — especially for mobile users.
Stat: Instapage (2023) reports that forms with 3–5 fields convert 20% better than forms with more than five fields.
Tips:
- Use placeholders instead of labels for simplicity.
- Only ask for what’s essential (name, email, phone).
- Include a clear CTA button below the form.
Page Speed and Load Time: Don’t Make Users Wait
In 2025, page speed remains a ranking and UX factor. Google (2023) notes that a one-second delay in load time can reduce conversions by up to 20%.
Tips to optimise speed:
- Compress images
- Use browser caching
- Minimise JavaScript
Infographic suggestion: Speedometer-style visual showing conversion rates at different load times.
Mobile Optimisation: Mandatory, Not Optional
Statista (2024) confirms that more than 60% of web traffic comes from mobile devices. Your landing page must look great and function flawlessly on smaller screens.
Checklist:
- Use large buttons for thumbs
- Keep forms mobile-friendly
- Test responsive design across devices
Infographic idea: Side-by-side visual of desktop vs. mobile views with key differences highlighted.
Exit Intent and A/B Testing: Don’t Miss Second Chances
Even if visitors are about to leave, an exit-intent popup can recover conversions. Meanwhile, ongoing A/B testing helps you improve performance over time.
Stat: Optimizely (2023) found that companies that regularly run A/B tests see a 23% average uplift in conversion rates.
What to test:
- Headlines
- Images vs. videos
- CTA placement
- Colour schemes
Visual Summary: The Perfect Landing Page Layout
Infographic Structure Suggestion:
Create a full-page wireframe visual titled “The Anatomy of a High-Converting Landing Page” with these labelled sections:
- Headline + Subheadline
- Hero Image or Explainer Video
- CTA Button (above the fold)
- Benefit Icons
- Testimonials
- Lead Form
- Trust Badges and Client Logos
- Mobile Optimisation Snapshot
- Footer CTA
This layout can be used in internal presentations, marketing training, or client onboarding documents to educate teams on what makes a page effective.
Note
A high-converting landing page in 2025 is the result of clear communication, strategic structure, and trust-building design. By focusing on headline clarity, strong visuals, fast load times, and persuasive CTAs, you give users a reason to take action. Supporting these strategies with engaging infographics allows you to simplify complex concepts, share across teams, and optimise every campaign with clarity and confidence.
More Read
References
BrightLocal. (2024). Local Consumer Review Survey 2024. https://www.brightlocal.com/research/local-consumer-review-survey
Copyblogger. (2023). Why Headlines Matter in Content Marketing. https://copyblogger.com/magnetic-headlines
Google. (2023). Page Experience Signals in Search Ranking. https://developers.google.com/search/blog
HubSpot. (2024). A/B Testing for Website Optimization. https://www.hubspot.com
Instapage. (2023). Form Optimization Benchmarks and UX. https://instapage.com
Nielsen. (2023). Global Trust in Advertising Report. https://www.nielsen.com/us/en/insights/report/2023
Optimizely. (2023). The Value of Experimentation in Digital Marketing. https://www.optimizely.com/
Statista. (2024). Mobile Internet Usage Worldwide. https://www.statista.com/statistics/
Unbounce. (2024). Landing Page Conversion Benchmark Report. https://unbounce.com/
VWO. (2024). Call-to-Action Design Impact Study. https://vwo.com
Wyzowl. (2024). Video Marketing Statistics 2024. https://www.wyzowl.com/video-marketing-statistics
