Effective Landing Page Design

The key to an effective landing page design is simplicity. Keep visitors focused on one message by making sure that everything on the page leads them to the conclusion that it's in their best interest to convert.

It is important for the landing page to match the style and look of the rest of the campaign. This assures visitors that they've reached the right place and keeps them focused on the message.

Lead the Eye to the Goal

Once you have a visitor on your page, your visuals need to guide him or her to the goal. Images, open space and text effects can work together to draw the visitor into your message and click the conversion button. Here are just a few of the design techniques that can help you do this:

Include copy in the billboard.

The billboard image will likely be the first thing someone looks at on your landing page. This is a great place to place a headline that states your offer succinctly — it's sure to get attention.

Place the most important information above the fold.

You need to get your message across in seconds, so make sure visitors do not have to scroll to find out what to do. Include your most important text and any buttons above the fold. Repeat the buttons further down on the page as needed.

Use a graphical call to action.

A graphic or button that has high contrast with the background is the most noticeable way to present your call to action. It will draw visitors' attention immediately and hopefully get them to click.

Distractions to Avoid

Don't waste the precious few seconds you have to convince visitors to convert by:

• Forcing users to scroll horizontally
• Offering them the choice to navigate to the rest of your Web site
• Using images that take a long time to load
• Using unnecessary Flash animations (some users might have to install Flash)

Any of the items above can cause visitors to click away to another site and never come back. Remember that the goal of your design is to keep visitors focused on one or two goals at the most.

Learn how to write landing page text that keeps visitors' attention and leads them to convert.