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Landing Page Hot Tips by Rob Hope




Landing Page
Hot Tips

Edition v1.1




Author: Rob Hope
Editor: Scott Murcott
Producer: One Page Love




Hot Tips Fire




Share the book using:
onepagelove.com/100





Copyright ©2021 One Page Love
All rights reserved

First published: September 2020
Last updated: May 2021

978-1-64999-225-3 ISBN

978-1-64999-225-3

978-1-64999-225-3

Ebook Contents:

  1. Foreward
  2. Hot Tips
  1. Utilize customer testimonials
  2. Showcase testimonials from a similar demographic
  3. Fewer images, better images
  4. Spice up Call-To-Action buttons
  5. When in doubt, double the padding
  6. Empathize with the visitor’s problem
  7. Avoid center-aligned or justified paragraphs
  8. Replace, don’t add
  9. Set a single objective
  10. Create a text color hierarchy
  11. Remove your main nav
  12. Use footer for pre-sale
  13. Highlight USP among feature list/grid
  14. Offer more pricing tiers
  15. Use specific coupons
  16. Embed your lead forms
  17. If you market to everyone, it resonates with no one
  18. Sit with someone and see what it takes to convert
  19. Set a max-width typography (CPL)
  20. Highlight a testimonial from an opinion leader
  21. Avoid animation overkill
  22. Consider a color scheme
  23. Avoid the word cheap
  24. Create Haste
  25. Integrate a sticky header navigation
  26. Use fewer fonts
  27. Step into your visitor’s shoes
  28. Space using ratios
  29. Add personality
  30. Curate your FAQs
  31. Replace GIFs with video
  32. Offer an annual discount
  33. Deconstruct your About paragraph
  34. Run a regular speed test
  35. Put your name on it
  36. Align with a grid
  37. Add a splash of color
  38. Invest in an icon library
  39. Place copy before images on mobile
  40. Offer a free teaser
  41. Code your own social share buttons
  42. Add Open Graph meta tags
  43. Emphasize time-saving
  44. Tighten your big type
  45. Don’t neglect Retina optimization
  46. Remove the obstacles to demo
  47. Lower the risk to commit
  48. Keep brand capitalization consistent
  49. Keep vertical spacing even
  50. Suggest a pricing option
  51. Increase demand by limiting supply
  52. Add social proof
  53. Focus on solving copy first
  54. Consider dark mode
  55. Align your marketing
  56. Increase the contrast of your button text
  57. Only A/B test high traffic pages
  58. Minimize the options
  59. Try font smoothing
  60. Liven with illustrations
  61. Trim the fat
  62. Include an email within error messages
  63. Add a radial burst behind product imagery
  64. Delay the chatbot
  65. Offer a demo down-sell
  66. Open non-essential links in a new tab
  67. Seek hero images with negative space
  68. Hint to scroll
  69. Make it accessible
  70. Demo in-page
  71. Don’t shortcut hosting
  72. Reassure during checkout
  73. Personalize the success message
  74. Steer clear of a header carousel
  75. Boost confidence with payment method logos
  76. Soft launch with a discount
  77. Implement smooth scroll
  78. Define a visual hierarchy
  79. Remove inactive social media accounts
  80. Wrap it in a device
  81. Define container width
  82. Prove you are established
  83. Strategically position testimonials
  84. Focus on people, not search engines
  85. Show them how it works
  86. Include an explainer video
  87. Focus on form UX
  88. Consider a lifetime discount
  89. Focus on benefits, not features
  90. Alternate section background colors
  91. Bring it to life
  92. Keep it positive
  93. Emphasize the value
  94. Consider parity pricing
  95. Reuse winning templates
  96. Don’t get too fancy
  97. Reinvest your profits
  98. Test new narratives
  99. Make it fast
  100. Don’t forget the why
  101. Start from the beginning, again
  102. Book Credits
  1. Credits
  2. Extras (Filters, Audiobook, Checklists)

Link Disclosure: this book contains a handful of affiliate links for products or services I've used in the past. Often the link unlocks a discount for you or/and a small kick back for me.

Foreward

It Depends.

Ha! The best and worst advice one can give.

Context is everything when it comes to Landing Page optimization.

  1. Who is your target demographic?
  2. What is their problem?
  3. How does your offering solve it?

Every Landing Page has a different objective. So before we get going, you need answer those three questions and set them in stone.

Got your answers? Great.

Now what would your target demographic need to see and read in a Landing Page to be persuaded to go all the way?

Unsure? No problem. That's why I created this book.

One hundred tips can be overwhelming. So to get the most out of this book, I recommend reading a handful at a time, digesting the info, and then implementing the lessons that resonate the most with you.

The goal of the book is not to turn a Landing Page into a money-maker overnight. It's for you to strengthen your current and future Landing Pages through understanding.

And context.

Wishing you the strongest of Landing Pages.

Rob Hope

Signature

Signature

Utilize customer testimonials

Hot Tip #01 is to utilize your customer testimonials by highlighting features and answering doubts.

So often I see Landing Pages packed with testimonials providing very little value to the visitor. Let’s compare two testimonials. The first is by a customer, Gavin Jenkins:

"I’m a huge fan of the brand, so I’m glad I could finally sample their product."– Gavin Jenkins

Note how Gavin’s testimonial is generic, offering superficial information to the potential customer reading it. This second testimonial is also by a customer, Kim Davis β€” but note the difference:

"So glad I could finally experience their superb quality myself and I was quite impressed by the thoughtful packaging of such a delicate item."– Kim Davis

See how Kim’s testimonial highlighted a product feature while also answering a potential doubt? The feature being the build quality and the potential doubt being if postage would damage the item.

Round up all of your customer testimonials and select only the choice few adding value for your Landing Page visitor.

  • How to request testimonials – A three-step method to help generate great Landing Page testimonials from your customers.
  • Testimonial examples – A more specific collection I’ve put together of well-designed or interesting Testimonial examples in Landing Pages

Showcase testimonials from a similar demographic

Hot Tip #02 is to showcase testimonials from similar demographics to your potential customers.

If you are selling enterprise-level support software, it’s wise to curate testimonials from customers who work for enterprise-sized businesses.

Put yourself in your Landing Page visitor’s shoes and imagine the concerns of an enterprise customer. They’ll be wary of moving a huge amount of staff over to new support software due to the high stakes involved.

They’ll also want to know other enterprise businesses took this risk and made this transition successfully.

Using Hot Tip #01 as a guide, I’ve hand-picked this excellent testimonial by enterprise customer, Dave Lewis:

"Our team just loves how easy to use the software is and support response time improved by 22% in month one."– Dave Lewis

Glowing feedback, right? Now, let’s take it a step further by highlighting who he works for alongside his name. In this case, Dave is the VP of Customer Relations at Starbucks, which adds significant weight to the testimonial as its backed by an enterprise-sized business:

"Our team just loves how easy to use the software is and support response time improved by 22% in month one."Dave Lewis – Starbucks VP Customer Relations

  • Avataaars – Online avatar generator for when customer imagery isn’t available or poor quality. Try not mix animated with real customer images. So choose a style for consistency.

Fewer images, better images

Hot Tip #03 is to use fewer images but also better images.

Good imagery builds trust, and trust is the foundation for conversions. When it comes to your visuals β€” spend the money!

Dona Rita website Logoswift website

Invest in a photoshoot of your team, your product, your food. The ROI on a professional photoshoot is pretty much guaranteed.

  • ImageOptim – My go-to for image size optimization for JPG, GIF, PNG and SVG.
  • Optimage – An alternative image size optimization tool by Vlad Danilov. Conveniently optimizes MP4 too.
  • Stocksy – My favorite premium resource for stock images. If you only need a single authentic image for your Landing Page, seriously consider starting here.
  • Squareshot – Service to send your physical product and they’ll send back top quality photos of it for your Landing Page.
  • Noun Project Photos – Just launched so a good resource of less-used, quality stock imagery. Pricing is around $33/image for commercial use.
  • Unsplash – High quality, well curated free stock images.
  • Pixabay and Pexels – Both good free stock image alternatives if a search term isn’t winning on Unsplash. Both include stock video too.
  • Team Section Inspiration – A collection I put together with 20+ team sections in Landing Pages.
  • IMGIX – Image CDN’s are a bit excessive in most Landing Pages but I use IMGIX for my full network of sites. The real benefit is you can upload a big image once, then manipulate (size, compression) the output using only code. I cannot recommend it enough and I do use it for Landing Pages within my bigger sites.

Spice up Call-To-Action buttons

Hot Tip #04 is to spice up your Call-To-Action (CTA) buttons.

Remember: you’re excited to share your product or service!

🚫 Click Here
🚫 Sign Up

Too bland.

Use actionable phrases.

βœ… Request a call from our agents
βœ… Discover the wonders of science
βœ… Unlock creativity for only $19

Let’s take a look at what the big dogs are using:

CTA button references

The end.

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