Let’s discuss why it’s important for design to be both effective and creative. Selected examples demonstrate that the battle between creativity and effectiveness doesn’t really exist; rather, these two categories can work together seamlessly.
GOAL OF THE LANDING PAGE
At the outset of the design process, it’s tempting to dive into bold ideas, cool animations, and font choices. However, for a landing page to be effective, the first question to address is its goal. What do we want people to do once they land on this page?
The clear and specifically stated goal determines the entire design approach for a given project. The following three examples illustrate different goals – informing the audience, engaging in a promotional campaign, and submitting an application. The goal influences the structure of the landing page and the content that users will see.
The sections of the landing page provide necessary information for users:
- Main product benefits and descriptions of its various versions.
- Usage guide in three easy steps, visually presented with a product video.
- Reviews for added value and credibility.
- Relevant blog content.
- Purchase options.
- Footer with links to the brand’s social media profiles.
These sections are prioritized based on the importance of the information for the end user. The most visited sections are “Products” and “Where to Buy,” with 11% of sessions reaching the bottom of the page.
DESIGN AND TEXT WORK TOGETHER
A key aspect of a functional and visually appealing landing page design is that it’s largely determined by the content.
Typically, the headline is the first message the user sees, followed by the call-to-action (CTA) button. The golden rule is for the CTA to be concise, precise, and compelling enough to prompt action. The KISS (Keep It Simple Stupid) concept is always a good approach for crafting effective messages.
Composition, color choice, and font selection work in harmony with these elements to further emphasize them. Several techniques can help ensure that the design complements the content:
The Blink Test
Can the user understand what we want from them in less than 5 seconds?
The Z-pattern
Typically, the eye moves in the shape of a Z, so the corners, starting, and ending points are where important elements should be placed.
Visual cues
Using visual elements like lines, arrows, and diagonals in the composition can help guide the eye in the right direction for information intake.
BUILDING TRUST ELEMENTS
Often, to fulfill its goal, a landing page needs to establish trust in the product or service being offered to the user. Including elements such as user testimonials, reviews, case studies, etc., helps build this trust.
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