To produce conversions, landing pages need to be visually compelling.
Design and copywriting work together to ensure landing pages do the job. Graphic design smooths the path from the top of the page to the CTA. It also helps that call to action inspire users to take the next step.
Let’s consider six ways graphic design can make landing pages better.
1. Visualize Content and Other Offerings as “Real” Objects
Digital offerings are fast and convenient, but they have one drawback: they aren’t tangible. Making an item seem solid produces positive associations in your users. For example, you could create a complete, professional cover for an e-book as it would appear on bookshelves.
2. Tell a Story Through Illustrations, Not Just Text or Photos
Photos can be striking, but nothing encapsulates a brand’s unique style as well as an illustration. An illustration can convey the tone of your message in ways stock photography can’t, especially when a lighthearted, creative, or humorous vibe is part of your style.
3. Reinforce Text with Icons that Deliver Meaning
Icons are powerful because they encapsulate a lot of meaning in a small space. Just like colors, these symbols produce responses quickly because of emotional associations we may not even be aware of. “Positive” icons like checkmarks or trophies help associate you with success.
4. Use Contrasting Colors so CTA Buttons Stand Out
Getting your user to click on your call to action button is the central purpose of any landing page. The CTA should stand out at a glance even if the user is scrolling through quickly. That means contrasting colors rather than complementary ones for the all-important CTA button!
5. Leverage Directionality in Your Graphic Design
Users follow directional cues even when they are sitting at a desktop computer. For example, a photo of a person facing the user creates a connection. A photo of that same person looking in a given direction tends to direct the person’s attention, perfect for a CTA or sign-up form.
6. Use Real People Rather than Models for Photos
These days, the level of “authenticity” a brand demonstrates is more scrutinized than ever. People are attuned to the artificial quality of standard stock photos and find them less trustworthy. To counteract this, use real photos of your team members and customers in your landing pages.
Strong graphic design is an essential part of usability for your landing pages.
Before you publish a landing page for the first time, ask yourself if all the visual elements on the page reinforce the text. The visual message should be clear for users who skim, even on a phone display. If it is, you’re on track for an effective landing page.