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 #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?

Hot Tip #33 is to deconstruct your About paragraph.

I've seen so many Landing Pages trying to sound fancy like this:

🚫 Citrus Studio creates multi-faceted online business software using modern, cutting-edge technologies to help businesses stay on track and achieve their dreams.

1. Start by removing all unnecessary words and paring it down to your core offering:

✅ Citrus Studio builds goal-tracking software.

2. Then add a single impactful adjective to spice it up:

✅ Citrus Studio builds effective goal-tracking software.

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Your Landing Page visitor cannot be persuaded to take action if they don't understand what your service does.

"Perfection is not when there is no more to add, but no more to take away." ~ Antoine de Saint-Exupéry

Hot Tip #44 is to tighten your big typography.

Font Kerning and Tracking is a tricky subject as not all typefaces need it. That said, it’s a good idea to experiment with your bigger fonts.

Kerning is adjusting the space between 2 letters in a word. Tracking is adjusting the space between all the letters in the word.

Here is a Font Tracking example:

Reducing the spacing between characters in your big intro copy can really tighten your Landing Page design.

Hot Tip #53 is to focus on solving copy first.

Polishing the design of a badly worded Landing Page is counter-intuitive and a waste of time.

What will you solve?

Where will you take them?

Who will they become?

Weak or confusing copywriting will sink those conversions no matter how well designed the Landing Page.

Hot Tip #55 is to align your marketing and Landing Page narratives.

A Google Ad for freelance time-tracking software that takes you to a page offering time-tracking for teams is confusing. Consider this advertisement:

Which intro headline do you think resonated more with the visitor?

🚫 Voted the world’s most innovative time-tracking software for teams.

✅ Optimize your freelance hours with automated time-tracking software.

It is vital we don’t lose our visitors upon arrival. Spend some time reviewing your marketing copy and where it takes their expectations.

Hot Tip #74 is to steer clear of a header carousel aka header slider.

A Landing Page journey should always start with intro copy that the visitor identifies with.

Some will read it fast, some will read it slowly, and some will even read it a few times to fully grasp the offering. This copy is not meant to dance off the side of the page mid-sentence:

A product slideshow or smart feature carousel can work mid-page, but the header is out of bounds.

Hot Tip #78 is to define a clear visual hierarchy.

Step back from your Landing Page, squint your eyes, and take note of the content that appears most prominently. Is this prominent content more important?

A visual hierarchy orders content by significance and also suggests the order to follow. If all content was of equal size and weight, we wouldn’t know where to start. Naturally, we want our introduction headline text to be the most prominent as it’s where the visitor’s journey begins:

Heavyweight

A visitor’s eyes are also trained to follow a Z-pattern:

1 - 2

3 - 4

Note how you probably followed a Z-pattern when looking at the above image:

A good rule-of-thumb is to increase the prominence of your more important content while decreasing the less important.

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

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.

Hot Tip #98 is to test new narratives for your offering.

This is probably the most advanced Hot Tip in the series, but one worth doing if you have the traffic and budget.

We hammer on about Landing Page copy resonating with a visitor's specific — singular — problem. But what if your offering solves a few problems really well?

Primary narrative: Your time-tracking software is known for saving freelancers' time by automating their tax returns. Your API was one of the first to integrate with top tax authorities.

So your Landing Page could read: Tired of filling out tax returns? Our software 100% automates the tax return process for you.

Secondary narrative: Your software sends friendly reminder emails to clients with late payments, resulting in more overall cash flow per month.

This Landing Page could read: Losing control of outstanding payments? Our software reminds your clients for you and increases freelancer cash flow by 20%.

Duplicate your primary page, tweak the copy with the secondary narrative, and edit the imagery to spotlight the 'client reminder' emails. Now, set up a new marketing channel to align with the second narrative (late payment) and send them to this new Landing Page.

• Repeat for a 3rd or 4th Landing Page

• Assess results

• Drop the Landing Page with the worst results

• Increase the budget for the top performers

The above exercise epitomizes the power of Landing Pages.