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Create a sense of urgency to compel clients and prospects to take action

Building landing pages that actually convert is far from easy, but it’s quite possible to do if your website designers use what’s called ‘conversion-centered design’.

Here’s how it works: landing pages are isolated, purpose-built web pages that are designed to get a visitor to take some type of action. They’re typically driven from a campaign of some kind.

A successful page will push visitors towards a specific action, such as providing an email address, before sending the visitor to the next phase of the conversion funnel.

When it comes to conversion-centered design to accomplish these goals, two important types of elements should be considered for your landing pages: design elements and psychological devices.

Here are Goldmine Media’s five key design principles for mastering these elements:

1. Encapsulation
Grab your visitors’ eyes and direct them to your call-to-action (CTA) button. Use strong dynamic shapes to guide them – make your CTA stand out.

2. Use contrasting colours
Make your CTA different from its surroundings so it’s easier to see. If you have a lot of black/grey text on a white background, then a black or white CTA won’t provide the desired contrast, and you’d be better off with a colourful element. But if you have a very clean design without much detail or copy, a big black or white button can be dramatic.

3. Directional cues
Directional cues are visual indicators that point to the focal area of your landing pages. They help to guide your visitors towards what you desire them to do, making the purpose of your page as soon as they arrive. Types of directional cues include arrows, pathways and the directional impact of line of sight.

4. White space
White space (or blank space) is an area of emptiness surrounding an area of importance. The reason we say blank space is because the colour of the space isn’t important. The purpose is to use simple spatial positioning to allow your call-to-action to stand out from its surroundings and give your eye only one thing to focus on. Give your page elements breathing room to produce a calming effect and allow your CTA to stand out from the rest of your design.

5. Create urgency
This is one of the most important aspects of successful landing pages. You need to present a sense of urgency to compel people to take action. For instance, use phrases like ‘one week only’ or ‘exclusive offer’.

At the end of the day, landing pages must have conversion-centered design if they are to be successful. All it takes is the use of some basic, deliberate components.

At Goldmine Media, we believe that building a professional website is much more than just creating a design that is fresh and appealing. For any website to become successful as a sales and marketing platform, it must be intuitive and easy to use for both first-time and repeat visitors. Contact us today to find out more.

Oliver Taylor, Head of Sales & Marketing, Goldmine Media

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