Landing Page
Hot Tips
Edition v1.1
Author: Rob Hope
Editor: Scott Murcott
Producer: One Page Love
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Link Disclosure: this book contains a handful of affiliate links for products or services I've used in the past. Often the link unlocks a discount for you or/and a small kick back for me.
Ha! The best and worst advice one can give.
Context is everything when it comes to Landing Page optimization.
Every Landing Page has a different objective. So before we get going, you need answer those three questions and set them in stone.
Got your answers? Great.
Now what would your target demographic need to see and read in a Landing Page to be persuaded to go all the way?
Unsure? No problem. That's why I created this book.
One hundred tips can be overwhelming. So to get the most out of this book, I recommend reading a handful at a time, digesting the info, and then implementing the lessons that resonate the most with you.
The goal of the book is not to turn a Landing Page into a money-maker overnight. It's for you to strengthen your current and future Landing Pages through understanding.
And context.
Wishing you the strongest of Landing Pages.
Hot Tip #81 is to set a maximum width for your content.
Hot Tip #19 referred to setting a max-width for your typography — but what about defining your Landing Page container width?
Audiences differ but over 20% of my Landing Page desktop visitors use a 1920px wide monitor.
W3Schools’ stats also indicate bigger resolution browsing is on the rise.
Containing your Landing Page with a max-width will keep elements from floating on big resolutions, preventing a rugged reading experience.
Hot Tip #82 is to prove you are established.
The Harvest invoice software LP includes these 4 strong figures:
🗓 Founded in 2006
🔋 Powering 50,000 businesses
⏰ 400 million hours tracked
💰 $13 billion paid invoices
Years in the game with revenue/customer/operating stats thrown in is a powerful combo to reduce a sign-up risk decision.
Hot Tip #83 is to strategically position testimonials.
We’ve discussed curating testimonials to provide the most value to your Landing Page visitor. But where do we put them?
Start by positioning your best testimonial — preferably from an opinion leader in your industry — above the fold. This will strengthen your intro pitch and lower bounce rates. Now position other testimonials relevant to the Landing Page topic.
Example: If you are showcasing a specific product feature, try to position a testimonial mentioning that feature alongside it.
Note how the CleanShot X screen capture tool is talking about the ease of saving, copying, dragging, dropping, and then just below it a customer testimonial suggests the tool is like a Swiss Army knife:
Finally, position a testimonial near checkout that mentions value for money or overall satisfaction.
Hot Tip #84 is to focus on people, not search engines.
Organic search traffic to a Landing Page is brilliant, but Google is an unpredictable beast right now.
In recent times, I’ve even seen some organic search results start on page two. Pretty wild, right?
Focusing all of your energy on copy that resonates with your visitor’s problem and delivers a world-class solution is a much smarter play. If you deliver, people will talk about you.
Word of mouth > SEO