A landing page is all about motivating readers to take action. Motivating them to scroll through your page, to focus on key messages, and ultimately – to click that call-to-action (CTA) button. The landing page copy needs to make the case, and it needs the landing page design to help out.
Using directional cues, the landing page design can induce visitors to scroll so they actually see benefits, testimonials, and all the other copy elements that make the case for action. Different types of directional cues you can incorporate into your landing page design are:
- arrows
- pointing
- lines
- asymmetrical layout
- encapsulation
- color
- the hint of more to come…
We’ll take a look at some specific examples in a second, but I want to emphasize one point first: Every design element in your landing page should have a specific purpose; anything that’s nothing more than decorative only detracts attention from the parts of the landing page that motivate action.
