The advent of internet has led to many innovations in the field of marketing and promotions, and one such innovation is the concept of landing pages on the web. Basically, a landing page is employed to direct visitors and users to a specific page that gives information about the concerned venture.
Say, for example, you are planning to launch a new business, and you can set up a landing page where your visitors can know about the launch date and other relevant information about your upcoming business.
As a result, landing pages can be very handy tools for promoting something on the internet, be it a business, or even a simple mobile app. However, how does one design the perfect landing page? In this post, I will attempt to answer this question.
Color and Typography
Much like any other design project, a landing page too starts with the right color and typography.
In terms of color, you should be aware that the landing page is a means to an end, and is not the end. It is being used to inform or direct visitors towards the ultimate goal, and as such, the role of the landing page is purely informative and not decorative. Thus, color schemes that are easy on the eyes are always a plus when it comes to landing pages.
And what about typography? Your font types should be legible enough to be read — be aware that most users will just skim or rush through chunks of text on a landing page (unlike proper concentrated reading that a magazine page might get), and as a result, experimenting with fonts is not a luxury that you can afford. Pick fonts that are simple and clean — sans fonts are always better in this case because nobody is going to print a landing page anyway.
Images and Graphics
It is perfectly fine to have images or background graphics on your landing page. In fact, a good number of landing pages seem incomplete in the absence of proper images. However, you should note that background graphics should stay in the background only — in other words, avoid graphics that are too bright or too loud.
However, if your landing page is giving information that relies on images, say screenshots of a given product or dynamic images rendered via Google Maps, it is perfectly acceptable to have a unique color scheme. In such cases, I would recommend you to ensure that the areas surrounding the images are not cluttered: heavy chunks of text should be kept aloof from screenshots, and your call to action button should not be anywhere near the slider, if you do use a slider, that is.
Speaking of buttons…
The Call to Action Button
This is by far the most important section of any landing page design. Your call to action button is what will convert generic visitors into potential customers, and thus needs to stand apart from the rest of the page.
First up, design a button that is visible. Yes, visible. Not fancy, not shiny, but just visible. This is because this very button is what your users will click if they are interested in your product or offering and wish to learn more about it.
Next, caption the button properly. If your landing page intends to gather subscribers for a mailing list, let your call to action button proclaim “Subscribe Now”. If you want your users to buy your mobile app, let “Purchase” or “Buy” be the text for the call to action button.
It is a good strategy to use a separate color for the call to action button. Also, flat design buttons are generally in vogue nowadays, and you will not be wrong if you opt for one. However, it must be noted that ghost design buttons do not fare well in landing pages, and you might end up sacrificing your conversion rate if you opt for a ghost design button.
A landing page looks simple enough when it comes to design. However, you need to follow the principles of simplicity in order to ensure that your landing page is indeed useful and usable.
Beyond design, a good landing page also requires proper content and information. Be precise in terms of content, because most users would prefer to know about the product being offered right away. As a result, it is common practice to employ small talk when describing something on a landing page, and then directing users towards the call to action button.
One final thing that you must bear in mind is the importance of mobile devices such as smartphones and tablets. A good number of users tend to browse the internet via mobile devices nowadays, and as a result, your landing page design should be fully responsive. Your call to action buttons as well as text and images should scale well — if you fail to design for the mobile audience, your landing page might not be able to convert such users into subscribers or buyers.
What are your thoughts about designing a good landing page? Share them with us using the comments below!