Landing Page Design Trends in 2025: How to Create a Winning Webpage
In marketing design, what was hot a few years ago might already look dated. Consumer demands and tastes change quickly. That’s why staying up-to-date with the latest landing page design trends is important.
By the end of this guide, you’ll understand why landing page design is so important, what the latest trends are in 2025, and some basic steps to follow if you want to create a beautiful, high-converting landing page.
What is a Landing Page?
A landing page is the page you ‘land on’ after clicking a link in a marketing email, Google ad, native ad, social media ad or post, or any other campaign link. It’s a purpose-built web page that promotes a specific product or service.
Landing pages are conversion-oriented. This means that they lead people towards taking a specific action, like buying something directly, signing up for a free trial, booking a demo, or contacting you via a form.
While any web page can be considered a “landing page,” if it isn’t designed well with a focus on getting a specific action, then it’ll struggle to get conversions, which is the whole point of a good landing page.
How is a landing page different from a homepage?
A business homepage shares a company’s main message, value proposition mission, and maybe some basic details on products and services.
If you want to get website visitors to take a certain action, you’ll need more than a regular website or homepage. You need a focused landing page that focuses on a single goal. You can publish several landing pages for different campaigns. Each landing page has a single central Call to Action (CTA).
By contrast, a homepage includes a range of elements with a more general message and several links to different parts of the website, rather than just one main CTA. Therefore, a homepage is a more open-ended experience. It’s more of a long-term investment too, as it isn’t updated or changed very often.
Landing pages, on the other hand, often have a shorter ‘shelf life’ as they’ll be used for various campaigns. For speed and efficiency, it’s usually best to use a simple online landing page editor with several templates to choose from. You can create high-converting landing pages quickly without investing in new design and coding every time. For instance, using an editor like Moosend helps you create landing pages with a wide variety of designs and a simple drag-and-drop interface. Here’s an example:
Even though they may stay active for as long as a homepage, you should still apply the latest best practices in landing page design. For the best results, you should also monitor landing page performance, then adjust and A/B split test elements, as this continuous improvement will help you maximize conversions.
Landing Page Trends in 2025: What to Expect
In this section, we’re going to describe some of the hottest landing page design trends to watch out for in 2025. We’ll also discuss ways to use these trends to get more eyes on your landing pages and boost conversion rates.
1. AI-Powered Personalization
AI is everywhere right now. The trend for AI tools will continue as the models get more powerful and new use cases emerge.
Personalization is one of the most exciting use cases for marketers. Personalization has been shown to increase conversion rates by up to 50%, with 90% of marketing experts saying ecommerce personalization leads to higher profitability. That’s why there are plenty of AI personalization tools set to make a big impact in 2025.
For example, you can use AI to apply “predictive segmentation” to your landing page. This means AI tools like WebEngage use machine learning to find users most likely to take action, then serve them tailored messaging and offers, such as discounts or other promos.
Other AI tools show users content that most closely matches their personal preferences, such as product suggestions based on shopping history or personalized movie recommendations.
Here are a few AI personalization tools that can help make your landing page more user-focused.
- Wegic: An AI-driven website builder that lets you easily personalize site layouts and visuals with simple chat-based instructions.
- Personyze: Focuses on customizing content for each visitor based on behavior, demographics, or location.
- Optimizely: Offers advanced A/B testing and AI personalization tools for layout optimization.
- Dynamic Yield: Tailors every part of the shopping experience, from banners to product suggestions.
2. Interactive and Immersive Experiences
Interactive and immersive elements are a great way to get your landing page to stand out from the crowd.
Using 3D elements combined with video and special effects can turn a static landing page into something much more exciting. This example from Sarn Oliver’s landing page promoting “singing paintings” is a prime example.
Virtual reality (VR) and augmented reality (AR) help to jazz up landing pages and excite users. For instance, Coca-Cola’s #TakeATasteNow was a successful AR campaign that allowed people to virtually grab a digital bottle of Coke Zero from digital screens using their mobile device, before picking up a real one in a nearby store.
As it becomes easier to embed VR and AR experiences into normal websites and landing pages using tools like WebAR, then expect to see more brands use it to engage customers in more immersive ways.
3. No-Code/Low-Code Landing Page Builders
According to Gartner, by 2027 the low-code application platform market will grow to $16.5 billion with a compound annual growth rate of 16%.
In 2025, more people are likely to use no-code or low-code builders to build their landing pages than previous years. These handy tools let you create attractive landing pages without the need for deep tech knowledge or skills.
Instead of writing code, you use pre-designed templates and easy-to-customize elements, with a drag-and-drop interface to piece together your landing page. These builders are ideal for anyone who wants to focus on making an impact without getting bogged down in tech details and coding.
Here are a few things to look out for when choosing a no-code or low-code landing page builder.
- Simplicity: Look for builders that are easy to use and don’t have a long learning curve. Ideally, you should be able to build a page in an hour or two, especially if you’ve got lots of campaigns to roll out.
- Focused on conversions: Look for marketing-focused tools, with layouts and features geared towards getting visitors to take action, e.g. signing up for a trial, making a call, or buying a product.
- No coding required (unless you want to): Opt for builders where you don’t need to touch CSS or HTML unless you want to fine-tune things. For most people, not getting bogged down in code is a big relief and speeds up the process no end.
There are dozens, if not hundreds, of low-code or no-code landing page builders available in 2025. We’ve looked at the pros and cons of the top tools and narrowed them down to the ones shown below.
Carrd
Best for: Making free landing pages
Carrd is perfect if you need to build a quick landing page. The templates look professional and are easy to set up, even for beginners. The free version lets you create up to three basic landing pages. Upgrading to a Pro plan unlocks advanced features such as custom domains, Google Analytics, and payment integrations.
ConvertKit
Best for: Driving email newsletter signups
ConvertKit is designed with creators in mind – i.e. bloggers, authors, and YouTubers. Its landing page builder focuses on collecting email signups, which makes it ideal for building and growing your audience. With 50+ customizable templates, integrations, and a free plan which you can scale up as your subscriber list grows, ConvertKit is ideal if you want to start small and expand later.
Instapage
Best for: Businesses that want more advanced features
Instapage is a premium landing page builder with AI-driven features like split testing, detailed targeting, and dynamic content personalization. Its drag-and-drop editor and 175+ templates make designing custom pages easy. The price tag is higher than some of the other landing page builders listed here, starting at $99/month, but the advanced analytics and tools make it worthwhile if you’re aiming for high-converting landing pages.
Onepage.io
Best for: Quick and efficient landing page creation with versatile functionality.
Onepage.io is a powerful all-in-one solution for landing pages, websites, quizzes, and linktrees. It boasts a very user-friendly interface and makes it easy to integrate various interactive features like quizzes and funnels. With a free plan for internal domains, and affordable pricing for external domains, it’s budget-friendly and accessible. It also supports white-labeling, making it versatile for agencies and freelancers.
Leadpages
Best for: Powerful conversion tools
Leadpages is a complete lead generation platform designed to simplify creating and managing landing pages that deliver results. With templates optimized from over 10 years of conversion data, even beginners can design professional-looking pages without any coding skills. Features like A/B testing, pop-ups, analytics, and real-time conversion tips make it easy to refine campaigns and boost performance.
4. Mobile Optimization
The amount of web traffic on mobile devices has grown from 31% to more than 53% over the past decade and there’s a good chance it will increase again in 2025 and beyond. Landing pages display very differently on a mobile device compared to a desktop page, which means you need to optimize your copy and design to suit.
- Keep it short and sweet: Mobile users are most likely speed-reading while waiting for coffee or sitting on the train waiting for their stop. That’s why your copy should be concise, using bullet points and short sentences. If your main marketing message can fit in a tweet, you’re golden.
- Above-the-fold content is prime real estate: People don’t scroll unless they’re hooked into the content. Aim for an attention-grabbing headline, sharp image, and strong CTA. Keep reminding them “why you’re here” so they don’t lose interest.
- Simplicity wins every time: Avoid clutter. Single-column layouts are your friend because they guide the eye naturally. Limit distractions and stick to one CTA. It’s all about keeping attention locked in. Go for shorter lead gen forms with autofill options if possible.
- Sticky bars for the win: Ever seen an opt-in message that scrolls down the page with you? That’s a sticky bar, and it’s great for keeping your CTA front-and-center without being too pushy. Aim for a helpful reminder rather than a nagging one.
- Add a Click-to-Call button: If people are scrolling on a mobile, you can set up your landing page so they can contact you directly with one tap.
- Speed is everything: If your page doesn’t load instantly, you’ll lose people. Optimize your images and videos, and cut anything out that slows your landing page down.
5. Accessibility and Inclusive Design
Accessible landing page design is all about making sure everyone, regardless of ability, can use and understand it. This means designing your landing page with empathy if you want to reach a wider audience. It also helps you comply with guidelines like WCAG – the Web Content Accessibility Guidelines.
WGAC is built around four key principles: Perceivable, Operable, Understandable, and Robust, aka POUR.
- Perceivable: Easy to see with clear color contrast and readable fonts. Include image captions, alt text, and video transcriptions.
- Operable: Work with various tools like keyboards and screen readers.
- Understandable: Be intuitive to navigate and avoid issues like complicated CAPTCHAs
- Robust: Play nicely with different devices and assistive technologies.
6. Data Privacy and User Consent
If there’s one thing that stands out from the first half of the 2020s in the digital world it’s the growing desire for data privacy and user consent. This is unlikely to slow down in 2025. In fact, it will probably accelerate as AI ramps up its role in personalization and marketing.
People are more aware than ever of how their data is being collected and used, so respecting their privacy isn’t just a legal box to tick anymore – it’s a key part of building trust.
Here are a few tips to make sure your landing pages respect data privacy in 2025.
- Be transparent: Clearly tell users what data you’re collecting and why. Use plain, straightforward language and avoid a dense privacy policy full of legal jargon.
- Get explicit consent: If you’re collecting email addresses or tracking behaviors with cookies, make sure you ask for permission. For example, using a cookie banner that lets users accept or decline tracking is a must-have.
- Limit data collection: Only ask for info you actually need. If you’re running a newsletter signup, don’t request someone’s phone number or full postal address when all you need is their email.
- Provide opt-out options: Let users manage their preferences. Maybe they want to receive emails but not have their activity tracked. Make it easy for them to adjust these settings.
- Secure data: Use encryption and secure servers to store any data you collect. A breach can destroy trust faster than anything else.
- Comply with regulations: Follow privacy laws like GDPR, CCPA, or others that apply in your region. These laws set the standard for how data should be collected, stored, and used.
7. Micro-interactions and Subtle Animations
While micro interactions and short animations are not new to web design, in 2025, we anticipate a growth in this trend. Subtle GIFs and animations bring your landing page to life, offering a more engaging experience for visitors.
True to their name, micro animations are small, but they are very powerful. Micro animations effectively highlight key sections of a landing page and draw the user’s attention to the content you want them to read or an action you want them to take. It can be as simple as a button changing color or subtle movement in an otherwise static illustration.
You can even build entertaining and eye-catching animations into call-to-action buttons or taskbar icons, as shown below.
Micro animations also offer a personal and creative touch to your landing page, making it a bit different from the competition. Think about how objects move on a curve or wheel instead of a flat plane. Use this as inspiration to animate micro-elements on your page and create a unique user experience.
However, don’t be tempted to overdo it. It’s best to add a few subtle touches, rather than overwhelm people with movement and color changes all over the place!
8. Illustrated Hero Images
More and more, we are seeing the trend of illustrations replacing photographic images on landing pages. Compared to photos, illustrated graphics are smaller in file size, so they load quicker on the landing page, a significant advantage.
Thanks to the Core Web Vitals guidelines by Google, web designers and developers are looking for solutions to speed up page load times and improve the user experience. Illustrations are one such option.
In addition, well-crafted graphics have the power to express an idea behind a product or service in a more fun and concise way. A customized, one-of-a-kind illustration is a great way to attract readers’ interest and imagination.
In 2025, illustrated characters will continue to be a popular theme for landing page designs. Characters unique to your site design and identity create a memorable brand experience, just like Notion has created on their homepage, shown below.
Another way to use illustrated characters is positioning them as part of the CTA (Call to Action), making the conversion fun without being forceful. This helps increase conversions and strengthen your landing page results.
9. Add Short-Form and Live Videos
Using video on landing pages is nothing new, but a top web design trend for 2025 is using scrollable or swipeable short-form videos in the style of TikTok or YouTube Shorts. Short-form videos are perfectly in tune with how many people consume content these days.
It’s especially true if people are scrolling your landing page on their phone. They’re not looking for a 10-minute explanation. Instead, they want bite-sized info that gets to the point fast.
This means creating short videos that get attention in the first few seconds and last no longer than 30 to 60 seconds. Less really is more. Film it in vertical format so it’s mobile-friendly and use bright colors, clear text overlays, and captions as many people watch with the sound off when they’re in public.
You can use short-form video for just about anything – product demos, explainers, and announcing special offers.
Live videos can also bring a sense of urgency and authenticity to your page. Hosting a quick Q&A, a product launch, or a behind-the-scenes event creates a personal connection with your audience and drives instant engagement. Bonus points if you embed a “click-to-action” button right below the video to encourage viewers to take the next step while they’re still hooked.
If you’re building a new landing page in 2025, we recommend including videos in any format that works for your audience. For example, a longer testimonial video can have enormous power to persuade potential customers to take action.
You can easily host your videos on another platform like YouTube or Vimeo and then embed it on your landing page. This way, you don’t risk increasing your page load speed, potentially harming your SEO metrics in the long run.
10. Voice Search Optimization
As we move into the second half of the 2020’s, people are typing simple keywords into Google less and less when they want to search for something. Instead, more people, especially the younger generation, are asking questions in a conversational style. Similarly, website design is also trending to accommodate speech chatbots, virtual assistants, and other voice tools.
With the rise of AI agents and chatbots, such as ChatGPT, we expect to see a rise in the number of landing pages that offer voice search as an alternative to traditional text search in 2025.
There is also the crucial issue of accessibility, as mentioned earlier. This year and beyond, landing page design will need to be more accessible, providing a positive user experience by including things like voice activated features.
11. Supersized Titles
The internet is a very busy place, and potential customers have less time to spend on more websites. As a result, landing pages are evolving to include large, bold headers and condensed messages to attract users’ attention and boost conversions.
The larger headings are frequently paired with a smaller sub-text copy to provide the user with more context. To take it to the next level, create a form using lead capture software like Hubspot and guide your potential customers through your copy into the next step of your marketing funnel.
12. Using Color Creatively
Α thoughtful use of color to generate specific moods will be important in 2025. Color psychology, or the study of how color affects human behavior, has been around for centuries. Marketers have long been using it to encourage potential customers to take action on their landing pages.
While people interpret colors differently, some colors are generally associated with certain moods. Green, for example, is often associated with nature and natural products, while red is associated with vigor and passion.
In 2025, web designers will continue to use various colors on landing pages to express the mood or emotion of their brand or campaign, and you might see more experimentation in an attempt to stand out. If you are looking to upgrade your landing page, take advantage of this trend and focus on the colors that create the right mood.
Make Your 2025 Landing Pages Shine
Keeping track of key metrics and data and using the insights to optimize your landing pages will be as important in 2025 as it is every year. This means using advanced analytics tools and techniques.
Optimizing your landing page regularly will help convert more users into customers.
In 2025, that means applying some of the landing page design trends described above – from AI tools to micro animations and immersive elements, original scrolling methods, and accessible features. To sum up – don’t be afraid to try new things and see it as an opportunity to get more conversions and increase revenue.
