Landing Page Guideline #7: Applying User-Centric Labeling and Language

ARTICLE SNIPPET - When Writing Landing Page Copy, it's Important to List all Benefits and Avoid Using Jargon and Terms Not Commonly Understood by the User

Most people arrive at a website and within less than 10 seconds can determine whether it's clean, professional and worth their time. Your landing page delivers the first impression. It's usually the most important page on your site. It needs to be a fast, effective messenger.

With a quick glance, visitors to your site should know exactly what your site is all about or what your business does. Determine what image and message you want the customer to "get" in those first few seconds, and design your landing page toward that objective. Anything that distracts from the central message or image you wish to project should be eliminated.

The Mequoda online marketing experts have developed 12 guidelines for optimizing landing pages that support getting the order. In this chapter of Creating Landing Pages that Sell, we take a close look at Guideline #7: Applying User-Centric Labeling and Language.

• Clear language and good grammar are part of good storytelling and so is telling the truth.
• If you sell information products, whether in print or online, you're in the direct response marketing business.
• It doesn't matter what your product is, if you can't describe its features and write glowingly about their benefits, you can't sell it effectively.
• Good writing is consistent in the use of spelling, abbreviation, terminology, grammar and punctuation.
• Web copy is no exception.

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