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.