How to create an effective website landing page

By: Guest contributor

Date: 27 July 2015

How to create an effective website landing page{{}}In a fiercely competitive market you must seize every opportunity to attract new business. At the first point of contact with a prospective client, it's important to demonstrate that your business has a credible offering that stands out above the competition. Regardless of how you decide to attract online traffic, that first point of contact is usually one of the key landing pages of your website. You need to follow a number of rules to ensure these pages are as effective as possible.

1 Make it eye-catching

The design of your landing page makes an instant impression. Elements such as colour, layout, typography and imagery all register in the brain before the visitor has time to read and interpret your content. They will make a judgement almost immediately. Good design instills trust and confidence, so a positive impression will affect how they perceive future dealings with your business. It's important not to compromise on design.

2 Use complementary elements well

The copy on your landing page should support your engaging headline and any illustrations must be relevant. Avoid any visual 'padding' that doesn't really add anything. If done well, infrographics can become highly sharable content. Most people won't read every word; they skim pages for keywords. Subheadings should relate to the headline and clearly indicate what the section underneath contains.

3 Make the right impression

For customers to be prepared to reveal their personal and financial details for a transaction, you must create trust and confidence in your business. Certificates demonstrating that you subscribe to web security schemes, such as VeriSign, will help to allay concerns, as will third-party testimonials and awards. Additionally, careful attention to grammar and spelling is crucial.

4 Provide a clear CTA

Usually a link that encourages the user to click-through, your call to action (CTA) should be impossible to miss. Telling the user exactly what they need to do next is the most effective way to generate a conversion. Always keep your CTA highly visible and adjacent to the reader's focus. Test different versions to identity which ones deliver the best results.

5 Make it as easy as possible

The easier your website it is to use, the more people will use it. Intuitive design means that when a user sees it, they know exactly what to do. The less a person has to do to reach their goal, the more likely they are to complete the task. Your website can be one of the most effective selling tools at your disposal. By taking the opportunity to make the right first impression, a good landing page can help to give your sales a welcome boost.

Copyright © 2015 Andy Brattle, director of London-based web design agency Beyond. Andy is passionate about the power of digital to influence user behavior. Connect with him on Twitter.