Many may think that only a website is adequate to communicate with users and enhance the effect of the brand. Nevertheless, we should not ignore the vital role of the landing page – a small but essential element in creating impacts on the feelings and experience of users.
During the process of counseling and supporting brand image building, SearchBuzz has encountered most cases where businesses and partners are even completely unaware of the existence of landing pages. In some other cases, the website sales page and the landing page are mistakenly thought to be the same. So, what are the distinctions and roles of a landing page in the brand image or user experience? Let’s dig deeper into it with SearchBuzz!
What is a landing page?
A landing page, also known as a destination page, is a standalone website designed to direct users to the ultimate objective of the brand. Proverbially, it plays an important role as a middleman to maximize a smooth and pleasant user experience.
Landing pages fall into 3 most common types: sales landing pages, lead capture landing pages, and intermediary landing pages.
Each type has its own characteristic and way of working, but in general, a landing page needs to fulfill the requirements for information, images, and layout to attract visitors and achieve the principal purpose of the brand.
What is the role of a landing page in brand design?
You need to answer a lot of questions, such as “If you already own a website, do you need to consider a landing page?”, or “Can the landing page replace the website in brand design?”. Honestly, if you want to show your sophistication and great care to users, make sure you have both a website and a high-quality landing page in your brand design.
As we know, a website is viewed as an extended version of a landing page. It provides users with a lot of tangible and intangible information about the brand, whereas the landing page encapsulates the information, directly satisfying the needs of the users and the brand, saving time, and ensuring a good experience for both parties.
For example, the landing page of Jetradar shows must-have elements: subscription forms, need-to-know information, and direct benefits.
Instead of having to choose the essence amongst a lot of side information, users are provided a quick guide to complete their actions on the landing page. That is the biggest advantage over any other elements in brand design.
How to make the landing page work and best support the brand design?
1.Write a catchy title
The title is the first thing that comes across users’ minds and conveys the very first impression, so the landing page designers need to devote special attention to this element. Not only does the title show the summary of the content and help guide customer behavior, but it also highlights the brand design style. Whether the visitors stay and act as you want depends largely on the title.
2. Design a mobile-friendly interface
The majority of internet users use their mobile devices to access landing pages, but this is often overlooked in the design process. Therefore, after completing the design, you need to check and review all acts on the mobile interface to make sure everything is smooth and meets the users’ needs.
3. Ensure aesthetic elements
Not to mention the content and the logic design, a landing page needs to highlight aesthetics to enable visitors to enjoy and stay the longest on it.
Besides the consistency in images, colors, sizes, fonts compared to other elements in brand design, the landing page also needs to stand out, be impressive and different from many other designs on the market. In this way, we can influence users quickly and effectively.
Simple is best – It’s what brand designers should bear in mind when creating landing pages.
If your landing page is too diffuse, cumbersome and rigamarole with a lot of redundant details, users will get confused during the process of learning and action, thus not achieve your desired goals, nor get the best results from the landing page.
Keep the design of your landing page simple to facilitate the vision and the experience of users, making them want to see, listen to and trust all of the content you convey to them.
5. A/B Testing
Your intuition is not always accurate. Sometimes, the arrangement of an element from your personal perspective does not result in user satisfaction during their experience. So, A/B testing enables you to test two different versions of your landing page to measure exactly which version produces better outcomes.
A/B testing will give you significant insights into the psychology of users to gauge how they interact with your brand. In this way, you can offer the most optimal solutions for brand design in general and landing pages in particular.
6. Call To Action
The design of a landing page would be incomplete without a Call To Action element.
Call To Action navigates users’ activities on your landing page, leading them to act as you want, and speeding up the conversion rates of your business. Therefore, you should use strong and direct words in the Call To Action buttons with the color and size appropriate to your brand design, then put them in the most reasonable and convenient position for customers to act on your landing page. In a nutshell, make sure you control the aforementioned elements carefully in the brand design process so that your landing page can become compendious in every aspect to unlock its full potential.
Although a landing page is shorter and simpler than a website, designing a landing page is never an easy task. Landing page designers need to determine how to provide customers with all the information they need, how to produce an intricate brand design, and how to achieve the brand purpose.