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Landing page design can make or break a campaign

Landing page design can make or break a campaign

We all know the internet is a very big, very crowded place. A zillion new websites, blogs, and startups enter the fray on a daily basis. So how does your site get noticed?

Obviously, you have to invest in an online marketing strategy that focuses on getting the word out about your new venture. However, online promotions and marketing methods come in a variety of flavors, such as social media advertisements, proper SEO campaigns, affiliate and giveaway measures, and so on.

In the midst of all those considerations, don’t forget about the extremely popular and highly successful method of using landing pages to promote your idea.

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What exactly is a landing page?

When it comes to succeeding in the online world, a proper website and a well-planned marketing campaign are the basics. Beyond that, your content should be promising and useful, able to capture the attention of your readers and target audience.

However, landing pages can help you convert random visitors into regular customers. At its most basic, a landing page is a simple stand-alone page on your site created with either of these two motives:

  • Generate leads for a particular cause.
  • Encourage users and visitors to subscribe to updates about a particular product.

In other words, if you run web campaigns such as social media advertisements on Facebook or search engine advertisements, banners, and other publicity measures, you should attempt to channel traffic to a landing page for that particular promotion. Thus, a landing page can act as both the preview and the overall summary of a given product or concept.

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Landing pages put your visitors right where you want them

No matter the genre of the website in question, its success lies in both its actual design and how it’s promoted. You may create a stunning website in terms of design, but in the absence of proper promotion, your work will remain unnoticed. Similarly, you might invest a good deal of money in promotion, but if the web design itself is below par, your users will not stick around.

A landing page acts as a bridge between your online marketing strategy and your overall web design. If you direct users directly to your homepage, your call to action might get buried. Say you want your users to subscribe to your newsletter for updates about an upcoming product — that probably won’t happen if you dump your visitors on your home page. Most likely, they won’t go any further into your site.

In such a case, a properly designed landing page can serve the obvious purpose of taking your visitors right where you want them to go: the subscriptions page with an overview of what your product or service might be about.

What you’ve got to consider with your design
Now that you know why landing pages are important to your conversion rates, how do you build one?

Simplicity matters

Your landing page should be simple and minimal. A clean design is absolutely essential. In other words, landing pages are not where you show off the boundlessness of your creative talents.

The purpose of a landing page is to make users’ lives easier by helping them to sign up for a given product or service. Therefore, a simple layout with a minimal design gets the message across without any disturbance.

Pay attention to the page’s layout

The overall design layout can either make or break your landing page. Certain key concepts are vital for the proper functioning of your landing page.

For example, your main text area and other details belong right in the center. The Call to Action button (something that says Subscribe or Add to Cart) is the most important part of any landing page and must be prominently highlighted.

However, additional details, such as contact information, links to social networks, or the company logo can be discrete. You can place them possibly either in the header or footer, but definitely nowhere within the main content area.

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Be mobile-friendly

Your landing page has got to be fully compatible with mobile devices. Responsive web design is the only sane route to go, ensuring that visitors can see your call to action no matter the device they’re using. Adaptive web design can also be helpful, though it might be overkill for a single landing page.

Keep it in line with the rest of your brand

Your typography and color selection need to be in sync with the product or service that you’re promoting as well as the message of the rest of your brand.

A serious, easy-to-read typeface is a safe bet for landing pages. Use a few of your brand colors sparingly to ensure that your visitors’ attention lies directly on the main content region and no where else. However, a bright, eye-catching color for the Call to Action button is a good idea.

If you implement your landing page well, you’ll surely notice a boost in your conversion rates. Ever designed a landing page? If so, feel free to share your experiences in the comments below!

2 Comments

  • Hunter says:

    I agree with you… espessually about being mobile friendly. A large percentage of our clients recieve as much mobile and tablet traffic to their site as desktop traffic (sometimes more). Even on our own http://www.hnhmarketing.net site we recieved more than 20% mobile traffic during 2014 and I expect that to grow in 2015 significantly. I wanted to ask you though, do you have any examples of landing pages that stand out to you as being super awesome? Thanks!

  • Adam Wick says:

    You could use open source platform WordPress for landing pages. With a couple clicks you can set up WordPress, add a theme to it and use it for your landing. You also get the options to use themes and plugins developed by the huge WordPress community. If you have requirements like MailChimp integration, Like/Share Buttons or anything else, consider it done with just a couple clicks, using plugins which seriously broaden the capabilities of the system.
    There are so many plugins to make perfect landing pages with WordPress. Try Qards http://showcase.designmodo.com/new-qards/ – this is a best one.

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