Landing pages are excellent tools, designed to rouse interest and motivate visitors to engage and convert. The average conversion rate for a landing page is around 2.35%, though some popular sites average anywhere from 5% to 11%.
Though the general goal of a landing page is to convert, there are other benefits to have a well-designed landing page. They provide an extra opportunity to catch attention, use SEO, advertise specials, provide incentives, and overall create a lasting impression on the visitors to the website.
If you’re interested in creating an awesome landing page for your site, but you’re not quite a web design professional, don’t despair. You can still design a landing page as though you were born doing it. Just make sure to follow these ten tips that cover the visual, content, and technical aspects of great landing page design.
Pick Your Colors Carefully
The colors that you choose for your website and landing page will depend on two main factors: your type of business, and the audience you’re aiming for.
Of course, other things come into play, such as your established branding and your logo design, but it’s important to remember that visuals, especially colors, greatly affect whether a visitor will remain on a page and become more engaged with the content. You will find designers uses icons and colors related to their niche rather than energetic or edgy designs. And if you are stumped for ideas then try a logo maker is great for inspiration.
KISSmetrics even states that, according to their research, consumers place “visual appearance and color above other factors,” with 85% of consumers even citing color as a deciding factor in their choice to follow through on a purchase.
The same source lists different colors that appeal to different subsets of shoppers — strong colors like red, orange, and royal blue for impulse buyers, soft colors like pink and sky blue for traditional shoppers, and teal and dark blue for an audience on a budget.
The choice of color for your landing page is influenced by what will appeal most to your audience, as well as what will motivate them to follow through on what they see on the page. Your color scheme should also harmonize with the overall color scheme for your site, so that it is readily identifiable and familiar to the viewer.
Follow Simple Layouts for Landing Pages
When it comes to landing pages, the simpler the design, the better. Limiting the content can keep it from becoming overwhelming, and limiting the options can help motivate your viewer to act rather than “think about it for a while.”
There are dozens of resources for simple landing page designs and templates, which are easy to adapt and which don’t require a great deal of web design expertise.
Exploit the Fear Of Missing Out
The fear of missing out (or FOMO, for the acronymically-minded among us) is popularly used as the basis for marketing techniques as it can motivate the viewer to take action now rather than waiting until later. How is this fear helpful to landing page design?
You can build scarcity into your design by including elements like a countdown timer for when incentives will end (more on incentives in a few minutes). Scarcity and FOMO are solid tools that help to create a landing page that does its job of converting.
Don’t Use Free Source Images
Incorporating high quality images is an excellent way to make sure that your landing page looks both professional and beautiful — but there’s a caveat to that. Especially if you’re a newbie to the world of web design, it’s tempting to pull some stock photos from free sites.
But the trouble with free stock photos is that it’s very difficult to make sure that they fit the tone of the site, not to mention ensuring that they’re appropriate for what you need. They also tend to be lower quality, and may not load or display well.
Finally, free stock photos are popular because they’re free. So every other budding web designer may also be incorporating the very same images, which cuts down on the uniqueness of your landing page.
Try to find more original, high quality, unique images for your page, even if it requires more of an investment up front.
Craft Your Headlines With SEO Keywords
Your landing page operates by the same basic SEO rules as your website itself. You want to craft your content with keyword-rich language that will earn you a place in search rankings.
But it isn’t just your content as a whole that matters. Your headlines, as the first-seen pieces of content, should include at least one of your most optimized keywords.
Landing pages are typically viewed as advertising tools, and so not everyone optimizes them for search engines. But SEO never hurts, and can even help to tie your landing page and your site together in importance.
Keep your headlines short, to the point, and pithy.
Use Multiple CTAs — But Not Too Many
Calls to action, or CTAs, are another vital aspect of landing page design, but again the specifics depend on your content, your purpose, and your audience.
Your CTA is the “click here next” button, basically telling the visitor clearly what action they should take. The content around it must make it clear why they should take that action — through cues such as scarcity, as mentioned, or through highlighting the benefits they will get from taking advantage of your site now.
Using too many CTAs can come across as pushy. Using too few — one or even none, for example — may leave your visitor wondering what you want them to do next.
Part of the content that can be included to highlight the CTA may be the incentives that you are using your landing page to provide.
Because these pages are often used to advertise sales, consumers tend to look for the incentives, and if they don’t find any, they may very well be disappointed and click back out rather than continue to the site.
Make sure that your incentives are clearly phrased, such as “New customers receive free shipping” or “20% off until Wednesday!”
Offer Pre-Filled Forms
The easier it is to follow through on something, the more likely that your visitors will actually do so. So if you can cut down on the steps it takes for them to fill in a form, they may actually fill in the rest themselves.
You can incorporate what you already know about your visitor — such as their location, for example — to pre-fill parts of the form, thus making it easier for them to follow through.
Double Check Your Links
One technical aspect that often goes unnoticed by new or amateur web designers is making sure that the links actually work — and not just that they work, but that they actually lead where they are supposed to!
For a landing page, this is a necessity, because your CTA will likely direct the viewer to a page that allows them to make a purchase or sign up for something. If the link is broken or misdirected, you’ve undone all the hard work that you put into your landing page design to begin with.
Optimize For Mobile
A final key to making sure that your landing page works well for you is optimizing it for mobile. More internet users than ever before are accessing the world wide web through their smartphone, and web design just doesn’t show up the same on a small screen as it does on a laptop.
Make sure that your landing page displays correctly — and double-check the links again while you’re at it — both on a desktop/laptop and on a mobile device, such as a phone or a tablet.
The more site visitors are able to access your landing page, the more opportunity that page has to fulfill its intended purpose — boosting your conversions, making an impression, and helping your site to succeed.
About Veronica Johnson
Veronica likes reading, writing and exploring through her travel. With her freelance guest writing, she hopes to achieve both her passion and career in online content marketing. She writes on topics like business, advertising and digital marketing.