When people think about “design”, they mostly think colours, pretty pictures, illustrations, creativity, etc. But when we talk about landing page design in particular, we need to take the above and more a step further because the design has to be 100% effective, direction-oriented and functional.

Sure, attractive colours and superb imagery will win over hearts and minds, but there are quite a few aspects you need to tap into for your landing page design to truly stand out.

Let’s start with the basics: Landing page structure and layout

Structure-wise, a good landing page will typically have these five common elements:

  • A headline that instantly hooks in visitors
  • An image that is relevant to the visitor’s interests
  • Copy and description which not only informs but also entices your visitor to fill out the form
  • A lead form that sits above the fold (easily visible without the viewer having to scroll down too much) in order to capture your visitors’ contact information
  • A call-to-action that is relevant, enticing, and encourages the visitor to take action

These are just some basic elements as your landing page can include more if it makes sense to do so – such as, social share buttons, for example. As long as you know what your audience is all about, you’ll know exactly what to include but the general rule of thumb largely remains the same: include only as much information as is needed to get them to convert.

Now, let’s talk about layout:

  • The most crucial information needs to be kept above the fold – effectively eliminating the need for your visitor to scroll down to get it (annoying!).
  • Do a blink test – your visitor should be able to acquire the needed information in less than the time it takes them to blink once after initially reading the message – so, this should be ideally under 5 seconds.
  • Use white space cleverly to space out the text, keeping your visitor focused and engaged, and to help them easily comprehend the underlying message.
  • Landing page copy with bullets and shorter paragraphs always works better.
  • Lay out your copy in an F-pattern – i.e. work along the flow of visual patterns to easily guide visitors to the key points which will help them convert; the F-pattern is the direction most people scan a page in when online.

Colour me this, colour me that

One of the most important aspects of your landing page: the colours and hues. The overall design – and use of colours plays a huge role here – should reflect your brand image and website visual design.

Capturing a prospect’s information is all about forming a long-term business relationship, so this means you should familiarise them with your branding colours and style early on. The more they identify with the colours and style, the more easily they can relate to you, and that means a sense of trust and credibility can be built early on too.

For example, you might want to consider alternate colours around the elements that must stand out on the landing page – the CTA (call-to-action) button, for example. Contrast is everything here, so if your branding colours are mostly orange, for instance, you’d want to contrast that with yellow to draw attention. If they are green, then contrast that with purple, and so on.

Images that entice and excite

Images are typically the first thing people notice when they arrive on a web page – in fact, as human beings, we tend to process images a lot faster than text – they set the tone for the entire experience, if you think about it.

So, how do we choose the right images? Ask yourself the following:

What is my ideal customer?

What is your audience persona? Their age group? Their interests? These are one of the ways of determining what kind of images to place on your landing page. Work with something that appeals to them quickly and with little effort.

Where should the focus be on my landing page?

People follow directional cues if you lead them, that’s just how it works, especially when we talk about a web page. So, for instance, if you want your prospects to fill out a lead form, then include an image which allows them to follow their gaze from the image to the form.

Will the chosen image reinforce the main message?

Even though the image is typically one of the first things people notice on a web page, every other element also plays an important role. So, the image should not only give the visitor an idea of what to expect from the page but also reinforce value and benefit.

Choosing the right landing page could mean anything from adding specialised image effects to choosing the right stock image to playing around with dimensions and compression, in order to achieve the right effect. We’ve actually put together a little guide to explain how you can come up with some fantastic landing page images, so it’s worth checking out!

The meat of your landing page: CTA

The call-to-action is undeniably the most important part of your landing page. The CTA has to be designed in a very specific way – a way that makes people want to curiously click on it and see what kind of value they can enjoy. Here’s a quick checklist:

  • A vibrant and contrasting colour for your CTA button will always work better than a dull and non-contrasting one.
  • The CTA copy should focus on the benefit to your prospect only, and nothing else.
  • Cut to the choice and get to the main point, 5-8 words should suffice.
  • Always use an action verb to let your prospect know what they must do – e.g. Click Here, Download Now, Get Free, and so on.
  • Make the button large enough so that it stands out easily against the other visual elements.
  • Give the CTA some negative or white space, ensuring that it’s not sitting in a crowded section of the page – such as around bullet points or multiple lines of text.
  • Follow the natural flow of the page and place your CTA button in a place where your visitors’ eyes will naturally follow – like to the right side of the copy or right below it, e.g.

Make it mobile responsive

Over 50% of website traffic actually comes from mobile devices, so do everything you can to make your landing page as mobile-responsive as possible, while also making it easy for prospects to view the content and convert easily on all devices, be it a smartphone, tablet, laptop or PC.

Our expert web page and landing page designers can help with this, as well as all the other pointers we’ve discussed above.

Published On: January 23rd, 2023 / Categories: Design, Uncategorised, Web Design, WordPress /

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