Basic Principles of Conversion Centred Web Design

Basic principals of conversion centred design

The purpose of a landing page falls into two categories; to capture leads that enable you to market to people in the future, or to “warm up” potential customers to the product you are trying to sell to them before sending them further into your sales funnel. The methods that we will be explaining is the processes which guide the visitor to the call to action using a persuasive pathway which leads to your desired action. Entering, conversion centred Web Design.

You need to follow a simple process known as AIDA;
Attention – Grab their attention straight away with your awesome, attractive webpage.
Interest – Build up interest with your interesting content about your product or service.
Desire – Let them know why they should purchase your product and how it will benefit their life!
Action – Direct them to your goal and turn your lead into a converting customer.

There are several design techniques to encourage visitors to a certain aspect of the landing page to drive interactions. Whether it is educating visitors about products and services, or collecting personal data, the flow of the landing page needs to get users interested and heading for the call to action.


A landing page or website design needs to be straight forward to use and shows the call to action clearly after your information which will help your visitors decide on their purchase. If you have too many options, customers will get confused on what you’re trying to sell them, as well as have trouble finding the correct goal that they want to convert towards. It’ll result in them giving up on finding the right action and leaving the page.

If you’re providing more than one action on a page, they should be approached in two different ways.

Difference between choices – The choices you give to the customer landing on your web page should be different enough for the user to quickly decide which one they want.

Relatable Decisions – The choices you present should be related in some way, example; The choice between a free trial and paid membership.

Try Before You Buy

In real life, you can visit a market and try various food and drinks to try before you decide to purchase.

Regarding conversion centred design, you can offer a 2-minute preview of a marketing tutorial and request their email address to view the rest of the video or publish a chapter of a free PDF and the CTA is the full eBook download. These increase trust with your customers, as they know what they will be purchasing which is an important factor in boosting conversions.


The content on your page should provide a logical step-by-step process of why users should act. Once you’ve convinced them enough, tell them how to act with your CTA. Imagine that you’re a potential customer researching products or information, what would be your perfect website or what would you like to be introduced to after entering a webpage?

Visitors won’t stay long on your site, so first impressions count. Don’t make the user decide whether they should convert before they have enough information like placing your CTA above the fold (The fold is explained further on in our article).

Design Cues

Contrasting colours are a simple yet effective way of making your key points stand out. The more you can make your call-to-action stand out from its surroundings, the easier it will be to see. 

When deciding on a colour, whether it’s the branding for a new business or designing a landing page, it is super helpful to understand the underlying emotional and psychologic meanings which connect to these colours.

Conversion centred Web Design

The consideration of the contrasting effect of colour is down to the use of white space and the contrasting colour. Many people who aren’t familiar to colour and contrast may suggest that colours aren’t important, but if a page is dominantly yellow, then a purple button will attract more attention than a yellow one.

From our example, you can see that the CTA is the contrasting colour to let visitors know that the CTA button is the primary focus.

Logic & Emotion

Users make decisions based on 2 things, intuition and emotions. Brave Little Tank aim to appeal to both to convince leads to convert.
Your visitors are researching the product or service, and you might be the first site or the 3rd they’ve visited, so you need to make sure you are providing enough evidence and information in the first paragraph of your page to make them want to choose you.

To engage with your visitors’ emotions, the design language needs to be aimed at not only your audience (think demographics, interests), but also your brand values and most importantly, it needs to guide your user to your call to action. It’s the reason you want them on your page, so get them to your destination effectively.


Pathways in the real world are used to lead us somewhere, and it works the same on a landing page. We naturally see paths and roads as something to follow, so a pathway or a trail for your visitors to follow in your page will guide your users to the CTA.

Conversion centred Web Design

The path leads your eyes to the buildings’ windows in the centre of the trees and end of the road at the top of the image. This is where you need to place you CTA. To help them get there, use lines or arrow styled shapes to point them in the desired direction.


Arrows are one of the most obvious types of directional cues as it literally points to your CTA. Because who needs subtlety nowadays?

Conversion centred Web Design

With many visitors skimming through content to find the information they desire, you need to point them to your CTA as quick as possible and get them converting.

Another persons view

There is subconscious programming in the back of our minds that link us to following another person’s eye and head movements. People are also very good at following expression, so if your model is unhappy, your customers will link that emotion to your product.

Conversion centred Web Design

In the above photo, you are instantly drawn to the first cat as you can see more of its face. It is looking up towards the toy, which then subconsciously makes you look towards the toy as well. Even if you pull your gaze away to admire the other cat, you are drawn back to the toy as the cat is looking up to it.

We aren’t surprised, but the style of images with the highest engagement are of course, cute animals! From dogs and cats, to lions and monkeys. We can’t help but find these animals beautiful, so we engage more, especially if the animal is facing towards the CTA.

Your logic and emotion techniques need to be placed above the fold of your webpage to showcase your crucial, decision making evidence first to allow your visitors to get the right information before converting.


To bring the audience to your goal, you need to make sure it stands out from the rest of the page engage your visitors’ eyes and lead them to the destination.

Conversion centred Web Design

Much like the image, the visitor’s eyes need to be attracted to the CTA, like your eyes are attracted to the boat in the image. This tunnel vision effect prevents your eyes from wandering and essentially forces you to always go back to the focal point which is the blue sea and boat (that I wish I was on).

White Space

Simply, don’t cram a lot of text and images onto one page.

It’s called white space because the colour isn’t important. White space allows your eyes to breathe between the text and placing the all-important CTA in that white space helps it stand out from the text and help focuses your eyes.


On a webpage, the fold is the initial and first thing that you see on the screen when you enter the page. The theory about placing important information ‘above the fold’ comes from the days of newspapers where they place their headline stories on the front page to grab attention.

In modern times this isn’t the case. If you place a Call-to-Action too high up on the page, it’s too early for the user to decide as they haven’t read vital information to persuade them. Too far down the page, and they’ve lost interest. An ideal place is just after the fold, so you have their focus on our persuasive content, then when they start to scroll, they’ll be then introduced to the CTA.

User Benefits

Focus your wording and attention on what the user will get from your landing page and the benefits it will have on their day-to-day lifestyle. This is different from what you can offer the user:
What we can give you: SEO Services
What you will get: A strategy to improve your organic search engine results.

Call to Action buttons should also feature benefits to help make sure these visitors understand what they are getting out of signing up. Don’t just write “submit”, where you can use phrasing along the lines of “make my website popular” or “Increase your conversions today”.

Most landing pages will have a form on the page, so you need to create enough motivation for the user to make them want to fill out that form.

Fear of Missing Out (FOMO)

In the consideration section of the sales funnel, customers will look towards reviews on the website or on social profiles. As a business, you can show the number of social shares, webinar registrants or eBook downloads to date to impress visitors and reinforce the need and popularity of the product.

Testimonials and reviews back up your claims of being a good investment and when it comes from someone else who have experienced the product, it is a lot more believable and helps the decision making.

Humans will follow trends and mimic other peoples likes and dislikes as they believe it is the right thing to follow. This has been shown in many studies, like this one from psychology today which explains that we believe each person is in charge of their own thoughts and decisions, but because we are a social species, we tend to be subconsciously influenced by our peers.
As an example, if a majority of people are buying a product from one brand and are all writing positive reviews online compared to a rival brand selling the exact same product, people will be influenced to purchase from the first brand due to the social presence it receives.

Urgency and Scarcity

When you create urgency, it makes the visitor have the need to make the decision and convert right there and then. By ensuring your visitor understands that they have a deadline, you can make that click a little more likely.

Urgency is typically seen in e-commerce sites, with phrases such as “Order with [x] minutes for next day delivery”, or to order before a certain date. These rely on using a finite period remaining to encourage an immediate purchase decision. 

Promoting scarcity increases the fear of missing out on a deal of a lifetime. Convincing the visitors that they need to buy the product right now, like using phrases such as “Only [x] products left” or including a countdown to put pressure to purchase. But be careful not to shove this pressure in their face as it could create too much stress and they’ll leave the site.

Avoid the Black-Hat Tactics

Black hat tactics need to be avoided at all costs if you want to be a reputable brand and avoid search engines penalizing you. These strategies manipulate how search engines see your online content and violate the search engines’ terms of service. The following points are well-known black hat practices and should avoided if you want to be a trustworthy brand;

  • Unrelated keywords
    Adding irrelevant keywords to the content copy to attract more users, such as celebrities or fake facts.
  • Keyword Stuffing
    Repeating keywords to excess in page content (boots Chelsea boots heeled boots)
  • Cloaking
    Creating two separate pages, one for search engines with one set of content for improved page optimisation with keywords, and a different, unrelated one for site visitors.
  • Doorway/Gateway page
    A page with unrelated content but stuffed with keywords that uses JavaScript or a meta refresh tag to redirect visitors to a separate and potentially unrelated page.
  • Duplicate content
    Plagiarising content from another website.
  • Negative SEO
    Negatively affecting a competitor’s search engine results by purchasing a large amount of SPAM links to the site.

Get your own conversion-centred design

Owning a webpage design that provides high conversions is important, but there are other elements to a site that need to be actioned for it to function for great user experiences, helping bring your visitors back to your site.
Our design team know that a webpage is important for any business, so let us build your responsive, converting website. Call us on 0333 121 2013 or email us at