When it comes to web pages which have been created as landing pages, with the express purpose of ‘converting’ (getting a response), far too many companies seem afraid of using different designs from the rest of their website. Perhaps a good way to explain why things should be different is to introduce the concept of the ‘upside down web page’.
On most normal pages, there’s a standard logo at the top, with a navigation menu beneath this. Then you get the headline, then the body copy, and finally a call to action. At the very bottom will be some housekeeping items.
There’s nothing wrong with this. Visitors will skip over the stuff at the top (while registering it’s there and that this is a website with substance) and be enticed with the compelling headline. They’ll then read the story beneath, and be seduced into complying with the call to action, which they hadn’t previously known existed. Job done.
However, the difference with a landing page is that it doesn’t need to do the headline sales pitch, as that’s presumably been done elsewhere, in whatever led the visitor to the page. Instead, it needs to get on with the job of the conversion. That big call to action button needs to be at the very top – hence the upside down web page concept. Instead of “here’s something great – here are the details – now get in touch”, it’s a case of “get in touch – but if you still need convincing, here are the details”.
What’s more, you really don’t want all that sitewide navigation getting in the way of the call to action. That can go at the bottom of the page, where it’ll serve the purpose of keeping visitors interested if they decide the offer isn’t for them after all. Again, we’ve turned the page design on its head.