Landing pages need to be eye-catching in order to produce conversions.

Design and copywriting work hand in hand to make sure that landing pages carry out the task. Graphic design makes the path smooth from the start of the page to the call-to-action. CTA encourages users to move a step further.

Here are 6 ways by which graphic design can be used to enhance landing pages:

1. Let Users Visualize Content as well as other Offerings as “Real”

Though products offered on the web may be fast and convenient, their disadvantage is they are not tangible. When items look solid, users can associate with them in a positive way. For instance, an e-book can look as one that is seen on bookshelves when it has a complete, professional cover.

2. Tell a Story by Means of Illustrations, in Addition to Text or Photos

While photos can easily strike the interest of users, nothing could compare to an illustration when it comes to encapsulating the distinct style of a brand. It can communicate a brand’s message more effectively than stock photography, especially when it comes with an air of lightheartedness, creativity or humor.

3. Reinforce Text by Using Meaningful Icons

Icons prove to be powerful since they encase lots of meaning even in a small space. These symbols are like colors in the way they produce quick responses due to emotional associations that are unexpected. Checkmarks and trophies are “positive” icons that associate users with success.

4. Let CTA Buttons Stand Out by Using Contrasting Colors

A landing page aims to get users to click on the call to action (CTA) button. At first glance, the CTA should stand out even when users quickly scroll through. This means, a CTA button should have contrasting colors instead of complementary ones.

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5. There Should be Leverage Directionality in Graphic Design

Users tend to follow directional cues when they in front of a desktop computer. As an example, the person on the photo makes a connection with the user. Since this same person looks in the direction of the user, it has the tendency to direct the user’s attention, which is best for a CTA or a sign up.

6. Make Use of Real People for Photos Instead of Models

Nowadays, users closely examine the level of “authenticity” demonstrated by a brand. For them, standard stock photos are artificial and do not look as trustworthy as pictures of real people. To address this issue, it is best to include photos of team members as well as customers in landing pages.

Powerful graphic design is a crucial part of usability for landing pages.

Before publishing a landing page for the very first time, it is best to make sure that the page’s visual elements reinforce the text. Users should be able to see the visual message clearly whether using a desktop or mobile device. If so, the landing page will be effective.