How To: Frictionless Landing Pages

How To: Frictionless Landing Pages
Note: Photo via Envato Elements (

Generate more conversions on your landing pages with these simple tips!

Think of a website that you have visited recently that stood out to you. What was it about the page that caught your eye? Was it color-blocking? Interesting fonts? Animations? Functionality? Minimal text?

Time, thought, and intentionality most likely went into developing the end design for that particular website. There are a few strategies that every marketer, web developer, or UI designer takes into consideration when coming to the final product revealed to the end-user. What’s going to capture the user's attention, and prompt them to take action?

Here are three things to take into consideration when developing Frictionless Landing Pages.

1. Eye-catching colors, fonts, and other modern design trends

Note: Photo via Envato Elements (

Humans are visual creatures. We are stimulated by vibrant colors, imagery that “POPS!” off the screen, and even sounds that capture our attention like a noise when a button is clicked.

It’s important to keep modern design trends in mind when designing for the end-user. Resources like Hubspot and YouTube are great for following modern marketing design trends.

Another tip is to save and bookmark any landing pages you come across to use as a reference or inspiration.

2. “Above the Fold” strategies/design and placement

Note: Image by Nicole Martin via

You may have heard the phrase “above the fold” before. Anything displayed on your screen when you open a landing page (or email) is described as being “above the fold”. The origins lie in print marketing with anything printed above where a newspaper or magazine folds, but the principle still rings true in digital marketing.

One library we rely heavily on is Bootstrap. Bootstrap makes it seamless to implement and manage grid layouts for landing pages, strategically place elements, and create beautifully responsive landing pages across all devices and browsers.

We highly recommend taking a look at utilizing the power of Bootstrap with your landing pages.

You want to make sure you are capturing your audience’s attention as soon as they open your landing page. At a 5 second glance, the user should be able to determine if this is something of interest to them. Keeping pertinent information and intriguing design above the fold are key strategies for making sure you’ve captured the attention that you desire.

3. The “Less is More” approach

Note: Image via Envato Elements (

Surely you’ve heard this particular phrase before! Whether it’s fashion, food photography, or digital marketing, “less is more” is a key strategy for creating frictionless landing pages for your end-user. A landing page is not a place for a novel or to crowd the page with endless input fields and information that overwhelms and over-informs your visitor.

Ask yourself: what is NEEDED from our end-user?

This will be case-by-case dependent. Are you wanting to send a pdf to the user? You will certainly want an email address and first name. Are you wishing to send samples of a product? Then you will need the user’s address information.

Keep this in mind with the information presented on the page as well. Are you writing copy on the page that the person will find out if they download and read the content? Then leave it off! Do not give away what the person is receiving from completing the call to action. It devalues your content and loses legitimacy and trust from the person engaging with your page.

By framing the information, content, and forms in a “less is more” approach, you will remove unnecessary friction from your landing pages, thereby increasing engagement with your content. Make it easy for your end-user to take action while having just enough friction to prevent unwanted contacts/leads from being captured.


By keeping these three principles in mind when developing your landing pages, you will be able to create seamless, frictionless landing pages that aim to increase engagement from your end-user. Stay in tune with modern digital marketing trends, take advantage of a few technology staples (like Bootstrap), and evaluate your content from a “less is more” approach.

Have any other tips that help you create frictionless landing pages? Let us know in the comments below!