Elliott Botterill argues landing pages should prioritize conversion over beauty. Many high-performing pages are visually unappealing, while pretty templates designed without conversion strategy can kill results.
Number 6 is that my landing page needs to be beautiful. Nonsense, I tell you. Nonsense. Landing pages are not there to look nice. That is not their function. Their function is to take the person on the page and turn them into a converted next step. Get them to fill out the form, get them to book the appointment. It is a functional conversion mechanism designed to turn attention into action. They do not understand the principles of converting someone's hard-won attention into that critical conversion next step. And as a result, they design things that look nice. They follow these templates and they produce something that aesthetically looks pleasing but is not specifically designed to convert the user. But this is the kiss of death when you let poor web designers who know nothing about conversion optimization design your page. And frankly, some of our best converting pages are some of the ugliest. Okay, which is kind of crazy, but we're always designing for conversions.
The Rainmaker Flywheel: The Future of Marketing? 👀 Watch Full Episode NOW!
