Landing pages must be eye-catching to drive conversions.
Design and copywriting work hand in hand to make sure landing pages get the job done. Graphic design makes it easy to get from the start of the page to the call to action. CTA encourages users to go one step further.
Here are 6 ways that graphic design can be used to improve landing pages:
1. Allow users to 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 look solid, users can positively associate with them. For example, an e-book can look like one that looks on the shelves when it has a full, professional cover.
2. Tell a story using illustrations, as well as text or photos
While photos can easily pique users’ interest, nothing compares to an illustration when it comes to encapsulating a brand’s distinctive style. It can communicate a brand message more effectively than stock photography, especially when it comes to an air of playfulness, creativity, or humor.
3. Reinforce the text with meaningful icons
Icons prove to be powerful as they hold a lot of meaning even in a small space. These symbols are like colors in the way that they produce quick responses due to emotional associations that are unexpected. Checkmarks and trophies are “positive” icons that associate users with success.
4. Let call-to-action buttons stand out by using contrasting colors
A landing page aims to get users to click on the call-to-action (CTA) button. At first glance, the call to action should stand out even when users are scrolling quickly. This means that a call-to-action button should have contrasting rather than complementary colors.
5. There must be leverage directionality in graphic design
Users tend to follow directional signs when in front of a desktop computer. For example, the person in the photo establishes a connection with the user. Since this same person looks in the direction of the user, they tend to direct the user’s attention, which is best for a CTA or registration.
6. Make use of real people for photos instead of models.
Today, users closely examine the level of “authenticity” demonstrated by a brand. To them, standard stock photos are artificial and don’t look as reliable as photos of real people. To address this issue, it’s best to include photos of team members and customers 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 is best to ensure that the visual elements on the page reinforce the text. Users must be able to see the visual message clearly, whether they are using a desktop or mobile device. If so, the landing page will be effective.