5 Tips to Create The Best Landing Page Design
B2B brands and organizations that employ effective landing pages can expect an increase in leads, a higher ROI and an improvement in their company’s image. Landing pages need to employ effective design, and special care needs to be taken regarding how a landing page is presented to ensure your landing page converts. Here are five tips to ensure your landing page contributes to brand development:
1. CTA Design as Competitive Advantage
Subtle design elements can help a call-to-action (CTA) pop off the page. That’s why you should consider using a strong font color, appropriate size text, and a minimal background to draw the user’s eye. Small details make a difference in web design. One case study showed that by changing the CTA button from a dark blue to an eye-catching green helped increase conversions by 35 percent.
2. Draw A User Down The Funnel
Research has shown that most users view web pages in an “F” shape. That means readers start by looking at the left-hand corner and slowly make their way towards the middle section on the right side of the web page. Place key information in this “F” pattern to guide the visitor towards the final CTA on the right side of the page.
You should also think about implementing directional cues that reinforce your landing page’s goals. These cues don’t necessarily have to be an arrow pointing to the CTA; you can also have a person in a photograph looking in the CTA’s direction, which is a subtle yet more powerful directional cue for visual branding. It’s all about using design for a competitive advantage.
3. Reduce Distractions
While your website wants to provide easy navigation, your landing page wants to do the opposite. That’s why you want to remove unnecessary navigation elements and links that might lead a visitor away from your page. Your goal is to keep the user there and ensure they perform the right actions.
Be sure that you also don’t bog visitors down with difficult and lengthy fields. Just ask for their name and e-mail address. These fields should also be “above the fold,” which means the visitor doesn’t have to scroll down to sign up with your website.
4. Think About The Unique Needs Of Your Organization
It’s important to think about your business and its unique branding when you design a page. For example, less exciting businesses can think about trying to generate excitement with landing page videos. One study found that landing page videos led to an 80 percent increase in conversions in certain cases.
Nonprofits may want to consider employing powerful imagery that highlights their cause. For example, a CTA imposed on the background of a clear-cut rainforest can trigger an emotional reaction that gets people on board with a nonprofit’s mission.
5. Testing is Key
Often, it’s worth experimenting with different landing page designs to overcome the challenges facing B2B brands. A/B testing can help you understand which ones convert at a higher rate.
For example, imagine you’re a startup that doesn’t have the brand appeal that larger companies have. In that case, you want to try arranging social proof like user testimonials, industry awards and media coverage at the top of the page instead of the bottom. This could immediately reassure new customers that you’re a professional company that offers valuable products or services. However, only testing will help you understand whether this strategy actually pays dividends.
Ultimately, landing page design is both an art and a science. If you want a corporate rebrand or brand refresh that gets results, it’s a good idea to work with a company like Novation Consulting. Our web and graphic design experts can help you produce landing pages that deliver real value and contribute to brand development.