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In recent years, Landing Pages (LPs) have gained immense popularity, and today they are considered almost a panacea for any problem. A landing page is a standalone web page that is set up with a sole focus of driving a particular action from your visitors.
Their singular goal is to grab people’s attention, and they are often designed to nudge visitors closer to completing sales, or to generate sales leads via signup form or free giveaway.
How do you make sure you get it right and realize all of that promise you’ve read about? Let’s take a detailed look, and figure out the key elements of design that you’ll need to consider to build a landing page that comes through with some big sales.
The Concept of a Landing Page
An LP is a marketing tool that substantially impacts your ability to close the deal on the final product you’re selling. Design-wise, it’s a single website, the hallmarks of which are items such as large buttons, headlines, and bright, eye-catching images and illustrations.
A high-quality LP is not just a random set of blocks and images, but the well-organized work of a large range of high-level specialists. So there are a lot of moving pieces in creating a great LP, and I’d encourage you to think carefully about what you want yours to convey before just randomly picking one off the shelf. In this article, I will stick to the basic elements and principles of commercial design, leaving other aspects for another day.
First I’ll break down all of the components in a great LP and then go through some high-quality examples.
Choosing a Style
The choice of style depends on the theme of the website and the target audience. The best way to attract the attention of potential buyers is to call upon the right emotions. An LP should be recognizable and original, and stir a response that will specifically appeal to your chosen audience.
The main point here is that you need to study your product carefully and imagine where and by whom it can be used, then let that influence the style you choose.
There are a few groups of styles:
- Magazine style with big headlines, themes, and pictures
- Classic, which is commonly used by large Internet resources
- Futuristic with robots, computers, and new technologies
- Grunge with all its negligence and chaos
- Retro, characterized by decorative components reminiscent of past times
- Cartoon, designed primarily for children
The list is almost endless, but to start taking in some ideas about the style of LP you want, I recommend checking out the following compilations:
- 27 Best Landing Page WordPress Themes.
- 15 of the Best Landing Page Design Examples You Need to See.
- 12 Beautiful Landing Page Templates Designed Just For You.
- 20+ Best Landing Page WordPress Themes For Apps, Products, Services And Business In General.
A logo is one of the most essential elements on a landing page. It is usually located in the upper-left corner of the page. When visiting any page, a user is usually first drawn to the logo. Creating a logo can be a tough and time-consuming process, which can result in a good or bad first impression of your company.
When creating a logo, first consider the product you sell. Each subject has an emotional spectrum that has to be transmitted to the buyer, and a logo can either send the right message or confuse users if it doesn’t match up with the themes of the product. For example, if you’re selling something related to security, you probably wouldn’t want to have an overly cartoony or silly logo, as it could send the wrong message.
The process of creating a logo can be divided into the following steps:
- Selecting an image
- Drawing sketches
- Selecting fonts
- Finalizing the design by removing unnecessary elements and adding essential ones
A quality logo will increase awareness of the company in a sea of many others and increase your conversions.
Fonts might seem frivolous or even a little geeky, but trust me, they determine whether a visitor will quickly read and understand the information or leave the page, confused and annoyed. When choosing a font, I recommend you start with Google Fonts—there you can find a ton of options to suit a range of tastes. A good font should help a potential buyer to orient and perform target actions quickly.
One note of caution: Don’t use more than three fonts, because otherwise it may cause confusion and be an inconvenience for visitors. Oh and steer clear of Comic Sans. And Jokerman. And Papyrus. Nobody likes those.
When creating a page that sells, content is paramount. In a landing page, content consists of blocks that should be correctly placed and designed. Your purpose is to guide the customer through the website and finally nudge them to buy, subscribe, or take any other action you’re interested in.
Now let’s consider some tips on how to make a solid content:
- Include photos of the goods or services if your LP presents promotions and special offers.
- Add icons for highlighting the benefits of the product, since they convey the essence of the information submitted at least half the time.
- Use photos of the real people in testimonial comments to increase the confidence of potential buyers and drive them to order goods.
- Place a map with the location of your primary office in the contact information. Use buttons for telephone and Skype numbers.
Each block must have certain boundaries to help visually separate one unit from another. This can be achieved in several ways; here are the most common ones:
- Changing the background color
- Using a picture as the background
- Delimiting lines
Follow these tips and you’ll be able to better reflect the essence of each block and make the LP more efficient.
Accentuation is a technique of turning the attention of a visitor to a particular page element. Properly placed accents will encourage potential buyers to act by accurately distributing their attention and directing them in the right way.
- Text. Headlines should stand out, be brief and concise. Hyperlinks should be either underlined or highlighted in color.
- Buttons. The biggest emphasis should be given to the main button that appears on the visitor’s screen when they come to the LP.
- Pictures and photos. Background photos should be shaded, while text, icons, and buttons on it should be clearly visible.
With properly placed accents, a user will go through the planned scenario that motivates them to buy the product, without getting lost.
Forms of the Elements
Here the psychology starts working. There are many kinds of elements, and each of them brings a certain psychological message. Here are some secret tips on how different forms influence visitors:
- Rounded elements or buttons are the easiest forms for visitors to take in.
- Rectangular shapes with sharp corners symbolize stability.
- Triangular shapes are associated with the desire to go forward.
For example, if you have a website dedicated to a business product or some rigorous subject, you can use square or rectangular shapes; if you want to create a more relaxed feeling, better use circular and rounded shapes.
Selecting the Right Color Scheme
Again, there’s human psychology associated with different colors and shades. First of all, before selecting the gamut of colors you’ll be using, you should make sure the text will be readable (if not, adjust the contrast using the same or opposite colors in the text).
- White is a dependable choice for the background of any website. Other colors always look good on a white background. The effect is neutral.
- Black holds the visitor’s attention. Black and shades of black also present a neutral character.
- Red inspires action. When someone sees red, their pulse quickens, urging them to make decisions.
- Blue is a color of intellect and rationality. It’s a good choice for scientific websites and websites related to business.
- Green is connected to wealth and health; this color is recommended for websites related to medical fields.
- Yellow is a friendly and cheerful color, often associated with creativity and fun.
- Pink is a color of tenderness and emotion.
There are many colors and shades, but each carries a certain psychological message. Choose the spectrum of colors that you believe will work best from a marketing standpoint.
Learning from others
Once you decide what should be presented in your LP, a good way to get started is to figure out how many pages and websites on similar topics already exist and study them.
Try to search for competitors’ sites and examples of design used by industry leaders. This is always a good starting point that will set you on the right track early on, and let you know how you can stand out from the crowd.
You’ll notice that many LPs look very similar to each other due to the fact that they are more focused on the sale of goods than on attractive and relevant design. However, the fact that online purchases are growing brings additional competition to the field and requires LPs to be not just quick and easy, but also attractive.
To help you get started, check out these examples of effective LP design.
Landing Pages That Rock
This is an excellent example of a landing page that creates a feeling of stability and confidence. To win over users, designers used a simple image with rectangular forms on a blue background.
Also notice the basic and and direct heading: “Sign up for your free Wistia account.” No confusion or misunderstanding there: Visitors know exactly knows what they’re being offered.
Clear headlines, with short and concise descriptions on this LP, in a clean, beautiful font – what else do you need? It’s got some great selling elements, but nothing beats that encouraging “Get Moving” CTA. How can you say no to such an offer?
This is an example of a detailed LP with comprehensive content, showing how it’s possible to combine many key elements harmoniously. The contact details form is fixed and located on the right side on the screen. This means that you can register at any time, no matter how far down the page you’ve already scrolled. The title and the text of the CTA make it easy to understand that subscription is the essence of the selling proposition. And of course, the cute little logo up top catches the eye.
This LP presents an application for project management, which calculates the time spent on different tasks and allows you to generate invoices and view detailed reports. It’s an excellent example of a successful combination of minimalism and description, with most of what you need to know in the title alone.
This is a clean, fresh LP that immediately makes you interested in the product. It uses almost all neutral colors, and all the elements fit into the overall concept and style.
One questionable thing to note here is the hierarchy of headings and subheadings. Your key message should be not just visible but strongly attract the attention of a visitor.
In this case,”Be Discovered. Your professional portfolio, reimagined” comes across as the key message while the text below explains the essence of the service. I’m not sure that’s the best approach. If I were the designer, I would make more descriptive text more prominent. In all other respects, the LP is quite good.
Concise “hamburger” style of menu and hidden buttons for social networks are trends that have successfully moved from the interface of mobile applications to LPs. Today, there are almost no boundaries between web design for mobile devices and PCs; every modern LP must be displayed equally well on all screens.
The LP below perfectly reflects this principle. The only controversial thing on this one is a background video. I’m not sure users with a slow connection will be happy.
Here we have four basic colors: white, green, blue, and brown. There’s more color here than in some of the others we’ve seen, but they all frame the main elements well, not distracting from the important information. Actually, four colors is a reasonable limit for a landing page. An LP made in a thousand colors disperses users’ attentions and may even confuse them. Too many color accents create a mess.
To sum up, here is a list of features that unite the best landing pages:
- A moderate number of colors
- Clear, understandable, and emotional design with enough free space
- Correct hierarchy of headings and subheadings
- High-quality images/videos
- Only the necessary text that informs and sells
- Convenient navigation
The parting words I leave you with are that, in general, your best bet is to keep things as simple as possible while still getting across the main ideas. Remember, all the power of the sales lies primarily in the text, then in the pictures, and then in the video.
So the lion’s share of successful landing pages are quite simple, without wild arrangements of elements and color/font combinations, etc. The design must very clean and convey the idea and the benefits of the product. No excessive animations and complex structures needed: the simpler, the better.
Got any great tips on making a hit landing page? Let us know below!