What are the UX principles behind good landing pages?

Take a look at this guide.

I saw a great Twitter thread about landing pages this morning:

There are a lot of great tips here with visual examples that will help guide your own design!

IHMO, you should first start from your target audience and problem you want to resolve by offer your product/services and prepare text content based on that.

I would answer on questions:

1. What is my value proposition which i want to show my vistors?
2. What is the problem we resolve?
3. What kind informations i would like to show (split them by a sections)

Font depends about offer. If you do more e-commerce or business for Lawyers than i would suggest use more Serif fonts instead of Sans Serif.

From Serif fonts i can recommended you: Sentinel Screen Serif, EB Garamond, Adobe Garamond Pro
From Sans-Serif my fonts for 2020: Muli, Rubik, Heebo, Circular, Roboto (still)

From colors you can use:
https://search.muz.li/
https://www.eggradients.com/random-color-palette-generator

You need to think like a process:

• From where user came on my site?
• What then want to see to realize their dreams?
• Always have any CTA for specific solution.
• Avoid situtatuion where user is wuthout nothing on the end
• Does user has enough information to finalize what he wants?

I hope this help on beggining

I'm actually redesigning my landing page also. What I have been keeping in mind is my value proposition, the problem I am solving, and what I want the user to do.

My friend suggested I write a press release about the product and use that to help figure out the value proposition and what information I need to be sharing.

I started in Sketch making ugly blocks that represented the message I wanted to say. Just a gray box with some text and more text describing it.

Once I had the general flow I was able to make it look a bit nicer. I took inspiration from other sources and followed pages that made an impact on me. I explore webpages quickly. The ones that captivate me the most, are the ones that are simple and clear. They have product demos and nicely illustrate the product. So that's what I wanted to follow.

My main flow is to describe the product in an easy captivating way with the title. Show a quick teaser of the product. Move onto the main value prop. Try and hook the user in with that. If they need more. Then I have two more value props. After the third having social proof can assure the user they're in good hands. Then a call to action if they want to be a part of the community with a free offer for signing up.

Here is a PDF of what I worked on today. Id love to talk more. Follow me on twitter if you want to talk :)

https://drive.google.com/file/d/1IO98dI7QaOk1FCRsU1ZYcHFIuxqYv-dg/view

Hey ! I suggest that you zero in on the flow of the content before you start the design.
Since your landing page is for a product the flow of content might be something like this

a)What the product is & what it solves
b)Factors to build trust like, user testimonials & mentions of other websites that have featured your product.
c)Highlighting your product features
d) And an e-mail subscription if required.

With regard to design however check this out, it has some great design landing page templates.
https://exponentwptheme.com/mobile-app/
https://oshinewptheme.com/

It depends on what the page is about. Aside from the standard good design practices you may have things like:

1. Clear value prop
2. Guides user to your desired action
3. Focused - no distractions
4. Passes "so what?"
5. Solves a real problem
6. Easy to sign up
7. Prioritizes benefits over features
8. Plenty of social proof

There's so much to this that I made an extension with 100+ items: https://www.producthunt.com/posts/conversion-checklist