But it empowers designers to understand the destination their designs are heading for. It makes iterating within constra

That’s why you should be able and try to describe the idea or main benefit of your product in a single, powerful sentence. You need to you catch a visitor’s attention and interest in a first few seconds of a session.

Your landing page is about selling a product — not about getting thousands of likes from other designers. A very fresh example — using 3D illustrations (because everyone does that now!) won’t necessarily guarantee you lots of sales. It can even work quite the opposite.

Landing page is a popular, yet quite specific kind of website. It often makes me wonder, why it is so hard these days, to find a landing page that is done well? It would seem that we, as product designers, owners and users, are design-aware enough (compared to 10 years ago) — yet there’s one simple thing that everyone seems to forget:

Instead of putting the same 15 CTA buttons on your landing page, think about the one CTA button that just flows on the top of the page as the user scrolls down. This way it’s always visible and easily accessible, but not too aggressive.

Make sure that the overall proportion of text and images on the landing page is at least 50:50. The text should be accompanied by images or data visualisations, or it will look too dull and heavy.

Although I have nothing against trends itself, the worst thing that a designer or a product owner can do, is to copy every visual idea that everyone in the design world is currently obsessed with.

Knowing that, we should design landing pages with a very strict list of goals in mind. It’s not a beauty or creativity competition. The page should be distinctive, yet not overwhelming. The message should be straight and to the point. The overall visual style should match the product’s characteristics. It should also be appealing to the target group. The shopping experience itself should be as quick, as easy and delightful as possible.

Incorporating a popular trend just to be like everyone else in the industry seems wrong from the start — this is an easy way to look just like everyone else and easily get lost in the crowd.

Think about the characteristics of your product. What style, colors and imagery would suit it the most? Maybe a real hand holding a real phone will serve your product better than the chubby, cartoonish 3D one?

Contrary to the popular belief, putting 15 CTA’s one next to another, or repeating it under every single section of your landing page won’t necessarily result in higher conversion rates. It will more likely be just extremely irritating to your visitors.

That why I absolutely dislike landing pages that have non-standard navigation. Users are so accustomed to scrolling down, it became a part of our human nature. We scroll down because it became completely intuitive for us.

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avoid some of these problems. Despite being dynamically typed, it has a just-in-time compiler. The JIT compiler either generates the machine code right before it’s executed or uses previously stored, cached compilations, which makes it as performant as statically typed languages. More importantly, it has a key feature known as multiple dispatch that is like function overloading of OOPs, albeit at runtime. The power of multiple dispatch lies in its ability to handle different argument types without the need to create separate function names or nested if statements. This helps in writing compact code, which is a big win in numeric computations since unlike Python, you can easily scale solutions to deal with all types of arguments.

A person visiting your page will most likely scroll through the content rather then go through every simple paragraph, and will most likely leave the page if there’s too much text.

The UX Collective donates US$1 for each article published in our platform. This story contributed to Bay Area Black Designers: a professional development community for Black people who are digital designers and researchers in the San Francisco Bay Area. By joining together in community, members share inspiration, connection, peer mentorship, professional development, resources, feedback, support, and resilience. Silence against systemic racism is not an option. Build the design community you believe in.

PS: If you’re reading this before Friday 20th November 2020, you still have time to sign up for the free Auto Layout Office Hours event, and ask the team any questions you may have.