Landing Page Design Guide
Every landing page design should start with:
- Start with a blank page
- Clear direction the next step
- Ask visitor to do something
- Eliminate the distractions up front
- Single column design in the center
7 steps for designing a high-performing landing page design
Step 1: The Call to Action
- Call to Action should be specific and active.
- It should be most visually prominent item on the landing page.
- Make it like “Subscribe to the Daily Dose Newsletter” instead “Subscribe”.
Examples of call-to-actions
- Send us an email
- Request a free consultation
- Get a free quote
- Become a member
- Start your subscription
- Try it for free
- Get instant access
- Add to Cart
- Buy Now
- Register now
- Request the report
- Download your whitepaper
Step 2: Fulfill the Promise
- Every landing page has to fulfill a promise made by your ad, email link or social media post.
- The first thing visitor needs to see is confirmation that this page is going to do that.
- This is the job of the main headline and subheading of a landing page.
- This promise must answer the visitor’s primary question, “What’s in it for me?”
- The easiest way to start is to copy the text from the ad, email link or social media post that you used to drive the traffic to this page. For the organic search traffic, grab the text found in the Title & Meta Description for the page appears in search results.
“50% off US dollars from the leading reseller”
Step 3: Give Your Visitors Something to Do
- Add a form to the page to gather more information.
- The form eliminates the need for the visitor to click to another page, and clearly defines the informational “price” you’re asking in return for the promise.
- Ask less information in form. Only ask for the information that will actually be used.
- Make a form to the short.
Step 4: Sell the Offer
- It is the additional copy for the landing page should focus on what is being offered.
- Visitors don’t come on landing page to learn more about your company and its products.
- Visitors come on landing page because you promised them something and you’re asking them to take an action that will ultimately help your business.
- Your goal at this stage is to get them to take action and nothing more.
- You have to sell the thing being offered.
- If you’re running an online service, sell the trial, not the service.
- If you’re offering a free webinar, talk about the topic, the presenter, and what the prospect will learn.
Step 5: Overcome Resistance (Trust Building)
- Reduce the friction that gives the visitor pause, confuse them or makes them resist completing the action.
- Visitors need to feel confident that you are associated with trusted authorities and that others have been happy with your offering.
- Badges of Honor
- Media authorities
- SSL certificates
- Customer logos
- Credit cards logos
- Statistical proof
- Social proof
- Rating and reviews
- Customer testimonials
- Likes, Friends, Connections & Circles
- Show the product
Step 7: Establish a Visual Hierarchy
Visitors should be able to understand quickly what your page is about and what is important.
Landing pages have a very specific hierarchy to follow:
Place the headline in a prominent position at the top. The first thing visitors should see is that they’re in the right place and that you are keeping your promise.
Clear indicate that the visitor will be asked to take some action. The Call to Action, often button, must be the most prominent item on the page. Consider using an arrow pointing to the Call to Action in order to emphasize it.
Make it obvious what is being offered. Accomplish this by placing the “Product” images above the fold.
Reduce the impact of trust badges, customer logos, and other graphic elements. While they help reduce friction, these elements compete visually with the headline and Call to Action. Consider converting these to grayscale images.
Make text scannable. Break up your copy with sub-headlines. Keep your paragraphs short. Use bullets, bolding and highlighting to emphasize key points of the message. Arrange text into a single column in the center of the page to support the scrolling and scanning behavior of experienced web surfers.