As a business owner, conducting your business online is a must. Having a website is one thing, but landing pages can be the best thing you can do to nurture your leads, educate customers about your products, and of course, drive conversions.
Your business’ website is designed to give your target audience a general overview of what you do and what you can offer. While a landing page can help you take advantage of the interest that is coming your way.
In this post, we will discuss the best tips to design a landing page that will make it effective and deliver your desired results.
What is Landing Page Design?
A landing page is a standalone web page that is built and designed specifically for a marketing or advertising campaign. The landing page only has one goal, and people get there through a link in an email, an ad, or other places on the internet.
It is the main focus that makes landing pages the best way to increase your conversion rates. At the same time, it’s also an effective way to lower your cost of acquiring a lead or sale.
Landing Page Design Tips
There are a lot of landing pages out there today, and the landing page design depends on the goal. Is it to convert visitors? Is it to encourage visitors to take a specific action? Is it to engage visitors? Whatever it is, you need to ensure a great landing page design that will make your website visitors take your desired action.
A good landing page design will generate leads; all you need to do is follow the best landing page practices. Below are some tips that will help you make effective landing pages for high landing page conversions:
Determine the Goal for the Landing Page
Since landing pages are designed to convert and engage your target audience, before you go ahead and do it, you need to ask yourself first what type of conversion you want it to generate.
A common conversion goal is brand awareness. In this case, businesses will grow the email list that they will use to connect to prospects and customers. They will build a relationship with them through content sent via email. When done right, this results in a loyal following and growth.
Another conversion goal is lead generation. When this is your goal, an effective landing page is set up in a way that will enable you to gather the contact information of prospects interested in what you have to offer. Then, a member of your team can do the follow-up.
Finally, sales is another common conversion goal. Here, the landing page should be able to facilitate quick purchases by showcasing a specific product and providing users with the chance to add to cart or buy without the need to leave the landing page.
Whatever your goal is, being clear about it before you start anything is crucial to the success of your campaign and to creating landing pages that work. When you know your goal, it will be easy to create an effective landing page.
Keep Your Copy Engaging and Concise
Your landing page copy can make or break your page, so you must ensure it’s engaging and concise.
Also, your copy should emphasise the benefits of your products or services. Why? This is because customers already know what they’re looking for.
So, instead of pitching the solution that you can provide them, let them know about the benefits. This doesn’t mean you shouldn’t mention the solution, but don’t push it. What you need to push in your copy are the benefits.
Also, the headline you use is also for your landing pages is very important. Let’s face it; not everyone will read every word of your copy; instead, most of them would just skim and scan your copy. So, to make a good landing page copy effective, you need to have a killer headline.
You need to adapt to the customer and create a good landing page copy that will compel them to convert. Therefore, you need to pay more attention to the headline, the subheadline, CTAs, and the visual elements of your landing page layout.
With that, you need to make your headline big, clear, and strongly coupled with compelling subheadlines that will emphasise the benefits of your products or services. It’s also important you break the copy up into major sections, have bullet points as much as possible, and use short paragraphs for a good landing page design that will also appear well across all mobile devices.
When it comes to your writing style, keep it simple and showcase your value proposition. Sure, you may be an excellent writer, but that really won’t matter when you want to drive conversions from your landing pages.
However, your creativity should still flow despite the simplicity of your words on a good landing page.
You can do this by telling a story using simple and short sentence structures. Never get too fancy with your wordings; what’s important is to be clear and succinct. Use the most basic words to describe what you want to convey to your audience.
Most importantly, create landing pages that are easy to understand and navigate. The most effective landing pages are the ones that are simple to the point that visitors will get exactly what it’s all about just by simply landing on your page.
Make Landing Pages Free From Distractions
Another winning landing page design tip is to ensure that the page is totally free of distractions. Unnecessary ads or visual elements may be disruptive to the overall design of the page, which will also cause users to leave and hurt your conversion rate, along with your digital marketing strategies.
This also involves being mindful of the links that you use. Remember that your landing page has one main goal, so if you need to link to something, do it on the call to action button.
You also want to make sure that there is no main navigation on the site. A great landing page shouldn’t have a navigation menu that may distract site users and will make them stray from where they landed.
Other landing page distractions include a flurry of information that goes beyond the sale. What you need to remember here is that you shouldn’t give users more copy than they need.
On the other hand, strike the perfect balance—don’t spread information thin. Instead, be precise in what you want users to do and don’t give them a lot of options.
Your landing page visitors are on a single journey, which means they won’t explore everything you can think of to offer them. Most landing pages today are free from distractions and just go straight to the point.
This is one of the most important landing page best practices you need to implement today.
Choose the Right Colours for the Landing Page Layout
The colours you choose for your landing page impact your conversion rates. You see, colours are powerful, and human beings respond naturally to specific shades. And it’s crucial you don’t overwhelm visitors with the colours when you design landing pages.
Good landing pages should keep the visitors focused and enable you to generate more leads. This is where colour psychology comes into the picture.
For example, blue is associated with strength and trust, which is why most financial brands use blue hues.
Consider colour psychology when designing your landing page to evoke the right emotions you want your landing page visitors to feel. In turn, this will make your landing page more effective and persuasive.
Many marketers today leverage colour psychology in a way their brand is perceived to invoke specific responses. With that, you really need to take the time to decide on the colour that you will use for your landing page.
Study which colours will evoke the response that you want, and that will send the right message to your audience.
Make Your Call-To-Action (CTA) Persuasive
Since your landing page’s aim is to convert, you need to offer a strong call to action that will encourage them to take your desired action. One way you can do this is to make your call to action crystal clear because the clearer it is, the more likely people will act on it.
It’s also a good idea to make your CTA button more visual to engage the user. Think about what or who your potential customers are and use that to design your CTA button.
You should also consider using white space, which is the negative space between design elements.
Another thing to make your landing page CTAs more persuasive is to pay attention to the copy. Your CTA should convey the right message, and it should be clear as crystal.
Most visitors may be confused when you have a CTA that is loaded with too much information. A brief description of what you want the users to do is enough. You don’t need to fill your CTA with as much data as you would other elements.
Don’t forget to use only one CTA on your landing page. Once again, you should never give your site visitors plenty of options—let’s stick to the goal, shall we? And when it comes to the right placement, have it above the fold.
Above the fold is the upper half of the webpage that you see without the need to scroll down. This is an ideal spot for your CTA because people will immediately see it.
Finally, to ensure your CTA is as persuasive as it should be, you need to test it. The CTA button is a crucial part of your conversion rates, so you need to test it before you make it go live.
Testing it will also help you determine which CTAs work best for you and your target audience.
Remember, CTAs are one of the important elements in your landing page and in digital marketing campaigns. That’s why you need to be mindful of it and only ensure it contains absolutely essential information or relevant content.
Design With Conversion Rate Optimisation (CRO) in Mind
To make your landing page successful and on brand, it needs to be highly effective at converting your visitors. This is why you need to design your landing page with Conversion Rate Optimisation in mind.
As part of your CRO, you need to figure out the landing page drivers—what brings people to your landing page and what do they want to get out of it?
Does word of mouth bring visitors to your landing page? Or is it social sharing? Some may even get to your landing page through Google Ads or other techniques your sales team use.
The standard method to get the answers is to get deep into analytics and determine who is visiting the website.
Once you get the necessary information and have a better understanding of your target audience, you can use their motivations, along with their demographic information, to create user profiles or personals.
Then the next thing is to identify the barriers that keep people from converting. Heatmaps and session recordings are powerful tools that you can use to track the specific actions of real visitors on your webpage. By using this powerful tool, you can determine exactly when they leave the page.
Now, you need to identify hooks that will persuade people to convert. When you already know what is working to draw in conversions, then you can figure out where you should put more focus on.
Optimising your landing page is an ongoing process. This also involves continuous testing of user experience to further improve conversion rates as your products and the needs of your target audience change.
Make Sure the Design is Responsive
Your landing page visitors will not visit the page from only desktop browsers. In fact, a lot of them will be doing that via their mobile device. The latest figures show an increasing number of smartphone users every year. In 2022 alone, the number of smartphone users worldwide is estimated at 6.6. billion.
On that note, billions of people use their smartphones and other mobile devices to browse the web, and you need to make sure that your landing page will load fast and will look good on mobile.
To do this, you need to optimise your landing page for mobile responsiveness. How do you do make your landing page mobile friendly?
– Gather mobile audience data: Your audience who uses mobile may come from different demographics and behaviours compared to other audience segments. That’s why it’s essential to gather mobile audience data, as this will help you understand who these visitors are. With that, you can design your landing page aligned with this audience’s interests and needs, which will lead to a more effective landing page.
– Gather mobile metrics: Your mobile metrics will help you identify which parts of your landing page are driving and are not driving conversions. This is why you should make it a habit to watch these metrics as this inspires ideas for optimisation.
– Prioritise the right elements: When optimising for mobile responsiveness, you need to prioritise some elements because you will have less space to work with here. Define the elements that are important to you, such as the CTA button, main visual, and main copy.
– Prioritise speed: Did you know that 53 per cent of mobile visitors leave a webpage if it takes longer than three seconds to load. That’s why you need to prioritise your page speed by getting rid of unnecessary content, optimising your images, and using tools to help you monitor mobile page speed.
With this, you get to convince visitors even with a simple landing page.
Have Compelling Lead Forms
Your lead forms are also an important part of your landing page design. With high-quality lead forms, businesses can generate high-quality leads and close sales.
Effective lead forms will enable you to collect relevant information about your prospective customers that will allow them to make follow-ups and eventually convert them into paying customers.
A solid foundation is a must before you create a lead capture form. Doing so will ensure that your landing page’s design will deliver a positive user experience. Next, you need to match the form to your buyer’s journey stage.
You should be aware that not all customers are at the same stage of the purchase journey. There are some who are unaware of the product or service, others are not yet ready to buy from you, but others may already be interested.
Knowing exactly where your prospects are in the purchase journey will be critical to your lead capture form design.
It’s also crucial you keep things short and simple. You don’t need a complicated lead generation form. Most of the time, lead forms and simple and should be filled out easily. This kind of lead form is more effective in gathering information from your prospects.
This is possible by keeping the form fields short and easy to understand while also requiring the most important information from prospects.
Additionally, you need to make sure the lead generation forms are visually appealing. You don’t want to overwhelm and frustrate your prospects with unnecessary steps and intrusive questions, right?
Have Attention-Grabbing Visuals
The visuals you use for your landing page is one of the many elements that contribute to its success. Therefore, choosing the right visuals is an important part of the process.
Regardless of the goal of the landing page, you need to ensure that the page looks professional. With that, the visual content you use should convey an air of professionalism that evokes a reputable and trustworthy brand.
Trust is important in converting visitors into a lead, and to achieve that, your landing page should look the part.
Next, to really attract attention, choose eye-popping visual content. You want your landing page to enticing, and with the right media content, it will trigger your visitor to act on your offer.
However, it’s essential you don’t overdo this. Instead, keep it simple. You don’t want a landing page that is too busy that may overwhelm your visitors and risk your conversions.
Also, always stick to your general colour scheme when choosing visual content to showcase your product or service. Using a maximum of three colours is a good idea, and this will keep things simple and professional looking.
Another thing when choosing media content to use for your landing page is to ensure that they are relevant. Remember, your goal here is to get customers to choose between converting or returning to your homepage.
When the visuals you use are irrelevant, this can be distracting to site visitors, which will make them not take action at all.
Knowing your audience is also important here. When you know your target, you can guarantee that your media content will appeal to them. This is because you know what will resonate with them and evoke emotions that will enable you to cultivate relationships.
To Sum Up
A landing page has a high chance of success when done right. The design plays a crucial role here. Let your value proposition shine on your copy, keep your forms short and straightforward, and eliminate your website’s navigation bar are some of the landing page design tips that you need to do.
With our landing page design tips, you can have an effective and successful landing page that will help you achieve your desired results.
Do you not have the time for all of these? Don’t worry; here at Evolving Digital, we can create and design an effective landing page just for you. Contact us today!