Design Killer Website Landing Pages
“Your copy should also be displayed simply,” Marka added. “Long blocks of copy simply don’t get read. A good rule of thumb—keep paragraphs to five lines, not sentences, at most.”
“This next one’s my favorite,” Marka said, scribbling away.
• Format your page according to the “F” pattern.
“What the F?” Lucy asked.
“Web readers tend to track through content in a roughly F-shaped pattern,” Marka explained. “They read through most, if not all, of the upper-page content, then scroll down, reading slightly less across the page the lower they go. That means important elements—such as key selling propositions, call to actions, etc.—should be included in the top-left portion of the landing page. Make sure important graphics are flush-left on the page.”
“By Zeus, this is helpful,” Lucy said. “I’ll redesign our landing page with these principles in mind and get back with you in a couple of days.”
That Friday, Lucy showed Marka a new version of the comp. “This is fantastic,” Marka said. “I think we’re ready to send the postcard off to the presses.”
The Web is a visual medium. Good design supports your landing page’s content, guiding visitors through your message toward a sale. A few landing-page design tips: put the most important landing-page elements in the upper 300 pixels of the page, keep it simple, and format the page according to the “F” pattern.
FIRE! in Action: Business Objects/SAP Redesigns Landing Pages to Improve Conversion Rates
The B2B software company redesigned its key landing pages and increased conversion rates by 32.5 percent (download PDF).
Next week: How to Measure Your Landing Page’s Success