Landing Pages – Less Is More?

In recent years, designers of web sites have come round to the idea that having a landing page cluttered with an excess of non-essential items isn’t the best way forward. By adding pointless stock photos, excessively patterned backgrounds, complicated navigation devices, barely used social media buttons and a variety of widgets, it has been realised that it takes away from the core principles of web design.

With this in mind, the minimalist revolution is well under way with most modern designs being centred on keeping the landing pages to their most basic forms. Research has shown that despite showing less information, the impact of these new streamlines landing pages is quite amazing.

Here are some examples of well designed, simple landing pages that have proven to be very effective.
What is most impressive about those landing pages is that while they appear to be simple in nature, they actually allow the user to achieve fairly complex functions with little to no effort on the visitor’s part.

What you will find with minimalist landing pages is that they are more often than not there to achieve one specific goal that is the key to the website’s existence. For some it might be to click on a sign up button, enter your email address for a newsletter or download an app onto your computer or mobile device. Regardless of the intended function, it is fundamental in the design of the landing page that it is obvious and easily achievable for the user.

Successful landing pages exist where each feature and aspect has been carefully chosen in such a way that nothing featured is taking away from the primary focus of the landing page. A well designed landing page is one that takes the user to the desired end goal with the minimum amount of effort and distractions.

Here is what we think should be the main focus in creating a landing page that is well composed and clear:

Size – Using bigger elements that draw the attention of the user.
Position – Most important elements should be placed at the top and left of the landing page.
Colours – Clearly defined colours to separate different elements can allow the user to identify areas of importance for information, instruction and input.
Visuals – Keeping each image as a separate entity can improve its clarity.
Whitespace – Surrounding an image or element with some space can increase its visibility and draw attention to it.

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