What Makes a Good Landing Page?

Unlike a homepage, which is largely a navigation tool with trust converters, a landing page has a single focus: convert visitors. This could mean signing up for a newsletter, claiming a discount, or buying a featured product.

Landing pages aren’t just important for conversions, they’re also a powerful tool for SEO. A well-optimised landing page can rank for specific keywords, attract targeted traffic, and provide a clear entry point for new visitors. When structured properly, landing pages act as signposts that guide customers deeper into your site, helping them drill down into categories, collections, or products in a logical way.

They’re also perfect for seasonal campaigns. For example, a retailer might create a Christmas landing page, a summer sale page, or a Mother’s Day promotion. Each can be optimised for search, linked from paid ads, and slotted neatly into your navigation without disrupting your core site structure.

For Shopify store owners, this means landing pages are one of the smartest investments you can make, they boost conversions, support your SEO, and make your site more adaptable to customer journeys.

Your headline needs to immediately explain the value proposition. For Wide Fit Shoes, the headline highlighted comfort and fit — instantly addressing customer pain points.

Top Tip: Keep headlines short and impactful. Test variations to see which resonates most.

Example: Wide Fit Shoes Christmas landing page.

For the bespoke store design of the new Whistlefish website, bold typography, product imagery, and whitespace kept the focus on the art prints rather than clutter.

I designed a modular Shopify design system that ensured each block works in harmony. This means sections can be rearranged without breaking the flow, ideal for seasonal campaigns or A/B testing.

Example: The 2024 Christmas landing page showcases how the sections in Shopify 2.0 would work.

People buy from brands they trust. For Willow & Stone landing page, customer reviews and editorial mentions gave immediate credibility. Adding trust badges (secure checkout, delivery info, etc.) further reduced hesitation.

Read more about Trust Signals and how they help eccomerce stores and boost conversion rates.

With more than 70% of ecommerce traffic now mobile (Statista), responsive design is non-negotiable. On Shopify 2.0, flexible sections ensure CTAs, headlines, and product images render correctly across devices.

See my guide on Conversion Rate Optimisation to learn why mobile-first design is essential.

The best landing pages avoid distraction. One clear CTA, repeated in the right places, ensures the user journey stays focused. For Wide Fit Shoes, the CTA was consistent: “Shop the Collection.”

Placement tips:

• The first CTA should appear “above the fold.”
• Repeat it after major sections like testimonials or product grids.
• Avoid giving visitors more than one competing choice.

Slow pages kill conversions. Optimised imagery, efficient video hosting, and Shopify’s built-in performance tools keep landing pages lightweight.

A good landing page isn’t just about aesthetics; it’s about clarity, focus, trust, and scalability. By combining strong headlines, trust signals, mobile-first design, and modular systems, you give your Shopify landing pages the best chance to convert.

If you’re ready to improve your landing pages, I’d love to help. Work with an experienced Shopify designer to save time, improve results, and grow your store.

Get in touch with a Shopify Expert today.