7 tips for landing page success based on Copyblogger example

Posted December 31st @ 7:55 pm by Roger C. ParkerPrint

Create more effective landing pages using these 7 Copyblogger-inspired copywriting & design tips.

The best way to master the copywriting & design skills essential to marketing success is to analyze & adapt what’s working for others.

These 7 landing page tips that follow  can help authors sell more books and small business owners build their lists of qualified prospects.

Elements of landing page success

When you study the example shown above, part of a larger page, and study the 7 landing page tips below, notice how the tips involve both copywriting and design:

Landing page success is not a matter of either copywriting or design, success requires both copy and design.

  1. Use a headline to engage the reader’s interest. The headline describes a problem, i.e., the Pain of Landing Pages, and promises a solution that takes away the pain, i.e., Premise. (Premise is a Copyblogger resource for creating landing pages.) Because the landing page headline has been tightly edited, it fits on just 2 lines–making it far more inviting to read than a 3-line headline. Design reinforces the headline by using color and bold-faced text to emphasize the key words.
  2. Guide the reader’s eyes. Notice how the small arrow guides your eyes from the headline to the next text to be read. Never let your readers to get lost during their journey to your landing page’s call to action!
  3. Use a problem/solution structure to organize the text. Notice how the problem/solution structure illustrates another aspect of the way strong landing pages reflect a partnership between copy and design. Organizing content by describing a problem on the left, partnered with a solution on the right makes the copy easier to write easier for readers to understand. Design reinforces the message by using color and graphics, i.e., red Pain and green Premise, to trigger appropriate emotional responses. Note how the problem/solution structure is repeated on the Copyblogger page.
  4. Elaborate on the problem and solutions. I was also impressed by the way the problem/solution structure was accompanied by short paragraphs that provided additional information that could be read at a glance. Design helps visually differentiate the Pain statements and separate them from the Premise details that show how the pain is eliminated.
  5. Use lists to organize details. Lists make it easy for you to present a lot of detail in an easy-to-read format. Information that would be lost when presented in sentences and paragraphs becomes easier to read and easier to remember when presented in lists. Lists also save space by eliminating the need to write full sentences. Graphics, like colored check marks, add visual interest and help reinforce your site’s unique image.
  6. Use graphics to provide proof. Whenever possible, provide visual proof to reinforce your story. Even relatively simple illustrations are capable of adding credibility, while breaking up the text and providing visual relief.
  7. Provide several, obvious, ways for readers to respond. When you visit the Copyblogger page, note that the call to action is repeated with each group of Pain and Premise categories. This provides multiple opportunities to respond, and also helps divide the page into relevant content categories.

Did you notice any additional landing page copywriting & design tips?

The above are just some of the copywriting and design ideas and tips for landing page success inspired by the Copyblogger example. There wasn’t space for everything, such as the How to Build… headline and the Pages, Copy, and Optimize topics at the top of the page. I also noticed the abundant white space throughout the page. You probably noticed some additional tips that I overlooked. Please share your impressions and tips below, as comments.

2 Comments

  1. Scott Martin
    January 2, 2012

    Excellent piece. However, the copy advice is direct response copywriting advice…which proves that a great landing page works when you use direct response copywriting.

    But you can’t say ‘direct response’ to most advertising people or they will vomit. So you say, ‘I recommend these landing page conversion optimization techniques’ and everything will be fine.

    STEALTH direct response.

  2. Roger C. Parker
    January 2, 2012

    Dear Scott:
    Thank you for your comment and perspective…and for your wonderful use of language in the second paragraph.

    Great website, too. Spectacular design.

    Best wishes–best wishes for the New Year.

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