The A.R.T. of designing a great website landing page

It sounds obvious but when we talk to teams struggling with underperforming pages, it’s almost always one of these that’s missing.

So if you’re building a landing page or reviewing one that’s not doing what it should, here’s a framework worth remembering.

'A' is for Action

Every landing page should have a job to do. It’s not there to introduce your business or list every service you offer - it’s there to help the user do one thing and do it with confidence.

So ask yourself:

• What is this page asking someone to do?

• What happens once they’ve done it?

• What’s the outcome they should expect?

If your call to action is too vague or generic - things like 'Submit', 'Read more' or 'Find out more' - you’re missing an opportunity. These phrases don’t mean much and they definitely don’t give the user a reason to act.

Actionable button text gives direction and reassurance. Use phrases like 'Download your free brochure', 'Start your free trial' or 'Learn new recipes weekly' - things that tell the user exactly what happens next.

Once you’ve clarified the action, design the page to support that next step. Keep content focused, remove anything that competes for attention and pre-empt the questions or objections that might be holding people back.

'R' is for Relevance

To be effective, a landing page has to feel like it was made for the person reading it. That means showing that you understand their context, their challenges and what matters to them right now.

This includes:

• Tribe understanding – Who are they? What do they care about? What problem are they trying to solve?

• User journey – What stage are they at in their decision-making? Are they exploring options, narrowing down suppliers or ready to take action? What doubts or questions might they have in this moment and what information will help them move forward?

• Authenticity – This is about alignment. Does your message reflect their goals and values? Does it feel like you’re solving the same problem they’re trying to solve in a way that makes sense to them?

• Clarity – Don’t make people work to understand your offer. The quicker they can grasp what it is and why it matters, the more likely they are to stick with you.

• Value alignment – It should be immediately clear why your offer is useful to them. Be specific about the benefits and outcomes, not just the features.

At this stage, relevance is about empathy - show that you understand where they are and what they need next.

Finally, 'T' is for Trust

Before someone commits to an action - sharing their details, booking a call or downloading a resource - they need to feel confident in what they’re doing and who they’re doing it with. This might include things like:

• Social proof – Short testimonials, client quotes and recognisable logos to help reinforce credibility

• Case studies – Real-world examples of how you’ve delivered impact for others to make your offer feel more tangible

• Credibility signals – Awards, certifications and endorsements to reassure people they’re in safe hands

Tone plays a big role here too. Your message should feel useful and considered - not pushy or sales-focused. If it reads like something people can trust, they’re far more likely to follow through.

You can read more about how to build up your website's trust profile here.

So what makes a great landing page?

Great landing pages are:

• Focused on one clear action

• Written for the right audience

• Designed to build trust

The A.R.T. framework isn’t a magic formula - but it is a solid foundation. If your landing page nails all three, you're giving it every chance to do what it’s meant to: convert curiosity into clicks and clicks into customers.

If you're still stuck or want a fresh pair of eyes on your own landing page - let’s chat.