A good landing page will encourage your audience to keep moving through the sales funnel — and convince them that your business has services or products to soothe a pain point they’re dealing with.
However, advertising isn’t the only job your landing page has. It may be the first encounter a customer has with your brand, much like a product on a shelf or an ad on social media. Because you won’t get another chance for a first impression, your landing page also needs to be a good brand ambassador. A visitor should roughly understand your business with a quick scan and know what you do and why you do it.
With these strategies, you can use design landing pages that convince your audience and strengthen brand awareness.
1. Include Your Logo
Your logo is the face of your brand. It’s almost always a good idea to make sure it’s prominently featured on your landing page, even if you’re trying to keep the design as simple as possible.
In general, companies will opt for top-left logo placement, but some landing pages may change this up. A centered logo may be more effective, depending on the overall design. However, keep in mind that customers expect the logo to be in the top left, simply due to how many brands use this placement.
2. Use Custom or Distinct Brand Fonts
If your brand has some excellent typography backing up its look, you can lean on those design decisions to improve your landing pages.
Simple adjustments to your landing page fonts can help bring the page in line with your company’s overall look. They can reinforce the values or aesthetics you want customers to associate with your products.
While standing out is always helpful, it’s best not to go overboard. Some fonts that work great for a logo or header won’t translate well to body text or a form field. Ideally, you should have a standard font that works well for large chunks of text. When designing your landing page, it’s not always necessary to use the same font you use elsewhere in your branding. Sometimes, using one with similar characteristics will be enough to communicate the same values.
3. Use Your Branding Materials
Branding materials that show off what your company stands for — like graphics, videos and images that represent your products — can help a landing page show visitors what you’re offering. They can also quickly demonstrate your business’s values.
H.O. Penn Machinery is a dealer of Caterpillar heavy machinery and tools in southern New York state. The still background image here is actually a video, showing off some offered tools and machinery in action. The imagery in the video — heavy machinery used on construction sites and contractors overseeing work in a residential area — emphasizes the kind of utility and equipment new customers can expect from the brand.
Because H.O. Penn Machinery is a CAT dealer, the video also shows off the distinctive Caterpillar coloration and logos.
4. Build a Palette With Your Brand Colors
You can use almost every aspect of your landing page to subtly echo the look of your company. One of the simplest ways to do this is by basing the landing page palette off your brand colors.
This landing page from Vivino, an online wine marketplace and app, is a good example. The logo, center graphic and “Enter” button at the top-right are all in the company’s particular shade of wine-red burgundy. It provides a little bit of sophistication and re-emphasizes what the brand is all about.
Your landing page’s use of color doesn’t need to be complicated. This is especially true if your company, like many others, has adopted more of a minimalist aesthetic and may have a logo with just one color. Good design may just be a matter of remembering to use your logo shade as an accent, as with Vivino’s page.
5. Get Straight to the Point
A good landing page is scannable. You want customers to quickly know the benefits of working with your company — and it also improves awareness of your company. Your brand is about what you do and why, so if you can explain the products or services you offer in a sentence, you can boost your visibility.
Canva, a graphic design platform and software suite, is a good example of this. The page clearly communicates what the business has to offer — in this case, graphic design tools that anyone can use, regardless of experience level.
Breaking down your offerings into the simplest, most direct form possible will help customers know what you can provide. If your landing page makes things clear, it can help build that relationship between your look, logo and products in the customer’s mind.
6. Match Your Landing Page With Your Ad Campaigns
Consistency is critical in building brand awareness. The more often a customer sees your branding elements, the more likely they are to remember your design choices and associate them with your company.
Because of this, it’s best to keep your ad campaigns and the related landing pages as close as possible in terms of look and language.
Using Landing Pages to Strengthen Your Brand
With the right approach to design, your landing page can communicate a lot about your company and the products you offer. Keeping it in line with the overall look by using colors, fonts and imagery related to your brand will help the page build audience associations between your company and its values.
Lexie is a digital nomad and web designer. When she’s not traveling to various parts of the country, you can find her at the local flea markets or hiking with her goldendoodle. Check out her design blog, Design Roast, and connect with her on Twitter @lexieludesigner.