Nowadays, site homepages are known as landing pages. If you imagined your audiences are airplanes about to land, then you understand the modern moniker. As the first page viewers see, it is essential that they are attractive and provide useful and actionable information in less than five seconds.
Your landing page banner is equivalent to the runway lights of an actual landing strip. If your audience cannot find signals that urge them to explore your website, then you need to improve your overall design especially your banner.
Landing pages are a critical foundation of a sales funnel. If you haven’t overhauled it yet, then here are six attributes that you could work on to make a better landing page banner.
Six Qualities Your Landing Page Must Possess
Simple and Attention-Grabbing
In most art galleries, pieces are arranged based on their complexity. In some cases, curators position artworks that have a simple premise between consecutive abstract artworks. The reason is simple: the simple artwork provides a “rest” period for the observers. Think of it as a change of pace. In this way, this said painting’s message also embeds well with its viewers.
If you create a banner that has a clear message that grabs attention, then you give audiences a reason to read through the next passages of text underneath it. A good banner helps viewers understand your message without pondering for minutes. A one-sentence copy with elaborative subheads that summarize the offer’s benefit gives viewers reason to continue reading.
Prominent but Serves as a Background
Landing page banners must initially attract attention. Then, it must urge audiences to continue reading downward. In a way, they are prominent but they also give an overall mood to the landing page. To achieve this effect, your designers can use images that use scenic imagery, such as an urban or tropical background. Photos with wide angles or perspectives create perceived visual space that make your call-to-action (CTA) message and buttons prominent.
Aside from perspectives, visual hierarchy is also important. Using contrasts to highlight text and certain elements helps maintain the viewer’s focus and attention. Make sure to note proper colors that denote certain moods when used. Here’s a handy guide to help you.
Consistency with Company Branding
Your banners’ colors, elements, and even some small design details, should be consistent with your company’s branding. It doesn’t mean you should use the same colors as your logo or products all the time. Your company might be known for its professionalism and top-notch offers. In this light, you can create a banner that is simple, has a corporate feel, yet welcoming.
The best way to make your banner and landing page design consistent with your brand is to think of it as your virtual office. Consider the font you use to display your company’s logo, which the consumer notices, upon entering your real office. Replicate this feeling in your banners and landing pages, and you guarantee its consistency with your brand.
Subtle Directions
As mentioned earlier, perspectives help introduce space for your CTA text and buttons. However, if you use images that display an animal looking at a button, then you give your users subtle directions on the next step. Aside from animals, you can use people pointing at objects, such as your newsletter subscription form.
Scenes with deep perspective also give users subtle direction. For example, your CTA text is written on a blue sky. Underneath the blue sky is a deep-perspective tunnel where the CTA button blocks the tunnel’s vanishing point. It gives readers a higher urge to click the button compared to just using a button with a contrasting color.
A Powerful CTA Headline
You have a banner photo and you have a CTA button that asks users to buy or sign up. The banner background shows the reader they should press the button next. However, there is no reason to press the button and earn its offer if there is no headline to explain what happens next.
CTA headlines can be the biggest element on your banner. They have to be prominent and should have a clear font for reading. If the CTA headline is the question or proposition, then the CTA button is the reaction. Therefore, if the button says “Buy Now,” the headline could be about discounts, limited stocks, and new supplies.
Review your best offers and marketing objectives. Then, update your headline to work accordingly with your banner and button.
Small Adjustments To Landing Page Button
Lastly, it might not seem much to adjust your landing page buttons in different places, but a small adjustment in different directions can actually impact your sales. However, analytic measurements are the best way to know if your CTA buttons are working well.
Analytic data collected after the update banner’s implementation helps you identify “hot” areas where users’ eyes rest after reading your CTA headline. A minor adjustment of your buttons will help find that spot accurately. By doing this, you place the button in a position where it can do the most good by just remaining consistently in place.
