Beyond words: using visual storytelling to boost landing page conversions

Crafting a visual story that resonates with your audience

Understand your customer

Before you start your creative process, you need to understand your target customer. Have you identified their needs, desires and pain points? Once you have this information, you can tailor your landing page content, including visuals to include things they can relate to or make them feel inspired and connected to your brand on a personal level.

Define your core message

Every story has a compelling core message, visual stories included. Decide on the main message you want your visuals to express, then create visuals to narrate that visual story. If you’re showcasing how to use a product, your visuals may be more product focused.

However, if the story you’re telling has more of an aspirational message, visuals that help your customer see themselves using your product or service would be a better fit.

Choose the right visual format

Different stories require different visual mediums. Static images, video, animations or interactive elements all tell stories in different kinds of ways. They also function differently on different types of channels, whether it’s social media, email direct marketing or even your website. Choose the format that best suits your story and the platform you're using.

Putting it all together on your own landing page

Let’s get concrete and take a look at some key takeaways from Leadpages’ fitness landing page examples. When you arrange visual elements on a landing page, it's crucial to consider how those elements contribute to the overall story you’re trying to tell.

Start with compelling visuals that grab your potential customer’s attention and set the tone of trust and professionalism. These visuals should highlight key messages or benefits that your audience values. Keep in mind that too much text can be overwhelming, while too many visuals might be a distraction.

You’ll also want to arrange the page in a way that creates visual hierarchy i.e. the beginning, middle and end of your landing page should follow the beginning, middle and end of the story you’re trying to tell. Adding elements like testimonials, infographics or other interactive content types also help to keep people engaged.

Your landing page can serve as so much more than a pathway to your business, when you lean into visual storytelling. It’s an opportunity to bring your brand to life, uniting it under a single purpose: moving customers through your sales funnel.