The sixth FREE article in the How to Write series:
How to write a webpage that sells
Check back tomorrow for a FREE printable pdf of How to write a webpage that sells.
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Good info here, AdMan, in particular the font size & type.
I’d be interested in your thoughts on the lengthy sales/landing pages seen all over the internet. Many of the tactics you recommend are employed, and from most of the case studies I’ve read it’s the most effective way to sell something. They just seem a little “dirty” to me and I wonder how many people take the time to read through everything.
Example: http://etrbootcamp.com/promos/2010/LR-02.php
Where’s the printable PDF?
Thanks for keeping me on my toes, Ryan. The FREE pdf is now available on the homepage, or by direct link here: https://actionad.wordpress.com/2010/08/24/how-to-write-a-webpage-that-sells/
Your instincts are correct. Lengthy landing pages are the same as a lengthy billboard on the highway. You have between 3-8 seconds to hook your reader. Don’t think just because they’re not zooming by in a car that they’re going to read every word on their computer screen. They won’t.
Your copy must hit them where they live—in the heart and in the head—and it must hit them immediately.
Per the link you provided, many mistakes have been made. Let’s go over a few:
1. Headline in all caps is a major mistake—‘the eye is a creature of habit;’ people are accustomed to reading books, magazines, and newspapers in lower case; with no ascenders or descends to help readers recognize words, all caps are read letter by letter and the speed (remember, you have 3-8 seconds) in which readers grasp the meaning is greatly hindered
2. The headline font is too large—it is almost impossible to read at the normal reading distance of 20 inches
3. The headline is in red type on a white background instead of black type on a white background—the highest color contrast is black type on a white background
4. The believability of the headline is minimal—consumers are bombarded with headlines like this, emphasizing the “quick, easy way” to such an extent the headline is no longer believable
5. The body copy is too long because the headline and first paragraph aren’t enticing or believable enough—advertising pioneer David Ogilvy said it best: “You cannot bore people into buying your product. You can only interest them in buying it.”
Thanks for the comment, Ryan, keep ‘em coming, and don’t forget to become a subscriber.