Landing page

Compared to other website pages, the landing page focuses on selling something rather than sharing info and ideas.

As a UX designer, you can play a large role in creating a successful landing page. You have to design a page that converts as many users as possible, which means that your usability and interaction design skills are super important.

Landing page structure

Using an easy-to-understand structure is key to designing a landing page that converts visitors into users. Good landing page structures tell a story. Here's an overview of that structure and an explanation for each step of your landing page.

• First, empathize with the visitors' problem.

• Mention the solution that you have by focusing on what's to gain.

• Share social proof to build trust.

• Convert more users by answering frequently asked questions.

Empathize

The first thing you have to do on your landing page is show that you empathize with your visitors. It's the hook that keeps visitors on the page.

For example, if you offer a service that helps people log in quicker, you can mention how long login times are such a waste of time.

You can do all of this by creating a hero section. It's a best practice to start your landing page with a hero section. This hero section contains the main (H1) header, an optional subtitle, a visual, and a call-to-action.

Solution

Empathizing with the visitor is only the beginning. The next step is to present your solution. Again, let's look at the same example we mentioned previously.

You've just empathized with the user and mentioned something about wasting time logging in. That sounds relatable, but how are you going to solve that problem?

Mention features and unique selling points, but make sure you focus on the user's gains. They generally don't care about server performance or how you built something. Instead, users care about the time saved and easy-to-use solutions.

Social proof

If people have worked with your solution before, this is the time to mention it. It is called social proof. Here's a list of examples.

• Testimonials

• Average review ratings

• Media articles and press releases

Social proof builds trust and is a big factor in keeping users engaged and ready to try your product.

Answering uncertainties

Once your users scroll to this part of your landing page, you've answered many questions already. Your visitors are engaged and ready to convert into users. However, you might still have some open ends to tie up.

Doing so can help turn more visitors into paying customers. Add a FAQ to your landing page. These frequently asked questions could involve scope or return policies, for example.

Frequently asked questions

Speaking of frequently asked questions… We have a few for the landing page, of course. Let's look at them below.

Do I need a website when I have a landing page?

You don't need a full website when you already have a landing page. Only the landing page is more than enough for a lot of businesses.

All you need for a landing page is a domain, hosting, and that one landing page design.

However, that doesn't mean you shouldn't add more pages and build a full website. Some testimonials, contact and about pages, a blog, and several other pages can all help build your brand.

What is de difference between a website and a landing page?

Most websites have more than one page, while a landing page is only one page. In most cases, it is part of a bigger website. That landing page is a part of the website but rarely the full website.

Useful resources

What is a Landing Page? - Unbounce