Website landing page design has come a long way since the early days of digital marketing. In fact, the best landing pages can represent some of your website’s highest conversion points. It’s important that your service or product landing pages not only delight and inform your audience, but also provide an easy user experience.
In this post, we’ll go over some of our best practices for landing pages, along with some website landing page examples you can use to update your online presence. Stay tuned for our follow-up, where we’ll discuss which trends to try out for boosting your organic search presence this year. Don’t forget to reach out at any point if you’d like us to take a closer look at your website with our team of experts!
3 Essential Elements of Website Landing Page Design
Before we get to our landing page trends for 2023, let’s talk about what you need to include as your foundation. Typically, these are the points our team focuses on when building or optimizing a website for our clients.
First and foremost, landing pages should always engage your target audiences in some way. As voice search and generative AI becomes standard in the marketplace, more people are using search engines as if they were talking to a “real” person. Typically, this means using full phrases and sentences as their search queries.
By answering specific questions that your audience is asking, your landing pages will begin to rank when those queries are submitted to search engines.
You can start by adding FAQs or video content that answers a specific question to your website landing page design. Use bullet points when it makes sense to summarize and consolidate information into digestible bites. Remember, the goal is to persuade visitors to purchase or submit a form on your page, so don’t go overboard here.
Likewise, a visual aspect to your landing page is important for attracting viewers’ attention. Once again, however, you don’t want to distract them from your offerings. Whether you’re using an infographic, a video, or an eye-catching image, strive for a visual that is minimal but effective.
No matter what, your most important conversion point should still be “above the fold” on your landing page (before a visitor needs to scroll). Additionally, as mobile browsing becomes the norm, using a page template that’s device responsive is essential. Your web pages need to adjust accordingly to fit the size of the screen customers are viewing it on without compromising readability or functionality.
Of course, the most essential element is your lead capture form or product landing page CTA. These elements can represent a make or break point. Visitors will have an opportunity to choose whether it’s worth the investment of giving you their information or following through on a purchase.
When it comes to forms, an effective way to simplify this process is to use the minimum number of form fields necessary to identify leads. Using fewer form fields is also advantageous for capturing mobile users. By collecting only what’s vital, you decrease the risk that mobile users will become frustrated and exit your site.
Users may also have qualms with handing over their contact information if they don’t know how you plan to store this information. It’s beneficial to add some fine print below the form to assure privacy-conscious visitors that their contact information will not be shared or sold.
Connecting the form that lives on your landing page to your CRM and Google Analytics can streamline the process of lead collection even further. You’ll be able to:
- Trigger marketing automation flows to send follow up emails to your leads, saving your sales team time
- Send a browse abandonment email to tracked website users who don’t add a product to their cart
- Better understand the behaviors of your website visitors so you can improve the page’s performance
After users submit their forms, send them to a “thank you” page to deliver the promised material or set up clear expectations of when they will hear back from you. Make sure this thank you page offers navigation menus or suggestions for other things they might be interested in on your site to reduce exit rate.
We’ll Help You Achieve Better Website Landing Page Design
It’s important to remember that most of your website landing page visitors are somewhere in the middle of your funnel or further. Don’t lose out on these high-quality leads with less-than-par landing page design.
If any of this feels beyond the scope of your team or yourself, consider turning the keys over to Brandography! We have the right team of website developers and marketers with a solid background to assist right away. You can check out this case study first if you’d like to see how our content marketing and SEO teams accomplish more conversions for our clients using these best website landing page practices.