A great landing page consists of a good layout and a design that accurately represents your brand. In case you missed it, we already covered how to nail down the layout, as well as other important elements here in part one: Anatomy of the Perfect Landing Page.
Once you have your layout and content ready, it’s time to start thinking about the best design for the message and CTA on your landing page. Your basic brand elements such as your logo, colors, and fonts should take the lead when designing the page. Since trust plays a key role in any marketing campaign across mediums, it is important to reinforce your brand, especially if it’s easily recognizable and well established.
With that in mind, lets get right into designing an awesome landing page that’ll keep prospects engaged.
1. Use Big Images
The header image, also known as featured image, should command presence. This image is the second most important image following your logo. The image should be large, engaging, properly represent your product, and include a CTA within it.
Here are a few examples of effective landing page featured images:
Notice that the types of images used range from illustrations to photographs. In most cases, video can work as well. In the examples above, the copy is kept short and the main call to action is simple and engaging.
2. Keep Your Color Palette Simple
I recommend using 2-4 colors max throughout the different elements on your landing page (the colors in your featured image doesn’t count). Doing this will ensure you have no visual noise or confusion on your landing page. Too many colors will reduce your audience’s ability to focus on what’s important. You should also reserve one of the colors for your accent or highlight color. This is the color that stands out the most and is usually used on important text and the main CTA button.
Here are a couple of great examples for good use of color palettes:
The common theme between both examples above are the standout CTAs, and limited color palette. Each example has three colors. The screens above will lead us to our last and final design element, fonts.
3. Use Elegant & Easy to Read Fonts
As you can see in the examples above the fonts used are light, simple, & very easy to read. Additionally, a subtle, but effective practice is the use of the same font family throughout the design while using different weights on titles and copy that needs emphasis. Doing this decreases visual noise and can help you define focus points in your design.
This concludes our landing page structure series.
To see an example of these points in practice, click here.