The content users see when they visit your website makes their first and often lasting impression about your brand. Would you like to know what is the first thing that grabs their attention? Perhaps they’re more drawn to a catchy headline or an interesting blog post. But at our digital marketing agency, we know that images, videos, and other visual elements are more likely to make all the difference.
If you’re trying to boost your landing page engagement and create a more inviting user experience, visual content is what you need to assess. Let’s see how it makes your landing pages keep users’ focus for longer.
What is Visual Content Marketing and Why Does it Matter?
First off, visuals are any type of media that communicates your message in a visual way, including images, videos, infographics, GIFs, charts, and even illustrations. It is so important because of how humans process information: Studies show that we process images 60,000 times faster than text! That’s why visual content grabs attention fast and communicates messages in ways text alone can’t.
For example, if you’re on a landing page selling handmade candles, there can be a bunch of text explaining the benefits of the candles, but it doesn’t really “pop.” Now, imagine that same page but with a beautiful, high-quality image of the candles in a well-lit room. Suddenly, the page feels warmer and says: ‘This is how those candles might look in your living room.’
How Visual Content Improves Landing Page Engagement
What’s next? When it comes to your landing page, the goal is simple: you want visitors to take action, like signing up for a newsletter, buying something, or downloading a freebie. The design and layout of your page play a huge role in whether visitors stay and take these actions or leave.
Visuals increase engagement and have more people sticking around, interacting with your page, and converting into customers. Research shows that 96% of users, indeed, watch these video presentations explaining more about how your product works.
Let’s break that down a bit:
- Visual content marketing doesn’t mean posting pretty pictures only. You need to select visuals that support your message and encourage action. For instance, a call-to-action button next to an image or video is a good visual tool to guide your audience’s next steps.
- A landing page with visuals like product photos, diagrams, and customer testimonials is more engaging and makes the page feel more trustworthy. People are more likely to convert when they feel confident in the product or service you’re offering.
So, if you want to increase your landing page engagement, adding visual content should be at the top of your to-do list. Fortunately, there are many formats to pick from to enrich your visual representation.
The Different Types of Visual Content That Work on Landing Pages
1. Images
It’s a very common form of visuals, which immediately sets the tone and gives visitors a sense of what to expect. You can showcase a product or a service with high-quality images to make a huge difference. Examples include product photos, behind-the-scenes images, or lifestyle images featuring your product in use.
On the tech side of things, you need to also make sure your images load fast, as a slow-loading image could cause your visitors to lose interest and leave.
2. Videos
When you include videos on your landing page, you’re giving visitors the chance to engage with your content on a deeper level. Videos combine both visual and auditory elements to create a compelling narrative, that’s why they are so powerful.
Visual content marketing in the form of video means using video to tell your brand story, explain a product, or show a customer review. It’s a great way to show the value of your offerings in action, which is very effective for conversion.
3. Infographics
Infographics convey complex information in a simple and visually appealing manner. If your landing page is offering a service or product that needs an explanation, an infographic is the best format to break it down. Plus, it’s a good way to reduce time spent on customer service requests, clarifying how to use your products.
Let’s say you offer a new financial planner tool. An infographic showing the benefits of working with it could be more effective that explaining every feature with text.
4. Icons & Illustrations
5. Carousels & Slideshows
A carousel or slideshow is a rotating gallery of images or video, and it’s a great way to show off many products, features, or services. Such content doesn’t overwhelm visitors with too many visuals at once because they have control over switching to the next photo.
This format is popular in eCommerce stores, where you can use a carousel to show your best-selling products, seasonal items, or special promotions, and still keep the page looking clean. Besides, carousels work well for highlighting key customer reviews to show off how happy your customers are with your product or service.
6. GIFs and Animation
Videos usually take a little longer to produce than GIFs and animations, which are a fun and easy way to add dynamic visual elements to your landing page. They grab attention, create motion, and even convey emotions in a lighthearted way. Plus, they make your content feel sharable because people are used to sharing these in messenger apps and socials.
The best thing about all these visual elements is that they don’t have to be expensive as long as they tell a strategic and compelling story. That’s why small businesses can take advantage of them and still stay on budget.
The Importance of Visual Content for Small Businesses
Visuals for small business owners make strong competition against bigger brands. For example, a small bakery that doesn’t have the massive marketing budget of a large chain can focus on creating authentic content. Thus, they can attract customers and create a memorable brand presence.
One way to do so is to share photos of their freshly baked pastries or behind-the-scenes shots of the baking process to encourage sales and trust.
So, for small businesses, visual material creation:
- Helps build brand identity and communicate your values and personality people can relate to.
- Increases the likelihood of sharing and exposure, since people love sharing eye-catching visuals on social media.
Yes, visual content is a budget-friendly way for small businesses to stand out, but in reality, it’s essential for any company, big or small.
Visual Content Marketing Is A Must for Every Brand (If You Need Sales)
Let’s wrap up by talking about visuals in marketing in a broader sense. When you invest in such content, you’re adding nice images and videos to your page. On top of that, you’re also telling a story, creating a brand experience, and leading your visitors through a journey that ends with them taking the desired action.
Take a look at Apple with their clean landing pages that show high-quality images and videos of products that make you want to click “buy”. This is visual content marketing at its finest: every image, every video, and every piece of content feels premium and makes visitors want to join the Apple user community.
Nike is one of the best visual content examples, too, because they use inspiring visuals to connect with their audience’s emotions. When you land on a Nike landing page, you see athletes in motion, feeling the intensity and passion that come with sports. Nike’s use of imagery shows the determination and success that their products help you achieve.
Or Airbnb. When you visit their landing page, you’re mentally exploring potential trips, picturing yourself relaxing by the beach or exploring a new city. Their visuals inform and make you feel like you’re already on your vacation. One of the best Airbnb features is the collection of attractions for each destination, so you can literally plan your trip before even booking a flight.
All these examples are perfect in one thing: making people want to take action.
Start Creating Content That Facilitates Action
If you’re ready to see more engagement and higher conversion rates on your landing pages, it’s time to invest in visuals. It suits small business owners and larger brands since high-quality and well-thought-out visuals are quite accessible.
You can experiment with different content examples, like images, videos, and infographics, and measure what captivates your audience, tells your story best, and encourage users to take action.
So, what are you waiting for? Start creating landing page design that speaks to your audience, and watch your engagement soar!
