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Presented by Feldman Creative
FIRST
THINGS
FIRST
¡ 

¡ 

Comfortable?

The visitor
is prone to
leave.
Assure them
they should
stay.

¡ 

recongnize
their need.
YOUR
VIRTUAL
LOBBY
¡ 

Home page

Should I
stay or
should I go?
Provide
big, bold
assurance.

THE
DOMINANT
ELEMENT
¡ 

COMMUNICATE
YOU UNDERSTAND
THE CHALLENGE
THEY FACE.

¡ 

REITERATE
THE PRODUCT
CATEGORY.

¡ 

AVOID THE
GENERIC…
“WELCOME
TO OUR SITE.”
Create a
clear, concise
introduction.

WE CAN
HELP YOU
¡ 

No boasts,
mission
statement or
elevator pitch.

¡ 

Focus on the
visitor.

¡ 

“you…”

¡ 

Your pleasures,
your pains.
Think search.

DON’T
THINK
S.E.O.
¡ 

Your
optimization
should be
invisible.

¡ 

Use keywords—
naturally.
Snuff the fluff.

GET TO
THE POINT
¡ 

Flair is good.
Fluff is bad.

¡ 

Throw away the
throw-aways.

¡ 

Visitors have
short attention
spans.

¡ 

Edit ruthlessly.
Have a
conversation.

BE
PERSONABLE
¡ 

Low-tech
talk.

¡ 

Bag the
buzzword
babble.

¡ 

Imagine
you’re out
to make a
new friend
— because
you are.
Make
navigation
a cinch.

EASY
DOES IT
¡ 

Never make
visitors hunt.

¡ 

Simple
navigation
BAR and
elements.

¡ 

Feature
prominent
pods with
subheads.

¡ 

Call-to-actions.
K.I.S.S.

Plan for a scan.

¡ 

Brief
explanations.

¡ 

Sparse copy.

¡ 

Ample white
space.
Make the
blog easy
to find.

FLEX YOUR
KNOW-HOW
¡ 

Don’t hide the
blog.

¡ 

Invite readers
to it—
emphatically.

¡ 

Feature
recent posts.
Be a
crowd pleaser.

GOT
PROOF?
¡ 

Enhance
credibility.

¡ 

Employ social
proof.

¡ 

testimonials,
client logos,
REviews,
accredidations,
accolades, ETC.

¡ 

“Join our
10,000
SUBSCRIBERS.“
IT’S ALL
ABOUT
CONVERSION
¡ 

¡ 

Landing page

Your landing
page is critical
to your success.
Not about
helping readers
find what they
want—it’s about
delivering it.

¡ 

“GateD.”

¡ 

Collect basic
information
With a form.

¡ 

We’re
talking about
opt-ins.
Make a
keyword connection
in the headline.

THE RIGHT
PLACE?
¡ 

THE visitor
comes with an
expectation
based on
what he just
clicked.

¡ 

Reiterate
those words.

¡ 

Deliver
Assurance.
Focus solely
on the offer.

ONE
REASON
FOR BEING
¡ 

Don’t crosssell or
upsell.

¡ 

Don’t offer
links to
sections of
your website.

¡ 

No escape
routes.
WIIFM?
¡ 

Use action words.

What do I
get?

¡ 

How?

¡ 

Answer with
verbs…

¡ 

Learn how…

¡ 

Download the…

¡ 

Get insights…
Showcase
the value of
the offer.

THE VISITOR
IS NOT A
LEAD YET
¡ 

Make the
value
proposition
unmissable.

¡ 

Use subheads
& captions.

¡ 

“DREAMY”
value
statements.

¡ 

Make the
benefits
specific.
Write in a friendly
second person
narrative.

DON’T BE
COLD
¡ 

I am “I”
and you are
“you.”

¡ 

Avoid job
titles,
customers,
users, etc.
EMBRACE
SPEED
READERS
¡ 

Add bullet points.

Bullet points
work great.

¡ 

List the
benefits of
what you’re
delivering.

¡ 

Preview the
contents.

¡ 

You might
use icons or
small images.

¡ 

1, 2, 3.
HERE
IT IS

Show and tell.

¡ 

Show the
“prize.”

¡ 

Write a
caption to
summarize
The landing
Page in one
sentence.
ADD
CREDIBILITY

Deliver some proof.

¡ 

Testimonial.

¡ 

Quote an
authority or
high profile
client.

¡ 

Numbers.
LESS
= MORE
¡ 

the fewer
fields you
require, the
more
responses
you’ll get.

¡ 

Make the
form easy to
find and
fill..

¡ 

Email &
name.

Streamline the form.
GET
CLICKED
¡ 

Include a
smart button.

Choose callto-action
words
carefully.

¡ 

Generic words
such as
“submit”
perform
poorly.

¡ 

Value
statements
are better.

¡ 

Send me
“free tips.”
THE
AWKWARD
FIRST DATE
¡ 

¡ 

About page

Most visited
or most
exited?
Challenging
page to write
—who’s it
really about?

¡ 

Answer
Questions:
why read?
What problems
will I solve
here?
Be interesting.

DON’T TEST
YOUR
READER’S
PATIENCE
¡ 

Get the
reader to
want to know
more about
you—not less.

¡ 

Write a tight,
well-paced
page.

¡ 

Avoid
needless
detail.

¡ 
NICE TO
MEET YOU

Use video carefully.

¡ 

Go ahead and
offer a short
& sweet
video.

¡ 

Don’t rely
only on
video.

¡ 

No “autoplayS.”
BE WARM AND
APPROACHABLE
¡ 

Write
conversationally.

About pages
tend to be
stiff & stilted.

¡ 

Have a sense
of humor.

¡ 

Avoid jargon.

¡ 

Use a
converSational
voice.
GOT
CRED?

Again,
proof plays well.

¡ 

Your office
wall.

¡ 

badges.

¡ 

Memberships,
accolades,
publications,
speaking
experience.

¡ 

Testimonials.
EGO
FOOD?
¡ 

Lose the B.S.

Be wary of
superlatives
& hyperbole.

¡ 

Avoid B.S.
words…
“visionarY,
outstanding,
world-class &
cutting-edge.”

¡ 

And you’re
not a thought
leader.
NOTHING
BUT THE
TRUTH

Don’t write fiction.

¡ 

Your
aspirations &
accomplishments
are not the same
thing.

¡ 

Tell your
readers about
why they should
care about your
accomplishments.
SAME,
SAME,
SAME?

Take some chances.

¡ 

write a page
no one else
could.

¡ 

Real people
who will
change your
life.

¡ 

Make
yourself a bit
nervous.
RESUMES
ARE BORING

Bring bios to life.

¡ 

Bios that are
100%percent
academic &
professional
are sleepy.

¡ 

Readers
expect you to
be a pro.

¡ 

Now give them
something
worth talking
about.
CONNECT

Suggest making
social connections.

¡ 

an opportunity
to begin a
relationship.

¡ 

Publish links
to social media
profiles.

¡ 

Links to
bloggers.

¡ 

Email
addresses.
BE
SKIMMER
FRIENDLY

Make it
a quick read.

¡ 

Bullet the
company
facts.

¡ 

Try interview
formats.

¡ 

Video Q & A.
THINGS
CHANGE

Keep the page
up-to-date.

¡ 

Don’t allow
your about
page to be
out-of-date.

¡ 

Reflect the
company you
are today.

¡ 

New services,
new people,
locations,
clients, etc.
Remember who
the page
is really about.

THE MOST
IMPORTANT
THING
¡ 

Your five w’s
is a starting
point only.

¡ 

Focus on the
why.

¡ 

Salesy won’t
establish
credibility.

¡ 

the reader
comes first.
Can I help you?
YOUR QUESTIONS ARE WELCOME.
www.feldmancreative.com
@feldmancreative
THANK
YOU
¡ 

¡ 

You can go now.

Go write a
great home
page.
Go write a
great
landing
page.

¡ 

Go write a
great about
page.

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