You’ve finally launched your new marketing campaign, and it appears to be going well. Prospects are opening your emails, following the links in your social posts, and sharing your content with their friends.  

But once they’re on your landing page...well, things start to fall apart. Engagement is down, and the conversion rate is far lower than it needs to be. 

When this happens, it’s time to take a good hard look at your landing page design

Everything about your landing page, from the color scheme to the imagery to the wording of your CTA button, can play a part in turning a visitor into a customer. 

Remember to make your landing page appeal to a wider audience by designing for diversity.

Here’s a great example of a website that truly nails diversity on its landing page. A quick peek at the Genbook website— an online appointment booking software, and you’ll see that it speaks to everyone (we suggest a quick scroll). 

In this article, we’ll look at a few critical elements of landing page design and show you how to incorporate these principles into your marketing campaigns. 

Have you ever thought of adding chatbot on your landing page? It certainly leverage up the visual representation of the page

1. An Attention-Grabbing Headline

Visitors form their first impression about your landing page in just a fraction of a second. Right away, you need to give them a reason to stay. 

Headlines also help visitors know they’ve ended up where they intended. There should be a clear connection between the ad users clicked on and the headline on your landing page. 

Your headline should be brief — typically less than 10 words. The copy on your landing page will provide more details, so at this point, your headline is just serving to keep visitors on the page.  

This landing page headline from Wise, an international money transfer service, is a great example of how to capture the attention of visitors. 

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Wise’s headline accomplishes two things. First, it reassures visitors that they’re in the right place by clearly stating what Wise does — sends money abroad — in the headline. 

Second, it entices visitors to stay on the page and take a closer look by claiming that Wise is cheaper and faster than other money transfer services. 

Once visitors are drawn in by your headline, they’ll stick around to learn more about your offer. The next few landing page design elements will bring your visitors even closer to making the purchase. 

2. Clear, Compelling Copy

Landing page copy is your opportunity to make a case for why visitors should purchase your product or service. 

You can explain how your product works, how it will benefit your customers, or any other information that could entice your visitors to become buyers. 

Your landing page copy is also a great place to optimize your content for SEO, giving the landing page even more ways to bring in new customers. 

This landing page from Twilio, an email marketing software, uses copy very effectively. The main benefits, like flexibility and automation, are bolded, so they’re easy to notice even if someone is merely skimming the page.

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If a visitor does take time to read every word of the copy, they’ll find simple explanations of benefits that get to the heart of the customer's pain points. 

Landing page copy should be brief, to the point, and broken up into easy-to-read sections, just like we see on Twilio’s page. 

Lastly, make sure to thoroughly review your content for errors with Grammarly or another editing tool. Error-filled content can cause visitors to distrust your brand.  

3. Good Use of White Space

White space is a critical element in any design, but it’s particularly important for landing pages

It might sound counterintuitive for blank space to entice visitors to convert, but spacing out your content has several benefits: 

  • It prevents visitors from getting overwhelmed by a page crowded with text
  • It provides emphasis to your most important landing page elements
  • It makes your landing page easier to scan and digest
  • It balances out your design 
  • It allows visitors to “fill in the blanks” with their own needs and wants, helping them see how your product solves their problem

Airbnb’s landing page for hosts is a great example of using white space effectively. 

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As you can see, it’s easy to rest your attention on each individual element of this page before moving to the next one. You can absorb each piece of information before moving on. 

Lastly, notice how the page doesn’t feel blank or empty at all — it simply feels balanced.  If you’re a small company and don’t have a dedicated graphic designer to take advantage of elements like white space, consider one of these landing page builders.

4. Custom Imagery

Let’s get one thing straight: stock images have no place in landing page design. 

Stock imagery is boring and rarely contributes anything of value to your landing page. Custom imagery, on the other hand, draws visitors in with your unique look and branding

The best part about using custom imagery is that the possibilities are endless. 

Here are just a few types of images you can incorporate: 

  • Photos or videos of current customers
  • Product demos or visualizations
  • Illustrations
  • Icons, graphics, and charts
  • Photos or videos of your employees or team

Accounting software provider Stampli incorporates custom icons and graphics throughout its landing page, with each icon representing a different part of its product. 

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Later on, the page includes visualizations of the software in action, giving users a sneak peek at what they’ll get when they sign up. 

Even QR codes with logos can be used as branded visual call-to-actions, by linking them to actions like following social media pages or downloading gated content.

When thinking about custom imagery for your landing page design, consider what you want it to accomplish. Do you want to show off your product? Evoke a certain emotion? Build trust by showing pictures of your team? Thinking through the purpose of your images will help you choose the best fit for your campaign. 

5. A High-Impact Call-to-Action

The call-to-action (CTA) button is crucial for abandoned cart emails, product pages, and, of course, landing pages. It can be the difference between closing the sale and losing the customer. 

A strong, high-converting call-to-action does two key things: 

  1. It tells visitors exactly what action to take
  2. It informs visitors what benefit they’ll receive by taking that action 

This TurboTax call-to-action for free tax software does this perfectly. The call-to-action button, highlighted in red, tells visitors that to file their taxes, they just have to click this button — and they won’t pay any money. 

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To take your call-to-action game even further, consider including an interactive element. Quizzes, calculators, or other tools are highly engaging for visitors, making them more likely to convert. 

For example, Bills.com uses an interactive slider to help people see what kind of debt relief they qualify for. 

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While they could collect the same information using a standard online form, this approach is much more effective. It’s approachable and easy to understand. 

Plus, a unique and interactive asset like this can help you generate backlinks for your landing page, giving your SEO strategy an extra boost. 

6. Social Proof

Consumers trust other consumers, so incorporating social proof on your landing page can have a huge impact on your conversion rate. 

Social proof is anything that demonstrates that other consumers trust you. 

Some ideas for social proof to include on your landing page are: 

  • Excerpts from online client reviews
  • Aggregate ratings and reviews from external sites
  • Written or video testimonials from happy customers
  • Names or logos of brands you’ve worked with
  • Awards you’ve received
  • Number of customers or accounts your business has

ZarMoney, an online accounting software, includes several types of social proof on its landing page: aggregate ratings, awards, and total customers. Put together, this information evokes a feeling of trust in this business. 

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Although ZarMoney groups its social proof together, that’s not your only option. You can use different types of social proof throughout your landing page to build trust gradually as your visitors browse. A good example of this is the landing page from this email app. They mixed social proof between the features of their product.

7. Minimal Navigation

One handy trick for increasing conversions on your landing page is to remove any unnecessary navigation features. This way, your visitors are more likely to stay on your landing page rather than navigate to a different part of your website, where they may or may not convert. 

Typically, this is simply a matter of removing your top navigation menu, as payroll software company Paycor has done on its landing page. 

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Simplifying your landing page design helps your visitors focus on what you want them to do: assess your offer and take action. The easier you can make this for your visitors, the higher your conversion rate will be. 

Design Your Perfect Landing Page

Creating the perfect landing page to get more conversions is both an art and a science. You need to capture the attention of your visitor right away with a compelling headline and then keep them interested as they explore the rest of your page. 

By incorporating white space, custom imagery, and a killer call-to-action, your landing page will be converting more visitors in no tim

Author's Bio: 

Vikas from Coachfox