Landing Page Guideline #8: Improving Readability and Content Density

ARTICLE SNIPPET - There are a Few Common Factors that Contribute to Improving Landing Page Readability: Notably, the Choice of Typeface

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.

• If a landing page is comfortable and easy to read, your prospects are far more likely to keep reading and respond to your sales message.
• Much of this is the responsibility of the copywriter, but there are other factors that contribute to making a website comfortable and easy to read—notably, the choice of typeface.
• The typeface of your landing page should be familiar, comforting and easy to read online—on most websites, that means using a family of sans-serif typefaces.
• Your landing page layout should be uncluttered and easy to follow, making adequate use of white space.
• Graphics should be well integrated with the sales letter flow.

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