Ready to change things up and increase your conversion rates? Use these landing page design ideas in order to improve your landing page website and get more leads.
As the name implies, a landing page is a website page where your potential customers will first land. It is the first touchpoint they will have with your business, so it’s crucial to present yourself in the best possible light.
Landing pages dictate a marketing campaign’s success. Namely, they are what will convert visitors into customers. It’s a lot of pressure to put on a single web page, so getting some design ideas for your landing page is essential. We created this guide to help you achieve just that and a little more.
What is a landing page?
Before we dive deeper, it’s important to understand the basics. What exactly is a landing page?
A landing page is similar to a website but usually lacks navigation or links and has no complex functionality. Instead, it will often be a one-pager featuring a big, bold action-oriented headline with pictures. Once you scroll down, you will most likely see some critical points of the business to emphasize the value of the product, service, event, or similar.
This all typically leads to a conclusion with some form of converting visitors to leads, often with an email capture method. It sounds simple enough, but there are many things to remember when designing the perfect landing page, and we are here to help.
When it comes to landing page design, beauty does matter. It can indeed influence how well your brand is perceived. If your page isn’t easy on the eye or doesn’t follow some of the best practices, people will close it and bounce off without taking action, and your conversions will suffer.
It’s as simple as that. If your landing page is well designed, it will often convert better than those that aren’t. And the consequences can be dire, so make sure that all of the elements in your landing page support each other to prompt the visitor to take action.
Landing page design best practices
Now that you understand what a landing page and its importance are, there are some best case practices that you can follow to make your landing page better.
Stay on point
First, no one wants to read five paragraphs on a loading page. It’s vital that you stay on point and super focused. The landing page has one objective: prompting visitors to do one action you want them to convert. Best landing pages focus on little text and more calls to action; they don’t have menus or a lot of external links. You want your visitors to take action immediately and not waste time browsing or reading blocks of texts.
Scrolling = Boring
Including additional information about what you offer on the landing page is rarely beneficial because if the customer wants it, they can easily find that information on your main website. On your landing page, visitors should have everything they need right there without excessive scrolling. Even your call to action should be immediately visible once they land on the page. Otherwise, you risk losing potential prospects by having them scroll to the action.
Engage your audience through relevant visuals
Design is nothing without engaging images. You can always present it pleasantly, no matter what you want to sell. Your images should be engaging and, more importantly, relevant and consistent with your brand. Your visuals should encourage and push your visitors’ eyes to the call to action. It’s the essential part of your landing page. You don’t need expensive photography when you’re first starting out. You can try websites like Unsplash initially which has a great selection of free images.
When designing your landing page, keep in mind how your website looks. It should keep the same feeling and visuals as your website for brand transparency. Your visitors should be able to recognize it and easily associate it with your brand instantly. Remember what color scheme and design elements you want to take from your website to implement on your landing page.
The landing page should be different from your website, so have something easily recognizable and don’t just copy-paste. Try to make it just similar enough so it can be recognized but different enough so it’s clear that they are not on the website but a landing page.
Study The Patterns
Research showed that most visitors move their eyes in a certain way when they land on a page on the internet. It’s called the F and Z pattern, meaning that’s how viewers scan the page. You can use this to your advantage and have your CTA (Call to Action) button appear where it’s most likely to be seen.
You can also install something like Hotjar to track your visitors and where they click/move/scroll, so you can adapt and change it accordingly.
Different types of Landing Pages
There are many different options for landing pages, but focusing on the design, we decided to pinpoint a few different types. It’s, of course, possible to have a few different versions morphed into the same landing page but keep in mind not to overdo it. It’s good to stick with one type to send a clear message, so your page looks clean and easy to absorb.
When it comes to minimal, there are a few different options, going for text-only no images or the other way around, or a blend of two. Depending on what you want to go with, they are usually niched specific and can look terrible if not done correctly.
If you are going with text, only focus on variety and font choice, text size, and the actual writing. It needs to do the heavy lifting since there won’t be much else for visitors to focus on. The same goes if you are going with pictures only, this kind of page is great if you can do it right, but it can look bad if not done correctly, so tread carefully.
The squeeze page is one of the most popular landing pages, also known as a lead capture page or an opt-in page. The squeeze page aims to do just that, squeeze any information you can out of the visitor. This information typically includes personal data, such as name, email, and phone number. In exchange for providing your data, it’s usually compensated with offers such as a special discount, free trial, downloadable content, or some exclusive content like an audiobook, podcast, infographic, or similar.
A squeeze page usually consists of a clear call to action button for the visitors to submit the information and a form they can put. It’s generally with a simple design with a few pictures form and a button, with no navigation.
Similar to a squeeze page but with a lot more details and text, it’s also known as a sales letter or infomercial. They try to highlight the product’s benefits by going in-depth on each benefit, significantly expanding and explaining in detail to convince the visitor that their product or service is worth buying.
The longer the visitor spends time on this landing page, the greater the chances they will convert. It’s imperative to have a good copy so that the visitors read the full benefits; they try to make them experience some form of fear of missing out while reading the content. The solution to that fear would be buying the product/service. It’s, of course, imperative to make it as simple as possible to do so.
This type of landing page requires well-written and guided content. It should include storytelling elements that ease the reader into wanting to learn more and keep them interested. In contrast to the squeeze pages, long-form pages have more than 7000 words in their copy. The page is organized into paragraphs, bullet-point lists, and quotes. Testimonials are also a key factor in these long-form pages, so always try to include them.
This type of landing page is designed to be a transition page. It should provide just enough context to persuade visitors to take action and continue to the main website. Click-through landing pages are designed to warm up the leads, making them more likely to convert to a sale. This landing page provides sufficient details about the offer, focusing on the benefits and a general overview of the product or service provided.
These pages are often minimalistic in style and usually only contain a headline, some form of a visual, a list of benefits, and a call to action button. There is often no navigation out of the page except for the button that leads to another page or a whole website where they can make the purchase.
Product/Service Details page
A product details page serves two purposes, mainly to provide a selling point about your product and service, and the other is to serve as a landing page from where the visitors will dive deeper into your website. Visitors can read all about the product/service and either complete the purchase or browse more categories on your website or get in touch with a sales representative.
Unlike the rest of the landing pages we mentioned, this page is already a part of a website. It’s just one of the pages on the website so that it can have outside navigation, including the website’s menu. This type of landing page typically includes a product photo, a description, and instructions on making a purchase. Testimonials are also typical for this landing page and can serve a great purpose in persuading a purchase.
Video Page – One of our favorite landing page design ideas
A video landing page is what the name applies, a landing page where the main focus is the video. It could also feature some text complementary to the video. The video itself should explain the product or service’s value and create hype for it. It’s usually not too long, a couple of minutes enough to capture attention and spark imagination without getting boring.
To encourage visitors to watch the video, some businesses only display offers or forms after visitors have viewed the video, or a portion of it, to ensure that their message is being viewed and understood.
Landing Page Ideas – Conclusion
So there you have it. We run through the best practices and different types of landing pages for you to choose from. There are many more, but we decided to narrow it down to understand it better. You can try to mix and match what you think will work the best.
A good way of testing is to do the A – B method, where you send a portion of your audience to one landing page and the other portion to another entirely different one. It’s a good form for testing what works best. You can include more than just two if you have the time to design them. See what works best since it varies on what exactly is your product or service you provide.
Keep the best practices in mind, stay on point, see what works, study the patterns, engage the audience, and keep it short and sweet. Your visitors should recognize your brand from the landing page and not spend too much time on it. It’s just the first step to getting them to sign up or buy what you offer.
Remember, a landing page is just the start, don’t miss out on the people who decided to fill out the form and reach out to them as soon as possible while they are still warm and have recently engaged with your content. Landing pages are essential, but what you do with the visitors after they have landed is crucial, don’t let those visitors go to waste! We hope that you enjoyed reading about our landing page design ideas and can’t wait to see how you implement these for your projects.
Clio Websites is a full-service website design and marketing company in Calgary. We have loads of experience with responsive website design, website maintenance, WordPress development and support, and SEO. Clio offers free consultations and free website evaluations and we receive glowing reviews from our clients.
Clio is always available and happy to answer any questions about these landing page design ideas so don’t hesitate to get in touch with us if you need help.