Industry Conversations, Tips & Ideas

Landing Page Design Principles That Sell
Posted by: Anita on Wednesday, 08 May 2013

Getting potential customers to click on your landing pages is only half the battle.  If they arrive on the page only to find a confusing mishmash of images and text, chances are they won’t be clicking on your call-to-action button.  Follow landing page design best practices to maximize your chances of improving your landing page conversion rate.  Some tips along these lines are listed below.

Keep clutter to a minimum

Whether you use images or text to get your point across, make sure that the power of your message is not lost amidst a sea of distractions.  When laying out your value proposition, avoid using a wall of text in a misguided attempt to overwhelm your prospects with facts about your products or services.  Keep your descriptions short and snappy, and use your call to action click through to provide more detailed information if necessary.

When it comes to images, be careful that they don’t dominate the page to such an extent that your call to action button is hard to see as a result.  The same goes for link usage; avoid adding numerous links to your landing pages as this can also have the effect of distracting your visitors from your call to action link.

Let your visitors know where they are

When it comes time to answer a call to action and  provide their contact info or make a purchase, it’s important that your visitors know exactly who is sponsoring the landing page; make sure your logo or company name is prominently displayed somewhere on the page so there are no questions in this regard.

Design your landing page strategically

To maximize the performance of your landing pages it’s not enough just to keep them from being too busy.  For best results, it’s important to make sure your page accentuates your call to action in such a way that it really jumps out at your visitors.  One way to do this is to use formatting and color schemes to direct the viewer’s eye towards your call to action.  For instance, your call to action text may be in a different color than your informational text to better attract attention.  Along the same lines, using bold text or italics to emphasize the call to action is another effective way to attract attention to it and should have a role in your landing page design toolbox.