7 core principles of landing page design: A guide for non-designers

If you've ever tried to build a landing page and found yourself thinking, “I don’t know what looks good” or "How do I even start?”, you’re not alone. Many marketers, solopreneurs, and small business owners face this exact challenge.

Creating a landing page can feel like an intimidating task, especially if you have zero design background. You may have a clear idea of what you want your visitor to do, but how can you turn that idea into a compelling, visually appealing page? That’s where many non-designers get stuck.

Landing pages are important as they’re often the first impression people have of your product or service. You don’t need to be a designer to create an effective landing page. You just need to follow a few simple principles that are easy to apply.

In this article, let’s walk through the essential landing page design principles that make the process easier, even if you’re starting from scratch. By the end, you’ll feel confident enough to build a clean, professional-looking page that gets you results.

1. Know your goal before you start designing

Before opening a landing page builder or choosing a template, it’s important to define your page’s specific goal. This helps you avoid the number one mistake in landing page design: trying to do too much at once.

Ask yourself what you want your visitor to do. Is it to sign up for a webinar? Download an ebook? Start a free trial? Whatever the objective, your entire page should support that one action. A clear goal keeps your messaging tight, your layout simple, and your design focused.

For example, if your goal is to get people to sign up for a 14-day free trial of your saas product, your landing page should have the suitable heading, visuals, and a benefit-driven copy to persuade your visitors. You don’t need extra links, unrelated promotions, or secondary calls to action. A strong, focused message will always outperform a page that tries to do too many things.

2. Structure your page like a story

Designing a landing page layout is a bit like telling a story. You guide the visitor from curiosity to interest to action, using a logical flow that keeps them engaged.

A good landing page layout walks your visitor through the story: What is this? Why should I care? What do I do next?
Here’s a simple layout that works in almost every case:

1. Headline – Quickly says what the offer is.
2. Sub-headline – Adds one line of value or detail.
3. Visual – An image or screenshot that supports what you’re offering.
4. Benefits or features – Short, clear points about what’s in it for the visitor.
5. Call-to-action (CTA) – A clear button that tells people what to do.
6. Trust signals – Testimonials, reviews, or customer logos.

You don’t need fancy design elements or animations, so while designing, keep in mind that a clean, simple, focused page converts best.

3. Keep fonts and colors consistent

Choosing fonts and colors often feels like a creative decision, but it’s more about clarity than creativity. For non-designers, the safest route is to keep it simple and consistent.

Select clean, readable fonts as they can enhance clarity and grab visitors' attention. Most landing page builders offer font pairings that are already tested for readability and visual harmony, so you don’t have to guess.

When it comes to color, choose one dominant color that reflects your brand and apply it consistently across buttons and highlights. You can use a combination of dark and light backgrounds to keep things easy on the eyes, and ensure your CTA button is in a contrasting color so it stands out naturally. A simple color scheme helps your audience focus on your message rather than get distracted by your design choices.

4. Design your CTA to stand out

The CTA is the most important element on your landing page. It's considered the final step as it's the moment where your visitors decide to act. That’s why it needs to be both visually and verbally strong.

Use language that’s specific and action-oriented. Instead of generic phrases like “Submit” or “Click Here,” go for clarity and relevance like “Get My Free Ebook” or “Start the Free Trial.” This tells visitors exactly what they’re getting and what will happen next.

Placement matters, too. It’s a good idea to include your CTA at the top of the page so users who are ready to act immediately don’t have to scroll. Then repeat it toward the end of the page for visitors who need a little more convincing before they commit. Wherever you place it, make sure it’s easy to spot and impossible to ignore.

5. Choose images that add clarity

Images are a powerful part of landing page design, but only when they add meaning. If a picture doesn’t support your message or help the visitor understand your offer, it’s just visual noise.

For example, if you're promoting an online course, a screenshot of the course dashboard or a photo of a happy student is far more effective than a generic stock photo of someone typing on a laptop. If you’re offering a downloadable checklist, show a realistic preview of what they'll get. Images should make the offer feel more real, not more abstract.

You don’t need to hire a designer or shoot custom photography. Many landing page builders offer built-in media options or let you easily upload your own relevant visuals. Just keep it aligned with your message, and you’re good to go.

6. Build trust with small and strategic elements

Visitors often hesitate before taking action, especially if they’re not familiar with your brand. That’s where trust-building elements come into play.

Adding a short testimonial, a few recognizable brand logos, or a line like “Trusted by over 10,000 users worldwide” can do wonders for credibility. These signals reassure visitors that others have taken the leap and have benefited from it.

You don’t need a full section of social proof, but a well-placed quote or trust badge near your CTA can make a measurable difference in conversions. It's less about quantity and more about relevance and placement.

7. Ensure mobile responsiveness

Here’s a fact that surprises many first-timers: most people may view your landing page on their mobile device. That’s why mobile-first design isn’t optional—it’s essential.

Your page needs to load fast, be easy to scroll through, and have buttons that are large enough to tap. The layout should stack naturally from top to bottom without awkward gaps or overlaps.

This may sound complicated, but the easiest way to make your page mobile-friendly is to start with a responsive template. Always preview your landing page on mobile before publishing. A few quick checks can prevent a lot of missed opportunities.

How Zoho LandingPage simplifies design for non-designers

For non-designers looking to create high-converting landing pages without the hassle, Zoho LandingPage is the best landing page builder, offering a powerful, user-friendly, and feature-rich platform. With customizable templates, an intuitive drag-and-drop editor, and mobile-optimized designs, you can build professional landing pages quickly and easily without needing any coding skills. Whether you’re focusing on lead generation, product launches, or special promotions, Zoho LandingPage offers everything you need to streamline your landing page strategy.

You don’t have to be a designer to build a great landing page. All you need is a clear goal, a simple layout, and the confidence to keep things focused. When in doubt, less is more. If you follow the principles we’ve covered here—clarity, consistency, and trust—you're already ahead of the game. And with the right tool like Zoho LandingPage, building a landing page could never be easier.

Start building with Zoho LandingPage now!