A majority of the population doesn’t like to read - and they read about 25% slower on the web.

In fact, the average American reads 50 words online in 20 seconds, and eye-tracking tests reveal how quickly eyes scan a page in an F-pattern. So it’s essential that you make your message brief and clear.

Here are some best practices for conversion-driven landing pages:

Keep your key selling points on the top and bottom.
Studies show that people read the tops and bottoms of things before the middle, so don’t hide any important facts or selling points in the middle.

People read the first three words of paragraphs and bullet points.
People scanning the web tend to read the first three words of a new paragraph, so put important facts there. Also use bullet points to highlight certain benefits.

Write in the second person - You, Your, and You’re
It sounds more inviting, and more personal to use second person tense on landing pages. Some of the most conversion-driven direct mail pieces are written this way too.

Keep your first paragraph short - under 2 lines.
Tease your reader in the opening sentence to get them to continue to read. Don’t make your opening too long, and make sure it doesn’t have over 2 lines of text if possible.

Paragraphs should not exceed 4 lines.
Bulky paragraphs don’t make good reading on the web. Write like a newspaper journalist with brief paragraphs.

Add copy near a human face and/or graphic.
Studies show that people read captions, especially near a picture of a person. So always make sure you have copy there that shows benefits of your product.

Write about benefits.
Focus on how the product can benefit the consumer.

Add calls-to-action (multiple times depending on length)
Make sure you have a one central call-to-action. Don’t tell them to call a phone number, or click on a chat button, or fill out a form, or send an email. Focus on one for each landing page. You can test varieties later.

Give a guarantee.
Guarantees can give your copy a boost in credibility, so add one if you can.

Use bold to highlight certain benefits.
People who skim will typically see the words you’ve bolded. So you should test body copy by bolding certain benefits you think are important for the reader.

Hand-drawn annotation always gets people reading.
Many direct mail pieces use “hand writing” fonts to get you to read something. For whatever reason, we like to read hand-written content on the web. So test it if you think it can work.

Offer premiums - like free downloadable ebooks, reports, gifts, etc.
I’ve seen dramatic increases in landing page conversions by simply offering a free report. So test different free gifts if it works for your business.

Add a phone number.
Show a phone number to give some more credibility to your company. Some people also prefer to call.

Add testimonials from customers and/or media.
Gain instant credibility for your product by showing some testimonials. Press credentials can also really boost credibility:

Eliminate any hyperlinks or navigation.
If you add links to your landing page, a portion of your traffic will get distracted and go there. So don’t give your visitors that option. Keep them on your landing page - and provide enough information to get the sell and/or contact information. If you must provide links to privacy policies, or other information, use daughter windows that pop-up.

Address common objections (when applicable).
Answering objections can really strengthen your credibility, and can help you sell more.

Use Ajax or pop-ups to hide information that isn’t necessary.
Try to avoid using these elements, but use them if you need to add legal information or privacy policies.

Use one hero shot.
Don’t litter your landing page with too many images. Focus on one hero shot whenever possible. Every image should help convince your visitor to take the next step.

Use these elements to aid in conversion:

* Logo
* Hero Shot
* Headline
* Quick offer
* Product description filled with benefits
* Deadlines
* Forms or Buttons
* Call-to-Action
* Testimonials (with real picture)
* Security icons (when applicable)
* Guarantees