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The Science and Art of Designing High-Converting Landing Pages

The Science and Art of Designing High-Converting Landing Pages

Did you know that some companies use forty or more landing pages for lead generation? In fact, more landing pages help companies generate more sales leads. Companies can increase their sales leads by 55% simply by increasing the total number of their landing pages from five or less to between ten and fifteen, according to a report by HubSpot.

Simply using more landing pages may not suffice. How you use them makes all the difference. While landing pages are excellent tools for driving conversions, there’s more to the equation than just creating them. Among the most important factors impacting the performance of a landing page is its layout and design, says a blog by SEMGeeks. Good designs help create a positive first impression and make people stick around your page. Here are some tips on how to design a high-converting landing page.

Use Contrast

Color contrast can have an impact on the perception of simplicity of a design product, according to a study published in the International Journal of Design Creativity and Innovation. Aesthetic use of color contrast can make your landing page content more easily consumable. Use contrasting colors to highlight certain parts of the page, such as your CTA button. You can also create contrast using negative space in your design. When you keep enough white space on your landing page, it helps drive more attention to the text content. Another good idea would be using contrasting font styles and sizes to drive user engagement on your landing page.

Use a Customized Template

When it comes to landing page designing, a template helps you stay on track. However, instead of using the same template every time, try using different variations of it in different campaigns. According to a MarketingSherpa study published in iFactory magazine, around 48% of businesses use a new landing page template in each of their marketing campaigns. However, there’s no harm in following a standard format. For instance, you may want to keep your company logo on the top left of your page. Also consider exactly where you want to put your headline, subheads, client testimonials and the CTA button.

Create a Focal Point

People do not read or view landing pages the way they’d read a book or magazine, for instance, from left to right or top to bottom. In fact, you should create a focal point in your page and direct the viewer’s eyes to that point, using directional cues like arrows and straight lines. You can also use human faces and have the person looking at your main object. That way, you can direct attention of your viewers towards the object, using eye direction.

Mix and Match Colors

Using the right color combination is crucial to the success of your landing page. Up to 90% of the buying decisions are impacted by colors, as per a study published in the Emerald Insight journal Make sure your landing page designer has good knowledge of color psychology. Certain colors help evoke certain emotions. For instance, blue signifies trust and reliability, while red evokes a sense of urgency and excitement. When choosing colors, you should also consider the age and gender of your audience. For instance, 23% of women like the purple color, while blue is the favorite color of 57% male, according to a study published in joehallock.com.

While graphics are an important part of your landing page, avoid including unnecessary images. Get rid of the visual clutter. A clean and simple design not only makes your landing page look more attractive, but helps improve your page loading speed, which is an important factor impacting the search ranking of your landing page.


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by Mark Taylor // Mark Taylor is a writer on topics related to business. Mark has been writing articles for businesses for several years. In his free time, Mark likes to read books and spend time with family.

Opinions expressed by contributors are their own.