When I was a kid and I started experimenting with design I was mainly focused on aesthetics and making things beautiful. When I started working professionally as a designer I realised how strategic thinking and problem solving are the main goals of the design work.
Us designers don’t just work to design beautiful graphics, we bring value by thinking and implementing strategies to achieve business goals, influencing the user behaviour, persuading a particular action or transmitting a particular feeling to our audience. Being aware of this fact totally changed my way of approaching problems and helped me to create more valuable work.
A good example of the above list are landing pages. In this article I would like to show you how to plan and structure landing pages.
Landing pages are one of the main touch points in branding. On a landing page we can transmit important feelings in relation to the brand. When designing a landing page we present a visual value proposition for potential clients, we design feelings and we build trust. Trust is one of the most important values if not the most important that we can transmit to clients. Trust is crucial in the user decision process when enticing a client to purchase a product or service. Trust is what encourages the user to try the product rather than jumping to the competition. It helps to develop a deep relationship between business and clients.
A clear value proposition and testimonials of other users are key to build trust.
Value proposition: Good landing pages show how the product or service is going to help the user, and what main value is offered. This idea must be transmitted first. Photography or illustrations are a very effective way to show the value proposition visually avoiding long and tedious reading.
Testimonials: Effective testimonials show how the product may change the clients life or make a positive difference in their day to day routine.
1. Value proposition: Convey a message in the shortest time possible. It takes just seconds for a user to leave a page, for this reason it is a good idea to convey what the business is offering to their potential clients as soon as possible.
2. The benefits for the users when using the product or service we are offering: Potential clients are more interested in knowing how our product can help them achieve their goals than knowing about fancy details about our product. Clients are interested in themselves not in our product. Show how the product is going to improve their lives or help them achieve their goals easily.
3. Details about the product: This should show product features and how these will help clients to achieve their goals in more detail.
4. Social recognition: Social recognition builds trust. Examples of these are testimonials, logos of clients or success stories.
5. A clear call to action to drive the user to a conversion, fill a form or purchase the product or service is also required.