3 Essential Landing Page Elements that Convert

Amie Perrott

Landing pages can have a big impact on audience engagement, event registrations, and even revenue. There’s a lot of pressure to get it right. Every element of a landing page needs to be optimized.

I’m not a designer or landing page expert, but I’ve built a landing page or two during my time as a marketing specialist at Informz. Based on feedback I’ve received, landing page traffic patterns, and my own eye, I’ve found a few design elements that can make a landing page stand out and convert.

Here are the 3 design elements of a landing page that can make a big impact.

Great Graphics

You know you’ve nailed it when an image strikes a chord and creates a reaction. Searching for a great stock photo can sometimes feel like finding a needle in a haystack (but Pexels, Life of Pix, and Unsplash sure do help).

An image can be the background to the page, like in the example below. The orange tree with the perfect blue sky for this client case study (they happen to be from Florida) makes me want an orange, sunglasses, and a lounge chair. The simple texture and colors work well for text and images to be placed on top. The trick was to add a light color to the layout area.

(Full landing page)

A page header or a hero image works for those times when it’s difficult to find something with the right balance of contrast and texture for an entire page background. You don’t want your text or form to get lost.

The example below has a solid background with a contrasting layout area. The header image won’t cause a visitor to jump up and go salsa dancing or rock climbing, but that wasn’t the expectation. The neutral colors, simple texture, and orientation of the picture seemed to work with headline text over it.

(Full landing page)

More [Whitespace] is More

The purpose of a landing page is to limit distractions. A less cluttered experience makes the path to conversion more clear. White space (not always literally white) helps establish that simpler look and less chaotic feel.

To get more whitespace, I like to:

  • Write in shorter sentences.
  • Use bullets.
  • Add padding so that text and images don’t feed off the page.

Focus on What Matters

A clear and concise value proposition and call to action are crucial elements of a landing page. Visitors need to know why they are there and what to do next.

On the page below, impressive client success statistics grab your attention because of the size and placement – creating the desire to read the rest of the story.

(Full landing page)

The headline is generally what a visitor sees first, which is why it’s important that it’s clear and not necessarily clever. Keep in mind that the messaging should match the tone with how the visitor reached the page (what they clicked on).

In the example below, “over one billion association emails,”  is peppered in the messaging (emails and social posts) to entice someone to click through to the page. Aesthetically, there’s nothing fancy about the font or color. The text doesn’t blink or sing because it doesn’t need to; it needs to stand out but not disrupt the harmony of the page.

(Full landing page)

If your landing page contains a form, then it’s one of the most important details of the entire page. There are several ways to draw attention to your form. You can try directional cues of arrows or graphics oriented in that direction, or experiment with strategic whitespace.

I tend to lean towards encapsulating the form with a color and possibly using a contrasting hue for the form fields. I always include text at the top of the form to confirm the value of the resource or offer.

This first example illustrates highlighting the form with a colored box and text at the top.

(Full landing page)

In the example below, I experimented with two elements: an arrow and a subtle color around the form fields.

(Full landing page)

I can’t tell you what to focus on — it all depends on your goal and what you’re trying to get a subscriber to do.

These are just a sampling of the things that I’ve found work best for my goals and for conversions. What have you found to work for your landing pages?

Interested in more first-hand accounts of what we’ve learned along our marketing journey? Check them out here.

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About the Author
Amie Perrott

As a Marketing Specialist at Informz, Amie plans, executes and analyzes email marketing campaigns for the marketing department. She loves the hunt of finding just the right subject line, CTA or preheader (and secretly takes unsubscribes to heart). Outside of work, she's enjoying (or fighting) the battle of raising a very assertive toddler.