Focus on benefits, not features

Hot Tip #89 is to focus on the benefits, not the features.

As the proud owner of a product or service, it’s natural to want to climb up the tallest building and let the world know how damn awesome the technical features are.

Unfortunately, our Landing Page visitor isn’t impressed by technical features, nor do they resonate with them. What they do care about is if our offering can help them.

Focus on the benefits of choosing you, not the product or service attributes:

Focus on how your calendar app saves them time, not how it uses cutting-edge technology.
Focus on how your course will elevate their career, not how well-attended it is.
Focus on how your sunscreen allows hours of fun in the sun, not how much R&D went into it.

“Your customers don’t care about your product, they care about their problems.” – Sahil Lavingia

#90 - Design Tips

Alternate section background colors

Hot Tip #90 is to alternate section background colors.

Consider a slightly darker or lighter background color for every alternate Landing Page section. This design tip will also help contain section content better as a visitor scrolls.

To add spice, why not experiment by separating sections using wavy lines (above) or diagonal lines (below).

Wavy Line References - A collection of 10+ Landing Pages I've curated featuring wavy line separators.
Diagonal Line References - A collection of 30+ Landing Pages I've curated featuring diagonal line separators.
BGJar - Free online tool to create colorful SVG blobs.

#91 - Design Tips

Bring it to life

Hot Tip #91 is to bring it to life.

Skeuomorphism is the design concept of making digital items resemble their tangible real-world counterpart.

If you are selling a book, consider using a book mock-up template to bring it to life in your Landing Page:

I grabbed this book template from Creative Market and it made a huge difference to the Hot Tips Landing Page design.

Selling a print? Why not put it in a frame and overlay a leaf to really bring it to life:

Pre-selling property? Give it life with an aerial view of the desk and the beautiful plans strewn across it:

Another trick to bring your offering to vibrant life is to add a subtle drop shadow behind the image, product mock-up, or browser screenshot:

The above subtleties aren’t noticeable at first but collectively mold into a beautiful Landing Page design, like this:

Unboxshot - A service specializing in stop-motion unboxing animations for your products. Instant delight in your Landing Page.
Depth Inspiration - A collection of 50+ Landing Pages I've curated featuring a perception of depth within the page.
Aerial View Inspiration - A collection of 80+ Landing Pages I've curated with aerial view shot.
Creative Market Mock-Ups - The device mock-ups category is filled with unique options by their community.
Device Mock-Up Inspiration
Facebook Devices - Monster collection of mock-up devices in both PNG and Sketch. Ridiculous this is free.
shotsnapp - Brilliant device mock-up tool that works in your browser.
Ray - Useful little web app to generate beautiful images of your code snippets. Supports a bunch of languages and features a neat UI options panel including dark + light modes.
Rotato - macOS app to generate fancy rotating device mock-ups. Free to try, then $40.
Smartmockups - Tool with a more diverse (tees, cups, devices) set of mock-ups. Free for 200 mock-ups then $9/month.
Lstore Graphics - Top quality device mock-up resource. Video options too!

#92 - Copywriting Tips

Keep it positive

Hot Tip #92 is to keep the tone of your copywriting positive.

🚫 Chat software that doesn’t sell your info
✅ Chat software focused on privacy

🚫 A legal course that doesn’t ramble
✅ A legal course that’s straight to the point

🚫 Don’t be negative
✅ Keep it positive

Position your offering as a confident solution, not a snarky competitor.

Avoid Double Negatives - 8 short lessons to strengthen your writing.