Landing page design: 4 pillars to follow for any website

landing-page-design-rules-to-follow

A landing page is the most critical component of any website – and although creating a landing page design may seem like an easy task, it isn’t! 

Luckily for you, you’re just in the right place to learn all there is to know about landing pages. In this article, we will take an in-depth look at what landing pages are, what elements go into making one, and what you should be doing to ensure that you make a landing page design that converts.

Excited? Well then, let’s get started

 

What is a landing page?

The first step to creating the perfect landing page design is to know what a landing page is. Seems a little obvious, no? And yet, one look at a poorly created landing page is enough to tell that the website owners didn’t understand what a landing page to begin with. 

Therefore, before you get started with anything to do with the landing page design, you must be very clear on what a landing page is. 

Essentially, a landing page is a page on your website that the consumer lands on. It is usually a “follow-up” of the promises you make to your audience in the content of the rest of the website. So, think of a landing page as a bridge between you and your potential customers. If the landing page design does what’s supposed to and convinces the visitor that you will provide them with what they need enough for them to cross the bridge, you’ll get a new customer. 

So, usually, landing pages allow you to offer the customer something that they can’t possibly refuse. In this regard, a landing page can be a click-through page that leads the visitor to another page on your website or a lead magnet where you get the client’s information in exchange for their contact information. 

Here, have a look at Netflix’s famous landing page.

 

netflix-landing-page-design

 

Now, we know what a landing page is. But what makes a good landing page?

 

4 pillars of a landing page design

A good landing page is the one that gets you the most leads or conversions. Netflix’s landing page, for example, is considered to be one of the best because we can quickly tell that the ultimate goal behind the page is to get as many people to sign up to the page as possible. 

But how can we tell that?

When it comes to a landing page web design, you must remember that certain elements must be incorporated into the design to make a convincing page that meets the website’s goals. Let’s refer to these elements as the pillars of a landing page design, and they are as follows.

 

pillars-of-a-landing-page-design

1. A clear offer.

What makes a landing page different from any other page on a website? It has a particular goal. This goal is usually to provide the visitor with something they want, to tell them that your business or brand has exactly what they are looking for. Exactly what they are looking for. And hence, a good landing page needs to include a clear offer that gives the visitor to-the-point directions of getting what they want. 

So, your landing page should consist of a clear offer. Kind of like this: 

 

munchery-landing-page-design-inspiration

 

This landing page design by Munchery checks all the boxes. Not only does the visitor know exactly what the brand is offering, but it also makes it clear what the visitor has to do to get the offer. 

Your landing pages can offer many different things. Each landing page design can present information to another search query. If you are an eCommerce website, then your landing page can be the way you disperse the traffic around your website. 

But that’s not all!

You can use your landing page for many other purposes, such as promotions, announcements, introduction to communities and resources, and access to whitepapers.

 

2. Some visual media.

It is no surprise that visual media is perhaps the most effective form of media, especially for landing page design. This is mainly because it is easier and less draining for human beings to perceive than text. But for us, this means that when creating a landing page, it is essential for us to incorporate visual media in its design. 

Through pictures, you can be impressive, emotional, and informative at the same time – which means that a single picture can be a lot more compelling than just streams and streams of text. 

But if we tell you that visual media is essential, that will be a little too broad to be of any use. In actuality, you need to ensure that the visuals you include in your design align with the rest of your assets. Primarily, you need to ensure that the visuals are strongly connected to your overall brand image and message. 

This also means that although you are creating special images for each landing page, you must ensure that the overall visual message connects to your website and brand as a whole. In short, it is important to maintain a special level of consistency when it comes to making a landing page web design that resonates with the visitor.

Geico used simple yet effective imagery to link this landing page to auto insurance’s primary service. This is the kind of thing you should go for – imagery that doesn’t overwhelm the visitor but instead swiftly links your landing page to your brand. 

 

geico-landing-pages-inspirations

 

Some other forms of visuals you can add to your landing page design include: 

  • illustrations
  • photos
  • 3D graphics
  • custom icons
  • mascot
  • minor graphics

 

3. A convincing copy

A copy of your landing page is just as important as anything else. Every word you put out on your landing page needs to be there for a reason because every word in the copy counts at the end of the day.

 Just because visuals get more attention than text doesn’t mean you can neglect your copy and get away with it. But how does that fit into the landing page design? 

When planning a landing page design, you need to see how the copy fits into it. This will involve figuring out the visual hierarchy, text alignment, and other aspects that link text to the visuals of a landing page design. 

Other than that, there are other things that you have to take care of as well. For example, you need to see what length you should go for when your copy. There is no hard and fast rule in this regard – different needs call for different kinds and lengths to copy. So, if you are pitching a corporate service to older individuals, you might want to be more detailed. If you are offering a younger audience, you will see that being to-the-point and super simple in terms of language will help you the best. 

Let’s look at this copy by Microsoft for landing page design inspiration:

 

microsoft-page

 

The copy is straightforward, informative, and even authoritative in a sense. It resonates with the landing page design and their overall brand image. 

On the other hand, we have this landing page copy by Quip:

 

quip

 

This copy is simple, straightforward, and accessible to everyone – something that is bound to resonate with the audience Quip is targetting. 

So that’s the thing you must master when deciding the textual elements: make sure they link to your visuals and correspond with the audience you are trying to tap into. Other than that, all good, compelling, and convincing copies have in common: they are all easily readable and scannable. So, while deciding on the textual elements of your web page design, make sure you keep in mind to check for that too!

4. Seamless responsiveness.

The thing about most web visitors in the present day is that they expect all websites and webpages to work seamlessly, respond to their needs, and work well on every device. This may seem obvious and simple to achieve, but it isn’t! Thanks to technology, many devices can be used to access your landing page. 

This means that you must ensure that your landing page design offers a seamless experience on every device. It should be navigable, mobile-friendly, and perfect in terms of speed and interface. 

Dropbox is one of the most responsive websites out there, and this is what their landing page design looks like:

 

dropbox

 

Landing page design best examples

If you are still wondering how to design a landing page for your website, you can consider this list of landing page design best examples as a landing page inspiration for your next project.

 

1. GoVisually

We really can’t leave GoVisually out of the list when it comes to the best landing page designs.

 

GoVisually_website_proofing

 

The landing page design for GoVisually checks all the boxes. Not only that, but it also has CTA inserted in just the right places. See how it maintains consistency when it comes to the branding throughout the page? That’s how you can engage your audience by presenting a consolidated brand message and image.

Overall, the GoVisually landing page makes for quite a successful design and can inspire your landing pages.

 

2. LinkedIn

We have all heard of LinkedIn, but did you notice how LinkedIn probably has one of the best landing pages you’ll encounter? 

 

linkedin

 

The LinkedIn page for its Premium feature checks all the boxes on our list. It mentions its offer, has visual elements, incorporates a compelling copy, and is responsive across different devices. Anyone moving from basic LinkedIn to LinkedIn Premium will find this landing page very to-the-point and easy to navigate. 

 

3. Goby

Another website that checks all the boxes for us is Goby. Goby is an electric toothbrush brand, and its website is very dentistry-related. However, all the elements on their landing pages are consistent and create a solid connection between each landing page and the overall brand message. 

 

goby

 

Notice how intuitive yet straightforward the landing page design is? That’s something you should be aiming for! By keeping the copy short, Goby brings attention to its product and enhances its brand message.

 

4. Netflix

And we come back right where we started: Netflix. But can you blame us? Netflix’s landing page design is just perfect. It makes it extremely easy for new users to sign up and old users to log in. The design is simple, user-centric, and just amazing.

Netflix’s visual elements in its landing page design are posters for some of its shows. In our opinion, that is such a clever way of enticing potential customers and getting them to sign up. 

The text is simple, making sense considering that they probably want their audience to pay attention to what they have to offer in terms of the audience’s media.

 

Final takeaway

We hope this article helped you with how to design a landing page. If you require further help, you can visit our blog some other excellent resources to help you! And when you get to design your landing page, don’t forget to get GoVisually so you and your team can get together and create the best landing page for your website ever.

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Alina Zahid

Alina Zahid

Alina Zahid Khan is storyteller, writer, and entrepreneur and the content manager at GoVisually. Her passion is to share knowledge, helpful content to creative professionals. Want to write for us? Email us content@govisually.com and see our writing guidelines
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