14 Apr Landing Page Design: What Does An Effective Landing Page Look Like?
Landing pages are made to stand alone from the rest of your site. The landing page design should be laser-focused and revolve around a singular purpose.
Whether you are selling a product or offering a top of the sales funnel offer, landing pages need to be designed in a specific way to be effective. If your landing page design isn’t effective, then the page can’t do its job.
What’s the landing page’s job?
Basically, the landing page has one of two jobs:
- Generate leads– A “squeeze” landing page is all about generating leads and moving them through your sales funnel. The Squeeze Landing Page is where you place lead magnets and top of the sales funnel offers with the goal of collecting contact information from website traffic. These pages are usually fairly simple in design and have zero distractions.
- Sell a product or service– Creating a long form sales letter style landing page is a little more complex than the squeeze page. With the landing page design being focused on selling a product or service, this page should mirror your normal sales flow. You have to introduce the problem, agitate it, and then solve it in a compelling way that leads website traffic to click on a button or CTA.
Creating an effective landing page design.
Now that we know the two main purposes for creating landing pages, we need to know how to create one that works.
Effective landing page design isn’t as easy as uploading a CTA, a couple of images, and a button. Before your landing page starts working, you need to make sure you follow these points:
Clear and Concise Messaging
Whether it’s your headline or a graphic, your message needs to be clear and concise right from the get go. Landing page design should make it clear who you are talking to and what you are talking about in 5 seconds or less, so your message needs to be easily digested.
CTAs and Buttons
- If you aren’t including CTAs and buttons in your landing page design, then you have some key elements missing. Just like you wouldn’t make your website live without contact information, don’t publish a landing page without a call-to-action and buttons.
- When it comes to landing pages, CTAs drive traffic to take whatever action you need them to. In order for the CTA to be effective it should be above the fold on the landing page. Why? Because some of your traffic won’t actually scroll below the fold, which means if it’s down there, no one will see it.Your buttons shouldn’t just be a neon yellow oval with the words “learn more” or “click here” on them. Instead, give specific commands that let your viewers know what to do.
Cut Out Distractions
You might think the dancing cat gif is hilarious, but unless you’re selling cat nip on your landing page, it doesn’t belong there. Your landing page design is supposed to be clear and concise, remember? And that means eliminating distractions.Cat gifs aside, you also need to consider the navigation and link options available on the page. Limiting the navigation on your landing page will reduce the risk of viewers clicking back to your home page or another page on your site. Your goal is to convert traffic into leads, not drive them back to your home page.
Include An Image
People like to know what you’re offering, which means they want to see it. Give them a visual preview of whatever you’re offering. If it’s an e-book on the best ways to use your secret sauce, then include a photo of the front cover or a photo of your secret sauce.
Doing this allows website visitors to see what the offer is about and it will help give your offer a higher perceived value.
Use Visual Cues
Neon arrows. Flashing text. Bolded boxes. These are visual clues. But, they aren’t the best visual cues. Does a neon arrow pointing to your button attract a viewer’s eyes? Yes. But does it also look tacky? Yes.
Use visual cues that allow your landing page to flow. Arrows are great, especially when they help with the user experience of your landing page.
Flashing text is outdated. If you want to call attention to a certain text block, make the font or the size of the text different. Bolding boxes with large outlines or bright colors may not be the best way to go. Instead, use custom, compelling text to attract attention and get clicks.
Limit Form Fields
Don’t get greedy. Your form fields should only ask for the information you need. You don’t need to know your lead’s first born son’s name and date of birth, so don’t ask for it.
If this is the first contact with the lead, then you might just need a name and email address. In some cases, you’ll need a little bit more like the name of the company they work for and how the lead heard about you.
Consistency is Key
Your landing page design needs to feel like it’s part of your website, from a branding strategy perspective. The tone and voice of the content needs to be the same and the look of the landing page should be consistent with your brand guidelines.
If you’re using a method like pay-per-click ads to drive traffic to your landing page, then keep that consistent as well. The imagery and text should always match from ad to page.<
Designing a landing page that is effective and increases lead generation.
There are a lot of key components that go into designing a landing page that attracts quality leads and converts traffic. When done correctly, landing page design can turn your website into a salesperson that works 24/7, either selling products and services or collecting leads for you to follow up with.
Your website is your most powerful marketing tool, and effective landing pages should be part of your toolbox and overall digital marketing strategy.
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