A landing page is the first experience your customer (or potential customer) will have with your brand. It must convey information, inspire a call to action and reflect your personality. It’s difficult! Today we share ten tips for designing landing pages to help you.
If you simply stick your logo and product image on a template, it will be obvious. The site does not provide the experience or information your client expects upon arrival. Whether it’s difficult to navigate, hard to read, or a jumble of visuals, designing a landing page that isn’t afraid requires planning and accuracy. Let’s take a look at ten tips to make it better.
1. Have a clear goal for the page
The very first thing you should consider when creating or customizing the design of a landing page is the goal of the page: what should the users do when they get there?
- Click on a link
- Watch video
- Play a game
- Enter information in a form
- Make a purchase
- Share on social networks
- Read or interact with content
Then everything on your landing page needs to be designed and aligned to bring users closer to that goal. BarkBox sells subscription boxes with dog toys and treats. The landing page above is for your Valentine’s Day promotion, which has a theme but drives users to make a purchase. (Note that each button displays “Start”.”)
2. Design for your Audience
Landing pages must be created for the users who use them. That sounds pretty self-explanatory, but all too often it doesn’t happen.
The people and images of the design must be relatable to the users. Text and copy blocks must communicate in a voice and tone that these users appreciate.
This can take a deep dive into your analytics to understand who your key audience is.
- Are they women or men?
- Younger or older?
- Live in a specific area
Create a design that appeals to the audience you connect with to hopefully increase user engagement and conversions.
3. Use strong images
A strong image, an interesting photo or an engaging video make a strong first impression and contribute significantly to user engagement.
Coulee Creative takes an interesting approach. The design does not change, but the title changes and with each change in the title, the facial expression of the man in the image changes accordingly.
It is an element of surprise that is fun and makes you want to see what it will do next.
4. Make a Compelling Copy
Most landing pages contain multiple copy layers. Each of these levels must be compelling and aimed at getting users to the desired action, which is defined by the goals of your site.
Most landing pages use the following types of copy blocks:
- Title: There should be some words that attract the attention of users.
- Body text: this is your main message. It must be concise and direct.
- Call to action: Often in the form of a button or link, this tells users what to do with the site. What is the next step of the process and how do you achieve it? Provide clear and actionable communication.
- Footer: Standard information such as branding, contact information and links on social networks can help build credibility and provide users with an indispensable resource.
5. Set Keywords Via Navigation
Navigational elements on a landing page help users know what your site as a whole is all about. Consider navigation elements as additional keywords that provide information and direction to the user.
Baublebar does a good job on its Puppy Bowl landing page. The company, which mainly sells jewelry for women, uses the navigation bar to highlight this while presenting “balls” for pets on this landing page.
In addition, under the parchment, the site focuses on jewelry for women with images showing products that are not for dogs. All these navigation indexes help users who have come to the pet products site to see that the main activity is much more than that.
6. Make CTA Clear
Every user needs to know exactly what to do when accessing their landing page. Clear calls for action are essential. Do not assume that users simply do what they want.
Good calls to action can be in the form of buttons, forms to fill out, instructions for use (such as scrolling to learn more) and even animations.
Jonathan Patterson’s portfolio uses this to set the user’s action – each of the light colored blocks contains a dark hover state that tells users that each block can be clicked for more information.
7. Customize The Content If You Can
Landing pages by nature are designed to be somewhat specific and special. Often you have a goal or goal a little more targeted than your homepage. Customize the content of the landing page to make the most of this concept.
Trulia directs users to a home / landing page that uses geolocation tools so that each user gets location-specific information from the start.
This simple user experience makes the site personalized and users will be more likely to deal with the content that concerns them.
8. Add Clear and Relevant Branding
A common problem with landing pages that make you null is that they often don’t see or contain visual cues that connect to the main site.
Landing pages must have clear and relevant branding so that users know exactly what or who they are interacting with.
Nike does a great job with the shoe personalization page on its website. It has the same header and logo as all the other pages, but the main content is different-and users know it’s special because of the shoe’s funky design. It’s not an image of a product for sale; it’s a moving image with custom concepts that users can create.
But users will never wonder if they are still interacting with the Nike brand. It is always relevant in design.
9. Consider the source
When a user clicks on a link from another place on the web and gets to a landing page, he expects something he will find.
The landing page must be designed so that the content is specific to that traffic.
Bills.com has a landing page with a simple form that helps users understand how to consolidate or manage debt. There is no more clutter on the landing page, and users will not even see other information until they complete the presetting process presented above.
This design relies heavily on the source of the link – from places like social media or even printed information – to let users know what will happen next.
10. Define hierarchy and flow
A good landing page makes the ease of use obvious. Where should users look and what should they do on the page?
Designing with common user patterns and behaviors can greatly help establish this flow. Add image, brand, and typography layers to create a clear hierarchy, and users will immediately know how to interact with the page.
LS Productions, above, has a visually clean action plan-a large scroll video, a logo in the top corner to center the title on the scroll for more CTA. And users get all this information in a few nanoseconds.
An important point to note is that if you’re thinking of a landing page, it’s not necessarily your homepage. Landing pages are the most common first stops for website visitors. (You can understand it by reviewing your site’s analytics.)
Some of these important landing pages may be due to your marketing efforts and the way you generate traffic. But other sites can also be popular due to the content, links from other sources and search. Knowing where that traffic comes from and what users are looking for is an important factor when it comes to setting goals and designing a landing page that isn’t afraid.