 Most landing pages can't convert. Why? Because they don't leave any emotional footprint. Humans are creatures of emotion. That's what drives every action and decision we make. Here's how you can design a landing page that invokes emotional action in users. Number one, recall pain points. Designers know pain points too well, but we don't remind users about them. The fact is users are more likely to act when landing pages make them feel pain. Point it out and then present your product as a solution. Number two, focus on the benefits. All the good products don't matter if users don't know how they can benefit from it. An emotional landing page should inform the user what your product is about and highlight some direct product benefits to connect to their emotion.