HOW TO DESIGN A LANDING PAGE THAT GETS RESULTS

Landing pages are multipurpose and effective for a variety of online marketing purposes, much like a Swiss Army knife. The results they drive are impressive, and they’re easy to make.

In order to cultivate an email list, produce leads, or sell your wares, landing pages are an excellent tool to instruct, enlighten, and sway your visitors.

This article will provide you with ten tips to assist you in creating a landing page design that is effective for your business.

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1. Make use of a distinct visual hierarchy.

How do you think people act when they’re on a website? The majority of internet users have very specific habits when it comes to consuming content. People aren’t irrational, after all.

In content-focused websites, like this blog post, readers scan from top to bottom and left to right following an F-pattern, according to a groundbreaking study by the Nielsen Norman Group that used eye-tracking systems.

Darker shades of orange, yellow, and blue indicate areas where people look the least, while red indicates areas where people look the most. Reading from left to right and skimming heavily along the way, this study found that people typically begin at the top of a page (the headline), move down to the first sentence, and finally reach the bottom.

Because of people’s bias toward paying attention to the most striking things first, designers and creative agencies came up with the idea of “visual hierarchy” to organize the appearance of various elements. 

Make sure the visitor follows the website’s interests by presenting the most important information at the top of the page and highlighting those elements, like buttons and images. All of this contributes to the critical nature of landing page design.

Above the fold, or the portion of the website that displays without scrolling down, should be a headline, subtitle, and call to action (CTA)—all of which should be designed with larger fonts than the rest of the content—on a landing page.

2. Utilize Contrast

When creating landing pages, many designers make the mistake of assuming the visitor is ignorant of their expertise. What appears obvious and unambiguous to a designer might not be to a visitor.

Use contrast to your advantage to create a visual hierarchy that speaks to your interests. One principle of landing pages is contrast, which helps make your pages more clear by contrasting two or more elements and drawing attention to them. 

One website that uses this technique is ClickUp, which uses a pale grey for half of their page and a vivid purple for the other half. Above the former, they use black fonts, and above the latter, they use clear images.

3. Author User-Focused Copy

At the outset of their marketing careers, all marketers must come to terms with the fact that their target audience does not care about them or the offers they make. Customers are solely concerned with self-interest, problem-solving, and success-enabling products and services. For this reason, marketers should constantly keep their target audience’s wants and needs in mind when crafting their copy.

And just like that, the copy on your landing pages needs to be user-centric. The copy should highlight the benefits that the visitor will experience after clicking on the CTAs displayed on the landing pages. Quickly emphasize the value of the offer displayed on the landing page and why it is important to them.

Take Better Proposals as an example. They’re a proposal software company that aims to help freelancers and agencies win more business and get paid faster. Their headline speaks to two of their audience’s biggest concerns. The call to action (CTA) below is so easy to understand and use because it focuses on the benefits.

4. Utilize social evidence

Social behavior has been the focus of psychological research for half a century. The phenomenon known as “social proof,” in which individuals act in accordance with the actions of those around them, is both common and mysterious. If you want your visitors to have more faith in your value proposition, social proof is a must-have.

Impressive as your landing page claims are, visitors still want evidence that other people share your opinion. You can incorporate social proof into your landing pages by using:

• Testimonials Achievements Reviews from satisfied customers
• Notable references in the media
• Accolades from prominent figures in the field

Bid4Papers, for instance, prominently displays reviews left by the more than fourteen thousand people who have put their faith in the company since its inception. 

5. PRESERVE SIMPLE DESIGN.

The point of any landing page is to have people read the copy and then do what you want them to do. This outcome can be more easily attained with a less complex design.

The design of your landing page, like your copy, should prioritize the visitor’s experience. There should be no ambiguity or miscommunication on your landing page.

6. KNOW YOUR BIAS AND USE IT TO YOUR BENEFIT

There are universal patterns of human behavior. One example of this pattern is social proof, which has already been mentioned. Psychologists refer to similar patterns as “cognitive biases.”

Interpreted as “a systematic (non-random way in which the context affects judgment and decision-making” by the Interaction Design Foundation,

The presentation of your information dictates the behavior of your visitors, according to psychologists and marketers. Therefore, your landing page design should take cognitive biases into account.

7. Make use of appropriate images.

When appropriately placed, images make it much easier for site visitors to grasp the content of a page. Images on your landing pages should also complement the content you’re promoting. Images in none of the aforementioned examples do not distract from the offer or copy; doing so would go against the principle of minimal design.

Use visuals that speak to your demographic and highlight the value of your offer. One link building agency, Digital Olympus, uses a transparent mountain as a backdrop for their headline. Mount Olympus is a mountain, and the company’s name and the headline’s mention of “long-term growth” are both symbolized by this mountain.

8. Put Your Designs To The Test

Every one of these landing page tips has been around for a long time and has been proven to be effective. Whatever you do, the success of your landing page will ultimately hinge on the details of your campaign, including but not limited to your target demographic, chosen marketing channel, desired outcomes, and more.

9. Make sure your call-to-action and copy are in sync.

The sole purpose of any well-designed landing page is to elicit a response from the visitor. Among the many factors that impact your visitors’ actions, calls to action (CTAs) rank high. Even if the copy on your landing page is flawless, it won’t matter if the call to action (CTA) doesn’t resonate with your target audience.

Standard calls to action like “Click Here” and “Buy Now” are overly simplistic and blatant. Calls to action (CTAs) and images should complement each other and the offer.

See this example from Quicksprout for an idea. A brief, captivating headline complements the image, but the call-to-action (CTA) text really makes an impression by encouraging the user to type in the company’s URL when searching.

10. Utilize key phrases in your captions.

Without a doubt, calls to action (CTAs) rank high among landing page essentials. Of course, there is no such thing as “perfect” call-to-action copy, but there are certain terms that, in marketing parlance, should be utilized extensively.

Power words are those that evoke a strong emotional reaction from your site visitors. They make them more creative and give them more energy to do things.

Include some of the most popular call-to-action words in your copy, such as:

• Design Sign Up Start Learning Right Away
• Save
• Begin by Subscribing

In their call-to-action (CTA), industry leader Hubspot promotes their free CRM software. This text flows seamlessly with the rest of theirs, and the words “get” and “free” are copywriter staples because of how effective they are.

Get the Most Out of Your Landing Page Design

The effectiveness of landing pages ensures that they will remain a cornerstone of digital marketing strategies worldwide. If you’re in the market for a landing page for your company, keep these 10 points in mind.

In addition to getting the attention they deserve, these tips will help your landing pages generate leads and sales for your business. Why are you hesitating to begin?

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