If you market to everyone, it resonates with no one

Hot Tip #17 is if you are marketing to everyone, your message is resonating with no one.

Identify your audience and research the subject matter to craft Landing Page copy your targeted community will appreciate.

Headline:

🚫 Join the biggest Lord of the Rings fan club online

✅ An online community where second breakfast is a dietary staple and Old Toby’s smoke can be seen drifting from humble abodes.

CTA button:

🚫 Join Club for $9/month

✅ Enter Hobbiton for $9/month

What copy will make your visitor think, These are my people?

Rewriting Landing Page Copy – Fun case-study over at Marketing Examples where they spice up generic Landing Page copy.

#18 - Conversion Tips, Testing Tips

Sit with someone and see what it takes to convert

There are two ways to experience horror.

The first is to rent a gory R-rated film.

The second is to watch someone interact with your Landing Page. Truly horrifying, but the learnings are worth the trauma.

Hot Tip #18 is to sit with someone from your target market and study what it takes for them to convert.

#19 - Design Tips

Set a max-width typography (CPL)

Hot Tip #19 is to set a max-width for your typography.

100% width paragraphs are very difficult to read on bigger resolutions.

Typography optimization can get very technical but try aim for 55–100 characters per line (CPL). The Landing Page Hot Tips email drip has ~60 CPL. Real easy to digest. This this Ebook is ~75.

Tuning CPL – Excellent article on fine-tuning typography based on characters per line.
GRT Calculator – The Golden Ratio Typography (GRT) calculator helps perfect typography for your Landing Page by entering your current font, font size, and content width.
Tool 1 & Tool 2 – These two online character counting tools are semi-decent (only a little spammy vs. the rest) and fast.

#20 - Conversion Tips

Highlight a testimonial from an opinion leader

Hot Tip #20 is to highlight a testimonial from an opinion leader who is well known to your target audience.

Take a walk with me…

You are looking for an icon pack for your next project. You discover these great looking “ZenIcons” — but the abundance of icons out there casts doubt on the $49 price tag.

Scrolling past the first icon preview you arrive at this featured testimonial:

"With 9 different weights, Zen Icons are my go-to icons for all my side projects."Klaudia Schneider – Spotify Product Designer

Now you think to yourself: “No way! That’s Klaudia, the designer at Spotify I’m following on Twitter. She’s so talented and has great taste. These ZenIcons must be best-in-class for her to endorse them.”

This form of social proof is the game-changing Joker card in your Landing Page deck.

A tale from Witzenhausen – This tip was taken from my WordCamp Berlin talk on Landing Page optimization.