Landing Page
Hot Tips
Edition v1.1
Author: Rob Hope
Editor: Scott Murcott
Producer: One Page Love
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Copyright ©2025 One Page Love
All rights reserved
First published: September 2020
Last updated: July 2025
978-1-64999-225-3 ISBN
Ebook Contents:
- Utilize customer testimonials
- Showcase testimonials from a similar demographic
- Fewer images, better images
- Spice up Call-To-Action buttons
- When in doubt, double the padding
- Empathize with the visitor’s problem
- Avoid center-aligned or justified paragraphs
- Replace, don’t add
- Set a single objective
- Create a text color hierarchy
- Remove your main nav
- Use footer for pre-sale
- Highlight USP among feature list/grid
- Offer more pricing tiers
- Use specific coupons
- Embed your lead forms
- If you market to everyone, it resonates with no one
- Sit with someone and see what it takes to convert
- Set a max-width typography (CPL)
- Highlight a testimonial from an opinion leader
- Avoid animation overkill
- Consider a color scheme
- Avoid the word cheap
- Create Haste
- Integrate a sticky header navigation
- Use fewer fonts
- Step into your visitor’s shoes
- Space using ratios
- Add personality
- Curate your FAQs
- Replace GIFs with video
- Offer an annual discount
- Deconstruct your About paragraph
- Run a regular speed test
- Put your name on it
- Align with a grid
- Add a splash of color
- Invest in an icon library
- Place copy before images on mobile
- Offer a free teaser
- Code your own social share buttons
- Add Open Graph meta tags
- Emphasize time-saving
- Tighten your big type
- Don’t neglect Retina optimization
- Remove the obstacles to demo
- Lower the risk to commit
- Keep brand capitalization consistent
- Keep vertical spacing even
- Suggest a pricing option
- Increase demand by limiting supply
- Add social proof
- Focus on solving copy first
- Consider dark mode
- Align your marketing
- Increase the contrast of your button text
- Only A/B test high traffic pages
- Minimize the options
- Try font smoothing
- Liven with illustrations
- Trim the fat
- Include an email within error messages
- Add a radial burst behind product imagery
- Delay the chatbot
- Offer a demo down-sell
- Open non-essential links in a new tab
- Seek hero images with negative space
- Hint to scroll
- Make it accessible
- Demo in-page
- Don’t shortcut hosting
- Reassure during checkout
- Personalize the success message
- Steer clear of a header carousel
- Boost confidence with payment method logos
- Soft launch with a discount
- Implement smooth scroll
- Define a visual hierarchy
- Remove inactive social media accounts
- Wrap it in a device
- Define container width
- Prove you are established
- Strategically position testimonials
- Focus on people, not search engines
- Show them how it works
- Include an explainer video
- Focus on form UX
- Consider a lifetime discount
- Focus on benefits, not features
- Alternate section background colors
- Bring it to life
- Keep it positive
- Emphasize the value
- Consider parity pricing
- Reuse winning templates
- Don’t get too fancy
- Reinvest your profits
- Test new narratives
- Make it fast
- Don’t forget the why
- Start from the beginning, again
- Book Credits
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.
It Depends.
Ha! The best and worst advice one can give.
Context is everything when it comes to Landing Page optimization.
- Who is your target demographic?
- What is their problem?
- How does your offering solve it?
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.
Reinvest your profits
Hot Tip #97 is to reinvest your profits back into your Landing Page.
Once your Landing Page is converting, and you’re pleased with your solo optimization efforts, it’s time for the specialists to step in.
There are many areas to outsource, but the first I’d recommend is copywriting. Let a copywriter be the officiator that marries your Landing Page tone and your target audience with linguistic flair.
Next would be your imagery. Commission a photoshoot of your product or service in action. We no longer want imagery that’s merely good enough, we are looking for imagery that tells a compelling story on its own.
Your mascot illustration, constructed from an illustration kit, can now be designed to include your brand subtleties and visual cues.
Repeat the above throughout your Landing Page and before you know it you’ll have a spectacular canvas for your offering.
Test new narratives
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.
Make it fast
Hot Tip #99 is to make it fast.
Not only does Google favor fast websites but your visitors will be able to decipher your offering quicker.
Speed through optimization means you’ve probably also tightened security and trimmed the fat.
When we aim for speed in a Landing Page, everybody wins.
- Google PageSpeed Insights – Popular speed testing tool.
- Pingdom Speed Test – My go-to speed testing tool, I prefer the UI over the above.
Don’t forget the why
Hot Tip #100 is don’t forget the why.
Sure, your product/service looks great but why is this part of your life’s journey?
📖 This is why I wrote the book
🖌 This is why I design logos
🎓 This is why I teach Spanish
An offering positioned within a compelling story is easier to understand and support.
“My name is Alice and I wrote this mobile accessibility guide after years of watching my visually impaired mother struggle on her phone. I’m hoping this guide will encourage others to create interfaces that cater to people from all walks of life.”
When you share why you care, others start caring too.