Design Elements Every Landing Page Needs

2 Cara Wagner

To encourage online conversions, it’s important that your website’s landing pages contain a unique blend of both creativity and functionality. These days, visual design elements are able to work alongside SEO strategies to ensure that users are always guided through the buying funnel and at the same time have a positive experience on your site.

When it comes to landing pages you don’t have much time to catch your customers’ attention, which is why it’s essential that your pages look amazing and are structured in an optimal manner. To help you achieve this, here are some of our top tips for landing page design:

1. Headlines

The first chance you have to grab your users’ attention is with your pages’ headlines, so make sure they’re enticing and encourage users to complete your desired call to action (CTA). Regardless of whether you want your customers to find out more your products, your company’s core USPs or, most importantly, how they can buy your products online, it’s important your headlines guides users in the right direction straight away.

2. Forms

Depending on the type of products or services you provide you may not always need a lead capturing form on your page.  However, this doesn’t mean you shouldn’t use this space wisely, so why not include a product image so whoever is browsing is instantly looking at your products?

If you do intend to use a form on your web page, then be clear as to why you need your users’ information and what you intend to do with it. Reassure them that their information is safe and that if you do intend to pass it on to anyone else the reasons why.

Ensure the form is easy to fill out and doesn’t take too long. Users prefer brief forms that require as little information as possible, otherwise they may not fill them out in the first place.

3. Benefits

A list of benefits will give your customer a breakdown of why they should use your product and/or services instead of anyone else’s. Make sure your benefits are simple to read: short, snappy bullet points are always a great way to grab readers’ attention. Talk about your USPs and how your company will benefit the reader better than any of your competition.

4. Call to Action Buttons

Use bright colours to catch the attention of your audience, making sure they are completely different to any other colour on the page. The colour of these buttons is very important and it may even be worth performing split tests to see which colour converts best.

5. Case Studies

Show off any previous work you have done especially with reputable companies or well-known brands. This gives readers trust in your company meaning they are more likely to be comfortable purchasing your product or service.

6. Testimonials

Ask your clients or customers to write testimonials about their experiences with your company. Once again, this means potential customers can gain trust in you and assures them of the quality of your products or services from someone who has previously been in their shoes.

7. Reinforcing

The reader will not scroll back up the page to fill out a form or give you their personal information, so add another space in which they can do this further down the page, reinforcing the call to action.

8. Images and content

Even below the fold you still need to make sure you are placing images in the correct place and writing engaging content. Even the littlest piece of information could be the decider for your users. You could add in a video (as long as it is professional) that explains your service or product, giving users a break from reading and giving them the opportunity to understand a bit more about your company.

9. Trust

When it comes to web design, building readers’ trust is one of the most important things to keep in mind, and you need to do this from the moment they land on your website. Make sure you add any trust badges such as Visa, MasterCard and PayPal verification as well as online security badges that assure readers they are safe whilst making a transaction on your site.

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