Know who you are marketing to, or in other words know how to relate to your market if you want your landing page to convert and get the job done. We put together a little set of guidelines about landing page development designed for high conversions.
Remember, with any marketing or advertising you cannot make the person think too much - simplicity is ideal. Most of the unsuccessful landing pages tend to be too crowded, and aren't really simple, which obviously makes it difficult to get conversions. If you are making a squeeze page for optins, then keep it very uncomplicated without trying to get fancy with design. You can have very effective pages that have the bare minimum in terms of graphics, and you only want copy that has a very specific purpose. If you want some inspiration and ideas, then take a look at other landing pages. You can succeed with great conversions with no header or graphics, but usually these have a video on them.
How much copy you decide to include on your landing page is your call, but either way be sure to avoid long columns of text. Assess whether benefit bullets can shorten your copy and make it have more impact. Your job is to make things clear with your copy and not confuse your prospects further. The effect of any text or copy that is written in the standard way is to discourage reading because unfortunately most online readers are too impatient. This goes back to the age-old dilemma in which certain things have to be in order before anyone ventures into the actual text.
How well you make use of other copywriting devices such as trigger words will help or hurt your conversions. All copy and pages have a most desired response from people, and so you simply apply the triggers to that end. However, do not forget to include your copy that appeals to logic as that is very important. Your aim should be to make your prospect psychologically comfortable in taking the action you want him/her to take. So those are your tasks if you want to make excellent landing pages - but, there is still more to it.
As always, we tell people to test, track and then optimize their landing pages for best results.
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