Landing page checklist for 2025: 12 must-have elements for higher conversions

Creating a well-designed, high-converting landing page in 2025 is more than just combining good design and landing page copy. With rising competition among businesses and the decreasing attention span of the audience, it’s no longer enough to launch generic landing pages and hope for results. Every landing page must be crafted with a clear landing page goal and optimized for performance with essential elements to boost conversions.

From compelling headlines and trust-building content and visuals to mobile responsiveness and fast load times, each component plays a crucial role in guiding visitors toward your landing page goal. Whether you’re launching a new campaign or revamping an existing page, this landing page checklist will help you build pages that are both visually appealing and high-performing.

1. Clear and compelling headline

Great headlines should act like a promise. They offer a glimpse of what the landing page is going to offer. Even though headlines have to be short, they should capture the attention of potential customers and appeal to their needs. Craft headlines that are clear, concise, and speak directly to customer pain points. The headline tone and style also depends on the landing page goal. But whether you're aiming to generate leads, promote a sale, or increase sign-ups, the landing page headline is where it all begins.

Bad Headline: “Join Our Program Today!” – Lacks urgency, benefit, or differentiation.

Good Headline: “Lose Weight and Build Strength with 30-Minute Home Workouts—No Equipment Needed” – Clear benefits and value proposition 

2. Sub-headline that supports the main message

A sub-headline plays a crucial supporting role on your landing page. While the headline grabs attention, the sub-headline is what offers context to the user. It helps explain what your product or service really offers and why the user should care. A strong sub-headline addresses the “What’s in it for me?” question and encourages users to keep scrolling by hinting at the value they’ll discover further down the page. Well-crafted sub-headlines significantly reduce bounce rates and increase the chances of conversion by making the offer more tangible.

Headline: One Tool to Manage All Your Marketing
Sub headline: Plan campaigns, monitor performance, and work with your team—everything in one powerful, easy-to-use dashboard.

3. Engaging hero section

The hero section is the first thing visitors see when they land on your page. It's usually the section above the fold. This section sets the tone for the entire landing page. Typically made up of a compelling headline, a persuasive sub-headline, and a powerful visual, this section is your page’s make or break zone. So this hero section has to convey the value that your product/service offers in a simple yet powerful way.

Whether you're selling a product, promoting an event, or collecting leads, the hero section should support your value proposition and gently move users toward your call-to-action (CTA). In landing pages where the hero section is cluttered or vague, it can lead to an increased bounce rate. Crafting a powerful hero section that can both create curiosity and resonate with the emotions of the user is key to keeping them engaged right from the start.
 

4. Strong call-to-action (CTA) button

Your CTA is what gets users to take the next step, such as signing up, downloading something, or starting a free trial. This is the most important action that users must take on the landing page. But to make your CTA effective, it needs to stand out visually from the rest of the landing page. Businesses usually use contrasting colors in the CTA button to grab user interest. The button also has to be prominent and easily visible even when users skim the landing page. Placement-wise, the button can be both above the fold (so users can see it immediately) and below the fold (once users have considered your offer).
In short, your CTA should be clear and inviting. It's also important to test out different variations, placements, and phrasing in the CTA button to see what resonates best with your audience.

Good CTAs: Start Your Free Trial, Get My Free Guide, Book a Demo, etc.

Bad CTAs: Submit, Click Here, More Info, and more such generic content.

5. Benefit-driven, compelling copy

Most users aren't familiar with product-specific jargon. They care more about how your product/service is going to make their lives easier. This is precisely why your landing page should focus more on benefits and not just features. While features describe the product, benefits explain the value those features bring to the user. 
To communicate benefits effectively, use short, skimmable paragraphs and highlight user outcomes in bullet points. Address specific pain points and show how your product solves them. As much as possible, use customer language and not technical jargon.

Feature: Includes automated reporting
Benefit: Save hours every week with automated reports delivered to your inbox.

Feature: AI-powered lead scoring
Benefit: Focus on the leads most likely to convert—no more guesswork.

6. Visuals that support your landing page goal

To enhance your landing page, incorporating visuals like explainer videos, infographics, and compelling images can significantly improve user engagement and drive conversions. 

Using high-quality images or screenshots that showcase your product or service in action can help visitors visualize how it fits into their lives. These visuals should be placed strategically throughout the landing page, particularly near key sections or CTAs, to reinforce your message and guide visitors toward taking action.

7. Trust signals (testimonials, reviews, case studies)

Including social proof on your landing page is crucial for building trust and credibility with users. Customer testimonials are one of the most effective ways to validate your product. Placing quotes from satisfied customers, along with their names, photos, and company logos, on your landing page makes the testimonial more relatable and trustworthy. 

Additionally, showcasing product reviews and ratings from trusted platforms also provides reassurance to visitors. Including data, customer logos, and specific examples enhances authenticity, encouraging visitors to take action and move further down the conversion funnel.

8. Lead capture forms

To maximize conversions on your landing page, it's crucial to keep your conversion form short, simple, and frictionless. Whether you’re asking visitors to sign up for a newsletter, book a meeting, or download an ebook, requesting only the essential information is key. Avoid overwhelming users with long forms that ask for unnecessary details. Stick to the basics, such as name and email, so visitors can complete the form quickly and easily.

9. Lead magnets

A lead magnet is an enticing offer, such as an ebook, whitepaper, checklist, or free trial, that provides real value in exchange for a visitor’s contact information. Make sure your lead magnet directly addresses a pain point or need of your target audience to increase its appeal. Clearly highlight the benefits of your offer and ensure it’s easy for visitors to access once they submit their details. By providing valuable content upfront, you not only capture leads but also build trust, positioning your brand as a helpful and knowledgeable resource.

10. Exit-intent or timed popups

To catch users before they leave your landing page, consider implementing a well-timed exit-intent popup that offers something of value, like a discount, free guide, or an option to sign up for your newsletter. These popups trigger when the user shows signs of leaving the page, such as moving the cursor toward the browser’s address bar or closing the tab. The goal is to engage visitors just before they bounce and offer them an incentive to stay, whether by providing additional value or enticing them to take the next step in the customer journey.

But overusing them or showing them too early can lead to frustration and drive users away. It's also important to ensure that the design is seamless and not obstructing the main content, but also still noticeable enough for users to spot.

11. On-page payment buttons

A payment button on a landing page is crucial for driving conversions, especially when the goal is to complete a transaction. To make it effective, ensure the button text is clear and actionable, like "Buy Now" or "Complete Purchase," so users know exactly what to expect. Placement is key—position the button above the fold for easy visibility without scrolling, and make sure it stands out by using high-contrast colors that align with your branding.

Additionally, the button must be mobile-responsive and easily clickable across devices. Like all CTA buttons, it's crucial to regularly test and optimize the button’s design and placement through landing page A/B testing.

12. Mobile-optimized landing page

In 2025, mobile optimization is a must for any high-converting landing page. With the majority of web traffic coming from mobile devices, it's essential that your landing page provides a seamless, user-friendly experience on smartphones and tablets. Ensure that text is legible, buttons are easy to tap, and images scale correctly on smaller screens. 

Test your landing page across multiple devices to ensure that visitors, regardless of how they access your site, have a smooth and engaging experience. By optimizing for mobile, you not only improve user satisfaction but also increase the chances of conversion, as more users are likely to complete forms or make purchases on their mobile devices.

Summing up

In conclusion, creating an effective landing page in 2025 involves carefully combining elements that enhance user experience and drive conversions. By incorporating strategic design, intuitive navigation, and optimized forms, you can create a seamless journey for your visitors. Remember, the key to a successful landing page isn't just attracting visitors, but also engaging them in a way that builds trust, provides value, and encourages them to take the next step.

Zoho LandingPage is the best landing page builder, offering a powerful, user-friendly, and feature-rich platform to create high-converting pages with ease. By following this checklist and leveraging the power of Zoho LandingPage, you can turn more clicks into conversions—consistently and confidently.

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