Improve Landing Page Readability to Increase Landing Page Conversion Rate
If a landing page is comfortable and easy to read, your prospects are more likely to keep reading and respond to your sales message. Much of this is the responsibility of the copywriter, whose job it is to keep the message flowing in interesting and easily assimilated (bite-sized) chunks, but there are other factors that contribute to making a website comfortable and easy to read—notably, the choice of typeface.
Here are five quick tips for writing better landing page copy from a recent Mequoda Library chapter in the Creating Landing Pages That Sell book by Don Nicholas and Peter A. Schaible.
- 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 including Arial, Verdana and Helvetica. Your landing page layout should be uncluttered and easy to follow, making adequate use of white space.
- Verdana seems to work best for online text. Verdana is extended; it has extra space between characters so they don’t touch. It also has a large “X” height, making the characters appear larger on the screen.
- Georgia is recommended for online headlines. Georgia is a sturdy but friendly typeface that is attractive and comfortable to read. It holds up equally well in print as it does online and has become a favorite.
- Graphics should be well integrated with the sales letter flow. But it’s important to seek out a designer who understands the online medium and won’t impose graphics on your site that overpower the sales message.
- Make your website senior-friendly. Growing numbers of people 60 and older are computer users and information seekers on the World Wide Web, according to the National Institute on Aging and the National Library of Medicine. Single copies of Making Your Web Site Senior Friendly: A Checklist are available as a PDF download.
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