During these last days I'm participating in discussions on a redesign of a landing page for an existing product. It may be perceived by many as an easy task, but it's not. The challenge lies in creating a landing page that not only looks good but also effectively communicates the value proposition of the product.
It's very easy to be dragged into aesthetics, but they are not enough. The landing page must be easy to navigate and to read. It must use a language that is easy to understand and that speaks directly to the target audience. Additionally, the content must be clear, concise, and compelling. It must answer the question "What's in it for me?" and provide a clear call-to-action. The problem is way too often that we forget about the importance of words and images in selling our landing page.
I've been lucky enough to be working for almost 10 years alongside Robin Good during which I've learned a lot but one thing stands above all: the power of words and images, content is king.
It's all about communication
Think about the landing page as a simple conversation. You're meeting someone for the first time. You wouldn't start by shouting random buzzwords at them. Instead, you'd clearly and calmly explain what you do, why it matters, and how you can help them. This is exactly what your landing page should do. This is like the basic of how to sale something.
The words you choose should be clear, direct and honest. Fancy words or complicated jargon won't impress the visitor, they will confuse them or worse they could annoy them enough to leave the website. The best language strategy you can use is speaking about the problem that your product solves and how it can help the visitor; don't focus on how good or beautiful your solution is. This shift in the language will make a total difference from the reader point of view. Avoid vague promises or fluffy statements that don't add anny value. Clarity and honesty will help you build trust while the lack of it will make the visitor feel manipulated and suspicious.
Images communicate
Images and videos matter too. But that doesn't mean stock photos of smiling people around a laptop. Visitors see through that instantly. Use images that actually show your product clearly or reinforce your message in a meaningful way. Real screenshots, clear examples, or even a simple illustration can say much more than a slick, meaningless photo.
What it's true for images is obviously valid for videos too. . A short, clear, and straightforward video can quickly demonstrate how your product works or solve a visitor’s immediate concern. Keep it concise and to the point. A well-made video is often worth thousands of words, but remember, it must be relevant and valuable, not just pretty.
Design sells
"Design sells"; you've probably heard that before, and I think it's true but too often the context is not well understood in this sentence, design doesn't mean just aesthetics. Design should be about creating an experience that resonates with your audience. A well-designed landing page must guide visitors through your message, making it easier for them to understand and engage with your product or service. The whole design should have this goal instead of just mean you need a beautiful design.
Design, of course, matters—but only as support. Great typography and clean layouts won't save a poorly communicated message. Make sure your page is readable, structured simply, and fast to load. Let your words and visuals shine. Good design doesn't scream at the visitor; it quietly guides them through your message.
So before you spend another hour tweaking gradients or padding, ask yourself: Have I clearly told visitors what I offer and why it matters to them? If the answer is no, put away your CSS editor. Open your notes app instead and start finding the right words to communicate your message effectively.
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