Oscar Hedeby Iversen

Software Engineer, CEO of Snappy

April 4, 2025

Landing Page Essentials: How to Clearly Communicate Your Product

One common yet overlooked issue negatively affecting landing page performance is visitor confusion. Even if your page draws significant traffic, unclear messaging can quickly drive visitors away. This guide explores the reasons behind visitor confusion and offers practical strategies to improve clarity, engagement, and conversions.

Visitor confusion typically results from three key issues:

Businesses often assume visitors share their industry knowledge. Technical terms or industry-specific jargon can alienate visitors unfamiliar with your products.

Example:
Using phrases like "API integration," "server-side scripting," or "end-to-end encryption" on a SaaS product page can confuse non-technical visitors, prompting them to leave quickly.

Ambiguous descriptions leave visitors unsure about what your product does or how it benefits them, significantly reducing their interest.

Example:
Promising "groundbreaking solutions" without clarifying exactly what the solutions are leaves visitors confused and less likely to engage.

Too much detail or numerous competing messages create confusion and decision paralysis, often leading visitors to abandon your site.

Example:
Attempting to highlight every feature simultaneously may overwhelm visitors, causing them to delay decisions or leave entirely.

Enhancing clarity involves deliberate simplification and strategic communication. Here’s how you can effectively clarify your landing page:

Address your visitors using everyday language. Unless targeting a specialized, technical audience, minimize or eliminate jargon entirely.

Practical Tip:
Have someone unfamiliar with your industry review your landing page to identify and remove confusing terms or phrases.

Clearly articulate the problems your audience faces and explicitly state how your product addresses them.

Example:
Instead of a vague statement like "boost your productivity," clearly state, "Reduce meetings by 30% with our easy-to-use scheduling app."

Visual content like images, diagrams, infographics, and explainer videos quickly and effectively communicate complex ideas.

Practical Tip:
Use short explainer videos or screenshots demonstrating your product in real-world scenarios to enhance visitor understanding.

• Simplify Navigation:
  Keep navigation intuitive, enabling visitors to easily locate essential information, such as product features, pricing, and calls to action (CTAs).

• Prioritize Information:
  Present your most important points first, ensuring your core message is immediately visible upon landing.

• Clear Call-to-Actions (CTAs):
  Clearly state the next action visitors should take, e.g., "Start Free Trial," "Sign Up Now," or "Learn More."

Companies recognized for landing page clarity:

• Slack:
  Clearly highlights the benefit of streamlined team communication, directly addressing email overload and inefficiencies.

• Spotify:
  Clearly communicates accessibility and personalized music streaming, making benefits immediately understandable.

Regularly perform A/B tests to continuously refine your message. Consider testing:

• Different headline styles
• Simplified descriptions versus detailed explanations
• Video content against static visuals

Regular improvements based on user data and feedback ensure ongoing clarity and effectiveness.

Visitor confusion is harmful yet entirely avoidable. By simplifying language, clearly highlighting your product's benefits related to customer needs, and employing visual clarity, you can significantly improve your landing page's effectiveness, building trust and boosting conversions.