Creating a Better Marketing Page – Friday Website Review
It's time for another Friday Website Review, where we take a look at a user-submitted website and give you the insights you need to make it better.
In this episode, we're looking at a marketing page (this one) made to sell one specific offer. Check out the video to see the 3 main takeaways you can apply to your site.
Links & Resources
- Why old-school image headers are a bad idea (and what to do instead).
- How to get useful feedback about your website (see step 2).
- Sales page tutorial with the "text section" thing I mentioned.
Below is a summary of the main points in this website review.
Headlines & Priorities
Big, fat headlines are great. If you've watched many of my videos, you know that I never shut up about how important they are... but, the effect of a big headline is lost if it's surrounded by other big headlines.
Look at your page and try to see the visual hierarchy of all your elements. What is the most eye-catching element? Is everything that is especially noticeable on your page also especially important?
The Curse of Knowledge
The curse of knowledge is that when you know something, it's very hard to imagine what it's like not knowing that thing.
What's this got to do with marketing pages? Well, the curse of knowledge presents a real challenge for copywriting, because you know a heck of a lot about your own business. This makes you practically blind to what it's like being one of your blissfully ignorant visitors.
A headline or bullet point that makes perfect sense to you might leave your visitors completely puzzled. Try to see your website through the eyes of a new visitor or get some user testing done, to fix this issue.
The Image Test
Using images on your marketing pages is a great idea, but only if the images are good. What makes a good image? Look at each individual image you chose and ask yourself:
Does this image illustrate a clear, tangible benefit?
If the answer is 'no' then you should probably find a better image. This is one of the reasons typical stock images are so horrible: they are generic and unrelated to your specific business by their very nature.
Note: all my 'good' examples in the video are graphics, but that doesn't mean you can't have useful photographs on your sites. As long as an image is related to your content and communicates something your reader cares about, it's good.
Get Your Website Reviewed!
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