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Best Typography Practices to Consider While Designing Landing Pages.

There was a time when brick and mortar businesses were considered as the new wild west and then came marketing campaigns online. Like it or not, businesses across the globe were compelled to create effective online marketing strategies to promote products and services. Here Landing pages come to the rescue! The write-up sums up a little bit in the details of what and how these landing page designs can get your visitors to purchase or subscribe.

What is a landing page?

A landing page is nothing much than a follow up to any promises especially the ones that you’ve made in your content. It is the very next step toward a visitor becoming a customer. With the help of such pages, you can trade, provide some sort of special offer, information or a deal, instead of providing contact information.

A landing page is nothing much than a follow up to any promises especially the ones that you’ve made in your content. It is the very next step toward a visitor becoming a customer. With the help of such pages, you can trade, provide some sort of special offer, information or a deal, instead of providing contact information.

All you just have to do click through and your customers will automatically lead to other pages such as your e-commerce site, or lead generation based.

Right from eBook to free trial, contest entry, or webinar registration are some types of Lead generation landing pages that get directed to the submission of contact information. Do you think there is any need to have just one landing page or many? Make sure to maintain multiple landing pages, targeted toward segmented customer populations.

What Makes a Good Landing Page?

Many of you have this misconception that the homepage can be known as a landing page.

The landing page has to be different serving the sole purpose of sending prospective customers to a page that will lead them to a special offer you’ve already promised them. And since they are tied to something specific, your landing pages have a better chance of capturing attention. What does a good landing page offer?

#1 Zero-in on offer, not the company

Remember, your end customers visit your site for a reason, and leaving them by not offering them what they desired for or something you have promised. Always keep in mind; many of you have this habit of tying the landing page to your company brand. What needs to be done is; do the opposite! Make sure they do serve a separate function, yet it should still be an extension of your brand.

#2 Focused and free of distractions

Does the content on your landing page has the end-goal of getting the user what they want? This phase has to be cleared when they are completing the registration process.

#3 These forms are not intimidating

Lengthy forums can be daunting to visitors and may encourage them to move. It’s time to take advantage of whatever it takes. What you can do is?

  • Shorten your form
  • Break it into steps
  • Let the user see exactly where they are navigating

For example, listing their name and address may be step one of four.

#4 Speak to specific audiences

It’s time for you to segment your customer base to target specific consumers through customized campaigns. Creating a base that’s drawn to a particular offer, such as an eBook or discount, your landing page can serve as a built-in segmentation device. You will be able to nurture more and more leads effectively going forward.

#5 Allow users access to other marketing channels

A customer likes what you’ve just offered. Think of something new, think of providing links to other offers, your social media profiles or an email list sign up.

Typefaces that can Elevate Your Brand.

Designing landing pages, you need them to be on-brand, pixel for pixel. Great design is said to be when you are able to tell-tale sign of more sophisticated marketing. One of the most obvious elements that need complete design versatility on your landing pages is your typeface. Down below I would like to mention specific pointers that can enhance you as a brand. Let’s check them out!

1. Time to break the rules where possible

When designing a landing page, you need to make them feel special branded or out of the box. You have to break these rules now and then. After this, try conducting A/B tests to measure what works and what doesn’t!

Think of using more than two typefaces in one paragraph, break the kerning on your headers, use a big bold-ass serif on a semi-black background and see the magic! You may think that all this, using a thin handmade brushed calligraphic font might sound crazy initially but trust me on this! It will lead to unexpected results.

2. Use fewer fonts to clarify information hierarchy

According to Denise Villanueva, Good typography is the most straightforward way to create a clear content hierarchy. That, above anything else, should be the main criteria for choosing typefaces for your brand.

Can you think of incorporating the Raleway font (in all caps for headers and sentence case for regular body copy)? According to me, it is a clear, attention-grabbing header with supporting sections that might guide you across the page. In addition to this, the information clearly defined levels that are easy to read.

3. Give someone all the feels

People won’t act if they are unable to feel. Come up with some attractive, cohesive design that motivates people to take the desired action. But between a spine-tingling creative choice and the one likely to improve the user experience and therefore conversions, prioritize the user over your artistic sensibilities.

In a nutshell.

I hope this is a LOT of information for you to think about when you’re building your landing page. It’s a do or die situation; either you impress them in three-seconds, or you will be kicked out! So decide wisely!

Author Bio: Charles Richard is a Business Analyst at Tatvasoft.co.uk and A passionate writer who loves to write that matters and believes that writing is the best media to express what you want to share with the rest of the world.

Design , Development

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"Ideas are easy. Implementation is hard."

Guy Kawasaki