The design of a landing page includes every part of the landing page and can affect the conversion rate.
If a page does not look nice, it can’t get the maximum from the visitors even if all the other parts are in the right place.
In this post, you will find out eleven tips for landing pages that you can apply to improve the design.
1. Keep It Minimal
Many online brands keep their landing pages minimal.
There are many types of landing pages, but the minimalistic pages have only a few elements.
Usually, there is a clear headline, a small description, an image, and a call-to-action.
It’s possible to use videos or other elements, but the message must be clear without distractions.
The goal of a minimalistic landing page is to guide the user in the right direction.
The user visits a website through marketing methods, so it’s an opportunity to show your call-to-action instead of additional information.
Of course, you can explain the product if it is not obvious.
A minimalistic design also means that you avoid distractions at all.
Many people read content or click different links because they just have this option.
The internet is full of distractions, so people practice the habit of getting distracted online all the time.
When your users have to decide on giving their email address or complete a purchase, make sure that they don’t have other options.
It means that you don’t complicate the process, add more details than needed, and include links to other pages.
If you have a navigation menu, keep it minimal as well or remove it.
2. Use Video To Increase The Conversion Rate
Many landing pages must explain some things about the offer or the benefits of the visitors.
If the plan is to keep it minimal, as mentioned in the previous step, a video can add many details without creating a huge landing page.
Video can show instead of telling. It’s a passive way to consume content, and most visitors will click the play button.
Many landing pages use auto-play to engage the users once they open the page.
However, you need to test the best placement for the video as every other element of the landing page.
If you have a product, you can show a few features or use it in the video instead of writing about it.
Your potential customers will have an easier time understanding how it works.
While they watch the video, they remain on your page longer.
They can see your call-to-action, and the chances to fill in their email addresses increases over time.
All this process builds trust between your brand and the visitor and will boost the conversion rates.
3. Find The Best Call-To-Action Placement
Internet marketers use many calls-to-actions and different placements.
If you search a few big websites in your niche, you will see many options.
There are calls-to-action at the center of the page, sidebars, navigation menu, or the top of the page.
The placement of the CTA increases or decreases the user experience.
The goal of every landing page is to get conversions by showing the user the next step.
If the call-to-action can’t get the user’s attention, they will not go through the landing page.
The placement is not the only factor for more conversions, but it is an important one.
The problem with call-to-action placements is that there is not a standard formula.
Every landing page is different, so we need to test different versions to find the right spot.
We can make some assumptions based on experience or other examples, but testing will give us the information we want on that part.
A bad placement can decrease conversion rates instantly.
4. Use The Right Colors and Shapes For Your Call-To-Action Button
Effective landing pages use calls-to-action that fit the design of the page.
They tend to use colors similar to the brand’s colors, and the designs or shapes of the call to action must look natural.
In some pages, we can see bright colors to get attention from the user, but nothing too weird.
Calls-to-action have different formats.
They can be in linkable text, images, and buttons.
Landing pages tend to use buttons while the other options are more familiar to blog posts and social media posts.
Buttons have many shapes and sizes.
The shape is an important part of the call-to-action and will determine your results if all the other parts of the landing are in the right place.
The call-to-action has four main elements that are the placement, color, shape, and size.
All of them together must get more clicks.
When the call-to-action adds value to the page and the design, you will achieve that goal.
5. Write effective headlines
Headlines are always above or before the call-to-action and the visible element of a landing page.
If the landing page has no big description, the headline is a big part of the copy as well.
Effective headlines explain in a few words why someone should take action.
They must be simple and motivate people to take action.
You can use both short and lengthy headlines if the users can take your message.
When it comes to the design, you can change the size of the letters, the font, and the colors.
Usually, headlines are readable because it’s one sentence and the size of the letters is bigger than the content.
However, if you have any readability issues in the headlines, you must fix that first.
The colors must fit the design of the page and be easy to read.
There are many combinations between the colors of the page and the headline that will give you good results.
Lastly, the font and the size must be similar to the call-to-action.
Of course, the headline has a bigger size most of the time, but it must not look weird when visiting the page.
We Recommend Reading: How to Write Amazing Landing Page Headlines that Convert Like Crazy
6. Improve Website Speed
Website speed is important for every page and marketing campaign on the internet.
This part is more technical, but you can lose a lot of potential buyers with a slow landing page.
Most internet users will not wait for a few seconds until a website to load when they click on it.
They want to get the page instantly.
If you have a WordPress site, there are many plugins that can speed up your landing page.
If you use a funnel builder or landing page from an email marketing service, you can’t do many things about speed issues.
You may change some elements of the site to load faster.
7. Improve readability
You must keep readability in mind when you write content for a landing page.
A page with ugly content can’t convert no matter how great are all the other elements.
There are a few simple rules that you can follow:
Small paragraphs: It is easier for a visitor to start reading 2-3 sentences of content than a full page.
If you break the content into smaller pieces, they can read one paragraph at a time easily.
People avoid reading too much content altogether.
Avoid Grammar Mistakes: While some rare mistakes are not a big deal, many mistakes can turn off your visitors.
You can reread the content or hire a proofreader for a few dollars before you publish it.
Easy to read words: Landing pages must explain what they will get from the page in simple and easy words.
If your content creates confusion, they will fill in their email address.
Use the right format: There are landing pages with short and length content.
Both of them can work for different types of audiences, so it’s your job to find the right one for your target audience.
8. Use Nice Forms
The contact forms are the places that people fill in their contact details.
They are next to the call-to-action button, and they affect both the design and the conversion rates.
There are many designs and shapes for forms.
So, you want something simple and nice.
Effective email forms do not create doubts or second thoughts for the users by asking many details.
Usually, they don’t add value to the content, but they are important if we want to get the details of our visitors.
We can achieve that by keeping them as simple as possible.
The colors and shapes of the forms must be similar to the call-to-action button or the images of the page.
The description does not have to include more than one-two words that inform the readers where to put their contact details.
9. Think like a user
As an internet marketer, you need to know your audience and understand their preferences.
If you have successfully sent traffic to a landing page, you have done the first difficult step.
Your target audience will visit your page and find some relevant information about your niche.
You may have used a call-to-action on social media or an advertising campaign.
They visit your site because they expect to see the promised information.
If they read what they want, and the landing page can keep them interested in your content, you will get great results.
Thinking like a user means that you can put yourself in the shoes of a user and visit your website.
- Would you subscribe to your email list?
- Do you have better alternatives?
- Are your lead magnets or products good enough to get their attention?
- Do you like the design of your landing page and all the elements?
It is not easy to do this process.
However, if you know the target audience and test different landing page variations, you will be able to improve your design and copy.
10. Add Nice Images
Almost every landing page includes images these days.
You can combine them with text and video because they add colors and trigger emotions.
There are many places that you can find images on the internet.
Many email marketing tools include free images. Also, there are stock image sites with millions of images.
They allow you to download both free and paid images.
These sites will never run out of images because users keep uploading new ones.
An image adds value when it is relevant to the content, and the quality is good enough.
For example, if you promote a fitness-related product, you can add images of people that exercise.
Then, you must find the right spots for an image.
You can add them to the background, next to the content, the top of the page, etc.
However, images affect the speed of your website.
Their files can take a few seconds to load.
You can use some free plugins or free online tools that compress the size of the images before you use them.
It’s a great way to get rid of the extra size that does not benefit your website.
11. Optimize For Mobile
All the elements of a landing page can look quite different from mobile.
It is obvious that your target audience uses mobile these days, so this is an opportunity to reach them with great landing pages.
When you use a version of a landing page for mobile, you must check the content, buttons, and images.
The content may need smaller paragraphs to look easy to read.
Your buttons and images may need smaller sizes. Images for desktop tend to be too large for mobile.
The goal is of mobile optimization is to improve user experience as a standard landing page.
The loading time of the mobile version can be slower.
You can run a test on PageSpeed Insights and find things that you can improve.
You can also run A/B tests both for mobile and desktop until getting the best possible results.
You don’t have to use all these tips for landing pages, but you can choose the ones you like.
Landing pages need a great headline, a call-to-action, an email form, and an image or video.
Then, you can use more elements depending on the landing page.
We Recommend Reading: 11 Amazing Call To Action Trigger Words To Boost Conversions Sky High