Landing Page Design Factors
In this day and age, it’s basically a given that our customers have very short attention spans. Studies are showing that our attention spans are diminishing further and further, from 10 seconds to 8 seconds to 5 seconds. We have 5 seconds for someone to look at our websites and decide if they’re interested in staying or not.
In this article I’ll talk you through some factors to consider when building and designing your landing pages!
Attention Spans & Fast Solutions
So, you’ve had a customer click on your ad on Google, Bing, or another advertising platform. Awesome! Now what? Well, in the aforementioned 5 seconds of attention span, you need to make clear:
- What your landing page is about
- The problem the customer has, and what your solution is
- What the visitor should do next/now (what goal do you want them to complete?)
Get the benefits of your product/service out as easily and clearly as you can. Depending on your design, you could do this a few ways. Consider visual aids (such as icons) – they can increase the speed of a customer’s understanding.
You could have, for example:
- a banner with your main benefit written clearly front-and-centre
- a three-column design, featuring a different product type or service in each one.
- a series of icons that each depict a benefit.
Also, let your customer to find what they want quickly, without having to dig for it. Avoid large blocks of text – it can be a big turn-off!
Goals Above The Fold
Think about how customers are going to engage with your landing page. What goal do you want them to achieve? Direct them to where you want them to go! Put some form of call-to-action (CTA) for them to complete – and put it above the fold. “Above the fold” is a callback to newspapers. The most important headlines were placed “above the fold” of a newspaper so that they could be seen from the pile of folded-up papers. In terms of websites, it basically means before the user starts scrolling.
So, think about your CTA. If you’re a service-based business (such as a plumber) and you tend to book clients through phone calls, then put your phone number at the top of the website. A commonly-seen location for this is the top-right corner. And for extra points – make it clickable/tappable. We’re seeing increasing amounts of users visiting landing pages on their mobile phones. Make it easy for these users to call you! If phone calls aren’t important for you, maybe put an email address there instead. Or, have a contact form readily available.
Customers want to know they’ve reached the right place. Does the site meet user expectations? Remember, you want your landing page to have as much relevance to the search keywords as possible. This will help your ads ranking, as Google rewards landing pages that provide excellent relevancy. Give customers what they want and what they came there for.
Also consider your use of images, especially above the fold. This can vary a bit depending on your product/service and what you’re selling. Generally, images shouldn’t take up too much space, perhaps unless you’re a photographer and want to show off your best work straight away. They should also have a clear relation to the subject of the page, and ideally convey a sense of emotional or practical benefit for the customer. An example of this is the classic white-toothed smile for a dentist practice. Straight away, that image sells the concept of “being happy, and having beautiful teeth” to the customer.
And don’t forget testimonials! They are a great way to support your business claim and give your customers reassurance.
A good website functions well, provides the user with what they’re looking for, and converts those customers for you! Hopefully this article has given you some ideas. Let us know if there’s anything we can help with!
Written by Chelsea Zanki
For further reading on Landing Pages:
What Makes A Good Landing Page written by Gemma.
The Landing Page: Your Online Storefront written by Oliver.