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Lisa Shepherd

• Have a Good Headline
The headline of the landing page is the first thing visitors
will read, and it’s also the key element for SEO. You
want to make it as memorable and attention-grabbing
as possible, in as little words as possible. Write (and
re-write!) your headline until it is search engine optimized
and is a direct, brief, benefit-oriented statement that
tells visitors why they need what you’re offering.

• Create and Repeat Your Call-To-Action
Create a clear call-to-action and give it prime positioning
at the top of the landing page. “Download Now” or
“Register Today” are powerful words that can inspire
action; pair these action words with an appropriate,
clickable graphic. Make sure to repeat the call-to-action
as text and button links throughout the page.

• Keep the Copy Simple
Write only as much copy as necessary to communicate
your value proposition—then stop. Get straight to the
point by keeping your copy focused on the benefits
of accepting your offer. Use short sentences and
paragraphs, and take advantage of bold headlines and
bullet points that allow people to skim your content and
get to your call-to-action faster. Graphics, when used
sparingly, are effective.

• Remove Navigation Temptations
A landing page is not a full website; it’s a single
page focused purely on lead conversion. Don’t run
the risk of letting prospects wander away from your
offer—eliminate any distractions that could encourage
visitors to click around your main website and lose sight
of their original intent.

• Embrace White Space
How can you expect visitors to focus on your offer if
they’re overwhelmed by too many graphics and too

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© 2012 Lisa Shepherd