Whether sent from an email, Facebook, Twitter, an Adwords ad, or a radio ad, there is a special expectation visitors have when they happen upon your landing page… and you have less than four seconds to not mess it up.

So now that you’ve got them there, just how do you keep them?  Or for those more technically driven, how do you turn their “click” into a “conversion?”  Website and landing page design have a huge impact on conversion, therefore consider the following when developing either.

WHAT’S HOT:

Familiar headlines

A familiar headline tells visitors, “You are in the right place.”  Match your introductory language to keep your visitor oriented and engaged, and confident that they are where they should be.

Learning something in journalism school

Go ahead, invert your pyramids.  Keep your most important points at the beginning of paragraphs and be a friend to bullets.   Use headers, subheaders and bold text to organize and highlight information thoughtfully for your visitor.  Remember that most visitors are skimming and skipping through your copy, so make it easy for them to read it and digest it.