Good eCommerce landing pages focus on what visitors will gain instead of focusing on the brand itself. It also uses high-quality photos, ample white space, clear call-to-action buttons and social proof, such as testimonials. Headings are generally short, while subheadings can be used to elaborate on the headline by describing the value proposition in more detail. Landing pages that advertise products that are visually pleasing and self-explanatory typically rely more on high-quality photos than big chunks of text.