Tips for Effective Landing Page Organisation

Whilst the design of your landing page is important, the actual organisational layout is key to creating a page that converts well. That is, the visitor takes the action that you want them to.

You need to make sure that you emphasise the right message and actions, but take care not to over do it. Elements that are too large and obvious can often be ignored by visitors. This is known as banner blindness. The visitor sees the message as an advert and ignores it.

website design content layout

Other things to consider include using a consistent graphic style. Don’t mix photo’s with clip art and ensure that any images you do use load quickly. Animation is generally annoying and unless it supports a specific service or product demonstration, should be avoided. If you do use animation, make sure the visitor has the option to switch it off.

Beware of too much white space! It may look great from a design perspective but it can reduce the scannability of the page.

Key information should always be visible to the visitor without having to scroll down. If a link does sit more appropriately at the bottom of the page, reference it before the page “fold”.

Use images that support your key messages and the actions you want the visitor to take. Make sure they are relevant, in focus, cropped correctly and show real people rather than models – visitors will relate to the people shown on websites so ensuring they are friendly and believable will help.

Finally, be careful with your colour choices. Ensure colours complement your logo and evoke the right emotion with your audience. Colours should be unified, professional and appropriate.

The aim of your landing page is to be visually appealing of course allowing visitors to relate to your business and take the desired action.

If you would like advice on how to improve your landing pages, please do get in touch.

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Vikky Littlewood
I have specialised in marketing in a business environment for 20 years and am a member of the Chartered Institute of Marketing (CIM). I work with companies to formulate their marketing strategy, helping them to achieve the best return on investment.