How to create banners that really convert

The banner is not a "picture with a button," but a controlled micro-fork: attention → interest → clicks → intention → targeted action. Converting creative combines a strong offer, clear hierarchy, honest text and impeccable presentation. Below is the instruction from brief to scaling.

1) Basis: offer and "skeleton" of the banner

Formula 3W + CTA: What is it? For whom? Why now? → What to do next?

Required units:

1. Visual anchor (hero/scene/iconography) - instantly read in 0.3-0.5 seconds.

2. USP/value - 1 short benefit (up to 8-10 words).

3. Evidence is a license/rating/reviews badge or micro-metric (no cheating).

4. CTA button - action verb + expected result ("View conditions," "Open demo").

5. Legal/responsible disclaimer if necessary (age, risks, conditions).

Banner template (skeleton):

Top: small logo/identity
Center: visual anchor + PTC
Bottom/right block: CTA (contrast) + "no promise impossible" substring
Small: legal line/responsible mark

2) Attention psychology and copyright

One screen is one thought. Remove the secondary.

Respond mentally to objection # 1. In the CTA substring: "Transparent terms," "No hidden fees."

AIDA/PAS fast: Pain → Promise of solution (no guarantee) → Step.

Strong verbs: "Check," "Watch," "Explore," "Open demo" (instead of "Press," "Take easy money").

Numbers and specifics: "Bonus up to 300 € - vager 35 ×, details inside."

Tone: neutral expert, without aggressive pressure and clickbait.

3) Visual hierarchy and composition

Rule 60/30/10: 60% - background/scene, 30% - main block (PTC), 10% - STA/badge.

Contrast: CTA is always more contrasting than PTC (brightness/shape/stroke/shadow).

Reading area: F- or Z-pattern - take a look at the button.

Fonts: 2 styles maximum (H and body), inter-letter - do not compress.

Iconography instead of "small text in the background."

Animation (if any): 2-3 phases, total ≤10 -12 s, without flashes and "jumps."

4) Color, format and specifications

Color: brand palette + one auxiliary for CTA. Check WCAG contrast (readability).

Formats/networks (basic set):

IAB: 300×250, 336×280, 300×600, 160×600, 728×90, 970×250
Mobile: 320 × 100, 320 × 50, 320 × 480 (interstitial)
Social networks: 1:1, 4:5, 16:9, 9:16
Weight: static/HTML5 up to ~ 150-200 KB; video banners - up to the requirements of the site.
Files: WebP/PNG for static; MP4 (H.264) or HTML5 for animation; avoid "heavy" GIFs.
Safe zone margin: text and CTA no closer than 24 px to the edges.

5) Evidence and trust without "fake" regalia

Micro-proofs: "License No...," "There are Responsible/limits," "Support 24/7."

Social evidence: "4. 6 (based on methodology and moderation) "- only if there is a source and rules.

Visual badges: minimalistic, without "No. 1 in the world" without a technique.

Honesty> hype: exact wording, without guarantees of the result.

6) Compliance and Ethics (important for YMYL)

It is impossible: to promise winnings, incite risk, use minors-code, urge to bypass restrictions.

Can and should: disclaimer about risks/age, "Conditions apply," link to Responsible/rules.

Recruitment without pressure: "Study the terms of the bonus," "Open demo" instead of "Take the money."

Localization: adapt the wording to local requirements and terms.

7) Variation Matrix: How to quickly find a winner

Create a 3 × 3 matrix and test one hypothesis at a time:

Option	Offer	Visual learner	CTA
A	"Transparent bonus terms"	Hero scene	"View Terms"
B	"Express Checkout (Range)"	Iconography of time	"Check Output Methods"
C	"Demo without registration"	Interface screen fragment	"Open Demo"

Rules A/B:

change 1 element (offer or background or CTA), otherwise you will not understand the causality;
Distribute traffic evenly
pre-calculate the sample size (benchmark: ≥400 -600 clicks/creative for the first conclusions).

8) Metrics and Analytics

Before clicking: viewability, vCTR (visible impressions → clicks), scroll-placement, frequency of impressions (frequency).

After click: CTR, LPV (depth), CVR (conversion), CPA/ROAS, time to first action.

Creative fatigue: a drop in CTR by 30-40% with stable coverage → rotation.

Segments: device, GEO, placement, time of day/days of the week.

Click quality: share of failures, share of transitions to CTA on landing.

9) Production process: from brief to archive

Brief (short form):

Purpose (registration/demo/subscription), audience, promise/value, restrictions (legal/brand), target formats and weights, deadline.

Source package:

SVG logo, fonts/guides, palette, icons, photos/renders, texts.

Naming and versions:

`2025-10_banner-set_geoA_offer-uspX_ctaY_size-300x250_v02. webp`

Change:

preview in 1 × and 2 ×, mockups, contrast check, compliance checklist, source set (Figma/PSD/HTML5).

10) Anti-patterns (which breaks the conversion)

Three or more messages on one banner ("new + bonus + promotion + reviews").

Text on a noisy background, small size, thin font on light.

CTA with the same color as the background (no contrast).

Clickbait and "promises" - gives a surge of clicks and a failure in quality/blocking.

Overloaded animation, flickers, autoplay with sound.

11) Pre-launch designer/editor checklist

One main thought and one action
PTC ≤10 words, CTA ≤3 words, substring ≤6 -8 words
CTA color/shape contrast confirmed (WCAG AA/AAA)
Legal line/Responsible where needed
Weight and formats correspond to the site, safe zones are observed
A/B options are marked up, traffic/timing of experiment is clear
Localization/terms are GEO
No clickbait, promises, "gray" wording

12) Ready-made copy mini-templates (safe wording)

Value: "Transparent bonus terms - details inside"

Service: "Support 24/7 - one-click chat"

Experience: "Demo without registration - try the interface"

Payments: "Withdrawal period - from 15 minutes to 24 hours" (depends on the test and method)

Responsibility: "Gambling carries a risk - play responsibly"

13) 30/60/90 plan

0-30 days: collect a brief/guide, make a set of key sizes (static + 1 animation), run 3 × A/B on the offer.

31-60 days: optimize according to the results, add variations of the STA/background, introduce rotation rules (fatigue), implement a QA checklist and naming system.

61-90 days: expand to video/HTML5, localize for 2-3 GEO, start a cross-channel matrix (banner → landing page → letter/onboarding), connect automatic reporting on creatives.

The converting banner is a clear offer + visual hierarchy + honest CTA + test discipline. Meet the technical requirements, use a matrix of variations, measure not only CTR, but also post-click quality, and regularly update creatives before the onset of "fatigue." Then the banner will cease to be a decorative element and become a predictable lever of growth.