App Landing Page: A Comprehensive Guide for Startups

updated on 02 December 2023

Creating an effective landing page is crucial for startups and SaaS companies looking to drive conversions and grow their customer base. But with limited resources and tech skills, crafting a high-performing landing page can be a major challenge.

In this post, we'll walk through strategies and best practices for designing conversion-focused landing pages tailored to early-stage startups. Whether you're looking to create your first landing page or optimize an existing one, you'll discover actionable tips to help you:

  • Clearly communicate your value proposition to connect with your target customer
  • Convert more visitors into leads and customers
  • Continuously improve your landing pages through testing
  • Select the right landing page builder for your startup's needs

Let's dive in and explore how you can leverage landing pages to fuel your startup's growth.


What are Landing Pages?

A landing page is a standalone web page that serves a singular purpose - to convert visitors into leads and customers. Unlike your homepage or blog pages, landing pages use focused messaging and minimalist design to guide users to complete a desired action, like signing up for a free trial or making a purchase.

Landing pages allow you to direct traffic from ads, email campaigns, or other channels into an optimized customer acquisition funnel. Visitors arrive at a tailored landing page, engage with its messaging, and flow into your conversion workflow.

Why Landing Pages Are Vital for Startups

For early-stage startups with limited marketing budgets, landing pages are essential for cost-effectively driving conversions and growth. Here are some of the key benefits:

  • Testing and Optimization: Landing pages let you easily A/B test different page designs, value propositions, and calls-to-action. This enables data-driven optimization to improve conversion rates over time.

  • Lead Generation: Pairing landing pages with lead gen forms and signup incentives are effective ways to capture contacts and build your email subscriber list. Landing pages can help increase lead conversion rates by 20-30%.

  • Campaign Segmentation: Create tailored landing pages for each campaign or traffic source to send visitors into targeted funnels based on their context. This allows you to optimize conversion messaging for each channel.

  • Minimizing Bounce Rates: Landing pages remove navigation clutter and distractions that cause visitors to bounce. You can provide a streamlined user journey lowering bounce rates by 10-15%.

Overcoming Landing Page Challenges

While vital for growth, creating high-converting landing pages comes with challenges, especially for resource-strapped startups:

  • Limited design and coding skills make building attractive, responsive pages difficult.

  • Lack of landing page best practices results in unfocused copy or cluttered layouts that reduce conversions.

  • No unified workflow for seamlessly managing landing pages alongside your website.

  • Difficulty testing and optimizing landing pages without dedicated functionality built in.

That's where using a tailored landing page platform like Unicorn Platform can help startups overcome those hurdles. With its drag-and-drop editor, pre-designed templates, and seamless website integration, you can quickly create high-converting landing pages that meet your startup's needs.

Creating a High-Converting Landing Page

Now let's explore the key elements that combine to create an effective, conversion-focused landing page. Utilizing these strategies and best practices will help you craft landing pages that drive results.

Develop a Targeted Value Proposition

Your value proposition is the core message you want to convey to connect with your target audience and convince them to convert. To develop an impactful value proposition:

  • Conduct customer research through surveys, interviews, and analyzing competitors to understand your audience's pain points and desires.

  • Identify the core value your product uniquely provides to customers. How do you solve their pain points better than alternatives?

  • Focus your messaging on highlighting that differentiation and value. Avoid generic claims that could apply to any product.

  • Lead with a compelling headline and subhead like "Reduce churn and increase conversions with AI-powered customer insights" that speaks directly to the audience and establishes value quickly above the fold.

  • Reinforce consistency in copy, visuals, and layout to repeat the value proposition throughout the page.

  • Test variations of your messaging with A/B testing to determine what resonates most with your audience.

Optimize Page Layout and Structure

In addition to messaging, the layout and structure of your landing page significantly impacts conversions. Follow these best practices:

  • Lead with your strongest value proposition and call-to-action (CTA) above the fold so users see it immediately. Heat mapping shows this is the most viewed area.

  • Use directional cues like arrows, lines, or bullet points to guide visitors down to key content.

  • Organize page sections and elements in order of their importance to conversions. Place distracting or unnecessary content further down the page.

  • Remove clutter and simplify the page as much as possible to keep visitors focused on converting rather than clicking elsewhere.

  • Make sure page layout and CTAs are prominently visible on mobile devices, since mobile usage continues to grow.

Drive Conversions with CTAs and Forms

Calls-to-action (CTAs) and forms are critical conversion channels on your landing pages. Optimize them for higher response with these tips:

  • Place your primary CTA button in a prominent position above the fold using contrasting colors.

  • Keep form fields brief by only asking for essential information needed at this stage. You can collect additional details once they convert.

  • Use form field defaults, like a pre-checked checkbox, to reduce friction and increase opt-ins.

  • Surround forms with value messaging and social proof like testimonials to encourage visitors to complete them.

  • Limit landing pages to 1-2 CTAs. Multiple CTAs can distract and diffuse conversions.

Choosing the Right Landing Page Builder

The landing page builder you use can significantly impact your ability to quickly create, test, and optimize landing pages. Here's an overview of leading options:

Unicorn Platform

Unicorn Platform makes landing page creation easy with its drag-and-drop editor, templates tailored for SaaS startups, and seamless integration with your website.

Key Features:

  • Beautiful templates designed for SaaS and startup aesthetics
  • Easy-to-use visual editor requiring no coding skills
  • Built-in lead capture and email list growth capabilities
  • Integrations with marketing, sales, and payment platforms
  • Onboarding guidance and customer support included
  • Free plan available to get started


Leadpages provides a wide array of professional templates along with strong lead gen features. But it may be pricier for early-stage startups.

Key Features:

  • Large template marketplace with variety of designs
  • Robust form and lead capture functionality
  • Some templates more suited to ecommerce versus SaaS
  • Steeper learning curve on its editor
  • Pricing starts at $25/month for basic plan


Instapage is focused on advanced landing page optimization but has a steeper learning curve and higher pricing.

Key Features:

  • Built-in A/B testing capabilities
  • Focus on speed and page load optimization
  • Templating language has steeper learning curve
  • Plans start at $99/month so pricing may be prohibitive

Trust Factors That Increase Conversions

Building credibility and trust on your landing pages removes friction and increases conversions. Some effective trust elements to include are:

  • Customer testimonials describing positive experiences and results.

  • Case studies detailing how you solved problems for real customers.

  • Social proof like logos of major customers or press mentions.

  • Security badges and trust seals to reassure visitors.

  • Company contact info and physical business details.

  • Links to your privacy policy and terms of service.

Key Takeaways and Next Steps

  • Prioritize landing page creation to cost-effectively drive conversions for your startup.

  • Focus on conveying a clear, targeted value proposition that resonates with your customers.

  • Simplify and optimize landing page layouts to guide visitors to convert.

  • Take advantage of no-code tools like Unicorn Platform to build landing pages faster.

  • Continuously test and optimize landing pages to improve conversion rates over time.

Ready to get started creating high-converting landing pages? Check out Unicorn Platform to easily build tailored landing pages for your startup in minutes without coding. Their templates, drag and drop editor, and seamless website integration streamline getting impactful landing pages up and running quickly. Learn more about Unicorn Platform here to drive growth for your startup today.

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