You might already know that a landing page is one of the most important, if not the most important, pages on a website, because that’s where you can catch your potential customers or users. A landing page should be designed with a single clear purpose, for example, to get users to sign up, buy a product, or download an app.
Compared to a full website, a landing page is able to remove the unnecessary clutter and distractions, and can simply guide its visitors to take the desired action.
But there is one problem that is present in almost every landing page, more specifically, its performance levels. Even if it has a great design, sometimes it fails to convert visitors into leads or customers. This happens especially when a landing page is more focused on aesthetics rather than user behaviour.
It can feel tricky at first to take into consideration all the advice and aspects of a great landing page. But with the right steps, this process should be very easy.
- Define a Clear Conversion Goal
It is probably the most important step, because this is where you can define the goal around which the design will be created. The goal could be getting users to sign up, make a purchase, download a resource, or book a call.
It’s important to know that when you are trying to push multiple actions at the same time, users will eventually feel unsure about what they need to do next. This way of design will have lower conversion rates, and we don’t want that for sure.
Before starting to design anything, you need to understand who you are building for. It’s important to have a clear understanding of the user persona, its pain points, motivations, and also intent. Because this way, when users scroll through your landing page, they will feel that it is designed especially for them.
After truly understanding your target audience, it will become so much easier to create strong connections between the landing page’s messages and their needs. Speak directly to what users care about, and your landing page will feel more relevant and persuasive.
- Create a Strong Value Proposition
A strong value proposition can be a very good aspect of a landing page, because it answers a simple question: Why would users choose your products and services over others in the market?
So, instead of making endless lists about features, start to think about the actual outcomes and benefits that users will get.
This message should appear above the fold, so visitors can understand your offer immediately.
- Design a High-Impact Hero Section
This section is the first one that users see, and it is able to shape their first impression of the landing page. This area should quickly communicate what you offer and guide users toward taking action.
A great hero section should include a clear headline, a short copy, a visible call to action, along with a relevant visual like the product’s image.
It’s important to maintain as much as possible the design, very simple and clean. Try to avoid the unnecessary elements that can distract users from the main message.
Shortly known as CTA, it is used to turn visitors into users, and in order to do this, it needs to be clear and easy to understand. You can use action-oriented phrases such as “Download for free trial”, “Get started now”, because these phrases will explain to users what will actually happen if they click on that button.
Regarding the design of the actual button, it should have high contrast colors and enough spacing so it does not get lost in the landing page layout. Try not to show multiple CTAs because that might really confuse the user.
- Make Sure To Optimize For Mobile
Let’s be honest, a landing page that is not optimized for mobile loses users every day. A landing page must work perfectly on mobile devices since most users browse from their phones. A mobile-first approach ensures that layouts are responsive, buttons are easy to tap, and content is readable on smaller screens.
But we should not forget about page speed, because slow-loading pages lose users before they even see the content. Use techniques like lazy loading images or compressing assets to keep the design lightweight.
Remember that a high-converting landing page is not focused only on adding more elements, but on creating clarity and focus for users. Every step in the design process should be guided by a clear and strong goal, while considering the target audience. If you choose to follow all the steps, as a result, you will have a page that not only looks great, but also has a great performance.
