10 Design Tips for Creating the Perfect Landing Page

Find out what to consider when designing a Landing Page.

A lead generation strategy needs to be carefully planned and structured, but to work well, it’s essential to have a good Landing Page. It’s what “captures” visitors and converts them into leads through calls to action (CTAs) on your website, in emails, or in Google Ads, for example. 

But to be effective, it needs to grab your target audience’s attention, which requires a good deal of research and testing. 

To make things easier, in this post we’ll share the 10 best design tips for creating the perfect Landing Page! Ready? 

1. Write a great headline

The headline of your Landing Page is the reader’s first interaction with your content. That’s why it should be concise, sum up how your material will solve their problem, and focus on your keyword. The headline needs to draw the reader into your Landing Page. 

To do that, it’s extremely important to know your target audience and their pain points, so you can create headlines that make them feel you have the answer to what they need. Focus on the benefit they’ll get by filling out the form. 

2. Use contrasting colors

Color plays a very important role in Landing Pages. Using a color inappropriately can seriously affect readability and make users leave your page. 

It’s important to remember that the call to action needs to stand out on the landing page. If it goes unnoticed, you won’t generate conversions. So use colors for the CTA that contrast with the other page elements. 

For example, if your Landing Page is mostly blue and white, use a red call to action. Blue is a cool color, while red is a warm color. This will create the desired contrast and draw the reader’s attention where it should go: to the CTA. Naturally, this increases the chances of conversion. 

3. Use social proof

Social proof is a mental trigger widely used to accelerate sales. For example, by using testimonials and comments from people with problems similar to those of the user browsing your landing page, you show that your material, service, or product could also be the best solution for them. 

Data showing that people are genuinely interested in your offer also makes for excellent social proof, such as the number of downloads. Including the statement “more than a thousand people have already downloaded this material” is a great example of social proof. 

4. Don’t use menus

Using menus on a Landing Page is a mistake that can hurt your conversion rate. That’s because they can quickly take users away from the page, and that’s not what we want. The path should be clear and lead only to conversion. Users should leave the Landing Page through the CTA, not through other links. 

So definitely don’t send them to your contact or “about” pages. 

5. Be careful with links

The goal of your Landing Page is to convert visitors into leads, and any other objective in your strategy will only get in the way. Use external links only if they’re absolutely necessary to prove how effective your offer is, but it’s better not to rely on them. 

Remember, when users click a link, they leave your landing page, and that’s not our goal, right?  

6. Take care when building your form

Your Landing Page form needs to be targeted and ask only for information that’s truly necessary, so keep that in mind. You should consider the sales funnel, and the length of your form should match the stage of the funnel that your offer fits into. 

For example, if users don’t know your company yet and don’t have a relationship with it, they probably won’t want to fill out a long form and share a lot of personal information. Filling out 10 form fields to download an eBook may not seem worthwhile, but it might make sense for a free consultation. Keep that in mind.

7. Create a killer CTA

The call to action is the most important part of the landing page and needs to be as effective as possible, since it’s what drives conversions. 

Keep in mind that an effective CTA should contrast with the rest of the page so it stands out. It should be direct and clear, and tell users what to do next (“click here,” “download now,” etc.). 

A few bonus tips: 

• Remember to use a color that contrasts with the rest of the page;
• Focus on the benefits offered;
• Get straight to the point;
• Try to use no more than 5 words;
• Tell visitors what to do using action verbs;
• Make the button large enough to stand out on the landing page;
• Leave some “breathing room” around the CTA, and don’t crowd the area around it;
• Follow the flow of the page and position the CTA where the reader’s eyes will go.

8. Use videos

According to Hubspot, videos generate a positive ROI (Return on Investment) for 88% of marketers. 

Videos drive high engagement, and advances in technology only make this format more appealing. 5G is a good example, since it enables much faster loading and downloads, which will certainly increase video consumption among users. 

Video can work very well on your Landing Page if it’s used to drive conversions rather than distract visitors from taking action. 

Some advantages of video:

• Increases the chances of conversion;
• Helps build a connection with potential customers, since it’s a more personal way to share your message; 
• It’s generally more engaging than text and images, and visitors are more likely to click
• It’s processed much faster than text. 

9. Make good use of white space

White space, or negative space, is a tool widely used in design. It’s the empty space between elements, and it helps a page “breathe,” while also making the message easier to understand and organizing information on the page. 

A good way to use this “white space” is to separate the form, call to action, and image or video. 

10. Make your page responsive.

The 2020 ICT Households survey, conducted by Cetic.br|NIC.br, found that 58% of connected Brazilians use their phones to browse the internet. This is important information to keep in mind when creating your landing page.

Like any other page on your website, your Landing Page needs to work well on mobile devices. Imagine if your form appeared incorrectly or was out of view on a phone. That’s definitely not what you want. So creating a mobile version is essential. 

In conclusion

A good Landing Page should be concise, simple, and direct. As soon as users arrive, they should understand how the content will help solve their problem and what benefits they’ll find there. 

The call to action should be created with great care, since it’s the most important part of the landing page, the “magic” button responsible for conversion. 

Without a good landing page, your chances of generating leads and nurturing them through the sales funnel are lower, because landing pages play a crucial role in this process. 

So, before creating your next landing page, make sure you’re following these tips.