Visitors arrive at landing pages after clicking on a link in an email, ad, or social media post. They’re a key element of any online marketing campaign because they increase conversion rates and help you achieve your marketing goals.
So how do you create a landing page design that converts?
It’s simple. Focused and targeted landing pages attract the right buyers. Of course, visuals play a big role too. We recommend keeping them minimal and focusing on the pain points. Don’t forget to use a clear and actionable call to action.
Learn about conversion, design, CTA, and more in this article where we cover 10 principles that will help you design landing pages that convert.
Principle 1: Start with a clear goal
The first step to designing a landing page that converts is to start with a clear goal. Ask yourself: Where do you want your landing page to take your visitors? Do you want them to subscribe to a newsletter australia phone number resource make a purchase, or create an account?
A clear goal will help you create a landing page that’s purposeful. It will ensure that all design and content elements work towards a common goal. It will also help you evaluate the success of the landing page so you can determine what’s working and what’s not.
According to studies, landing pages with a specific goal have a higher conversion rate.
Here are some additional tips for designing engaging landing pages with clear goals.
Include strong verbs as your CTA. Don't say "Learn More." Instead say "Sign Up Now."
Using color theory, use the right colors, fonts, and sizes to set your CTA apart from the rest of the page.
Principle 2: Keep your landing page focused
The second principle of landing page design is to keep the page focused. Avoid stuffing content and design elements onto a single page. Remember, less is more when it comes to landing pages that convert. Focus on a single goal and align your design with that goal.
Follow these tips to keep your landing pages minimal and focused.
Use terminology that is familiar to the public
Add whitespace to make your landing page less cluttered and more inviting
Create a landing page design similar to your website or brand kit.
Choose a single call to action. Don’t confuse your visitors by adding too many CTAs. Keep it simple. Stay focused.
You may have noticed that the landing page for Google's Chrome web browser has a simple and direct message: "The fast, simple, and secure browser." The design is clean and user-friendly, and the website uses strong visuals to highlight the benefits of Chrome.
Principle 3: Use clear and concise language
The third and most important principle of landing page design is to use clear and concise language. You want your landing page to be easy to read and understand. Avoid using technical terminology or jargon that could confuse your visitors.
The homepage of Grammarly’s free writing checker says, “Improve your writing with Grammarly” simply and directly. The call to action is clear and easy to follow, and the page uses simple language that anyone can understand.
Canva Homepage - call to action
Canva’s concise call to action speaks directly to its audience: “What will you design today?”
Follow these tips to add more concise, clear language to your landing pages.
Avoid paragraphs and use short sentences. Add enough line spacing to keep your text from getting cluttered.
Use active voice as it is more persuasive and engaging than passive voice.
Use simple words but strong verbs. These will make your text powerful and authoritative.
Principle 4: Use strong visuals
Images can help your site rank. They break up text and make your landing page design more appealing. But this is only possible if you use high-quality graphics and images that are relevant to your niche.
It’s important to be mindful of the images you use. You want your visitors to feel connected. The key is to use images that convey emotions, ideas, and concepts that may be difficult to convey with text.
Here are some more tips to help you design engaging landing pages.
Use only clear, sharp, and relevant images
Use niche-focused images that users can relate to
Use visuals that tell a story. Don't rely entirely on text. Let the visuals sell your service.
Use persuasive visuals.
Principle 5: Use a strong call to action
A landing page without a clear call to action is like a ship without a captain. This element alone deciphers what you want your customers to do when they see your landing page. It’s the compass that guides your visitors to their destination and urges them to take action.
Get response from homepage content - add CTA
Use a clear, concise, direct, and impossible-to-ignore call-to-action. Remember, a compelling call-to-action demands attention. You can achieve this by adding a unique button, a well-placed banner, color theory, or well-positioned pop-ups.
Here are some ways to improve the CTA in your landing page design.
Highlight the benefits and explain what visitors will gain by clicking the CTA . “Unlock New Features” is more engaging than a plain “Click Here.”
Create urgency and include words like “Act Now” or “Limited Time Offer” to encourage visitors to take action.
Make sure your CTAs are responsive across computers, mobile devices, and tablets. Make sure they’re accessible on all platforms.
Position your CTAs strategically. Make sure they enhance the user experience, not disrupt it.
Principle 6: Test and optimize
Designing a landing page is just the first step. You can witness successful results when you test and improve the smallest details of your landing page.
Think of your landing page as a canvas and each test version as an experimental shot. This idea forces you to look for the smallest details that can turn a casual visitor into an active buyer.
A/B testing, the master of this process, points out variations by highlighting the changes that have the biggest impact on conversion rates.
Tests act as your compass in the web world, where user attention spans vary, guiding you toward user engagement.
Principle 6 summarizes: “Now that the foundation is in place, let’s polish the masterpiece.” We explore the art of optimization through testing, turning speculative clicks into solid results.
Here are some things to consider when testing and optimizing your landing page:
- A/B Testing: Use A/B testing to compare different variations of your landing page design. Test multiple colors, headlines, and layouts until you’re happy.
- Hypothesis: Create a hypothesis about what parts of the landing page you want to improve. This will form the basis for your testing process.
- Univariate Change: Test one item at a time to accurately measure the outcome of a change. This will help you track which change needs to be fixed.
Principle 7: Use social media
Principle 7 gives you a playbook for spreading the word about your product or service. Let's see how.
Step 1: Know who your target audience is. Discover the social media sites where your ideal customers hang out . Is it the professional atmosphere of LinkedIn, the aesthetic appeal of Instagram, or the chatty space of Twitter ?
Step 2: Create your story. Tailor your message to the platform you’re using. Use eye-catching visuals, witty headlines, and relevant hashtags to grab attention.
Step 3: Engage and interact. Make connections instead of just posting. Join discussions, respond to comments, and offer something of value to your visitors.
