What Makes a Good Landing Page? 12 Essential Elements

A good landing page is the difference between a visitor and a customer. After analyzing thousands of landing pages at FixRoast, we've identified the 12 essential elements that separate high-converting pages from the rest.

1. Clear, Benefit-Focused Headline

Your headline is the first thing visitors see. It should:

• Communicate your main value proposition in under 10 words
• Focus on benefits, not features
• Create curiosity or urgency

Bad example: "Welcome to Our Software Platform"

Good example: "Double Your Landing Page Conversions in 30 Days"

2. Compelling Subheadline

The subheadline supports your headline by:

• Expanding on the main benefit
• Addressing a key pain point
• Setting expectations for what's on the page

3. Hero Image or Video

Visual content above the fold should:

• Show your product in action
• Feature real people (increases trust by 35%)
• Be high-quality and fast-loading (under 200KB)

4. Single, Clear Call-to-Action (CTA)

The best landing pages have ONE primary CTA that:

• Uses action-oriented language ("Get Started" not "Submit")
• Stands out with contrasting colors
• Appears above the fold AND after key sections
• Creates urgency without being pushy

5. Social Proof

Trust signals that work:

• Customer testimonials with photos and names
• Company logos of clients you've worked with
• Review scores (4.5+ stars)
• Case study snippets with specific numbers

Tip: Testimonials with specific results ("increased conversions by 47%") convert 34% better than generic praise.

6. Benefits Over Features

Instead of listing features, explain what those features DO for the customer:

7. Minimal Navigation

Landing pages should have:

• No main navigation menu (or minimal)
• No external links that lead away from conversion
• Clear visual hierarchy guiding toward the CTA

Studies show removing navigation can increase conversions by up to 100%.

8. Fast Load Speed

Page speed directly impacts conversions:

• 1-second delay = 7% fewer conversions
• 40% of visitors leave if page takes >3 seconds
• Core Web Vitals affect both UX and SEO

Target metrics:

• Largest Contentful Paint (LCP): Under 2.5 seconds
• First Input Delay (FID): Under 100ms
• Cumulative Layout Shift (CLS): Under 0.1

9. Mobile-First Design

Over 60% of web traffic is mobile. Your landing page must:

• Load fast on 3G/4G connections
• Have touch-friendly buttons (min 44x44px)
• Use readable font sizes (16px minimum)
• Avoid horizontal scrolling

10. Trust Badges and Security Indicators

Reduce friction with:

• SSL certificate (HTTPS)
• Payment security badges
• Money-back guarantee
• Privacy policy link
• Industry certifications

11. Urgency and Scarcity (When Genuine)

Ethical urgency tactics:

• Limited-time offers with real deadlines
• Limited availability (if true)
• Early-bird pricing
• Countdown timers for actual events

Warning: Fake urgency destroys trust. Only use if genuine.

12. Clear Value Proposition

Answer these questions within 5 seconds:

• What do you offer?
• How does it help me?
• Why should I choose you over competitors?
• What do I do next?

Landing Page Checklist

Use this checklist to audit your landing page:

• [ ] Headline communicates main benefit
• [ ] Subheadline expands on the value
• [ ] Hero visual shows product/benefit
• [ ] Single, prominent CTA
• [ ] Social proof above the fold
• [ ] Benefits, not just features
• [ ] Minimal distracting navigation
• [ ] Page loads in under 3 seconds
• [ ] Mobile-responsive design
• [ ] Trust badges visible
• [ ] Clear value proposition
• [ ] No broken links or errors

What's a Good Landing Page Conversion Rate?

Industry benchmarks:

• **Average:** 2-5%
• **Good:** 5-10%
• **Excellent:** 10%+

Your conversion rate depends on your industry, traffic source, and offer. Focus on continuous improvement rather than hitting a specific number.

Get Your Landing Page Analyzed

Not sure if your landing page has all these elements? FixRoast analyzes your page in 60 seconds and tells you exactly what's missing and how to fix it.

Get Your Free Roast →