Landing Page Images: Choosing Visuals That Make an Impression
A landing page is a gold mine of marketing benefits. You can use landing pages in so many ways. To support your ads, to nurture leads, or to make a sale happen.
And based on the purpose, there are so many types of landing pages. Furthermore, in all of them, images have a crucial role to play.
Images attract attention and convey your message in an instant. When you choose relevant and catchy images, that is! In fact, the image(s) you choose for your landing page can make or break the design you meticulously craft. So, in this blog, we’ll give you some easy tips to pick the right images so that your landing page design solves the purpose.
But before we get there, we’ll give you an overview of the design elements that are crucial for landing page conversions.
- Essential Elements of a Landing Page
- Effective Strategies to Choose Images for Your Landing Pages
- Landing Page Design Tips to Make These Images Work
- Design Visually Appealing Landing Pages With Kimp
Essential Elements of a Landing Page
Some landing pages are meant to gather information from the customers. And some are to shorten the sales funnel and persuade customers to buy something. Whatever the case, below are the design elements that every landing page should contain:
- Hero text that grabs eyeballs – it should also instantly tell what the page is about
- A clear and crisp copy that convinces people to take an action
- A well-defined CTA
- Visuals that support all other design elements on the page
Nearly 80% of users prefer reading content that has images and other visuals to support the presented information. So, even if you spend hours curating the content for your landing page, not adding visuals or adding irrelevant or uninspiring ones reduces the effectiveness of your content.
Every little detail on your landing page should have a clearly defined purpose. And together they should all seamlessly direct your customers to the call-to-action.
Well, that was about the requisites of a landing page. We do have a detailed blog on how to optimize your landing page design for conversions. But for now, let’s get straight to our topic: choosing the right images for your landing page.
Effective Strategies to Choose Images for Your Landing Pages
What you show in your visuals, what kind of interpretations your customers get from them, and what questions these visuals answer can all influence the overall experience your landing page offers. That’s why you should prioritize identifying the right strategies for your landing page images. We’ll look at some easy ones, to begin with:
1. Keep it simple and straightforward
What is the product or service you are promoting through your landing page? Show this through visuals and add a coherent copy. That’s the simplest way to design a fuss-free landing page. In the above example, everything from the hero image to the supporting visuals shows the product.
While placing orders online, customers cannot physically examine the product as they would while shopping at a store. That’s why clear product images on your landing page can help improve conversions.
A product or service page that has all the essential information in one place and images that complement the furnished details has the potential to influence purchase decisions.
Kimp Tip: Product images alone will not be sufficient in most cases. When you do choose this idea, ensure that you also have a few additional images that capture the experience and not just the product alone. And when you have multiple images to add to your landing page, create a balanced layout. There should be one hero image that is larger than the rest.
Want to create an interactive landing page with a lot of visuals? A Kimp Graphics subscription is just what you need.
2. Visual proof for a virtual experience
Adding product images directly on the page is one way to do it. Another would be to show the product in action. It works particularly well for software products and even service-based businesses.
Customers will be more confident about choosing your brand when they get a flavor of what you are offering before they make the payment. Take a look at the below image for example:
The above design is a landing page for a pet grooming service. You see pictures of well-groomed pets and actual snapshots of pets getting groomed as well. Visual proof like the one in this will simplify the decision-making process for your customers.
When you show instead of telling, you get to reduce the copy and still get the message across. One look at your customers will understand the range of services you offer.
3. Strike the right chord by understanding your audience
Picking an image that has an emotional value will be the most effective way to boost conversions. When you understand your customers and stir their emotions, you influence the way they feel about your products and your brand on the whole. And this is what helps build loyalty and strengthen your brand image.
For example, if you own an event management company and you want a landing page designed for your birthday party decoration services, what kind of images would you choose?
Most brands choose photos that show their previous work. Fancy party venues, and party setups the team had put together in the past. But almost all the businesses in this industry have such images. So, how do you stand out?
Show the happy faces of families enjoying the party. Add images that capture the look of surprise on the face of a child who sees the party venue decorated in his favorite superhero theme. Parents who see this landing page will want to see a similar smile on their children’s faces. So, they will be eager to choose your services.
Images that capture emotions move people and make them feel these emotions even before they choose your services. This increases the chances of customers choosing your business.
The above landing page for dog beds does not focus too much on the product. It shows dogs enjoying the advertised dog bed. Pet parents seeing this will be able to visualize their dogs feeling comfortable on the dog bed and this will push them to buy it.
4. Make it about your customers
Who should be the hero of the visuals on your landing page? The product or your customers? Undoubtedly your customers. You might have great products but so do many other brands. So, give your customers the highest priority in your visuals and you will make an impact.
Take a look at the below Amazon ad. The second image shows the landing page that the ad leads to.
In the above example, the ad and the landing page, both contain visuals featuring kids. Since the service is designed for kids, it focuses on the actual target audience rather than showcasing the product. And this will have a much better response. Parents who are looking for ways to entertain their kids will instantly understand that this service will offer them just that.
5. Images that set the mood
Don’t want the traditional idea of featuring products or customers actually using your products? Then try incorporating visuals that set the mood. Without actually showing your customers or the product itself you can get people to feel certain emotions by using colors or even visual metaphors.
Take a look at the below landing page design:
The above landing page is for a beauty brand. But you do not see the actual products featured in the hero image. Instead, the visuals focus on setting the mood and thus making an emotional connection.
The color palette consisting of deep green, black, and gold instantly makes you realize that this one is about luxury beauty products. You might even relate the green leaves in the image to the use of safe and natural ingredients in the products.
Thus, so much meaning can be conveyed even without directly revealing the product.
6. If nothing works, you have illustrations
Sometimes it feels like you are giving away too much when you use actual product or service photos. Whereas other times, you just want to make your page look different from what the rest of the brands in your industry have. Either way, if you wish to make heads turn and also convey the information clearly, there is one thing that can help – custom illustration.
Custom illustrations are valuable assets in marketing. You can use them in emails, ads, and so many other places. And your landing page will be one other type of marketing asset where you find a meaningful role for your illustrations to play.
Illustrations add a new dimension to your design. And when there is a custom illustration created particularly for your landing page, it will be unique and exclusive only to your brand. Eventually, this helps in building a strong visual identity.
As you can see from the above image, the idea of using illustrations works for almost all brands big and small. To demonstrate your services, draw attention to specific areas on the page or even simplify a message, illustrations come in handy.
Kimp Tip: If you plan to incorporate illustrations as the primary visual elements on your landing page, try incorporating a similar style on your emails and ads that the landing page is linked with. After all, visual consistency goes a long way in improving the effectiveness of your design.
Want the same team to design your ads and your landing pages? Every Kimp Graphics subscription comes with a dedicated design team that takes care of all your marketing designs including custom illustrations.
Landing Page Design Tips to Make These Images Work
Using the above ideas you have chosen the images to use on your landing page. Now what? Without the right layout and colors to support them, these images will not have the intended effect on your customers. Below are a few design rules to keep in mind in order to make your images pop.
For the maximum impact, choose the right colors
The above landing page has images featuring the product as focal elements. And the brightly colored packaging design of these products is an attention grabber. Hence, the landing page color scheme consists of colors analogous to the packaging colors. As a result, the visuals and the colors on the page all look pleasantly cohesive.
Kimp Tip: When you pick a color scheme for your landing page, always think about the images that you’ll use. Even the best product shots and headshots will not have the desired impact if the landing page colors clash with the colors on the image.
Set the right priorities for your images
Sometimes, the text content will be the hero element and your images support the text. And sometimes it is the other way round. Where your image fits in the design depends on the purpose of the image.
The above example shows the landing page for a photography business. So, the beautifully captured photograph that represents the quality of work is allowed to dominate the design.
On the other hand, look at the below landing page design where the image only occupies a portion of the page.
In the above design, the page talks about food, and the image is used to make the content more engaging. There are many additional details to be presented to the customers. For this reason, the copy and the image are both given somewhat equal priorities instead of letting the image take up all the space.
The above two examples show how you can set different priorities for the images on your landing page in order to fulfill the objective of the landing page.
Keep an eye on the layout
When you have just one image and a brief copy setting priorities might be easy. When you have multiple images all with the same priorities and different sections of text to go with them, you need a layout that does not ignore the visual balance.
The below landing page shows how you can add multiple images in a clear and free-flowing layout.
Simple layouts like the one featured in the above landing page design ensure that there is not too much visual noise. You do not want a busy-looking landing page that does not get the message across.
Design outside the box
Having specific resolutions for your image and clearly defined outlines or frames for them might feel like the most straightforward way to place them on landing pages. But what if you want to add a twist and make the image look seamlessly aligned with the rest of the page? In that case, forget borders and place the image directly on the landing page background.
Take a look at the below example:
The above design makes the subject, the coffee, pop out. And yet the image feels coherent with the text section. This makes the design look complete.
Always keep color contrasts in mind
After meticulously choosing images that convey your message and a background color that makes the image stand out if the text colors do not go well with the image it spoils the whole effect. And if the text will be placed on top of the image, the contrast has a bigger role to play.
Poor color contrasts will make it difficult to read the text placed on the image. And this text will then affect the aesthetics of the image as well. Instead, choosing strong contrasts will amplify the effect of your images.
The below landing page design shows how proper contrast ensures that the text and the image both look good.
Design Visually Appealing Landing Pages With Kimp
Irrespective of the purpose of your landing page, there are two things that determine the final design. The type of images you choose and how you use these images in your design. If you have a professional design team to support you, you do not have to worry about all these details. The Kimp Graphics subscription includes landing page design. So, your dedicated design team will help you design stunning landing pages for all your campaigns.
Sign up for a free trial to immediately explore the benefits of unlimited design services for your brand.