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Four key design elements of highly converting landing pages

Do you want to increase the number of leads and conversions on your website? Landing pages can help, but they won’t necessarily generate solid leads or conversions unless they have the right design elements.

Be sure to abide by the following design principles to ensure success.

1. Encapsulation
No one likes to be sold to, at least directly. You have to build interest in the product or service you are selling as well as establish trust with the customer. Rather than just promoting what you are selling at first, provide your audience with something that is valuable to them. This could include an ebook, whitepaper, tip sheet, freebie or even a contest to win a prize. Each of these things will pique the interests of your potential customers and will lead them to your landing page, where you can promote the product or service you are selling.

2. Directional cues
Once your visitors come to your landing page, they may not see your CTA (call-to-action) or know where to go to find it. If used properly, directional cues can help guide your audience to your CTA and drive a lot more leads and conversions. For your directional cues, use arrows or geometrical patterns that point in the direction of your CTA. You can also use eye-direction cues, white-space cues and even encapsulation cues.

3. Contrast
Colors can make a difference in getting people to see and click on your CTAs. Sometimes, however, the contrast between colors could be the main driver in turning visitors away. Make sure the colors of the backgrounds and the text you use contrast well with each other. Your content should be easy to read. Also, make sure the color of your CTA is easy to see.

4. Use of white space
If you’re trying to stuff your landing page with text and images and there’s barely any room for anything else, you’re not providing enough white space. White space allows your CTAs and other important elements of your landing page to stand out.

Understanding and implementing each of the design elements of highly converting landing pages will help increase the number of leads and conversions you receive. If you have any questions about landing page design or need help, feel free to leave a comment below or contact us.