A landing page (a destination page focused on conversion) needs two things simultaneously: to be visually appealing and to convert. It's not enough to be beautiful if it doesn't generate results, nor is it enough to convert if it's ugly and amateurish, because appearance affects trust. Creating a landing page that combines attractive design and effectiveness is a skill that blends aesthetics and strategy.
In this guide, you will learn how to create a visually appealing landing page that also converts. This guide focuses on the visual and creative side; the structure and conversion aspect is delved into in the Digital Experience landing page guide.
Design in service of conversion
The central principle of a good landing page is that design serves conversion. Beauty is not an end in itself: every visual choice must help the page achieve its objective, which is to drive the person to action. An attractive design that distracts from conversion, or that prioritizes aesthetics over clarity, is detrimental. The best landing page design is one where aesthetics and effectiveness go hand in hand: the page is beautiful in a way that reinforces the message and leads to action, rather than competing with it.
When someone arrives at a landing page, they need to quickly understand what it's about and why it matters. Therefore, immediate clarity is essential: the main proposition should be evident right at the top, in a visually clear manner. A beautiful design that leaves the person confused about what the page offers fails. The design should reinforce the main message, highlighting it, not hiding it amidst decorative elements. Clarity about what is offered, right from the start, is the foundation of a landing page that converts.
Use visual hierarchy to guide
A landing page has a path that you want the person to follow, from arrival to conversion. Design, through visual hierarchy, guides this path. The most important elements (the proposition, benefits, call to action) should stand out and lead the eye in a logical sequence. Good hierarchy naturally leads the person through the page to the desired action. Without it, the page becomes a collection of elements competing for attention, and the person gets lost. Guiding the eye toward conversion is a central function of design.
Highlight the call to action
On a landing page, the call to action (the button or element that leads to conversion) is the most important point, and the design must highlight it. It needs to be visually evident, easy to find, and appealing to click. A common mistake is to make the call to action discreet or lost in the middle of the page. The design, on the contrary, should make it stand out, using contrast, position, and visual emphasis. A well-highlighted call to action, which the person finds effortlessly, is essential for conversion.
Convey trust visually
The appearance of a landing page directly affects a person's trust. A professional, well-cared-for, and coherent design conveys credibility; an amateurish, cluttered, or sloppy one generates distrust and drives people away. Since trust is decisive for conversion, the page's visual aspect plays an important role in conveying seriousness and security. Elements like a clean design, good organization, and brand consistency reinforce trust. A visually professional landing page communicates, without words, that it offers a serious and reliable proposition.
Consider the experience, including on mobile
An attractive landing page is also a pleasant experience to use, which includes functioning well on mobile, where most people will access it. A beautiful design on a computer, but broken or difficult on a mobile, harms conversion. Furthermore, the page should load quickly and be easy to navigate. Attractive design, therefore, considers not only aesthetics but the complete experience: how the page behaves, especially on the devices and in the contexts where people actually access it. Beauty and a good experience go hand in hand.
