Landing Page and Web Design Trends You Should Know for 2019

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It’s that time of year again. New year, new you—and yet, you still feel a slight pang of guilt as you sort through your email, deleting the rows upon rows of unopened digital trend articles that line your inbox. You’re not even sure where to start. Didn’t you just do this? How are you supposed to sort through it all? And where, in all of the muck and mire, are you going to find design tips that fit your message?

That’s why here at Leadpages, we’ve already done the work (and the hiding in the bathroom and crying) for you. From dynamic typography to animation, our in-house designers have scoped out the top 5 landing page and web design trends for 2019 that will help you boost your conversions (and ring in the new year)!

1 – Dynamic Typography

Let’s kick this off this font of knowledge with a light dive into typography. Whether it’s animated typography, variable fonts, or dynamic text replacement, we foresee a focus on using type to convey a sense of personalization. What does this mean for you? For starters, it’s a subtle way to rope users into sticking around on your site; there’s nothing like the slight thrill you get when you hover over a word, and the letters tango enthusiastically under your touch. This sort of type treatment acts as a personification of the brandand a representation of your visitors!

Typeform dynamic type example

Animated typography is all well and good, but what if you were hoping for something a little more responsive? Consider checking out variable fonts (that is, typefaces that change width and height when you scale your page)Dropbox is a great example of this. Not only do variable fonts make you seem on the cutting edge of tech, but also customize the experience for your user based on their viewing browser.

Still not quite what you’re looking for? Let’s give dynamic text replacement a shot. Tailoring your copy to your audience based on what site they’re on (and where they are in your funnel) gives you a greater shot at roping them in the long run. Luckily for you, Leadpages integrates seamlessly with RightMessage, helping you promote the right offer at the right time.

2 – Minimalism

Rezo Zero minimalism example

More likely than not, your landing pages are being consumed on the go—on trains, on buses, and in that split second your user is at a stoplight. Pair this with ever-shortening attention spans, and you’ll find that site speed is key to getting your message across quickly. Design will have to adapt to ensure that load times stay low. How do you go about this? By keeping your design minimal (less is always more!), and supplementing the clean layout with unique details—think either small bursts of hand-drawn type and patterns, brief animation, or quick dashes of bright color! Experimenting with new techniques will help your message pop, and let the personality of your brand shine through.

The Nordy Club minimalism example

Need some quick design resources on the cheap? Look no further:

3 – Animation

Timo Kuilder animation example

Our next prediction? Animation! Subtlety is key here—you don’t need to have an entire animation studio behind you to make your dream work(s). Bits and pieces of animation scattered across your landing page will help support your text and imagery—-and set you apart from the passive visuals of your competition.

Studio Bjork animation example

London-based designer and illustration, Tim Easely, predicts that “this year will be about staying authentic in a sea of visual overload, so using technology to create website animations and moving typography will be a really big focus for designers. We may be headed back to the days of David Carson’s experimental typography, which would be fun to see!”

4 – Geometric Shapes

Playground geometric shapes example

“But wait,” you cry, “I don’t have time for all this fancy-shmancy digital tech stuff! Just give me something I can do while half-watching reruns of Grey’s Anatomy!”

You’re in luck, there’s a simple fix. Picture any shape with three or more sides—and it’s all the rage. Triangle, squares, hexagons, you name it. Distinctive enough to draw the eye around your site, but simple enough to serve as a supporting feature to your message, adding a couple geometric figures to the background will get your page in ship shape. Not only is this trend a throwback to classic Swiss Design, but it will also elevate your page, giving your brand a certain flair of je ne sais quoi without much effort.

Suede Guerrillas Puma geometric shapes example

5 – Accessibility

Contrast accessibility tool

Let’s get real for a hot second—you have a great product. You know it, we know it. But are your target users in the loop, especially those with some sort of impairment? Promoting a landing page with green text on a red background might look seasonally festive, but it’s a wash if a good portion of your visitors are green-red colorblind. Improving your site’s accessibility enhances the experience for people of all abilities, and ultimately boosts your conversions by opening your product up to a wider audience.

Material Design accessibility tool

Not sure where to start? Check out these great tools to get a jump start on optimizing your landing page for accessibility:


There you have it. From variable fonts to minimalist layouts, we’ve distilled the top 5 digital trends of 2019 into an easy-to-drink, tall glass of water. Don’t just sip it—get down and dirty with your landing pages, and test out which trends work best for your product or service. You’ve got this, you savvy digital marketer, you. Let’s make sure your New Year’s resolution doesn’t become a New Year’s reso-late-tion (we know, we’re embarrassed by that pun, too).