Every thing You Have to Know About Touchdown Web page Design

As soon as a customer lands in your web site, you solely have about seven seconds to make an amazing first impression earlier than the common consumer decides whether or not they’re going to remain or bounce.

So, how do you make sure that the primary interplay together with your audience is a constructive one?

The reply: Nice touchdown web page design.

Desk of Contents

Touchdown Web page Design

Touchdown web page design is the method of making an attractive website web page to your audience and web site guests. It ought to encourage them to transform from leads into subscribers or prospects.

Efficient touchdown web page design is on-brand, contains your services or products and firm data, and incorporates related presents and calls-to-action (CTAs).

Why is touchdown web page design essential?

In a world the place just about each enterprise has a web site, and the place most of us spend a little bit an excessive amount of time on-line, you’re competing with a market that’s immense and a consumer who doesn’t have lots of time or consideration (or sleep, in all probability).

Touchdown web page design may also help meet consumer intent and it could actually drive your conversion charges — in all probability much more than you assume. We ran an A/B take a look at at HubSpot in 2024 that eliminated a single line of firm logos — our social proof — from a product web page.

That tiny tweak? 20% extra conversions.

In fact, not each tiny change in touchdown web page design will enhance conversion charges by double digits, however our experiment underscores simply how essential design is — to your customers and your backside line.

Responsive net design is a should. Smartphones account for round 60% of net web page views worldwide — that’s site visitors no one can afford to lose.

An online web page with responsive design is routinely viewable through any system. That’s, net pages change to suit any display screen or system, whether or not you’re on a desktop, laptop computer, pill, or smartphone.

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Once more, that is the primary web page each customer interacts with and sees after they open your web site, excellent consumer expertise (UX) is essential and responsive net design is essential.

Net pages with out responsive design could make for a irritating customer expertise — pictures and textual content that received’t match their display screen, making them more likely to desert your website fully or go to a competitor’s website as an alternative.

Be aware: Most touchdown web page design software program (we’ll cowl some choices shortly) contains responsive design, however it’s one thing to double-check.

Along with having a responsive design, there are a lot of different elements of making and designing a touchdown web page that impression your skill to transform guests into prospects and improve UX. So, let’s assessment a few of the most essential steps so that you can take into account whereas designing your touchdown web page.

For those who want extra assist defining your audience, attempt creating purchaser personas for your online business.

2. Make sure the touchdown web page has a selected function.

In your touchdown web page design to achieve success, it wants a transparent function. When guests come to your touchdown web page, they need to instantly know why the web page exists.

For instance, you should utilize touchdown web page design to obviously outline the aim of your web page within the following methods:

• Improve conversions by sharing related CTAs
• Improve model consciousness by together with an e mail publication sign-up kind
• Enhance gross sales by displaying your top-selling product
• Develop larger curiosity in your services or products by incorporating details about how they clear up your guests’ ache factors

And not using a outlined touchdown web page function, your guests could really feel confused about what to do as soon as they’ve landed on the web page or unsure whether or not they’re in the appropriate place. This may occasionally trigger them to lose curiosity and abandon your web page completely. So, use your design to make sure your touchdown web page has a transparent function.

3. Select a touchdown web page design software program.

There are dozens of software program choices that can assist you construct and design a touchdown web page. The secret’s discovering one which works for you. Evaluation the 5 software program choices we advocate under and the assorted options they every provide under.

4. Write engaging main web page headers.

The aim of a header is to catch your guests’ consideration and/or make them wish to do one thing — that means, headers ought to be engaging, impactful, and action-oriented.

That is more than likely one of many first (if not the first) issues your web site guests can have examine your organization. For that reason, your touchdown web page headers must also complement the tone and duplicate in every single place else in your website (and your meta description).

While you use engaging and value-driven vocabulary in your touchdown web page headers, you guarantee your guests know that changing and spending time in your website is price their time and power.

For instance, take a look at HubSpot’s Purchaser Persona Generator touchdown web page. The headline says, “Make My Persona – Free Purchaser Persona Template Generator (2025).” Guests know the place they’re, what they’ll get out of visiting the touchdown web page, and that it’s a device that’s up to date and maintained.

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5. Make the touchdown web page stunning and useful.

Along with compelling headers and language, your web page must also be stunning and useful. In any case, it’s the primary introduction to your model for some guests.

Make your touchdown web page stunning by:

• Incorporating constant, on-brand colours and fonts
• Preserving your web page organized
• Remembering much less is extra whereas designing
• Together with aesthetically-pleasing visuals (pictures and/or movies)
• Designing apparent and thrilling CTAs

Make your touchdown web page useful by:

• Incorporating content material that pertains to your audience’s wants and challenges
• Designing CTAs that present guests with worth
• Together with data that tells guests why they need to convert
• Ensuring guests know how to transform
• Guaranteeing guests have quick access to your contact data

6. Publish and take a look at your touchdown web page design.

As soon as your design is about, it’s time to publish and take a look at it amongst your viewers members. After your touchdown web page is printed, you possibly can A/B take a look at completely different design components (e.g., colours, CTA buttons, phrases, font, and so forth.) to see what results in probably the most conversions.

This fashion, you possibly can guarantee your touchdown web page meets your viewers’s wants whereas guaranteeing you’re getting the perfect outcomes that can impression your online business’s backside line.

Along with retaining these touchdown web page design steps in thoughts, take into account these touchdown web page finest practices. You’ll discover a few of these finest practices are additionally instantly tied to the precise steps we’ve simply reviewed above.

Whereas we assessment the next finest practices, we’ll be referencing the next annotated picture of HubSpot’s touchdown web page:

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1. Bear in mind your viewers all through the design course of.

As we reviewed above, the primary a part of designing your touchdown web page is figuring out your audience — bear in mind to maintain them in thoughts all through the design course of. This fashion, you’ll create a design and incorporate content material that resonates together with your viewers. By doing so, you’re extra prone to convert guests.

2. Write a compelling and useful headline.

Add a compelling headline to your touchdown web page to right away seize your guests’ consideration. An important touchdown web page headline ought to be eye-catching, descriptive, and useful.

For instance, HubSpot’s touchdown web page says, “Develop higher with HubSpot.” This will get guests within the HubSpot mindset and means that our software program is one thing they want to enhance and increase their enterprise.

Moreover, “develop higher” is a slogan that HubSpot makes use of all through all advertising and marketing supplies. It’s one thing the corporate works towards day-after-day — to assist different companies develop higher.

3. Embody distinctive and interesting visuals.

Embody partaking visible content material in your touchdown web page. Whether or not it’s a photograph, video, or animation, you need your touchdown web page design to pique your guests’ curiosity.

The HubSpot touchdown web page’s visible content material is exclusive to the corporate, with a definite design and coloration scheme that doesn’t take consideration away from the written content material.

4. Preserve it easy.

Though you wish to embrace a headline, written content material, CTA, and visible content material in your touchdown web page, that doesn’t imply you need your design to be too busy. In actual fact, you need the alternative.

Bear in mind: Much less is extra in relation to the design of your touchdown web page (and your total web site, for that matter). This retains your website clear, organized, and easy to know and navigate to your guests.

As you possibly can see on HubSpot’s touchdown web page, though the visible takes up lots of the web page, the headline, written content material, and CTA are organized in a easy and aesthetically pleasing approach.

The navigation on the prime of the web page is minimalist and the reside chat on the underside proper can collapse to make the touchdown web page seem even cleaner for guests.

5. Be certain that it has a responsive design.

Bear in mind, there’s a excessive likelihood that your web site guests, leads, and prospects are on a cell system or pill. Guarantee your touchdown web page has a responsive design that routinely adjustments format primarily based on the system it’s being considered on.

For instance, right here’s what HubSpot’s touchdown web page appears to be like like through my iPhone. As you possibly can see, all the content material is identical and it contains the identical CTA and visuals, however it’s organized and formatted in a approach that matches my display screen.

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6. Preserve it on-brand.

When a customer involves your touchdown web page, they need to instantly understand it belongs to your online business. Model your touchdown web page in a approach that enhances the remainder of your advertising and marketing content material, brand, and colours.

HubSpot’s touchdown web page does this effectively and adheres to our model pointers. The HubSpot brand lives on the prime of the touchdown web page.

7. Optimize your touchdown web page with CTAs.

Your touchdown web page ought to embrace a minimum of one related CTA, situated above the fold (i.e., guests can see it with out scrolling), so guests can come to your touchdown web page and convert inside seconds.

This CTA could be used to be taught extra about your services or products, buy your product, join a particular provide, or subscribe to your e mail publication.

HubSpot’s CTA button is likely one of the most evident options on the touchdown web page. The CTA button clearly states what guests get out of changing.

For the reason that CTA button has the phrase “free” in it, it turns into much more engaging … who doesn’t love free? Lastly, it’s situated above the fold, so it’s seen to everybody the second they open it.

8. Add your contact data.

Guests could come on to your website looking for your contact data or decide they wish to contact you for help or help after spending a while in your web page.

To keep away from losing their time and inflicting them any pointless frustration whereas attempting to find your contact data, place these particulars in your touchdown web page. This retains the method of contacting you as easy and easy as potential to your guests.

HubSpot has contact data listed below the navigation bar on the prime of the touchdown web page. This can be a nice choice when you’re seeking to maintain your touchdown web page as minimalist as potential.

9. Embody reside chat on the touchdown web page.

If potential, embrace a reside chat or AI chatbot in your touchdown web page. This fashion, guests can get the fast help they need and wish from the second they open your web page.

HubSpot’s touchdown web page has an AI chatbot for straightforward entry to fast help. The placement of the collapsible chat field retains the web page trying organized.

When you’ve designed your touchdown web page, don’t really feel locked in — that is an iterative course of. For example, take a look at your designs together with your audience to find out which colours, CTA buttons, headlines, visuals, and written content material resonate the perfect (and lead to probably the most conversions).

To do that, you might conduct A/B or multivariate exams with completely different designs. After reviewing your outcomes, you may know which design works finest to your audience and will increase conversions.

Stick to that design till you might have a brand new and improved design to share, your product line adjustments, or your branding is up to date — then, begin this course of once more.

Subsequent, let’s check out the software program choices you need to get your touchdown web page up and operating so you possibly can start changing extra guests into prospects.

1. HubSpot Free Touchdown Web page Builder

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HubSpot’s free touchdown web page builder helps you create a number of touchdown web page designs without cost. The software program features a free built-in library of responsive touchdown web page templates and an on-page editor for including pictures and duplicate.

Plus, our AI-powered Marketing campaign Assistant lets you create efficient and customised copy in only a few clicks.

While you improve to a paid plan, you may as well create personalised CTAs, content material, and varieties for guests that can assist you enhance conversions. HubSpot additionally offers you with the power to check and analyze the efficiency of your touchdown web page design so you can also make enhancements.

2. Instapage

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Instapage lets you design and publish customized post-click touchdown pages with quite a lot of template choices.

The web page builder is simple to make use of and presents the power to A/B take a look at completely different designs to find out which works finest to your viewers.

The software program additionally helps you optimize your touchdown web page with dynamic textual content substitute so you possibly can automate the opt-in content material in your web page.

3. Unbounce

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Unbounce has a touchdown web page creator with over 100 templates to select from so your design enhances your model and content material. Templates are organized by enterprise kind and embrace choices for SaaS firms, businesses, and ecommerce companies. Unbounce touchdown pages are responsive and fully customizable.

4. Mailchimp

Mailchimp lets you design your touchdown web page in minutes, due to its drag-and-drop web page builder. You may also arrange your different web site content material to populate your touchdown web page, additional simplifying the design course of.

Add customized CTAs to entice your audience to transform or join. And, when you need assistance personalizing your touchdown web page, assessment and reference the number of tutorial movies Mailchimp offers customers.

5. Leadpages

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Leadpages is a touchdown web page design software program with a drag-and-drop builder that makes it straightforward to customise your touchdown web page to fit your model, and you’ll A/B take a look at your designs with the software program to effectively decide which choice converts probably the most guests.

As you start enthusiastic about your touchdown web page design and dealing via the small print we’ve supplied on this information, you might really feel as if you want extra design inspiration. If that is so, try our weblog submit on nice touchdown web page design.

1. HubSpot

Hey, look, it’s us! This can be a completely different touchdown web page than the one I utilized in an earlier instance, however it has the identical components.

You’ll discover that this touchdown web page lacks one thing: a prime nav bar. My colleague Curt del Principe wrote a incredible submit about how one small tweak led to 20% extra conversions.

What we like: Eradicating the highest nav bar reduces visible muddle, in line with the “much less is extra” mindset. But it nonetheless has the acquainted branding and design that you simply see throughout all HubSpot merchandise.

2. Shopify: Web site themes

Shopify suits lots of information above the fold by relying closely on visuals. It’s in all probability thought so much about customer intent — if I had been seeking to construct a brand new web site or refresh an present one, I’d wish to see what my choices had been.

What we like: Shopify doesn’t gate its themes. You may browse all its themes with filters without cost/paid, catalog dimension, business, and different options. With youthful customers conducting 60% of their purchaser journey earlier than ever partaking with a gross sales rep, Shopify has given its audience the power to do deeper analysis on its product earlier than changing.

3. Netflix

Netflix doesn’t beat across the bush: Its web site is a touchdown web page. It facilities, actually and figuratively, a signup field and never a lot else.

The background, though it has a darkish filter to maintain you targeted on handing over your e mail handle, nonetheless provides a peek into the breadth and depth of Netflix’s choices.

What we like: I like how direct and to-the-point Netflix is. For those who’re on its touchdown web page, there’s a powerful likelihood you’re enthusiastic about subscribing, so all of the visible focus above the fold is on the signup field. There aren’t hamburger menus or any visible muddle to distract you from typing in your e mail handle.

4. Eufy: Robotic Garden Mower

Eufy goes daring with a full-bleed picture on the touchdown web page for its robotic garden mower.

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As you scroll down, you’ll get extra information and tech specs on the product, however even these are designed with a lot of area, so guests aren’t overwhelmed with lots of technical data.

What we like: Eufy’s CTA is a little bit completely different from what I’d count on for a brand new product: it says “Take pleasure in Now.” “Take pleasure in” conveys a way of luxurious — I can sit again with a margarita and watch my little robo mower do all of the work. “Now” conveys a way of urgency, making me wish to click on that little blue button.

5. Trello

Atlassian, which makes Trello, has reliably good net design.

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That is one other nice instance of “much less is extra.” The design depends closely on the daring, shiny gradient background, a descriptive headline, and some graphics. There’s an choice to observe a video, however it’s not embedded, so it doesn’t take up any room.

What we like: I’m a giant fan of that background — it’s so eye-catching, and since it’s so vibrant, Trello can use easy graphics that don’t distract from the CTA.

6. Adobe Illustrator

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Adobe additionally makes use of daring colours, counting on two complementary shades to maintain the design from getting overwhelming. That additionally makes the “Purchase now” CTA button actually stand out.

What we like: I really like that there’s successfully a product demo the second you open the web page. It provides guests the chance to see what advantages the product can provide them, and so they don’t need to click on to a different web page to do it. Right here’s what occurs if you click on on “Generate”:

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7. 6Sense AI E mail Brokers

6Sense has one other good instance of a “much less is extra” touchdown web page:

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The annotated e mail is efficient partially as a result of it’s so easy — your eyes go straight to the product’s advantages.

What we like: 6Sense actually wins with this coloration scheme, for my part. There’s actually solely two colours: the intense orange on the “Guide a Demo” CTA button, and the intense turquoise on the annotated e mail. Every thing else is impartial or black, so your consideration instantly goes the place 6Sense needs it to.

8. 1871 Innovation Labs

1871, a Chicago nonprofit digital startup incubator (it’s named for the 12 months of the Nice Chicago Fireplace), makes a daring alternative on the touchdown web page for its Innovation Labs: autoplay video with sound.

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This definitely isn’t for everybody — there’s an actual threat of annoying your goal consumer. However 1871 is aware of what questions its guests can have, and it makes use of video and audio to reply them with out the consumer having to click on something.

What we like: As an alternative of utilizing a slick, extremely produced video, 1871 makes use of footage from its occasions. The outcome feels much less such as you’re watching a business and extra such as you’re within the room with fellow entrepreneurs.

9. Dropbox

Right here’s what the touchdown web page appears to be like like for Dropbox’s eponymous product:

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It ticks all of the packing containers for good touchdown web page design: easy however efficient coloration scheme, daring CTA buttons, a contact button, a descriptive and grabby headline, and a easy visible of its signature product.

What we like: I like that two-thirds of the area on the touchdown web page is devoted to a product picture. It retains the general design uncluttered whereas nonetheless giving guests lots of details about what Dropbox can do for them.

10. Canva

Canva, like many different SaaS firms, has a number of tiers for subscribers. Right here’s the touchdown web page for its free tier:

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The main focus is on “straightforward and free,” which reveals that Canva has put some thought into consumer intent. And since Canva is a graphic design device, it makes use of half the touchdown web page to point out off its capabilities.

What we like: By creating separate touchdown pages for every of its subscription tiers, Canva can zero in on the consumer intent for every tier. Subscribers know what they’re signing up for, in contrast to some firms which can be much less clear about what’s included at every degree.