Trends in landing pages are constantly changing.
Tomorrow’s debunked theory is today’s case study result.
landing pages are so fascinating because you don’t know what will work until you try it.
You can only make educated guesses until you have the data. And you will never know if your guesses are right.
These 35 landing page trends are worth checking out.
Landing Page Trend #1 – Short & Sweet
Some products and services require a lengthy pitch.
Others simply need a concise pitch that communicates the value of the offer.
It’s a good rule of thumb to keep simple, low-investment offers short and simple.
This short landing page does not need to be long, as you can choose to either get the free download or not. It is unlikely that adding 1,000 more words will make someone feel motivated to provide their email address.
Lead magnets work best when landing pages are short and sweet
Although it is brief and simple, this page is not a waste of time. Even with very little copy, it has a strong call to action and builds anticipation.
Landing Page Trend #2 – Bigger and Better
Contrary to the brief and simple page, sometimes larger and better is… better.
Some pitches require the entire song and dance. It is important to strike ’em with a clear value proposition. You must also show past successes and explain how it all works.
It is a good rule of thumb to remember that higher prices require more nurturing and a longer landing page pitch. You will need to present a stronger argument and provide more evidence to support your request for a larger investment.
Remember that longer landing pages are not the best choice for high-end products or services. The test is the only way to find out what works best.
Trend #3 in Landing Pages: Two-Column Formatting
Landing pages are all space. Visitors will interact with your page in a big way if you place things correctly.
A trend that is popular for desktop landing pages is to have the information organized in two columns. This is either for the page layout or for the forms on your landing pages.
This allows you to present multiple items at once, which is a plus. This can reduce the uncertainty that users have about what comes next, as opposed to scrolling down one column.
Two columns can be distracting from the information that you want to present in each column. We want our landing page’s narrative to be linear. Two-column formatting can confuse in the way people read the page.
Last but not least, the two-column format isn’t compatible with mobile browsing.
#4 Mobile-First Design is Landing Page Trend
More than half of all internet traffic comes from smartphones and tablets. Businesses have been trying to make their landing pages mobile-friendly for years to keep up with mobile browsing habits. This means that landing pages were first designed for desktop users. The parts that did not translate well to mobile were then modified.
It’s becoming more common to design landing pages for mobile-first, and then worry about the desktop experience later.
Instapage offers a mobile landing page that is simply amazing
This is partly due to mobile traffic increasing in number, but also because the mobile-first design does not usually cause problems for desktop users.
Landing Page Trend #5 – No Navigation
You want people to interact with your landing page and convert when they arrive. You don’t want them leaving your pitch to go surfing around your site.
It is becoming more common to remove navigation options on key landing pages. You can reduce distractions and make it easier for visitors to engage with your pages or leave.
Although it might seem like a bad idea if the visitor doesn’t connect with your landing page value proposition they are probably not a good match for your products and services.
Landing Page Trend #6 – Intro Video
Videos are effective and work well to convert visitors.
For certain landing pages, intro videos are particularly useful. There is only so much that you can write above the fold. You need to grab people’s attention when they first visit your site. If your value is too complex, an intro video will help you nail your pitch without asking them to scroll.
Click to view an intro video and scroll through the rest.
This can be a way to differentiate your company in a market with many competitors and adds a personal touch. It’s worthwhile if you have the resources and time to create an intro video.
Landing Page Trend #7 – Autoplay Video
Autoplay videos offer all the same benefits as regular videos, but you don’t have to wait for the visitor to start playback. It starts playing immediately after the page loads.
Unfortunately, many internet users are hostile to autoplay videos as well as any type of non-user-driven audio playback. It is partly due to the association of intrusive advertising practices, and partly because users expect control while browsing.
No matter what the reason, this landing page trend should not be taken lightly. You should ensure that the video is well-made and relevant. Then, test the performance of click-play and autoplay.
Landing Page Trend #8 – Custom Photography
We are certain that stock photos with obvious features turn off potential customers.
Businesses still require imagery for their websites. One popular option is to take custom photos for the website and landing pages.
Custom photography has the greatest advantage: relevance. Likely, photos taken of staff, assets, or other relevant information will reflect your business and, by extension, your landing pages.
It is also reasonably affordable, especially in today’s gig economy, where talented photographers are readily available at very low prices.
Landing Page Trend #9 Custom Illustrations
Custom illustrations, which are similar to custom photography, are another popular trend for landing pages. This allows you to skip stock photos and stock graphics in favor of something custom.
You have more flexibility when creating custom illustrations. It’s possible to show ideas and processes in ways that are not possible with a camera. You can also customize your displays to reflect the tone and style of your brand.
It is much easier to make bad illustrations than it is to take bad photos. The price for “goods” is higher and, by extension, more expensive. You can get the best of both worlds if you find an illustrator that fits your budget.
Landing Page Trend #10 – Impactful Visuals
It doesn’t matter if you choose to use a photo, graphic, or illustration. What’s important is the feeling.
The visuals should have an impact on the viewers. They should communicate something. They should communicate something.
Businesses are taking their visuals more seriously. This is one trend that you must embrace or you will be left behind.
Flat Design is the #1 Landing Page Trend
A landing page that is well-designed is simple, clean, bold, and often minimalist. It is clear and concise but does not distract from the message.
Flat design is a proven choice for serious businesses looking to generate real revenue and conversions since its inception.
Flat design just means two-dimensional design.
This design style is simple, uncluttered, and clear as you can see.
This is not the only design trend that works in modern times, but it’s the easiest to implement and most reliable regardless of niche or industry. This page was created by me, a non-designer who has a limited eye and talent for aesthetics. It looks professional thanks to its flat design.
Landing Page Trend #12: Animated Videos
Animated videos can be compared to photographs and illustrations. They offer more flexibility to help visitors visualize your business ideas and processes and the value that you offer.
You can create animated videos that do almost anything. This gives animated videos a high level of brilliance, effectiveness, and even absolute garbage. You should ensure that you work with talented people if you choose to go to an animated video.
Landing Page Trend #13: Animated Pages Elements
Animated pages are about creating dynamic visual flow. Animations are all about creating dynamic visual flow.
These elements can be used strategically to improve your page experience. They can be distracting distractions if they are used incorrectly. You should be very specific with your animated inclusions. Or, you can use them sparingly.
Landing Page Trend #14 – Interactive Content
Interactive content takes the best of animated page elements and adds a lot of performance-enhancement drugs.
Interactive content is designed to grab readers and integrate them into the page’s narrative. This is a difficult goal that requires technical proficiency. However, if you have the right team, you can achieve an amazing goal: your visitors won’t forget your landing pages.
Interactive content is a great way to make the page and company stand out. It also showcases the company’s skills.
Landing Page Trend #15 – Strategic Popups
Pop-ups are prone to oscillate between hated ex and marketing darling at least once a year.
Every case study is updated to demonstrate how effective they were at lead capture. There are also new case studies that show how revenue doesn’t come from the initial lead increase.
Popup boxes were once in fashion. It was then exit intent. It seems that it is now full-screen popups, which look more like a surprise landing page attack than a popup.
Popups are still trending, and that is the only thing we can confirm about them.
Parallax Scrolling is Landing Page Trend #16
Parallax scrolling allows the background and foreground elements to move at different speeds on a page. This creates a dynamic effect that is different from traditional scrolling.
This page trend is unlikely to have an impact on page rankings. If you see it on a few niche sites, it can be a refreshing change of pace. Otherwise, it is a preferred choice.
Landing Page Trend #17 – Call To Action
Each landing page should have one goal. Everything on the page should be focused on that goal.
This is where it all starts. Sales professionals say that closing is the most important part of sales. Your Call to Action is your closing. This is where you can say “Okay, enough talking.” Do this.
Every landing page must have a Call To Action. Make sure you have one and it is powerful.
#18: Creative Value Proposition Landing Page Trend
A headline is followed by a subheadline and then a CTA. This is the standard value proposition format.
This format is fine. However, businesses are becoming more creative in their value propositions. They have added more elements such as video, social proof, and tools to the mix, as you can see in this Carrot example.
This guide will show you how to create a value proposition.
Landing Page Trend #19 – This or That CTAs
We want our landing page to have one goal, as I said earlier.
However, segmentation is becoming more popular and the intersection of singular CTAs with segmentation has become more complicated. What do you do if a similar audience profile can be divided into two different funnels, for example?
A “this or that” CTA is a great tool. This is saying “Either do this, or that.”
Landing Page Trend #20 – Multi-Step Forms
Information is everything when it comes to selling. Information is everything when it comes to sales. The more information you have about a lead, you can tailor your offer to meet their needs. Multi-step forms can be used to gather more information, but not scare the user.
Let’s suppose you need to gather 9 pieces of information. A 9-field form displayed upfront may seem overwhelming and cause users to bounce. A 3-field form on the other side is quick and simple.
A multi-step form allows you to display a 3-field form to the user and then rotate through two additional steps each with 3 fields. This gives you 9 fields of information without scaring away the user.
Landing Page Trend #21 – Numbered Steps
You may have noticed that many websites like to walk you through their pitch in numbered stages.
People like to think in a straight line. First, this, then that, and finally that. Numbers make it simple to understand what is being offered.
Although it’s not necessary, in most cases the numbers can be removed without any real downside. However, for some visitors, being able to context each step within a numerical order can be very helpful.
Landing Page Trend #22 – Guided Tours
You can make a guided experience for your website if you want to go beyond hand-holding. This is a common way to onboard users to new software. Controls can be complicated and customer retention depends on them figuring it all out.
This same concept can also be applied to landing pages, but it is similar to autoplay video and tends to take away the visitor’s agency, which may not always be well-received.
You may feel the need for a guided tour. This could also be a sign that your copy or UX flow is unclear. Guided tours should not be necessary. If you want to create a particular user experience, it’s best to experiment with guided tours.
Landing Page Trend #23 – Free Tools
It is becoming increasingly difficult to stand out from the crowd as competition increases. Many businesses have found a way to stand out among the rest by creating free software tools that can be downloaded and used through their website.
If the function is useful enough, people will return to your site over and again if they are satisfied with it. You can use them to direct people to your page or to create other funnels.
Many businesses don’t have the budget to put together a tool. This is why a free tool can be so useful.
Trend #24 on Landing Pages: Chat Bots
Chatbots can be a great way for website visitors to start real conversations. It simulates a customer service agent and encourages visitors to describe what they need. This allows you to provide exactly that.
Although chatbots with more advanced features can allow you to have a conversation “hands-free”, most people who use bots are only using them to initiate a conversation with a staff member.
Landing Page Trend #25 – Testimonials
Nothing is more powerful than a friend’s recommendation in sales. However, it turns out that a stranger’s recommendation can have a similar effect even though it may be a little less powerful.
You can also use videos to share the testimonials of your customers about your product.
You can be very salesy, but not feel salesy with testimonials. You can’t blame your customers if they are selling hard.
A testimonial that is well-written will highlight the problems solved and the benefits. Your target audience will be highlighted by a testimonial that comes from someone who is exactly like those you want to sell to.
Landing Page Trend #26 – Thank You Page Optimization
What happens when people respond to your Call To Action If you answer “not much,” you’re missing out on a great opportunity, especially for lower investment conversions such as email subscriptions.
These people have already said yes to your offer and are now in a position to further engage with you. To help them move further down the funnel, you should determine a natural next step and optimize your thank-you page.
You might offer a second free download to someone who has downloaded your ebook.
Brand Bars: Landing Page Trend #27
A brand bar displays logos from brands that you have worked with previously.
A brand bar serves to validate your brand’s legitimacy by comparing it with the reputation and trust of other brands. This means that you are saying “We aren’t just nobodies trying to fool our first customers.” These brands are familiar to us, so we’re probably legitimate.
It won’t always be a positive thing, just like other forms of social proof. But it can make an impact on someone’s mind, and get them to try your brand.
Landing Page Trend #28 – More White Space
A landing page’s design is not the main point. Your landing page design should focus on the message.
Extensive white space is a popular design choice for landing pages. Designers used to try and squeeze as much content into a page as they could, so it is now a popular trend to use more white space.
White space allows the page to breathe. White space is easy on the eyes and allows the reader to easily find the main message.
Landing Page Trend #29 – Big Bold Typography
Similar to the trend for more white space, the trend for bolder and larger typography places the visual emphasis exactly where it is needed: the words…the message.
It’s difficult to miss the message when there are large bold letters and lots of white space. That’s all I can focus on.
One thing is for sure, bolder typography can be dangerous. Everyone else will do it, and your site shouldn’t look the same as every other site. Most customers don’t care about whether your site looks the same as other sites. Customers care only about the value that you offer them. If bold typography makes it easier to understand this value, then there is no downside.
Landing Page Trend #30 – Subtle Motion
This is a subtle trend…hehe… but it’s a trend nonetheless.
Designers are using subtle motion to create ambiance, without making it too distracting.
It is similar to the goal of animated page elements. This makes pages more dynamic and engaging. It is also very easy to do.
This trend can be used when you want to create a certain feeling on your site and wish to share it with visitors.
Drop Shadows – Landing Page Trend #31
We want the message to be prominent and highlighted on the page design and layout, as we have mentioned several times. We also want to use powerful visuals, such as great background images.
What happens if the background image makes it difficult to read the copywriting?
Drop shadows allow you to make your copy stand out more clearly. Drop shadows can make text that would otherwise blend in the background pop and ensure the message is clearly understood.
Landing Page Trend #32 – Short, Simple Headlines
Headlines are the most crucial pieces of content on your webpage. The quality of the headline will decide whether visitors read the next section.
For a long time, descriptive headlines were the standard. In keeping with the current trend for clean, minimalist design, it has become a trend to condense headline copy into shorter, punchier headlines.
This is not an easy task. You risk losing important information. But if you do it well, your headlines will look cleaner and more concise.
Landing Page Trend #33 – Conversational Copy
Marketers and business owners are increasingly realizing that customers don’t like being sold to. Customers want to be treated like human beings.
We’ve witnessed a shift in the past decade, with businesses moving from formal website copy to more conversational copy that reads like an in-person conversation.
It is not surprising that writing conversationally is the most difficult thing for non-copywriters and lower-tier copywriters. Since most of us were programmed as children, it is difficult to separate unnecessary formality and informality from our writing.
Either hire a skilled copywriter or accept that you won’t be able to create something usable right away. You can take as many steps as necessary to get rid of the formal language and create something conversational.
Mobile Apps are the Landing Page Trend #34
The mobile-first design was discussed earlier. However, some businesses have taken it a step further and encouraged people to use the app to interact with them instead of using their browsers.
This is only worth testing if you can prove two things:
- Visitors will be drawn to your app by the intuitive benefits it offers.
- The goal of the landing page is to drive app downloads.
Don’t attempt this if one of these two statements is false!
You don’t need an application if your business isn’t in these areas.
Landing Page Trend #35 – Cards Layout
Landing page cards are a method of organizing page content in uniform boxes, much like playing cards.
This trend is more popular in premium web templates than it is for custom designers. It can be used to highlight, differentiate and organize content, without losing the white space that we mentioned earlier.
Next steps
We are grateful that you have taken the time to review this guide.
Be aware that trends can’t predict your success. Experimenting and seeing for yourself is the only way to find out what resonates with your target audience. There are many landing page designs that you can try, as you’ve seen here.
