A website landing page design that's an extension of your brand, specifically built to convert!

Landing pages are great marketing tools for businesses, combined with professional design resources, they can scale to a whole new level!

A landing page by definition is any page that your site visitors can land on but from a marketing standpoint, it's a page that's distinct from your homepage or any other page. It's a standalone page serving a simple and focused purpose. A landing page is ideally a follow-up page from your content. With your content, you encourage visitors to visit your page and the landing page serves as a way to make them members or customers. Your landing pages help you sell products, share a piece of information or provide a resource in exchange for their contact information.

Professional web design is what makes landing pages one of the more successful marketing strategies. You can get a prospect to your landing pages with a great content strategy, but what makes them convert into customers and subscribers is a whole different conversation. So how can you make a great landing page you ask? Creatibly with Designer and Developer Scott Luscombe at its helm, make sure that you get a landing page that leaves the website visitors in awe and pokes their curious minds to learn and know more.

In the case that you wish to do this by yourself or work with other web designers, we have a checklist of prerequisites and some good practices to make a solid landing page for your own website!

Things to consider before you hire a website designer

Web designers are quite skilled and competent. The field in itself requires a great degree of logical and analytical skills to create a fully functional website. A landing page is a simpler task from a technical aspect. However, you need to provide the designer with initial input towards the landing page design which will help them create a successful webpage design. These inputs are:

Objectives

The objective of a landing page is key for a web page design. The designer needs to know and understand this objective. This objective usually defines the kind of landing page that needs to be created. Your objective for a landing page will be one or more of the kinds of landing pages:

• Lead Generation Landing Page

Lead generation pages are intended to capture leads through data forms. Usually, these pages appear in the middle of your sales funnels where the customers are still evaluating your offerings and can choose to convert or walk away. It presents both the request from the prospect and the rewards. The reward would be a special promotion that you are promoting to capture leads. Make sure that the reward is in balance with the information you are seeking from the prospect.

• Click-through Landing page

A click-through landing page is the one that your target audience is supposed to click through. This is usually a middle page that redirects to a final purchase page that you want your prospect to end up on. These pages usually contain large, easy-to-understand calls to action. Think of linking an ad to a shopping cart, you would need a page between the two to make sure the customer understands the next action.

• Squeeze Page

Like a Lead gen page, a squeeze page is also used to collect data but in digital marketing applications, it is generally at the top of the sales funnel with the simple goal of collecting emails for creating an email list. A clear call to action with a few relevant images leaves no doubt in the user's mind about the expectations from the click-through. Along with a clear CTA, there should also be a link to allow the customer to exit in case they don't want to continue.

• Sales Page

A sales page is often the most tricky page to design out of any landing page designs. It's also the most popular landing page that companies create for their customers to arrive at. This page usually comes at the bottom of the sales funnel where you expect the prospect to make a purchase. The creation of this page requires the highest level of attention while designing. Everything from the page speed, images, copy, and the visual hierarchy, come to play here.

This page can make or break a sale. You can either sell too hard and lose the sale or undersell and lose the sale anyway. Make sure that you thoroughly user-test your design ideas for this page because it will probably be the most important page within your website design.

• Infomercial

Infomercials might seem like a thing of the past but marketers still use them to get better SEO rankings and also convert people to buy. This page would not have any call to action or sales intent in the center of the page but rather the goal is to write such engaging content that the user can't stop scrolling. With the intent to sell, this is still something that you'd create to convince the prospect of the viability or necessity of a product.

• Splash Page

A splash page can almost appear anywhere within your sales process and the site. Usually, a page with small elements might be a page that asks your users for their date of birth, the language of preference, or a simple YES and NO question. These are generally to seek a user's preference on how they would like their site experience to be. These can also be supplemented with dialogue boxes but are often standalone pages with very few elements.

• Viral Landing Page

These pages are usually used in tandem with a large marketing campaign that has links to all social media for the company. The company's product and also videos and images. These pages should also convey a unique selling point for the product. Often seen on the web as pages that promote an offer that is good to pass on. While you want to push for a slight visual overload, you still don't want the prospect to be overwhelmed.

• Microsites

This is within its name. Microsites are often small and basic websites within a site usually hosted to support a large social media or TV campaign. Think of a QR code scene leading to specific product promotion and a site to talk about the features and advantages.

While a whole website in itself, because of its marketing intent, comes under landing page design.

Branding and Site Collateral

If you already have a website for your brand or business, chances are that you have branding website templates for all your web pages. These design elements will be required by your designer to get the basic structure ready for your landing page. Given the constraints and the expectations laid down by the brand guideline, the designer can then begin the design process with the right website design ideas. This also acts as a foundation to reign in creative inspiration and effectively apply it to your brand.

Visual Content

High-quality visuals are the backbone of a successful landing page. The product or service should be coherently conveyed through visuals. You want to keep the visitor's attention irrespective of the objective of the page and make the page easy to use. Sharing the images that you wish to include, will allow the designer to make room for them in the design and also tie it in effectively with the rest of the page elements.

The Design

First off, your homepage should not be your landing page. Your landing page should be a page that meets the expectations of the user based on the promises that you made to them before getting them onto your site. Tied to something specific, your pages will have a better chance to capture attention than your standard web page design. A good landing page can do a multitude of things:

• Focus on the offering, not the company or brand

Your prospects are clicking on the Ad or a link with a specific purpose in mind. So your web design should only present what you promised. If it's a sale on a specific product, take them to the product and not the first page of your online store. This doesn't mean that your landing page shouldn't represent your company but it should do so by taking elements and design inspiration from the company branding.

• Make it Free of any Distractions

The objective of a landing page is to give the user what they want and facilitate that process. Remember you are likely in the middle or lower funnel, so simply guide the visitors' attention to what they know and expect. Nothing more, nothing less.

• The Forms shouldn't be a Hassle to Fill

Ditch the lengthy forms as they can be daunting to fill out, causing many users to click away. Make the forms as short as possible. If the form can't be shortened, you can break forms into sections with a progress bar letting the user know where they are in the process.

• Have a Specific Audience in Mind

All great campaigns are created with a specific audience in mind which dictates the design inspiration and the resulting design elements for that page. These landing pages can also serve as a segmentation device to nurture leads accordingly in the future. Customers who buy when there's a sale and customers who buy the new collections etc.

• Collect Specific Information

Just collecting the names and emails of your prospects isn't enough. Good landing pages use a web development tactic called UTM links that collect data on what post and platform the user comes from to your landing page. With this data, you can accordingly increase marketing spending on certain platforms compared to others.

• Other Marketing Channels

Good landing pages provide users with the ability to explore and learn more about your brand. They should be able to easily find your social media, email lists, etc. without much effort. See the campaign, love the product, go to a landing page, then the visitors scroll, and Voila, all the socials are there. Sound familiar?

• Responsive Design

All great landing pages should be created with responsive design in mind. They should be accessible and display correctly on desktop or mobile devices and everything in between. Search engines also rank mobile-friendly pages higher than desktop-only versions.

The Designer

Designers come from a varied set of backgrounds and can often create awesome design work in their specific niche. Landing page design is a whole different territory. Apart from the technical specifications that set web designers apart from regular graphic designers, the design sensibilities are way harder to apply to an interactive layout like that of a landing page.

You would need someone with a background in web design and development to create a successful landing page. If you are designing your own website landing page without an understanding of web development, you will find it difficult to create a design that can be developed and developed right.

In a nutshell, your website page designer should have 4 skillsets:

• Design: Seek Inspiration, Create Collateral, and apply in a UX-friendly way

• Development: Design elements that can be applied

• Marketing: Understand various marketing practices to understand how a landing page fits in your marketing funnel. User personas, User Journey, etc.

• General Business Sensibilities

Lastly, we advise against using any premade website templates for your website page design because website pages or landing pages are generally made with paid marketing objectives in mind, at which point a cookie-cutter design just won't help you convert. For website page design, stick to professional support who create designs with a dedicated design tool.

What is my process for website page design?

Each website page design is hand-crafted for High-quality, ensuring a beautiful presentation on Desktop, Tablet, and Mobile Devices. You will receive one design for each device, based on the core design. We look at competitive analytics to determine which device is most likely to be used, optimize for that device, and complete responsive designs.

Website Landing Page Design

• Desktop Design

• Working File

• 1 Concept

• 1 Round of Revisions

Website Landing Page Copywriting

• Up to 1,200 words

• Upper, Middle, and Lower Funnel Writing 

• Features and Benefits Writing

• 1 Complete Copy Submission

• 1 Round of Revisions

Website Landing Page Illustrations

• Up to 5 Illustrations

• Main Header Illustration 

• 4 Spot Illustrations

• Up to 10 Icons

• 1 Illustration Set

• 1 Round of Revisions

FAQs

What are the 5 essential elements of a Landing Page?

The top 5 essential elements of a landing page include; A clear USP, an engaging hero shot, some Compelling Benefits, some degree of social proof, and a call to action.

What makes a good Landing Page Copy?

When it comes to making good landing pages, keep it short and simple. Keep the copy short and conversational while staying in line with the brand voice. Use headers wherever necessary and a clear call to action that makes people want to engage with the brand.

Does a Landing Page need a domain?

No matter what you are hosting, a landing page, or a whole website; it will need a domain to be discoverable on the internet. If you are routing payments and personal information through these pages, which you likely are, make sure you have a secure domain with SSL certification and other protection strategies in line with data collection and payment gateways.

View Website Designs in the Portfolio.

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