Typically used for promotion-based marketing, landing pages take an interested party—who clicked on an email link, display banner or paid search ad—and convinces them to take one specific action. This can be anything from providing their email address to completing a sale.

A landing page should created with one specific objective in mind. A good one uses congruent design—design that works toward a single collective purpose—to usher your visitors to the finish line.

So how do you get your landing page design to work for you? There are seven tenets Conversion Centered Design (CCD) that can help you design experiences to achieve a single business goal.

1. Encapsulation

This is a classic technique used to hijack your visitors’ eyes and create a tunnel-vision effect. You can think of it like creating a window on your landing page where your call-to-action (CTA) is the view. Here, a circular arch creates a frame for the figure in the distance, preventing your eye from wandering elsewhere in the photo.

arches national park framing woman
Via uhdwallpapers.org
moon in a dark sky
I dare you to click on anything but the moon. Via Science StockPhotos.

2. Contrast and color

Using contrast is a fairly simple concept that applies across the color spectrum, but is most easily viewed in monochrome.

The more you can make your call-to-action stand out from its surroundings, the easier it will be to see. If you have a lot of black/grey text on a white background, then a black or white CTA won’t provide the desired contrast, and you’d be better off with a colorful element. But if you have a very clean design without much detail or copy, a big black or white button can be dramatic.

3. Directional Cues

Directional cues are visual indicators that point to the focal area of your landing pages. They help to guide your visitors toward what you desire them to do, making the purpose of your page immediately clear. Types of directional cues include arrows, pathways, and the directional impact of line of sight.

single point perspective
The road leads your eye directly to the mountain in the center of the photo. Place your CTA there. Via William Warby.
whitespace photo with a fox in snow
The wide field of snow draws our attention to the red fox, and allows us to follow his gaze. Via Ben Chase Photography.

4. White Space

White space (or blank space), is an area of emptiness surrounding an area of importance. The reason we say blank space is because the actual color of the space isn’t important. The purpose is to use simple spatial positioning to allow your call-to-action to stand out from its surroundings and give your eye only one thing to focus on.

5. Urgency and Scarcity

Common psychological motivators are the use of urgency (limited time) and scarcity (limited supply).

“Buy now.” “Don’t miss out.” We’re used to hearing these types of phrases. Statements of urgency are used to coerce us into making a purchasing decision right away. Amazon and Ticketmaster, for example, use this technique very effectively.

To use the concept of scarcity, you need to convince someone they need to buy right now, before supplies run out. This increases the fear of missing out on the desired opportunity.

ticketmaster countdown
Better hurry or that Beyonce ticket will be gone!

6. Try Before You Buy

If at all possible, give people a preview of what you’re selling. Giving away an ebook in exchange for personal data? Provide chapter one as a free PDF on your landing page. Or, excerpt a chapter and use it as a blog post, whose CTA is the full ebook download. Some people will decide they don’t want your product, but it’s better to separate the wheat from the chaff immediately instead of gathering 500 meaningless leads from unqualified prospects.

By opening your product to scrutiny before the purchase, you appear authoritative and credible. This increases trust, and it can be an important factor in boosting conversions.

free farmer's market samples
Free samples are a hallmark of farmer’s markets. Via Eat Like No One Else.



7. Social Proof

Social proof is created by the statistics and actions of a particular crowd, and it can greatly enhance the “me too” factor. The major benefit is a level of authentic believability.

Similarly, you can provide the sense something is happening on your landing page. By showing the number of social shares, webinar registrants, or ebook downloads to date, you might leverage a few extra seconds of attention to impress your message upon a visitor. Testimonials can also be a strong factor in creating a sense of trust, especially if they come from people in the same type of business as your prospect, where the name of the company is known to your target audience.

iphone line
Via Digital Trends.


This article was written by Unbounce. Unbounce helps businesses create better marketing experiences by improving what is already the world’s fastest and most customizable landing page builder. For even more info on Conversion Centered Design and everything else you need to know to design a high-converting landing page, check out Unbounce’s 68-page The Ultimate Guide to Conversion Centered Design.