As with all aspects of website design, landing page design is an art, and there are some principles and techniques that make one landing page more successful than another. From questions like “what is a landing page?” to “how do I increase my landing page conversion rate?” this post provides resources to everything you need to master this element of web page design.
What is a landing page?
In the simplest terms, a landing page is a webpage that acts as a means to get your visitors to do something. In the online marketing world, landing pages are where potential customers end up after clicking on an advertisement or blog post. From there, visitors are encouraged to give their contact information, purchase something or engage with the company’s (or designer’s) social media channels, such as liking a particular Facebook page. The best landing pages have high conversion rates. This is something we will touch on later in the post, but essentially, great landing pages do a stellar job of getting their visitors to actually do whatever the landing page is encouraging them to do.
Still confused? Check out this post for a more in-depth look at what landing pages are and why you should care.
Do I need a landing page?
As a designer, having a personal website, social media accounts, a blog and digital portfolio is a necessity. So the answer to “do I need a landing page” is most likely yes. If you want to send your visitors from your design website to follow your Behance page or to your online shop where you can push a successful side business, you need to design a landing page. Not sure how to get started? Check out our landing page design tips below.
Use a template:
If you aren’t a certified techie, it might be a good idea to check out some pre-designed landing page templates. There are different ones for whatever you are trying to accomplish. If you are trying to create a website landing page or one for your latest iPad app design, there is a template that will improve your online marketing for the better.
Select a call to action:
The goal of having a landing page is to get your reader to do something. Maybe the request is as simple as reaching out to you with comments and future projects. Perhaps your goal is to rack up a few more Facebook followers or increase your sell-through rate on your latest jewelry design. Pick whatever you want your visitors to do and design your landing page around that goal. If you want someone to check out your online store, you wouldn’t want to make the page look like a “Contact Me” section and vice versa.
Make the landing page clear, clean and concise:
Remember the mantra “less is more” as you mix your marketing copy, design images and white space. Be sure to leave enough room to breathe. For a page like this, minimalist elements of graphic design should be implemented. Multiple fonts or splashy images have the ability to distract your audience from the thing you want them to do. If you aren’t sure about the effectiveness of your web page design, consider critique services or having an interactive design professional give you some feedback.
Not feeling confident in your landing page design? Check out this blog post about the commandments of lead generation websites, and start by implementing some of the tips.
Drive people to act:
Whatever your goal, you want to achieve a high conversion rate. That is, you want to convert visitors from one part of your site to another. This calls for creating a conversion-centered design. The good news is that you don’t need an online marketing background to accomplish this. Your prowess as a graphic designer will come in handy because, essentially, the design principles for website layouts are similar to the ones used in everyday design projects: Create a tunnel effect with a strong point of interest; Use colors to create a specific mood or feeling; Incorporate arrows to give directional cues to important areas of the landing page. An “add to cart” button is a much-needed touch for an online store, whereas a “share this” button is great for helping people find your Facebook page.
Need a few examples of how this should look? Check out this slideshow about conversion-centered design.
Don’t forget the navigation:
A good rule of thumb: Don’t make all roads lead to the landing page. I know you probably want to show off your simple-but-classy landing page design, but your visitors want to get to know you before they help you out. You wouldn’t ask someone to contact you after a three-minute conversation, so it would be silly to ask them to buy something before giving them an opportunity to check out your work. Help potential customers navigate your website in an intuitive and user-friendly way, and the payoff will come in time.
This little tidbit about navigation is just one of the things you need to do to maximize your landing page design. Find out the other five by reading through the Guides to Maximize Conversion Rates.
Designing a landing page is only half the battle. First you need to design a website that will bring visitors in and get them interested. If you aren’t sure where to start, check out How to Lay Out a Website Ultimate Collection. From navigation tips to answers to common web design questions, this guide will help you achieve digital success.