A well-crafted landing page design can make the difference between a user buying into a product or losing interest.
There are plenty of rules and principles of great design but when it comes to a website’s landing page, it is almost an exact science. It’s about ‘conversion-centred design’, or using the design of the landing page to persuade a user towards a particular action.
The first, and arguably most important, task is to find a clear USP (unique selling point) for the product or service in question, and then use the landing page design to focus everything on one primary call to action (CTA). This might be getting the visitor to register their details, say, or make a purchase there and then. Whatever the goal, it’s up to the design of the page to channel the user towards it – whether through use of white space, contrasting colours or more explicit directional cues.
Clear, succinct headers and sub-headers and punchy, easily scanned bullet points are the order of the day. The landing page should be prominently branded, often incorporate a ‘hero’ image to communicate the product or service at a glance, and cut straight to the point to avoid users’ attention drifting. With all of that in mind, we’ve pulled together eight particularly effective examples of landing page design from across the web to show how this theory has been applied in practice…