Tuesday, September 20, 2011

Landing pages and Photos

Let's talk a bit about web design and layout

Starting with the "fold". In web design as in newsprint, the most important information should be above the "fold" or before the user has to scroll. Now in newsprint you know that this is a specific  number of inches but online it's not so cut and dry. So use your best judgement, have your web designer help you, and choose content, titles and images that are going to make people want to stay on your site and read more. FYI this is called "stickiness" - but who needs more jargon.

Don't be afraid to have multiple copies of important buttons or navigation items - above and below the fold.

Colour has a strong emotional impact and can affect moods and feelings of your viewers. In the age of online travel searching, it might be time to rethink your logo and entire marketing strategy for something that will translate online

It's important that all your marketing material match or coordinate. If I pick up your rack card and it's green and I go to your site and it's blue, I'm going to think I'm in the wrong place. (Super extreme colour examples but you get the drift)

Use a white background for text and do not use coloured text, unless it's a hyperlink.

Images can be a two edged sword, they can support your theme or they can be a major distraction.

Make sure they are all the same quality and resolution
That they relate to the content on the page and your marketing message
That they show real people enjoying your product

For SEO purposes make sure they have ALT text, and Captions - your developer can show you how to do this the first few times.

In some situations showing only the top of the image above the fold will encourage visitors to scroll and see the remaining content and messaging on your landing page.

So I hope these relatively generic tips help you get more stickiness - like flies on fly paper

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