Follow these 3 landing page design tips for optimal engagement and conversion on your next campaign (3 min read).
1. Choose the Right Type of Page
There are 3 main types of pages you can direct leads to. What type you pick depends on your campaign goals.
- Homepage:
- Page that has typical navigation
- Speaks to more than 1 client persona
- Promotes entire scope of business and offerings
2. Microsite:
- A modified version of the main site
- Contains simpler navigation
- Funnels users more strongly to 1 specific conversion action
3.Landing Page:
- No navigation
- Few links
- A single CTA prominent on page
- Sense of urgency and immediacy in copy
- Focused on 1 offering
Clear vs Confusing Landing Page Design
Confusing
Clear
2. Use a Components Checklist
For All Pages Include the Following:
Logo or site name
Should be in the upper right corner. Reassures your users they are on the correct site.
Page title
Your page title should frame the context of that specific page. It should be prominent and the largest text on page. It gives visitors a subliminal sense of direction.
Header and footer
Header and foots should have a different background color than the page. Best practice is to not change these elements page to page, but they can be simplified for landing pages. It should include a list of primary page links, contact info, additional site utilities, social icons, and an email signup.
For Home and Micro Pages Only Include the Following:
Primary Navigation
Located across the top of the page. Links to all main sections of the site. Provides users a “You are here” visual indicator. Background should be different than page.
Secondary navigation
Located on the right hand side of the page. Could include Shopping cart link or a sign in CTA.
Breadcrumbs
Gives users the ability to go back one level or go home. Shows users where they are in the navigation.
Search box
Located either on center of page or upper right hand corner. Appeals to search dominant users. Can appear as a search or magnifying glass icon. Autocomplete is great. Be sure to allow for common spelling errors.
3. Optimize Hierarchy
Not every element on your page deserves emphasis – The more things you emphasize the less attention your call-to-action will get.
Follow these hierarchy guidelines for optimal page clarity:
- Do not use gaudy or flashy visuals
- Do not use overly bold color schemes
- Make things easy to find- if new visitors can’t find it easily it might as well not be there
- Unclutter elements of your page by using white space, padding and margins.
- Make sure to use a clearly defined action block
- Important things should be more prominent through distinguishable color, size, weight, padding and/or location on the page
- Use alternating columns
Always be sure visitors can answer these questions on your landing page/website:
- Where am I?
- How do I find my way back?
- How do I easily find what I’m looking for?
- How do I self-select where to go next?
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