Design Killer Website Landing Pages

Last week, FEI marketing guru Marka gave marketing greenhorn Lucy some tips on writing better landing pages for FEI’s marketing campaigns. This week, the landing page discussion continues as the focus shifts to design. Remember, fire = print.

One afternoon, Marka and Lucy met in Marka’s office to gobble down a takeout gyro lunch. Eager to move forward with FEI’s postcard/landing page campaign, they’d decided to work through lunch and review what Lucy had written.

Marka looked over Lucy’s landing page. “This copy will definitely help convert prospects who arrive at our page into new customers,” she began, “but the page doesn’t follow best design practices. The Web is a visual medium. Good design will support our landing page’s content and guide prospects through our message toward a sale.”

“But I’m not a designer,” Lucy protested. “I’m a copywriter.”

“Anyone who does landing page marketing should know and understand best practices for designing them,” Marka asserted. “Here are some design tips that even a greenhorn like you will find useful.” [She grabbed a piece of coal and scribbled on her office whiteboard.]

• Put your most important landing-page elements in the upper 300 pixels of the page.

“Studies have shown that site visitors spend 80 percent of their time ‘above the fold,’” Marka explained. “You can’t assume viewers will scroll down to read more. Landing pages must be designed to get right to the point. Make sure to include all important elements within those upper 300 pixels—our value proposition, a call to action, any appropriate pictures, etc.”

(O-puter Note: 300 pixels will easily be seen even on old monitors.)

• Keep it simple.

“Include lots of white space and ample margins in your page’s design,” Marka continued. “Avoid cluttering the sidebars with irrelevant links or images. Good landing pages are focused on one goal and one goal only: getting readers to take a specific action. Any design elements that don’t support that goal should be excised.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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