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Creative Landing Page Design Guide

Creative Landing Page Design That Converts Faster

Web design
February 20, 2022
12 minutes

0%

With over 200 million active websites out there right now. How am I going to make mine stand out?

The truth is, most don’t.

If you surf the internet, you’ll be hard-pressed to find a genuine creative landing page design. You’ll most likely be greeted by your average, run-of-the-mill designs. It’s no wonder that most landing pages don’t attract valuable leads and yield low conversion rates.

But you’re not the same as everyone else.

And neither should your landing pages be.

No matter what business you’re in, a new, relevant landing page will typically contain a few key elements that will lead to a conversion: elements such as a clear call to action, features and objection section, social proofs, and a stunning hero section. If you want to know the fundamentals, I’d recommend the guide on creating high conversion landing pages.

This article is not about the essential structure of a landing page that converts. Here, we’re delving into specifics - the stuff that will set you apart from your competitors and stop a visitor from bouncing straight off to another website. Let’s dive into creative landing page design examples, inventive landing page elements, and much more.

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How Important is Landing Page Design and How Do They Work?

What exactly is a landing page? Well, if someone clicks on a link to your website and lands on your homepage, they have landed on your landing page. The goal of every landing page is to convert this visitor into a new lead or a client. But most fail to do so.

Why?

Because we’re innately visual creatures.

From the moment our eyes open for the first time, our brains start processing and understanding shapes and visuals. As we grow, we continue to visually take in 70% of our information. We have even developed emotional responses to visual stimulation.

It takes 3 seconds for a visitor to determine your business’s credibility based on its website design when it comes to your website. If your web page is slow, your colors are confusing, and your graphics look like they’re from the '90s, you could easily find your landing page on the short end of the conversion stick.

Designing a remarkable landing page allows you to present your brand in a way that reflects your style, personality and ultimately makes a connection with the visitor.

Good web design also:

  • Grants better navigation (of your site) - Easy and clean web design makes for easier navigation and a more user-friendly site. Because they can explore your web pages efficiently, they can also easily take specific actions.
  • Reduces bounce rate - Web design that provides an incredible user experience is commendable. This gives people a reason to want to stick around.
  • Improves likability - If users are frustrated by your site, you’re losing potential leads. This also results in fewer unique visits, lower engagement rates, decreased sales, and other adverse effects.

Creative Landing Page Design + Examples

A landing page is a necessary marketing tool for any lead generation campaign. Still, most of us don’t have the vast knowledge needed to do this in WordPress. The beauty of modern technology is that anyone can use a landing page builder or website builder and can now create beautiful and creative landing pages. Their simple drag and drop interface makes it easy to use and edit.

Like any great piece of art, some thought should go into it. Each landing page should have a purpose, and ideally, you want to create a page that converts prospects into leads.

Grab Their Attention Above the Fold

With a lead generation landing page, you want to hook visitors and keep them moving at a quick pace towards your chosen goal, typically a form submission. For this to work, grab their attention ‘above the fold’.

The concept above the fold is pretty simple once you know it. Essentially, it’s the content that fills your screen before you need to scroll down. The idea comes from the days before digital. Most newspapers sold on the sidewalk were usually folded in half so passersby could see the top half of the front page. If the top half didn’t excite them, they wouldn’t buy.

Before doing anything, you should think about the user experience (UX). At its essence, your content should be easy to interact with. For instance, if you’re working on the above-the-fold content with video, you need to consider whether it has captions, automatically plays silently, and ensure that it doesn’t slow down the web page speed.

But how can you also make that more enjoyable?

The creative web page from AB Architects turned this idea on its head and re-evaluated how they interpret online 'space’. Clean with large areas of white space, the page is not cluttered yet still stimulating. Unlike a typical vertical page design, the “scrolling” animation pulls visitors forward into the page. It feels like you’re walking down a long hallway—or moving through a gallery—with pictures from their “Living Services” portfolio on either side. Without even thinking about it, you’re actively engaging with the brand.

aba architects landing page.png

The best lead generation landing pages capture a user’s attention immediately. And the faster and more creative you are with it, the more likely they’ll keep scrolling and convert. The important thing to remember is that this area acts as your initial salesperson, so include visual cues, a clear CTA, and succinct messaging.

Be Bold With Your Copy (value proposition)

Great copy starts before your lead even gets to your website. Don’t forget to craft clever descriptions that tell people the page’s story in the SERPS, ad copy, meta title, and meta description.

Your persuasive messaging should be consistent with your different customer touchpoints, known through your previous market research. Make sure to use specific language that compels people to click the CTA. This could include telling them what makes your business unique and the value only you can bring to the table.

That being said, sometimes, a bold statement is all you need.

In the case of landing pages (because it’s designed for a specific searcher intent or a specific campaign) they’re a relatively safe place to play around with messaging.

trade coffee landing page.png

This landing page from Trade Coffee features a strong headline next to an iconic, easily recognizable image. No lingo, no buzzwords—just a bold statement about their product.

It’s nostalgic of every morning coffee; it does the trick, so why bother overcomplicating things.

When creating your above the fold design, don’t be afraid to go a bit “out-there” with some aspects of your copy. Look for little ways to inject your brand, personality, and creativity, whether it’s in a headline or part of an actionable CTA. These are the things that people will remember.

Set Things in Motion With a Video Landing Page

You know that moment when your pet becomes utterly distracted? And you know how they’ll do whatever it takes — obstacles be damned — to find out what made that noise, rustle, or glitter?

Well, it turns out to some extent, humans are the same.

According to the speaker, author, and consultant Susan Weinschenk, Ph.D. (otherwise known as “The Brain Lady”), it’s because of humans’ good ol’ hunter-gatherer days. We’re particularly drawn to movement and noise.

And that, my short-attention-span friends, is why including a video, GIF, mini animation, or moving background is the secret to upping your conversions, raising engagement, and widening your reach.

We just can’t help ourselves from watching the video.

It’s not only more exciting and interactive for the viewer. But, psychologically, we are wired to pay more attention and remember moving faces, voices, body language, and ultimately movement.

However, I probably wouldn’t recommend slap-dashing any video onto your homepage. Before you edit your new video or grab one just off the shelf, your video needs to be optimized to create a seamless visitor experience. Otherwise, it will slow down your web page, and your bounce rate will surely increase. You can use a website speed test to review your site and make the necessary improvement to keep visitors staying longer on the page.

Best practices for creating video landing pages:

  • Include social proofs in your video: Social proof is one of the most effective ways to boost lead generation. Subtly placing this in your videos can reassure your visitors of your product or service quality.
  • Include a CTA - You can also embed a Call-to-Action directly into your videos to increase lead conversion.
  • Make sure it’s just as effective on mobile: Many websites lose more than half their traffic due to poor mobile optimization.

rolex landing page.png

  • Rolex has an impressive video landing page. As the subject of the video, the demonstration of one of its masterpieces is in line with people’s perceptions of the brand: it manufactures gorgeous and high-end watches.
  • So whenever viewers drop by its website to check out its collection of watches, they won’t be disappointed. The refined product demonstration (360-degree and close-up views) on its video landing page is the first thing visitors see. And it’s hard not to be swept away.

Work on Your Call to Actions

A landing page tailored to lead generation needs a powerful CTA at the end of the day. The best lead generation landing pages convince users to take action, so let your CTA button stand out. For starters, choose visually appealing colors that blend nicely. The text should also be easy to understand.

So what makes a CTA effective?

  • Tailor individual CTAs to each persona: The majority is more responsive to content buttons that reflect their stage in the customer journey.
  • Grab the audience’s attention: One way you could do this is by creating urgency. Creating urgency is a psychological tactic that plays with any person’s FOMO (Fear of Missing out). “Today” and “now” are some time-oriented words that can encourage visitors to click on your page. Use a combination of font design and placement to make your CTA jump out from all your other visuals.
  • Use first-person text: A whopping 90% conversion increase resulted from CTA buttons that use “I” or "me". Examples are “I want to sign up” and "Sign me up".

Just like your copy, don’t be afraid to play around with your CTA in bold or unexpected ways. If it’s in line with the audience personas, why not have a little fun with it.

Take this unconventional CTA copy from an Awayco landing page, for example.

the board landing pag.png

I’m loving the call to action—“I’d Like to Ride That”—for two reasons: It’s a cheeky play on words that quickly grabs the readers’ attention, and the use of first-person pronouns helps visitors envision themselves riding this board.

But also, it’s in line with Awayco’s brand and the audience persona humor. Awayco targets the carefree millennial who enjoys surfing, snowboarding, and skating. As such, a CTA like this fits in with the demographic. I probably wouldn’t recommend it for a retirement agency, though.

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Get Creative With Your Lead Capture Forms

A lead generation form is a final step for landing pages, and your form can make or break the lead generation process. Notably, the quality of this element will determine if your visitors will be happy to provide you with their personal information.

Can you recall a time you got so excited to fill out a form?

Probably not, and that’s okay. People are not wired to find forms attractive. But there are a few ways you can work around this issue:

  1. Incorporate brand personality into your forms: Generic forms are often dismissed by visitors as a nuisance. But if the same visitors come across a branded form, that’s a different story. If you’ve already piqued their curiosity about your brand, they may just be enticed — excited, even — to fill out your form.
  2. Include compelling visuals: If all online content were only displayed as text, we’d all be living in a very boring world. After all, humans are visual creatures driven by emotion. By using images and video, your form has the potential to communicate certain information faster and with more clarity.
  3. Make your forms more fun: This may sound counterintuitive, but using non-standard UI elements such as large clickable images and toggle sliders makes the form more fun. With such an abundance of online content, the more engaging and exciting your content, the more conversions you’ll receive.
  4. Tease them with the benefits: Showcasing the value of registering for your service, event or download can increase the chances of them completing the form. It’s an age-old practice in marketing - don’t just give your audience your product’s features, but the benefits.
  5. Create interactive forms: Interacting elements can come in a manner of forms (excuse the pun). You can have quizzes, surveys, or leverage conversational marketing and design forms that are easy to fill out — just like talking to friends. Whatever it might be, make the form valuable for both you and your audience. If you have fun making it, they’ll have fun filling it out.

Final Thoughts

As business owners, all we want is to solve the problems of our dream clients, and a good web design can help you do that.

The role of web design is more than just creating a pretty website. It is crucial in converting the casual browser into one of your beloved clients. And this relies on offering visitors a unique and quality experience.

All of the above ideas could be great for designing your creative lead generation landing page. But, it’s important to remember that they might not be suitable for you. You need to test your lead generation to see whether it resonates with your audience and is ideal for your specific brand. If your site’s landing page elements do not resonate with your audience, you’re losing conversions.

Before we end this article, here’s a quick recap of the five steps:

  • Get creative with lead capture forms.
  • Work on your call to action
  • Set things in motion
  • Grab their attention above the fold
  • Be bold with your copy.
  • Pick the correct fields for your niche.

You’re now equipped with some new creative ways to design your lead gen landing page. But remember, have fun with it. If you do, so will your customers.

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Guest Writer: Kayleigh Berry

February 20, 2022

Kayleigh Berry is an SEO marketer at Paperform. Her strong history in psychology, marketing, and creativity, combined with her 100 miles per hour personality, keeps her up to date with all the latest trends in the new and changing digital marketing industry. Outside of work, you’ll find Kayleigh surfing or training her Australian Shepherd puppy.