Do's and Don'ts for Landing Page Design
A landing page is a standalone web page, created specifically for the purpose of a marketing or advertising campaign. It is designed to direct the visitor to take a specific action, such as making a purchase or filling out a form for more information. The success of a landing page is often measured by its ability to convert visitors into customers.
As such, it is important to follow best practices in landing page design in order to maximize conversions. Here are some do's and don'ts to consider when designing your landing page:
Do's:
Keep the design simple and focused on a single goal or call to action
Simplicity is key when it comes to landing page design. By focusing on a single goal or call to action, you can ensure that the visitor knows exactly what you want them to do. This clarity helps to minimize confusion and increase the chances of conversion.
Use clear and concise language
Effective landing pages use language that is easy to understand and clearly communicates the value proposition and benefits of the product or service being offered. Avoid using technical jargon or long, complicated sentences that may be difficult for the visitor to comprehend.
Include social proof to build trust and credibility
Social proof is a powerful tool in building trust and credibility with potential customers. By including customer testimonials on your landing page, you can demonstrate to the visitor that others have had success with your product or service, and that they too can expect similar results.
Use high-quality images or videos
Visuals are an important element of landing page design. High-quality images and videos can help to visually engage the visitor and showcase your product or service in a compelling way.
Make the page mobile-friendly and easy to navigate on all devices
With the proliferation of mobile devices, it is essential that your landing page is mobile-friendly and easy to navigate on all devices. This includes ensuring that the page loads quickly and that the layout is responsive and easy to use on a small screen.
Don'ts:
Don't include too much text or too many elements on the page
Overloading the landing page with too much text or too many elements can overwhelm the visitor and distract from the main message. It is important to strike a balance and only include information that is relevant and necessary for the visitor to make a decision.
Avoid using generic stock images that don't accurately represent your brand
Using generic stock images can make your landing page look unauthentic and unprofessional. It is important to use high-quality images that accurately represent your brand and product in order to build trust and credibility with the visitor.
Don't use complex or technical jargon that your target audience may not understand
As mentioned above, it is important to use clear and concise language that is easy to understand. Complex or technical jargon can be confusing and may turn off potential customers.
Avoid using too many different fonts or colors
Using too many different fonts or colors can make the landing page look cluttered and unprofessional. It is important to choose a limited color palette and stick to one or two fonts in order to create a cohesive and visually appealing design.
Don't make the visitor search for the call to action or main message
The call to action or main message should be prominent and easy to find on the landing page. Don't make the visitor search for it – instead, make it clear and obvious.
Bottom line
By following these best practices, you can create a landing page that effectively communicates the value proposition and benefits of your product or service, builds trust and credibility with the visitor, and encourages them to take the desired action.