Customers, unfortunately, aren’t ready-made. They have to be cooked up with a careful recipe, a dash of engagement, and a pinch of loyalty. One of the key ingredients in this process is a landing page - the platform for bringing customers into the fold of your brand.
A word about landing pages. These days few businesses are still using their website homepage as a landing page, but if you are it’s time to catch up. A dedicated landing page can be optimized towards converting your leads, meaning you’ll have a stronger email marketing list and more paying customers. To find success in the hustle and bustle of the web you need to stand out - and a visually stunning landing page helps you do that.
1) Subtlety Sells
The average web user spends around four hours a day, which means you can bet they’re pretty savvy when it comes to digital marketing. Whether consciously or unconsciously, leads that hit your landing page are going to see your sales pitch a mile off, and they’ll be instantly turned off. To create a high converting landing page, you need to subtly prime your leads for giving up their details and, eventually, opening their wallets.
So tone down your sales pitch, back off on the copy, and add some attention-grabbing color to your landing page through vibrant imagery. A bold background image that captures your audience’s attention is great because it diverts the sense of being sold to. As for your copy, choose lighter fonts and dial back the opacity to let your background image shine through. At this point in the marketing funnel, you’re getting customers interested and visuals are a great way to do this.
2) Use Color Gradients To Lead The Eye
Color gradients are when the color at one end of the image gradually changes in tone so that it changes completely after a certain number of pixels - think Instagram’s famous peach-purple square, and you’ll have the idea. Color gradients are making a big splash in graphic design at the moment because they’re a fantastic way of subtly drawing the users’ eye across the page. Highlight the products you’re pushing or introductory offers using color gradients to push up the clicks.
Color is a great way to bring your page to life and can add a unique twist on stock images. A full-color overlay that’s aligned with your branding can be added to images that, on their own, don’t stand out.
3) Goal-Oriented Design
Successful sales pages have one overarching goal - converting leads into paying customers. That means that every landing page has an end-goal that it’s trying to draw users towards, and whether that’s requesting a quote, signing up for a service, or receiving a free starter pack, the whole page’s design should lead the user on a journey towards this endpoint.
Your landing page graphics can be designed to funnel the user’s attention through the relevant information until they’re ready to be converted. Arrows and vertical lines can lead the user down the page until an abrupt change in direction takes them to email submission boxes. Arresting visuals don’t just appeal to the eye but are created with a functional mindset.
4) Offer Value In Visuals
Taking your user’s attention for granted is a losing strategy in the fast-moving world of digital marketing. “Respecting your audience means offering them real value within all your content, whether that’s blog posts, newsletters and even on your landing page,” says Sidney McKnight, a digital marketer at Writinity and Last Minute Writing. “Of course, offers and sign-up deals are great, but if your visuals pad out the valuable content of your landing page, you’ll see your conversion rate rocketing.”
Infographics and videos are a great way of presenting valuable information to your audience whilst keeping an engaging look to your page. Identifying the problems you’re providing the solutions to will enable you to quickly express through eye-catching graphics how you’ll improve your users’ life. That’s converting content.
5) Visualization Reduces Complexity
Infographics are a great way of conveying simple information, such as the fact that 98% of customers never look back after using your products, say. But for landing pages that need to convey a lot of information in a complex context, it can be difficult to find the balance between subtlety, simplicity, and communication. Some markets are inherently complicated, and that’s where data visualization can take your landing page to the next level.
Custom images displaying how customers can implement your services on various levels. If these offer a clear visual display of the multiple intersecting benefits, you’ll impress your users and lead them through the market funnel to conversion.
6) Animation Boosts Engagement
In 2021, static images can only go so far as capturing your audience’s attention. “As gifs and short videos have become integrated into every messaging app from Telegram to Whatsapp, users are increasingly looking for animated images to draw them i nto the sales-story of your organization,” says Erika Wilson, a business writer at Draft Beyond and Researchpapersuk.
Faster network speeds across mobile devices are increasingly enabling the integration of autoplaying video content on landing pages, and this is having a big impact on conversions. Landing pages with eye-catching video content can boost conversion rates by almost double, and they’re a fantastic way of making personal connections with your users if real employees, designers, or CEOs appear in these videos for face-time with their audience.
Wrapping Up
In the hierarchy of attention, user engagement typically rises through color, images, infographics to video. Implementing as many of these features in your landing page will hold your user’s attention whilst you connect with them, meaning more conversions later on. Dedicated landing pages are increasingly a part of companies’ digital marketing arsenal so a plain landing page simply doesn’t cut it anymore. Stand out from the crowd with impressive visuals to create high-converting landing pages.
Ashley Halsey is a professional writer at Do My Assignment and GumEssays. She specializes in creative digital marketing solutions and has years of experience as an online trendsetter.
