Effective Landing Page Design or How to Avoid Making a Bad Movie

Greetings, friends, fellow web designers.

My name is Alexey and for over 7 years now I have been creating various kinds of sites. Met each other.

Today I would like to share with you my vision of the problem of creating poor selling pages, the creative crisis of designers, procrastination and other derivatives of various kinds of fear, the reason for which is ignorance of the fundamental things in work.

In this publication you will not find step-by-step instructions on creating a Landing Page, on this resource many useful articles have been written that fully reveal the technical aspects of creating sales pages. Here I will outline the fundamental concepts of developing the design of drugs and the right attitude to work.

Like many of my colleagues, I started by copying interesting works of interesting designers, trying to repeat a masterpiece in detail, remember the work technique, "memorize" the elements of pages. Unfortunately, relatively recently, about a year and a half ago, I realized that I did not stop in time. Getting a new project, I desperately tried to dig up the necessary patterns in my memory, and, accordingly, apply them in a new design with minimal changes, copy entire blocks without thinking about the goals of the site, its audience and many other important things. This, of course, led to a creative crisis. Often it seemed to me that I was a bad designer and I even had bad dreams. Indeed, having a huge experience of copying, copying, copying, it’s rather difficult to switch to “right thinking”,

And now a little about the movie.

What is the difference between a good movie and a bad Landing Page

Have you ever drawn the analogy of creating a Landing Page design with filmmaking or producing other Digital products? Surely not. But if you did, you would find striking similarities and see many interesting things.

How is a movie made? I do not pretend to be a super-director, but it is obvious that the process of creating a movie is divided into stages. The first or one of the first is script writing. Then other stages follow, for the most part implementing this scenario, translating it into reality. A well-created and well-thought-out script is more likely to have a good picture in production than a hastily written, not thought out, realizing the director’s idea one-sided.

How to shoot a good director (screenwriter): writes a script, edits a script, adds details, edits, thinks through, adds a chip to a script, thinks. And so it is repeated 100500 times, until its preparation is perfect. After that, the picture is taken strictly according to this scenario and the director receives a megaprofit.

How to shoot a bad director: wakes up at night from a dream in which he saw something ingenious, something awesome, scratches his bald head, scribbles a statement of his sleep on a piece of paper in a ruler, the next day neither light nor dawn runs to the set, wakes up poor grannies-cleaners and a guard, dresses up them and looks how it will look. Then he calls the cast and shoots the picture. In the process of filming, he has more and more new “brilliant ideas” and he, without fail, shoves them into his brainchild. It is easy to guess that as a result of his efforts, a picture of not the highest quality will be obtained.

Look at some films, technically - they are on top, but do not carry any quality value. It’s like a designer who is trying to apply everything that is possible in his work, absolutely not capturing the essence. Or examples of simple films with a good plot that leave a mark on the memory for a long time.

Many designers make the same mistake when developing the Landing Page. Or rather, errors.

Landing Page is a movie with its own script, with its audience. As you probably guessed, our scenario is a prototype, a sketch of a site, and shooting is a visualization or, in common people, a design. Although the design begins at the design stage.

Very often, designers, catching fire on some interesting, ingenious idea, kill the quality implementation of the project at the root, nourishing their work with “fast” patterns, creating graphic visualization in the process of all work, not working on a script, on a prototype of a selling page, and this is a big mistake .

Haste has never led to good results, especially in the production of Digital products with many stages, each of which at its own level should be performed as efficiently as possible. Someone, perhaps, simply does not consider it necessary to spend time on prototyping, thinking that this is an extra step, because everything is in my head, there is a picture, as they say. But, unfortunately, this leads to disastrous consequences, creative stagnation, procrastination, and many other bad things.

How to do it?

First you need to understand (a minute of the captain, but still):

1) You need to know your audience. It’s best to sit in a chair in front of the fireplace before designing a prototype, close your eyes and imagine yourself as a fat, kind grandfather who is looking for a universal cure for old age and suddenly comes across an interesting page on the Internet with a big button and beautiful pictures. Feel what he wants? Text, blocks will flow themselves, believe me. The script will flow like music;

2) The prototype is not the final design. You need to understand this so that in the process of prototyping you don’t get carried away and suddenly you don’t start choosing which font will look better in the header;

3) Once again, look at the prototype and redo everythingonly after you make sure that everything is really beautiful and harmonious, everything is in its place, start drawing a prototype. Yes, exactly the drawing. Creativity is over.

All success, thanks for your attention!

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