In this mini-series, we will review the best practices for three landing page components: the copy, call-to-action, and the creative design. Part three is dedicated to the creative design.
As our mini-series on landing pages comes to an end, it’s only fair to save the most fun component for last — the design. While clear copy and intentional call-to-action (CTA) buttons get the credit for converting prospects into leads, the design is what grabs attentions and determines whether your landing page is really worth pursuing.
Does the page have “good bones”?
If you’ve ever been house hunting, you’ve probably heard the old saying, “Does the home have good bones?”. This often refers to the structure or foundation of the building. After all, you want to make sure the house has a solid floor plan, roof, and electrical system before purchasing.
The same is true when choosing a design for your landing page. There are plenty of layouts you can choose from, but if it isn’t set up with user-experience in mind, other elements like the CTA button and copy will fall apart.
Customer experience expert Gerry McGovern believes that “the biggest competitive advantage you can have today is ease-of-use.” This means that your page should help people find what they’re looking for (info, links, etc.). Your layout should make navigation clear and convenient for the prospect.
Understanding how your readers are consuming the page is key to how you should design the page. The section that is first seen upon opening the page is typically read first, so it should contain content that is relevant to the offer. For example, there should be a headline that explains the product clearly, as well as an enticing photo, and a CTA.
The middle of the page isn’t a “hot read” area, so at Verdi we like to place interactive widgets to grab attention and keep prospects engaged. Videos and interesting product shots also work well.
And the last attempt to convert the prospect is at the bottom of the page. This is a perfect place to use a form related to your offer. It’s also a good idea to assure credibility here by adding testimonials/reviews from satisfied customers, Google ratings, or even a banner of current customer logos.
All things art
Once your blueprint is established, it’s time to start designing your landing page. While this can be fun, our art designers will be the first to tell you just how difficult it can be.
First and foremost, not all stock photography is created equal. We’ve all visited a landing page with corny stock photos. Not only is this a turn off, but it makes people feel as if they’re looking at an advertisement. (Not to mention it can be embarrassing when you use a stock photo that appears in your competitor’s promotion!).
Then there’s the font, which if done incorrectly can be a major eye sore. To keep your fonts tasteful, we believe less is more. At Verdi, we suggest using no more than 2-3 font families, which provides plenty of options without getting out of hand.
Another thing to keep in mind when selecting a font is your audience. For example, if your target audience is an older generation, your font size should be large and eligible. We also recommend using contrast colors to highlight important text, offers, or CTA copy.
The components need each other
When all is said and done, design isn’t complete without copy, and copy isn’t complete without a comprehensive design. By now, we hope this mini-series has taught you that there are many components to a landing page, all in which cannot exist without the other.
Next time you get to work on a landing page, remember that in order to meet your conversion goals, all the elements (copy, call-to-action, and design) must complement one another!
Need help designing a landing page that’s built for higher response? Call us today at (585) 381-4276, or visit theverdigroup.com to learn more about our agency.