A landing page without an image or some visual appeal is borrrring. Without it, you can’t blame visitors for assuming the content will also be boring. It’s hard to go wrong by showing the product, a representation of the product, or the result of the product you’re offering. Let’s look at some examples that work.
What Works in Landing Page and CTA Images
Here’s a landing page template available from LeadPages. They know what converts. Now, while the bunny suit may be an odd choice, you can see what they were going for here. Showing in image of the book, even though we all know it is an ebook and won’t really look quite like that, helps people understand the value of what they’re getting.
Now, notice the CTA to sell the LeadPages template product – the color contrasts beautifully with the rest of the content on the page. Yellow/orange is a great choice for a site or a page with dominant blue colors. Just think opposites on the color wheel and make your CTAs contrast, but not clash, with the overall color scheme of your site.
The next example is from Unbounce. What stands out here (aside from the nice use of contrasting colors again) is the way the arrowhead points right to the CTA – clearly directing you to the desired option. The screenshots of sample successful landing pages give you that “here’s what you’ll get” reassurance.
Connect Your CTAs and Your Landing Pages with Consistency
If your CTA button on your blog features soft pastel colors, puppies, and sunshine, but then you click and see a landing page with fireworks and rock and roll, that’s a disconnect that is likely to drive you away – and fast.
While you don’t have to use the exact same images in your CTA as on your landing page, the style, messaging, and even the wording should be consistent. So, if your CTA promises “10 Ways to Increase Blog Traffic” and your landing page offers, “Best Ways to Get More People to Your Site” – visitors will be confused (is this a mistake?) and trust breaks down (did I just get the bait-and-switch?). You’re not getting their email address!
Here’s a great example from HubSpot of a CTA in a blog post:
Which leads to this landing page: Personally, I would have branded it with the Inbound2015 logo for even more consistency, but you definitely know you’ve come to the right place!
If you take a look at your CTA and landing page images, do you see the connection without even trying? Ask a friend to take a look. If anything creates a mental disconnect, fix it now and watch your conversions explode!
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