Landing pages need to be eye-catching to drive conversions.
Design and copywriting work hand in hand to make sure your landing pages get the job done. Graphic design eases the path from the top of the page to the call to action. CTA encourages users to go one step further.
Here are 6 ways graphic design can be used to improve landing pages:
1. Let users view content and other offers as “real”
Although the products offered on the web can be fast and convenient, their disadvantage is that they are not tangible. When items appear solid, users can associate with them in a positive way. For example, an e-book can look like one you see on the shelves when it has a full, professional cover.
2. Tell a story through illustrations, in addition to text or photos
While photos can easily capture the interest of users, nothing could compare to an illustration when it comes to encapsulating a brand’s distinctive style. It can communicate a brand’s message more effectively than stock photography, especially when it comes to a playful, creative, or humorous air.
3. Bolster Text Using Meaningful Icons
Icons prove to be powerful as they pack a lot of meaning even in a small space. These symbols are like colors in the way that they produce quick responses due to unexpected emotional associations. Check marks and trophies are “positive” icons that associate users with success.
4. Let CTA Buttons Stand Out Using Contrasting Colors
A landing page is intended to get users to click on the call to action (CTA) button. At first glance, the CTA should stand out even when users scroll quickly. This means that a CTA button should have contrasting colors rather than complementary ones.
5. There should be leverage directionality in graphic design
Users tend to follow directional cues when in front of a desktop computer. As an example, the person in the photo establishes a connection with the user. Since this same person is looking in the user’s direction, he tends to draw the user’s attention, which is best for a call to action or signup.
6. Use real people for photos instead of models
Today, users closely examine the level of “authenticity” that a brand demonstrates. To them, standard photos are artificial and don’t seem as reliable as photos of real people. To address this issue, it’s best to include photos of team members and clients on your landing pages.
Powerful graphic design is a crucial part of landing page usability.
Before publishing a landing page for the first time, it’s best to make sure that the visual elements of the page reinforce the text. Users should be able to see the visual message clearly, whether they’re using a desktop or mobile device. If so, the landing page will be effective.