5 tips on how to balance design and content on your landing page

First impressions matter when it comes to a landing page. How you engage your first-time visitors could kick start a successful customer journey or completely turn away a viable sales lead.

The struggle we see when it comes to creating a landing page for brokerages is how do you strike a balance between content and design. How do you give enough to keep visitors engaged, but not too much so that they feel overwhelmed and leave?

The Trufla team has put together hundreds of successful landing pages internally and for brokerages across the country. Here we share some of the top tips for how to balance content and design on your landing page.

1.Layout the main points 

To begin, develop the layout of your landing page to ensure the main points are covered. This allows you to digest the framework of what you will need to be successful in the setup of your landing page. When you are clear on what needs to be included on your landing page you begin to understand what needs to be text and what needs to be a design.

Here are some key items to cover:

• Clear unique selling proposition (USP)
• Engaging hero shot.
• Compelling benefits.
• Inspirational social proof.
• A strong call to action (CTA)

2.Step into the visitor’s shoes

As you put together the balance of design and text understand the visitor’s journey on your landing page. Will what you are sharing be better digested and understood as a design with supporting text? Or will this be best understood in point form or a paragraph? The key piece is that they understand it, so they stay on your page and convert.

3. Ask yourself, does this reinforce my messaging?

If you include design or text on your landing page, does it reinforce your overall messaging? Does it serve a purpose? To keep a balance, it is key to make sure all text and all designs are intentional and serve the goal of the landing page.

4.Engage your team

Share your landing pages with different team members. Getting their feedback on the layout of your landing pages will allow you to see it from a unique perspective. It also allows you to have feedback and make changes prior to heading into A/B testing.

5. It’s about Trial and Error on your landing page! 

Run A/B Testing on your landing pages A/B testing is extremely beneficial when it comes to your landing page. If you are unsure if you have put too much into the design and layout or if the content would be better as an image vs. text, A/B testing can help you solve that. It allows you to see the metrics of how both performed, and which was more successful.

Remember metrics are key when it comes to building a well-balanced landing page. Reviewing what worked on past landing pages and using that to elevate the next is crucial.