Landing Page Basics
When creating landing page copy, successful marketers focus on what recipients can read in eight seconds, according to Silverpop’s 2007 landing page report, 8 Seconds to Capture Attention. Here are three landing page design tips to quickly capture your prospect’s attention.
1. Use light-colored backgrounds. To encourage readability, the study reports eight out of 10 landing page designers place copy over white or very light-colored backgrounds instead of bright, bold backgrounds. When designing a text box to draw attention to a bulleted list or key product attributes, the most effective way to use color is to keep it simple. A color block background works best to offset key information.
2. Keep text to a minimum. Silverpop reports that three-quarters of the landing pages studied, or 74 percent, keep text to a minimum, focusing instead on graphics and limiting text to under 250 words.
3. Mind the length. The majority of landing pages studied kept scrolling to a minimum, with nearly four out of 10, or 38 percent, of landing pages requiring no scrolling at all.