Hot Tip #05 is when in doubt, double the padding.
Whitespace isn’t just breathing room for your content, it’s breathing room for your potential customer.
Digestible content improves focus and clarifies what you’re offering.
If your Landing Page feels overwhelming, double the padding and I think you’ll be pleasantly surprised.
Hot Tip #06 is to empathize with the visitor’s problem using your intro copy.
Then explain exactly what your product or service does in the subtext, removing all verbose words or phrases.
🚫
The world’s most innovative invoice tracking software
XYZ Invoicing uses the cutting edge InvoAlgo algorithm to programmatically track unpaid invoices to send clients reminders using conversion-optimized email templates tested on 1000s of happy customers.
✅
Wasting time chasing late client payments?
XYZ Invoicing sends automated reminders to clients with outstanding invoices.
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Remember, your Landing Page is there to impress with choice previews, highlights and testimonials.
So start by making the visitor feel your offering was destined for them, in the simplest way possible.
Hot Tip #07 is to avoid center-aligned or justified paragraph text.
When applied to long paragraphs, these two alignments can be difficult to read. This can result in fatigue while browsing Landing Pages with a lot of content.
Let Neil deGrasse Tyson take us through it:
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🚫 Center-aligned
We think scientific literacy flows out of how many science facts can you recite rather than how was your brain wired for thinking. And it’s the brain wiring that I’m more interested in rather than the facts that come out of the curriculum or the lesson plan that’s been proposed.
✅ Left-aligned
We think scientific literacy flows out of how many science facts can you recite rather than how was your brain wired for thinking. And it’s the brain wiring that I’m more interested in rather than the facts that come out of the curriculum or the lesson plan that’s been proposed.
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🚫 Justified
You have people who believe they are scientifically literate but, in fact, are not. And I don’t mind if you’re not scientifically literate, but just admit that to yourself, so that you’ll know, and perhaps you can take a first step to try to eradicate that. You have people who believe they are scientifically literate but, in fact, are not. And I don’t mind if you’re not scientifically literate, but just admit that to yourself, so that you’ll know, and perhaps you can take a first step to try to eradicate that.
✅ Left-aligned
You have people who believe they are scientifically literate but, in fact, are not. And I don’t mind if you’re not scientifically literate, but just admit that to yourself, so that you’ll know, and perhaps you can take a first step to try to eradicate that. You have people who believe they are scientifically literate but, in fact, are not. And I don’t mind if you’re not scientifically literate, but just admit that to yourself, so that you’ll know, and perhaps you can take a first step to try to eradicate that.
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A good rule-of-thumb is that any paragraph with more than two lines should be left- or right-aligned.
Hot Tip #08 is to replace old content when new content arrives.
Your Landing Page with 8 testimonials does not need a 9th. Kick out the weakest of the bunch.
The 6 best examples of your wedding photography.
Your top 4 customer reviews.
The goal is to persuade your Landing Page visitor with as little as possible.