Design is not just what it looks like and feels like. Design is how it works.
- Steve Jobs
Before we begin with our topic in hand today about the traits of effective landing page design, let’s go over an interesting analogy.
Where do you receive your guests when they visit your house? In the entrance room, a.k.a the drawing room, correct?!
Now, you don’t want your guests to experience a shabby looking drawing room with dirty walls, cramped up sitting space, and nothing much to praise about.
Because after seeing the state of your drawing room, they’d have judged the state of your entire house and are most likely not coming back to your house ever again. And not just that, they may even spread the word around and debar others to visit your house too.
It should because that’s precisely what would happen to your website if your landing page is not designed effectively.
The landing page is where you’ve led your customers on your website. This is the first page which the visitors see of your entire website and depending upon its design and ease of navigation, your potential clients may either turn into effective leads or turn back and never return.
So, in order to ensure that your website’s landing page helps in converting visitors into leads, here are some important traits of an effective landing page design for you to consider.
Begin with the first thing that a visitor on your website would see; the Headline!
It is important that the headline is short, crisp, to the point, and highlighted enough to grab the visitor’s attention as the first thing. Try not to exceed the main heading of your landing page more than 10 words. (Experts suggest 6 words as the sweet spot)
Following the headline on your landing page should be a well-explained sub-heading. Ideally, this should be the next line of information that you must lead your visitors to.
The sub-heading must explain the visitors what they should expect from the product/services which you have to offer and, how would that benefit them; or does that provide an answer to their problem.
The idea behind including a persuasive sub-heading on your landing page design is that it should be interesting and ultimately convey a greater understanding of your product or service.
Indeed, your subhead should offer a little more detail and depth about you and your brand.
This is a no brainer! A piece of content that gets right to the point is more efficient and just looks better.
You don’t want your website visitors to have a hard time understanding the content you have written. The easier it is for users to read and digest your landing page’s content, the better are your chances to succeed.
And in order to make your content attractively interesting and readable, you need to work on the typography. You simply need to ensure that you are;
- Using fonts that are readable with a healthy dose of letter-spacing and line-height.
- Avoiding lengthy blocks of text content.
- Providing each section of a landing page its own room to breathe.
- Using backgrounds and images to provide visual separation; along with white space.
All this will help to ensure that users won’t be overwhelmed or distracted during their stay.
Ah! The game-changer; if we can put it that way.
How you play around with the images, color palettes, placement of elements on the page, etc. will prove to be make-or-break for the performance of your landing page design.
It doesn’t matter what you’re selling, visuals always appeal to people on a fundamental level. So whether it’s a shiny product image or you need a video to explain a more complex offering, don’t shy away from using it on your landing page.
The use of color is certainly a subjective matter of personal taste. But you are creating the landing page for your users, so you need to adhere to the taste of your audience.
It is always recommended to use a color scheme for your website landing page which reflects positivity and friendliness.
Along with that, you must also not skimp out from using your own favorite colors. The colors that you have been using for your brand, such as;
- logo design,
- business cards,
- other pages on your websites,
- social media pages, etc.
And, of course, the main objective of creating the landing page design; the CTA!
Everything that you do while designing your landing page is to eventually lead your visitor to the Call-to-Action button. The CTA could be to fill up a form to contact you or download your e-book.
It is this CTA that will work as the catalyst to convert your visitors into customers. So, ensure that it is visible, clear, and engaging.
In order to make it visible, of course, you don’t want to make it so big that it takes over the whole screen leaving no room for your headline, sub-headline, and image. But, making it big enough so that users can easily hover their cursor over it without any difficulty is essential, and of course, making it nice and big means that it will be noticeable.
Also, internet users have been trained to expect the CTA to be a button, so don’t try to make things complicated unnecessarily. Users know what a button looks like and does, so stick to that.
However, if you still want to add some creativity to your CTA button, you can do that with the text on the CTA.
The trick for a creative and unique CTA copy actually lies in the psychology of the message. Rather than directing users to do something like ‘Sign Up’ or ‘Submit’, try and tell them that by clicking the button they will immediately receive something of value to them; such as, ‘Download My Free eBook’, ‘Get My Free Quote’.
Your landing page is where your conversions happen, so it is essential that you take the time to build them with great care and incorporate all of the above points. Remember that there is no one size fits all technique that works with landing page design. Your brand is unique and so should be your landing page.
If you are not sure how to align your landing page design with your brand, we can help. Simply connect with us with your requirements at firstname.lastname@example.org