Hardik Dewra
2 min read
Six things the best landing pages do that most miss
Numbers instead of buzzwords, fewer choices, real faces in the proof, and testimonials that answer a specific fear rather than praise the product.
Look at enough landing pages and the same small set of habits separates the ones that work. Here are six.
1. Numbers beat buzzwords
"Seamless, AI-powered workflows" asks the reader to take your word for it.
"Grew recurring revenue 47 percent in 60 days" does not.
Trust is built with revenue figures, user counts and outcomes you can check. Proof beats promise every time.
2. Give away something that costs you
Most lead magnets are thin PDFs nobody finishes. The ones that work feel like they should have been paid for.
Give away the file you actually use, the framework you charge for, or the short course that solves a real problem. If handing it over does not sting slightly, it is probably not valuable enough to trade for an email address.
3. Fewer choices convert better
Every extra option is friction. Two or three packages is a decision. Six or more is a research project, and research gets postponed.
Simplify the path. Make it obvious where to click.
4. Social proof needs a face
A wall of logos is the laziest form of proof. People trust people.
Use headshots, real names and real roles. A screenshot of an actual message beats a polished quote with no attribution.
5. Testimonials should kill an objection
"We love it" persuades nobody, because nobody was worried about whether your existing customers like you.
Use quotes that answer the fear that stops the sale. "I launched it without writing any code." "We doubled signups in three weeks." Each one should remove a specific reason to hesitate.
6. Your headline is a promise
David Ogilvy's rule of thumb was that around five times as many people read the headline as read the body copy. By the time the headline is written, most of the budget is effectively spent.
Treat it that way. The headline is not a label for the page. It is the offer.
The thing underneath all six
You do not need a prettier landing page. You need one that names the reader's problem, answers their fear, and makes it obvious in a few seconds that the page is for them.
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