There are a lot of gimmicks that have been tried to make a landing page stand out from the rest. But users have seen so many of these tricks that they often pass on, unaffected by the most thought-out marketing ploys. Instead, try focusing on user-centered design that succinctly shows how your product is going to make a difference in their lives.
Make a Bold Statement
Keep All the Major Elements Above the Fold
Users are so used to quickly scanning a webpage for something of interest that they rarely delve any deeper than what’s first put in front of them; by some estimates, only about 20% of viewers will scroll down the page. So make sure that your title, major statements, images and videos, and your form are all accessible at first glance.
Use Striking Imagery or Video
Grab attention with big, beautiful imagery that appeals to your target audience. Your choice should rest on what would be most appreciated by your target demographic and what relates best to your product. There are a lot of approaches you can take: vector illustrations, custom type, photography, and interesting videos are all things to consider. Sometimes a combination of these elements will work best:
Show That You’re Trustworthy
Include Credibility Indicators in Your Design
Users are always wary of potential scams, so make sure they know you can be trusted with their information. This can mean testimonials, reviews, or ratings, as well as social media scores (like your number of Facebook “likes”). If you’re going with a review, the more prestigious the publication, the more pull it’ll have on users’ perceptions.
Add Guarantees and Reassurances Near Your Submission Button
Even a statement as simple as “no commitment” will make people feel more comfortable signing up with you. This landing page provides a clean, appealing example of both kinds of credibility indicators:
Further the Message in Every Component
Don’t Make the User Work to Understand Your Product
Every aspect of your design should be clear and understandable. This is especially important because a viewer will typically just skim a page before moving on; if they don’t get the point immediately, then they’re very likely to pass on your offer. Depending on its complexity, you might consider making a video presentation that demonstrates the benefits or use of the product.
Make Every Component Clean and Understandable
For the copy this means eloquent statements that continually remind the user of the benefits they’ll receive upon sign-up. For the design, it’s important to have enough white space, readable and sophisticated type choices, and plenty of line breaks and differentiation.
Try a Variety of Approaches
Make Sure Your Phrasing and Visuals All Hit the Right Note
The landing page for These Are Things is a great example of copy and visuals that work together for the same message. The playful and simple vectors create an artsy, innocent vibe—which is complemented by the conversational and casual voice of their copy. You always want your words and visuals working towards the same goals, so make sure you clearly define what those are before you build your landing page.
Don’t be afraid to try a variety of approaches and collect feedback from site users. You’ll never know what works best unless you try a couple of combinations.
In conclusion, the most effective landing pages are the ones that combine meaningful statements with evocative imagery. Any clutter or irrelevancies should be swept away, and everything that’s left should contribute to making a single point: that the user really wants to click here, right now!