Web designs can be in many forms with each dependant on several factors. These include the business sector, the target audience, the aims of the specific business, and at a practical level, the budget that was invested in the design. The size of a website can also vary with some having hundreds of pages, and others just a single page.
A single-page website invariably is a site that has just one objective and that is to obtain the contact details of those who land on it, which is why it is more often than not called a landing page. Another point about landing pages is that instead of being a single-page website, they often are a page within a website.
In both cases, the website owner will be directing traffic to them from a variety of sources in the hope of obtaining contact details so they can continue marketing to prospects. In almost all cases that will include obtaining a visitor’s email address, with other details such as their name, telephone number often requested too.
The key objective of a landing page is that it converts, simply because it has few other purposes. Unlike other website pages, there is unlikely to be a lot of content, nor is there going to be a great deal of interactivity. A landing page’s sole purpose is to make a visitor take simple actions like submitting their email address and if it fails, it fails absolutely. To avoid this failure you want a landing page that converts, so here are 7 web design principles of landing pages that convert well.
It Should Have A Singular USP: For your landing page to relay a strong message that sparks the thought process of visitors, it should have a clear and distinctive USP from the top of the page to the footer.
It Should Be Clear And Uncluttered: The cleaner and less busy your landing pages appear, the easier it is for visitors to consume its message, to know what action is required, and to take that action.
It Should Have An Effective Headline And Supplemental Copy: Your landing page’s headline contains the most important words on that page. So, take time to create one that is guaranteed to pull your visitors in and induce them to read further, where your supporting copy should take them further towards signing up.
It Should Have Appropriate Colour Combinations: Choosing colour combinations for web designs is a skill in itself, and it is even more important on landing pages. Match your colours to the emotions you want to induce in visitors, for example, red for passion, orange for clarity, blue for dependable and purple for creativity.
The Offer Should Be Credible: To encourage visitors to part with their details you want to offer them something in return such as a free gift. Make this a credible and worthwhile offer, and the free gift something which is of genuine value and usefulness to your prospects.
Any Images Should Be Stunning: No landing page can hope to convert well if any imagery on it is sub-standard. More than any other page, the images on a landing page should be high resolution and crystal clear plus they should be images that immediately capture the attention of anyone viewing them.
There Should Be No Other Barriers To Conversion: This applies to the entire web design, but it means that there should be no superfluous design features or elements on your landing page that could distract a prospect from fulfilling the purpose of the page, which is for them to enter their contact details.