A landing page is a very versatile tool. It’s been used by seasoned marketers and entrepreneurs since the dawn of time to promote services and products. Landing pages have also been debated for as long as they existed – designing and implementing them can sometimes be more complicated than it seems.
But no matter how many pros and cons someone can give for landing pages, one thing is for sure – an effective product landing page can be the key to success. And luckily, creating a perfect product landing page doesn’t have to be so difficult. So grab a cup of coffee, make yourself comfortable and let’s see what makes a great landing page.

What’s a product landing page?
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Before we dive into the principles of building such a page, we first have to know what exactly it is. A product landing page is a separate page with the sole purpose of promoting and selling a single product. Whether you’re using a free landing page template or you’re going for a custom option, this page’s single goal should be selling the product or service you’re promoting.
A visitor will land on such a page after clicking through a Google ad, a link in your newsletter, a social media post or even a search result. In simpler terms, a product landing page is the virtual equivalent to an elevator pitch. In a very short amount of time, you have to grab your prospect’s attention and offer them all the information they need to make a purchase.
What can you sell on a product landing page?
As we previously mentioned, a product landing page should focus on a single product or service. This means you should do a bit of research beforehand to find the star product. This can be the one that brings in the most revenue, the most popular one or simply one that doesn’t get the recognition it deserves.

Besides online courses, you can also sell SaaS (Software as a Service) products, such as frameworks, developer kits or tools and even project management tools. However, that’s not to say that a landing page isn’t a good fit for a physical product. Such a page allows you to focus on the quality of this product and how it would be a perfect fit in your customer’s lives.
So what makes a good product landing page?
When building a product landing page, there are a few important elements you should keep in mind. So let’s take a look at all the basic elements that any product landing page should have!
A Good Headline
The headline is probably the most important thing on a product landing page. Why? Because it’s the very first thing a client will see and it needs to grab their attention and make them want to find out more about the product you’re selling.

A headline should always address your visitors directly and instantly tell them what the page is about. At the same time, it should also convey the main benefit and how your product will improve or even change their lives.
A Product Description
Besides the main characteristics of your product (color or size, for example), a product landing page should also efficiently convey the benefits of what you’re selling. Customers aren’t really that interested in how your product looks or behaves. They’re interested in what your product can do for them.
So if you’re selling an English course, for example, you shouldn’t burden your visitors with information such as the length or the components of this course. Rather, you should be telling them how they’ll be able to better enjoy holidays in foreign countries and get better job prospects.
High Quality Images and Videos
A product landing page shouldn’t encumber your visitors with blocks of text. Rather, focus on the visual aspect. You see, visitors want to get a better look and feel of the product they’re buying. When you use high-quality images and videos, you will appeal to the emotional side of the customer, pushing them to take further action.
Ideally, when creating a landing page, you will have a mix of different media. Think about engaging videos, high-quality stock images and even better product pictures. All of these elements will come together to create an unforgettable and tangible experience for your customer.
Testimonials and Reviews
This is more of a “nice-to-have”. If you have testimonials or reviews from previous customers, don’t be afraid to showcase them on the product landing page. This helps you build trust with the new customers and maximize your chances of actually selling the product.

You don’t need to write to all your customers and ask them for feedback. You can use things such as social media posts, along with some – not intrusive – pop-ups showcasing the number of sales you’ve made.
A Strong Call-to-Action
Once all the elements we’ve discussed before have grabbed your visitor’s attention and they’re ready to make the purchase, a strong CTA will be the last drop in the bucket. Keep in mind that when it comes to product landing pages, the CTA isn’t just limited to the “Buy Now!” button. The landing page call-to-action should include the product price or any package variations.
In Conclusion
A product landing page is a key element in any marketing campaign. It allows you to focus on just one main product and its benefits to your customers. Such a page is crucial in turning any visitors to your website from window shoppers into loyal customers.
No matter what type of product you’re selling, it’s important you give it a dedicated landing page. This will also prove effective to your marketing efforts – the more focused campaigns will allow you to get a better understanding of what sells and what doesn’t.