7 Elements of Good Landing Page Design
What is a landing page in web design, and why is good landing page design so important? If your website is your virtual brick-and-mortar, your landing page is your store front. Whether it be your homepage, another page in your site map, or a standalone page created for a specific event, campaign, or product – your landing page helps determine if your audience wants to stop or pass you by.
Good landing page design is essential for the success of your business or organization. It is the roadmap that guides visitors through your work, and the tool that allows you to get to know each other. And it can also mean the difference between your visitors leaving fulfilled or empty-handed.
While your landing page should be as unique as your business, every successful landing page has some key elements in common.
The Seven Cs of Good Landing Page Design
Cleanliness – The best website landing page design is neat and clean. Give your audience ample white space, or areas without text, to help them focus on the key elements of your messaging. Write simple, short copy and avoid cluttering the page with areas of heavy blocks of text. Use bullet points, bolded text or other visual elements to lead the eye. One tried-and-true website landing page design formula consists of a conscise, captivating headline, a supporting headline and short paragraphs of related content; then repeat.
Clarity – Effective website landing page design that helps with lead generation starts with simple navigation. Your visitors should know right away where you want them to go and what you want them to do. Stay away from links that direct users away from your site. And keep in mind how your landing page looks and functions on mobile devices, and account for it in your landing page web design.
Compelling Content – Use language in your website landing page design that conveys your unique value and sets you apart from your competition. Visuals are also key to good landing page design. Humans are naturally drawn to images that tell a story, give direction or convey emotion. Use pictures that are high-quality, crisp and large. Short videos are also powerful tools to help consumers visualize using your product or service.
Call to Action – Your web page landing page design must have a call to action that is as simple as the click of a button. Make sure the button text is catchy, and stay away from phrases like “Click Here,” “Submit,” or “Contact.” Help it stand out with contrasting colors and fonts.
Contact Capture – Some would argue that this is the most important element of your landing page web design. Ask your visitors for some contact information, but only what you need to keep in touch, so you don’t scare them off. You may want to offer a benefit for their participation, like a discount or freebie. Like your call to action, your form should be quick and easy to submit.
Consistency – Like the rest of your marketing collateral, good landing page design complements your business or organization’s branding. You want it to look like it belongs to you, and it should include your logo throughout.
Credibility – Good landing page design shows visitors they can trust you by including elements like:
- Testimonials from previous and existing customers or partners
- Case studies with statistical evidence
- Logos of associates
- Reviews and scores from websites like Yelp, Amazon, or Capterra
- Awards or accreditation from outside parties
Simply put, good landing page design translates to lead generation page design. And, as in life, you only have one opportunity to make a good first impression with the web design of your landing page.
Let us help you make the most of your first impression with our professional website design expertise. Whether you’re looking for B2B or B2C eCommerce web design, contact us today, and one of our Paradigm team members will be in touch.