Hot Tip #53 is to focus on solving copy first.
Polishing the design of a badly worded Landing Page is counter-intuitive and a waste of time.
What will you solve?
Where will you take them?
Who will they become?
Weak or confusing copywriting will sink those conversions no matter how well designed the Landing Page.
Hot Tip #55 is to align your marketing and Landing Page narratives.
A Google Ad for freelance time-tracking software that takes you to a page offering time-tracking for teams is confusing. Consider this advertisement:
Which intro headline do you think resonated more with the visitor?
🚫 Voted the world’s most innovative time-tracking software for teams.
✅ Optimize your freelance hours with automated time-tracking software.
It is vital we don’t lose our visitors upon arrival. Spend some time reviewing your marketing copy and where it takes their expectations.
Hot Tip #74 is to steer clear of a header carousel aka header slider.
A Landing Page journey should always start with intro copy that the visitor identifies with.
Some will read it fast, some will read it slowly, and some will even read it a few times to fully grasp the offering. This copy is not meant to dance off the side of the page mid-sentence:
A product slideshow or smart feature carousel can work mid-page, but the header is out of bounds.
Hot Tip #78 is to define a clear visual hierarchy.
Step back from your Landing Page, squint your eyes, and take note of the content that appears most prominently. Is this prominent content more important?
A visual hierarchy orders content by significance and also suggests the order to follow. If all content was of equal size and weight, we wouldn’t know where to start. Naturally, we want our introduction headline text to be the most prominent as it’s where the visitor’s journey begins:
A visitor’s eyes are also trained to follow a Z-pattern:
1 – 2
3 – 4
Note how you probably followed a Z-pattern when looking at the above image:
A good rule-of-thumb is to increase the prominence of your more important content while decreasing the less important.