Tips for Better Landing Pages

Title and message must match.

Provide a clear call to action in each related screen.

Write in the second person (you and your). Write about how it benefits the reader (e.g., be amazing…, be part of something amazing…, you will master...)

Headlines should not be product titles, but should grab, persuade. Lead with the benefit (work the benefit into the headline).

Be crystal clear in your message—keep body copy on point as a logical progression from your headline.

Clarity over cleverness. Write to deliver a clear, persuasive message, not to showcase your creativity or ability to turn a clever phrase.

Keep important points at the beginning of paragraphs and bullets (most visitors skip through copy; eye tracking shows that people look at the beginnings of things first and the ends of things last. I.e., people read beginnings and ends before they read the middles).

First paragraph needs to be short, no more than 1 to 2 lines (not sentences).

Vary paragraph length.

No paragraph should be more than 4-5 lines long. If it's longer, people think it’s too long and too hard to read.

Vary paragraph lengths to create visual interest.

Bullets should be short, effective, and scanable.

Write to the screen environment (use the page types available in iApps. Consider where the copy falls: above the fold or below the fold? Repeat call to action, testimonials, and other essential components per related screen).

A call to action should be well above the fold, because different browsers and monitors resolve the fold differently.

The difference between information and persuasion is conversions.

What is the company's or product’s unique value proposition, what's special that nobody else can say?

Testimonials should be specific to the product (can be about the company if no product-specific testimonial).


Notes from Landing Page Copy that Converts