21 Jun Web Design: Landing Page Best Practices
Your website has been getting tons of traffic lately. You’re really excited about that, but you aren’t seeing the conversions you expected. Your web design is great, so it can’t be that, right?
Even with an extremely well-designed website, your landing pages could be under performing, which means you aren’t generating the leads you want.
Landing pages are a great way to generate leads and nurture them through your sales funnel process. But, unless your landing pages are designed with the best web design practices, they can’t and won’t perform as highly as you need or want them to.
Web design doesn’t stop at the home page. It should influence messages you send out online, from paid advertising to landing pages. Here are a few best practices to help you design high-converting, lead-generating landing pages:
Consistent Web Design
While your landing page is supposed to stand alone from your website, it should also look and feel like it belongs with the site. For a seamless user experience, your landing pages should use the same graphic elements, fonts, types of images, and messaging as the rest of your site. If a user clicks through to a landing page from one of your service pages, but the landing page doesn’t match your site, they’ll be confused about where they ended up and if they clicked the right link.
Your design should be about telling a story-your brand’s story-through images, graphics, and content. When every piece works together, then you can tell that story effectively. Also, if you’re running a pay-per-click ad campaign that directs web traffic to your landing page, the ad needs to be consistent with the page. Your ads and landing pages should match in terms of graphics and messaging.
Unique and Original Content
Web design is all about attracting the right target audience, not just any audience. If your content and messaging on your landing page is targeting everyone, then you’ll end up reaching no one. Instead, make sure your message is unique and original. Not only will users prefer to see original content, but creating that content will help improve your search engine rankings.
Search engines, like Google, look for websites with original content. If you create multiple landing pages, and only change a single word, like a city name, from page to page, then the content will be flagged as duplicate. What you need to do is create content that is specific for the audience of the page. When you do this, you’re helping users and search engines find the information they’re searching for.
Depending on the goal of your landing page, you need to direct the flow to a specific area or message. If you’re offering a download in exchange for contact information, then you need to direct the flow of the page to the contact form. If your contact form spans beyond the fold of the page, then you need to use the web design to direct users to scroll past the fold or you need to redesign the form so it fits above the fold.
If the goal of your landing page is to direct traffic to a higher level page on your site for more specific information, then your CTA needs to be big and bold. Using images, graphics, and content to direct user’s eyes, your design can flow to the specific CTA.
Simplify The Design
The issue most landing page designs run into is trying to accomplish too much in too little of a space. When it comes to web page design, it’s important to not overcrowd the page. Whether you’re designing a web page or a landing page, the design needs to convey a single, specific message. In order to do that, you have to make your message clear and present. If your design is overly complicated or crowded, then your message will be lost in the design.
Using elements like bulleted lists, videos, and concise messages, help simplify the overall design of the page. While these elements may not always look incredible or overly fancy, they achieve results. Why? Because they allow for messages to stand out and to be easily digested.
Adding a social proof section to your landing page can boost your conversion rates. Leads looking for some form of validation on your site, might be swayed to fill out a form, make a purchase, or visit another page on your site based on your social proof. The design of your landing page can easily include a social proof section without sacrificing any of the page’s aesthetics.
From static Facebook posts to a scrolling Twitter feed, the social proof section can be designed to enhance the overall flow and design of the page. If your landing page is about a download offer, consider adding posts from social media that talk about how great or helpful your download is.
Your landing pages should work in conjunction with your entire website, your paid advertising, and everything in between. The best way to get all of these pieces working together is to develop a digital marketing strategy that brings your web design together to work for you.
Want to learn more about web design best practices? Here are a few posts that may be helpful: