How to Design a Landing Page That Resonates With Users

Do not index

Read time: under 10 minutes

Introduction

If you've ever tried to create a landing page that not only stands out but also deeply resonates with your audience, you know how much of a challenge it can be.

So, how do we create something that's not just beautiful but also incredibly effective?

Christopher Nguyen’s new site — Backlog, built on Framer, offers some revolutionary insights. In this detailed walkthrough, we’ll explore how Chris has managed to center his customers throughout the page, making it feel human, trustworthy, and extremely effective.

❌ Spoiler alert: it’s all about focusing on real customer success stories.

The Beauty of Simplicity: First Impressions Matter

Before diving into the strategic elements, let’s talk about aesthetics.

Christopher’s site in Framer isn’t just visually appealing; it’s smartly designed. Minimalistic elegance meets intuitive navigation here.

From the moment you land on the page, you get the sense that it’s crafted with purpose.

Every element, every block feels like it’s in the right place.

Breaking Down the Aesthetic Appeal

An intelligently designed landing page reduces cognitive load.

By creating a visually clean and simple design, Chris ensures visitors can focus on what truly matters: the customer stories.

This aesthetic choice is anything but trivial; it reduces friction and makes the content more digestible. Striking a delicate balance between visually engaging elements and functional design is critical.

Centering Customers: The Heart of the Strategy

The standout feature of Christopher’s landing page is how he centers his customers throughout the entire page.

In an era where consumers are more skeptical than ever, showing, rather than telling, is paramount.

Chris ensures that potential customers see themselves reflected on the page through real customer avatars, pictures, and stories.

Let’s break down the elements where this strategy shines:

1. In the Hero Section

The hero section is the first thing visitors see, and in Christopher’s case, it brilliantly encapsulates the essence of his strategy. Rather than using generic stock photos or abstract graphics, Chris places real customers right at the forefront.

Imagine landing on a page and the first thing you see is a genuine story or a real face smiling back at you—it's an instant connection.

You immediately get the sense that this is a product or service that real people use and love. It humanizes the entire experience.

The Psychological Impact of Visualization

The hero section serves as a visceral hook that taps into the viewer's emotions. Real faces and genuine stories resonate on a psychological level, fostering an immediate sense of identification.

When a visitor sees someone they can relate to, they're more likely to stay on the page and explore further.

Call-to-actions (CTAs) are critical, but they're often overly aggressive or entirely forgettable.

Chris adds a touch of humanity even here. The CTA tooltip isn’t just a pushy “Buy Now” button. It’s supplemented with customer testimonials, brief success stories, or even a friendly tip that guides you rather than pushes you.

🔥 For example, a tooltip might say, "Join thousands of satisfied customers," alongside a smiling customer avatar and a snippet of their story. This not only encourages action but builds trust right at the decision-making point.

Making CTAs Less About Sales, More About Stories

CTAs often get a bad rap because they’re seen as intrusive or salesy. However, by integrating customer stories into CTAs, Chris redefines their purpose.

He makes them informative and reassuring rather than pushy. This subtle shift can make potential customers feel less pressured and more informed.

3. Community Benefits Animations

Animations are another fantastic way Chris elevates the customer-centric experience on his landing page. Instead of static images or text, he uses animated sequences featuring his community.

These aren’t just arbitrary animations; they visually narrate the benefits the community receives.

Imagine seeing a quick animation of someone from the community achieving their goal, celebrating, and then offering a testimonial.

These dynamic visuals can make the story more impactful than a stagnant image would. It feels lively, authentic, and more engaging.

Visual Storytelling Through Animation

Animations can add a layer of richness to a landing page that static images cannot achieve.

They capture attention and can succinctly tell a story in ways that text & still images often fail to do.

By using animations that focus on community benefits, Chris engages the viewer, making the content both enjoyable and informative.

4. Video Testimonials

What’s more convincing than hearing straight from the horse’s mouth?

Chris nails this by incorporating video testimonials. Video content allows for a more nuanced and emotionally compelling portrayal of customer experiences.

Watching a customer passionately discuss how the product has impacted their life adds layers of authenticity and trustworthiness.

Their facial expressions, tone of voice, and genuine enthusiasm are far more convincing than text alone.

The Emotional Resonance of Video Content

Videos convey authenticity in a way that text cannot. Facial expressions, vocal intonations, and body language add another dimension of believability.

Watching a real person articulate their satisfaction forms a more potent connection, making the testimonial much more compelling.

5. Embedded 'Wall of Love'

Last but certainly not least, the embedded 'Wall of Love' is a masterstroke.

This section collates live testimonials, user feedback, and shoutouts. It serves as a living, breathing testament to the product’s value.

This 'Wall' is constantly updated with new testimonials, ensuring that the page never stales and always reflects the latest customer sentiments.

It’s like having a 24/7 focus group saying, “This works, and we love it!”

By constantly updating the 'Wall of Love,' Chris creates a dynamic and interactive repository of trust signals. This real-time feed of positive feedback helps in capturing the ever-evolving sentiments of satisfied customers, thereby instilling continuous confidence in potential buyers.

Leveraging Senja for Powerful Testimonials

Capturing testimonials can be tedious, and presenting them authentically can be even more challenging.

That’s where Chris’s integration of Senja comes into play. Senja efficiently captures customer testimonials and shoutouts, which can then be seamlessly added to Framer.

Senja offers a user-friendly way to collect, organize, and display testimonials in a visually appealing manner. The power lies in its simplicity and effectiveness.

There’s no better way to show potential customers that they’re making the right choice than by letting current customers do the talking.

Why Real Customer Stories Matter

Let’s pause here to understand why real customer stories and avatars are so impactful.

The value lies in the psychological effect it has on visitors. People trust people—especially those who are similar to them.

When potential customers see familiar faces or read relatable stories, they’re more likely to connect with the product and the brand.

Building Trust Through Authenticity

In a digital age rife with scammy offers and over-promising under-delivering products, trust has become a rare commodity.

Real testimonials, especially when validated with avatars, names, and even social proof, go a long way in building that trust.

Seeing genuine people who have had positive experiences makes potential customers feel more secure in their decision to engage with the product. It reassures them that they, too, can find value and satisfaction.

The Science Behind Relatability

Several studies suggest that people tend to trust recommendations from peers more than any other form of advertisement.

This is why influencer marketing works so well; your customers, in essence, become micro-influencers when their testimonials are spotlighted.

The human brain is wired to look for social proof before making a decision.

When visitors see that people similar to them have found success with the product, they’re more likely to convert.

Practical Tips for Centering Customers on Your Landing Page

Now that we’ve taken a detailed look at Christopher Nguyen’s approach, how can you replicate and perhaps even improve upon it for your landing page? Here are some actionable tips:

1. Use Real Photos, Not Stock Images

Whenever possible, use real customer photos. Stock images, no matter how high-quality, can feel generic and impersonal. Real photos make your site relatable and human.

Crafting a Photo Shoot for Authenticity

Consider organizing photo shoots with real customers using your product. Offering incentives for participation not only yields authentic photos but can also generate goodwill among your customer base.

2. Gather and Highlight Success Stories

Actively seek out customer success stories and highlight them prominently on your page. Make them easy to read and hard to miss.

Conducting Customer Interviews

Go beyond collecting testimonials; engage in deep-dive customer interviews. Understanding how your product has made a difference allows you to craft more compelling narratives, ensuring that each success story is a powerful testimony to your product’s value.

Embed tweets, Facebook posts, or LinkedIn recommendations directly onto your page. These snippets of social proof are high in authenticity and almost impossible to fake.

Integrating Real-time Feeds

Real-time feeds of social mentions or ratings can add another layer of authenticity to your landing page. Consider using plugins that pull in live social media references or reviews, showcasing real-time engagement and satisfaction.

4. Create a 'Wall of Love'

Set up a dedicated section for customer shoutouts and testimonials. Keep it updated to show that your product is continually appreciated.

Designing an Interactive Wall

An interactive 'Wall of Love' can further engage users. Allow visitors to scroll through, filter testimonials by category, or even search for specific keywords. Interactive elements transform the wall from a static testimonial board into a dynamic repository of love and trust.

5. Leverage Video Content

Encourage your customers to share video testimonials. Videos provide a fuller story and can create a deeper emotional connection.

Setting Up a Seamless Video Capture Process

Building a simple video testimonial submission process can increase participation. Provide clear guidelines, offer incentives, and ensure that the submission process is frictionless. Tools that integrate with smartphones make capturing high-quality video easier for your customers.

6. Use Tools Like Senja

Integrate tools like Senja to effortlessly capture and display testimonials. Make it easy for your customers to share their stories.

Automating Testimonial Collection

Automating the testimonial collection process can save time and ensure consistency. Set up automated email sequences that prompt satisfied customers to leave a review or share a testimonial.

Asking the Right Questions

To wrap it all up, here’s a crucial question for you:

❓ How do you show your customers on your landing page?

❓ Is it through faceless metrics and impersonal copy, or are you elevating real people and their stories?

The latter not only builds trust but primes your visitors to see themselves as happy, satisfied customers in the future.

Re-evaluating Your Strategy

Take time to reassess your current landing page strategy.

❓ Are you leveraging your customers as your most powerful advocates?

If not, integrating these elements can make a substantial difference.

Conclusion

Christopher Nguyen’s new site in Framer exemplifies the power of centering customers to create a landing page that is not only aesthetically pleasing but also powerfully effective.

So, take a leaf out of Chris’s book. Showcasing real customers in your design isn’t just a nice-to-have; it’s a must-do in today’s saturated digital marketplace.

Experiment, learn, and iterate until your landing page feels more like a community and less like a sales pitch. After all, in the end, people buy from people—so make sure your page shows the people behind the success.

👉

Whenever you're ready, there are 4 ways I can help you:

1. Junior Designer Bundle: Transition into UX with my playbooks: breaking down portfolios, applications, and UX frameworks, to build a solid career foundation. Craft an unforgettable portfolio & get hired.

2. Senior Designer Bundle: Become a design leader with systems to build healthier, happier teams and grow you and others meaningfully. Join 500+ aspiring leaders.

3. UX Portfolio Critique: Get a 20-minute video of brutally honest feedback, a checklist of things to fix, in less than 48 hours. Get a personalised portfolio critique here.

4. Job Sprint Course: Stand out in an unpredictable job market by building a memorable personal brand and a killer job search strategy. Get hired in UX with Job Sprint.

How to Design a Landing Page That Resonates With Users

Introduction