Landing pages are your opportunity to make a first impression on a user and are a crucial part of the user journey. A landing page sets the tone for the rest of the users’ interaction with your client’s website and can be a key component in your marketing strategy with some careful consideration and effort.

What Is A Landing Page?

Technically, a landing page is any page that a consumer can view. In marketing terms, a landing page is a page (other than the home page) that a consumer lands on, serving a specific purpose towards marketing objectives. Consumers often find a landing page through an external source, including emails or paid ads, and are aimed at persuading a consumer to respond to a call to action, generate leads, and such. A good landing page can have many benefits, including:

• Providing the opportunity to make the right first impression with your client’s target audience
• Increasing conversions
• Providing target audience insights by tracking conversion rates
• Growing your client’s email subscriber list
• Providing a testable page to see what designs, visuals, and copy perform well with your client’s target audience
• Allowing you to give consumers more information about an offering
• Increasing brand value for your clients

Landing Page Design

Landing pages should appeal to consumers and entice them to make a purchase, sign up for a subscription, join your client’s mailing list, or help achieve specific marketing goals. While design trends evolve, there are some basic aspects all good landing pages should incorporate:

• They should focus on the offer rather than the company
• They should be free of distractions and be focused on the end goal
• Forms should be simple and not intimidating or daunting to complete
• They should be targeted and speak to a specific audience
• They gather important, specific information about potential customers, such as their names, email addresses and their interest in your client’s company
• They provide a dedicated space for special offers
• They provide access to other marketing channels such as an email subscriber list or social media  links

Landing Page Design Trends

To be most effective with your client’s target market, landing pages should do more than simply check the boxes. Audiences will resonate more with certain types of content, which will change over time. The landing page design trends that proved effective a decade ago are unlikely to yield the same positive results in 2022. Keeping up with these design trends and incorporating them in a unique, authentic way will go a long way in improving the performance of your client’s landing pages. These trends can be defined by different characteristics, including: 

• Typography 
• Graphics
• Page layout
• Media
• Design influences (e.g. Art Deco, Bauhaus, Expressionism, Futurism, Minimalism, etc.)
• Composition
• Colour schemes

Taking the time to see what landing page trends are currently performing well will help increase your client’s conversion rates and make for more successful landing pages overall. 

Need to outsource web design services for a great landing page? Join our web development reseller program! Get in touch with us at support@globitalmarketing.com, and we’ll help you out!