Building a landing page can be tricky because it involves a careful mix of art and science. You want the page to look great and capture a person’s interest, but it also needs to be effective at moving them through the funnel. While there are a number of tools that can help you create compelling landing pages, it’s still important to familiarize yourself with the best practices.
In this article, we’re going to cover the latest practices for designing an effective landing page that converts.
Keep it Simple
Minimalism is effective when it comes to web design. A simple design is easy to understand and draws attention to your images and CTA. To create a simple design, include plenty of white space, use shading on interactive elements and incorporate flat design. We also recommend paying attention to symmetry, as this will keep your landing page aesthetically pleasing.
Display Trust Signals
A great design will capture a prospect’s attention, but it’s equally important to demonstrate your trustworthiness. Why should a person share their information with you? People are typically guarded, so it’s common for them to check online reviews before making a purchase. Display trust signals on your landing page, such as the type of payments you accept, your guarantee and your return policy.
Write Clear Headlines
People tend to skim web pages, so you’ll want to leverage your headlines. Keep your headlines brief, but be sure to summarize the key benefits. For example, what is the person going to get in exchange for sharing their name and email? Also keep the content on your page short. Use simple paragraphs and frequent subheadings.
Optimize Your CTAs
CTAs encourage people to act, so it’s important that they are effective. When writing copy for your CTAs, try to be as specific as possible. Let people know exactly what they are getting, such as a free product demonstration or personal recommendation. Also include CTAs throughout your page so that visitors have multiple opportunities to convert.
Build Simple Forms
Make it easy for people to convert by creating simple, direct forms. Don’t ask for too much information as this can deter people from taking the next step. Only ask for what you need – you can always collect more info later. Also, your forms should be fast and easy to fill out on a mobile device.
Use Contrasting Colors and Legible Fonts
Contrasting colors keep your landing page visually interesting while also encouraging people to convert. When choosing a font, make sure it stands out on your background. While you have the freedom to choose a creative font, we recommend something clean and simple that looks good on all devices.
These are some of the best practices to follow for successful landing pages. Be sure to consistently A/B test the elements on your landing page so that you can see what works best for your audience. By continuously tweaking these elements, you can create the most effective landing pages.
