We’ve now talked about the flow of your page, how to talk to people, links, and how to write your sales copy, we’re now going to go over the last few aspects of properly creating your landing pages to enjoy the highest conversions each page can attain.

Tactic #8: Pay Attention To What’s Above The Fold…

The most important part of a landing page is the part that’s above the fold. This is the area that people first see when the page loads. Usually there’s just one big, giant logo up here, which I can only assume is used for branding purposes. Unfortunately, this is NOT the place you should be branding, but instead, you should have your best, most persuasive copy here, and on top of that, you should also be putting various credibility elements. This section of your page should QUICKLY tell the person what the benefit is to your product or service, and give them a reason to believe that you might be someone who actually knows what they’re talking about. People will either scroll down or leave your page based on what they see here, so make sure it’s the most potent part of your entire landing page.

above the fold

Tactic #9: Avoid Making Your Paragraphs Too Bulky…

You want to allow the reader an easy time reading through your page, and to do this, you should keep your paragraphs relatively short and sweet. This is especially true with your opening paragraph. If you have a 6-8+ line opening paragraph in your body copy, chances are, most of the people who come to your page will leave immediately (shooting your bounce rate through the roof). Keep the opening paragraph to no more than 3 lines, tops. As far as the rest of the paragraphs throughout your landing page’s copy, it can very, but less (lines) is more. Text blocks are scary. Avoid them at all costs.

 

Tactic #10: Be Very Aware Of Load Times…

When you’re paying for traffic, you have to constantly be aware of your load times (though you should be regardless). If you’re paying for people to come to your site, and then they leave because the site didn’t load fast enough, then that’s just money down the drain… money which you could’ve used to make a great deal of profit. If you’re using a CMS like WordPress, there are various plugins which you can use to figure out what your load time is, and to make it faster. Having too many images, for example, will slow your load time down, as will having a fancy background. Test your load time, and always find ways to improve it, because people are impatient, and the difference of a couple of seconds of load time, could be the difference between a failed marketing campaign, and a successful one.

 

Tactic #11: Don’t Let The Landing Page Be Over Cluttered…

Every landing page should have a reasonable amount of whitespace. Whitespace makes everything feel “lighter”, and makes people feel like the whole thing is an easier read. If you have paragraph after paragraph, with nothing in between but images and bullet points, with images down the side of your page, etc. it can (believe it or not) make people feel stressed out, and the easy thing to do, to make the stress go away, is to leave your page immediately. Many people make the mistake of thinking that if there’s any whitespace on their landing page, it will feel “bare”, but the whitespace is absolutely mandatory. You should actually have MORE whitespace on your page than you have “stuff” as a general rule of thumb. Keep it light. Keep it friendly.

landing page whitespace example

Tactic #12: Long Copy Beats Short Copy, But…

Long copy has been shown to beat short copy nearly 100% of the time. Reason being that the people who want short copy are fine with longer copy, but the people who need longer copy before they’re ready to buy, will NOT buy if there’s short copy… and many marketers know this. BUT, copy that is boring, repeats points that aren’t worth repeating, uses long-winded phrases, and boring stories, is NOT a good thing. The entire page should be informative or entertaining at any given point, and should constantly be moving the sale forward. Copy should be long, and take the time it needs to cover all the grounds, and answer any objections, but no longer.