In order to design effective landing pages, designers must often trade their preferences for tested techniques geared at one objective – motivating users to perform a specific action. Each and every element of a landing page design plays a role in realizing this goal. Designers should use their skills to attract, hold and direct the gaze of users to call-to-action buttons. Here are five essential tips for designing high-converting landing pages that lead brands to success.

1. Unclutter your layout

Landing pages are there to build user awareness of the brand, so your logo should be placed on every page you create. Users will instantly know where they are and what they should do, fostering a stronger association of the message with the brand.

It’s important that the layout is uncluttered and well organized. One look should be enough for users to orient themselves on the page and direct their gaze towards the elements that matter. Don’t include images or text with no purpose, they’ll only act as distractions.

2. Contrast your colors

Contrasting colors are your friend. They’re great to create order on the page and make important elements instantly catch the eye. Use your colors knowingly – remember that they evoke emotions and associations. For instance, green might stand for comfort, environment and growth.

By using a limited color palette, you’ll ensure that every element of a different hue will immediately stand out. Try “ugly” colors like orange or yellow – they go against our taste, but make perfect call-to-action messages and buttons.

Also remember to use your blank spaces wisely. The entire page needn’t be filled if you’re striving for a clear layout that emphasizes one or two elements. Moreover, white space improves the legibility of text on the page and if used well, can give you control over the user’s gaze

3. Be consistent

Brands are built on consistency. Every landing page should have a design that is consistent with your branding strategy. Use the same color scheme, or similar visual elements and images, to match the look of the landing page to the overall design principles used by your brand to produce its marketing materials.

4. Direct Gaze

Smart designers have at least a few tricks at their disposal to help them effectively direct the gaze of users to what’s really important on the page. If you think arrows are a bit too obvious, know that they really perform their role – people just tend to follow them instinctively. Some shapes create a sort of visual pathway – think about triangles, which always point at something.

Another smart technique is using the gaze of figures in your photos to attract the users’ attention to your call-to-action buttons. Seeing others look at a spot naturally leads our gaze to that place – a perfect location for your conversion target.

A different visual trick is the encapsulation effect. By creating a tunnel vision effect by means of various shapes, designers can direct a users gaze straight the call-to-action button. Have a look here to see how it works. Despite the fact that the image is blurred, it’s very easy to follow the lines of its strongly arched shape.

5. Mind the size

Making important elements larger is the single most effective technique for drawing the users’ attention. If an element of your landing page could use more exposure, simply make it bigger. A large call-to-action button will definitely catch the eye of your visitors. Don’t go overboard with this approach, though. All elements should be proportional, otherwise you risk cluttering your design.

Once you begin incorporating these tips, you’ll see that designing landing pages that work can instantly boost your conversion rates.

Author Bio: Kelly Smith is a dedicated tutor and writer. Currently, she develops her passion at Career FAQs, one of the leading providers of career and educational resources in Australia. She’s interested in web design and digital business.