Get Your Landing Pages to Convert with 9 Easy Tips
Posted on November 27, 2015
With all the free tools and resources available on the web these days, it’s not really that difficult to create a website, you know?The problem really isn’t creating the site or the pages, the problem, most of the time, is translating what you have in mind to the actual screen. And believe me, that’s harder than you think.
Take for example this friend of mine. He was convinced he had created the perfect landing page. One so brilliant that’s it’s impossible not to get people clicking.
Well, apparently, impossible isn’t such an uhm, impossibility these days. Because other than him and me and maybe his mother, no one’s visiting his web page. So, he went back to the drawing board and remade the entire thing. He got a bit of a traffic boost, but it remained unimpressive.
What’s going on? Where did he go so wrong? Well, my friend is an amazing salesperson. If you read the copy, it is amazing. Unfortunately, what he wasn’t so great on is design. Let’s just say if you don’t want to be walking around with a headache for the rest of the day, then checking out his web page shouldn’t be part of your agenda.
Anyway, he couldn’t be the only one with that problem. So being the nice guy that I am, I am listing down a few awesome ways to design a web page that actually convert. And yes, I did tell him this (not early enough but hey, don’t judge me.)
1. Spend time on choosing colors.
There’s a whole psychology to what specific colors do what. And no, I don’t really know what they are. But what I do know is even if you don’t know what the colors actually mean, a simple contrast works in increasing conversion. It creates some sort of virtual hierarchy that highlights what’s important on the page. So choose colors that complement each other to make the design stand out from the rest.
2. Choose the right colors.
Yes, I know I said I didn’t know what specific colors are supposed to mean. I still don’t. But I do know some colors provide higher impact than others. Bright colors grab attention, that’s a fact. But they don’t work all the time.
For example, you prospects are mainly businesses. You can’t use neon colors. They’re fun but not very business-like. Basically, what I’m saying is to choose the colors that communicate what you’re about.
3. Feature real people.
Here’s the thing. Many web pages use pictures. There’s nothing wrong with that. People are naturally very visual and pictures help deliver messages across faster than words could, most of the time.
The only problem with that approach is the images used, in majority of the cases, do not add any value to the page or the product. Sure, an image of the New York skyline looks gorgeous. But what does that have to do with your business? It’s space filler, nothing else. If you want pictures to work for you, use the ones with your actual customers using the product or service.
The same is true for testimonials. You can have attention-getting thought bubbles filled with “good reviews”. But unless a name is attached to them, they’re just words of self-promotion.
4. Guide where visitors go.
You want your site visitors to go where you want them. What’s the use of spending x number of minutes on your site if they don’t even get to view the product you’re selling?
Use your site photos, then, to guide movement. They should have the pictured person, for example, looking a certain direction to draw attention. The visitor will tend to look the same direction and see your headline, or your product or whatever it is you want him to see.
5. Use visual clues.
Faces and photos work, but here’s another that can do the job: visual clues. That means arrows and borders and the like. Have them pointing to sign up forms or high impact testimonials to guide the eyes there. Borders can be used to highlight opt in forms and stuff.
6. Make it match.
Whatever you have on your web page, make sure they all stay consistent visually and content-wise. You don’t want your visitor looking at an image only to have the actual content talk of something else. That’s just confusing. And you waste valuable time as he reorients himself to what your page is all about.
7. Be visual.
No, it’s not a rehashing of visual clues. It’s telling your story and writing content in a way that’s easier to read and understand. Take for example this article. I can write it all in one paragraph if I want. Would that make it easier for you? Probably not. That’s why I have numbers and a list instead.
In your page, you can do the same. Or use bullets, pictures and diagrams. Whatever works best in grabbing attention and making the visitors to understand.
8. Go big.
Did you notice how the font in the numbered elements here is bigger than the rest of the text? That’s because I want you to pay them extra attention. In other words, if you want to draw visitors’ attentions to something specific in your page, make it bigger.
9. Whitespace isn’t just empty space.
Before I bothered to learn about web design and stuff, I didn’t really pay any attention to whitespace. I thought it’s just space between the page elements and it’s just there to make sure stuff don’t run into each other or overlap, you know? Well, you know what? It’s not like that at all.
Whitespace helps de-clutter a page and organize design elements. It can be used to emphasize calls to action or product images. It improves legibility. In short, it can be used for a whole lot of things so go ahead and take advantage of it.