Landing Page Makeover Clinic #19:

Landing Page Makeover Clinic #19:

Reader Comments (31)

  1. “Google frowns on being too salesy in your descriptions, so consider this suggested change ”

    Why do you say this? I have not read this anywhere before.

  2. Wow, what an incredible bit of good information.

    Guess what I will be doing today?

    It’s all easy-to-implement tasks that I am sure will change the direction of this person’s business.

    Thanks so much.

  3. Hi Roberta

    Followed a Twitter link to get here and so glad I did.

    What a mine of good information here – even if you’re ‘quite happy’ with your present home page design.

    As a designer of our own website – I think the biggest problem is you can get to close to a project. Because you’ve been testing and re-testing everything – the shopping cart, the products etc so often, it becomes second nature so why shouldn’t it be for any first time visitor?

    I’ve always got my friends and family to do some blind testing – take their feedback and incorporate it into the final live version.

    Be wary – like the X-Factor (singing talent competition on TV), just because your family think you’re a good singer, it doesn’t follow that you actually are.

    So take suggestions with a pinch of salt, test and re-test and then rather than sit back – keep refining and adding to the process thereafter.

    I always tell other web design clients of mine that websites – good ones – are living, breathing entities and they must evolve and grow (a bit Star Trek I know, for which I make no apologies) but you get the idea.

    Thanks again Roberta – if you get a moment – stop by won’t you?


  4. Great in depth information. I think these changes will most definitely boost conversion rates for this client. Especially the cart changes removing the additional data collection and streamlining the flow to purchase.

  5. This post is one of many posts that I read seriously. Making landing page that google and people loves at the same time is always very difficult for me.

  6. @Andre – after 12 years of doing SEO, this little tidbit is just one of those factoids that lodge in my brain. But the basic idea is to keep your description direct, specific and straightforward. It’s also the best way there is to get good keyword phrases where you want them. Google doesn’t want – WORLD’S GREATEST WHIZBANG!!!! @@@SEE HOW!!!!@@@ – mucking up the quality of their listings.

    @Jonathan – I’m always happy to take a look. From there?
    Your call. 🙂

  7. Keeping a home page simple is something I’m trying to implement myself. I am conscious of what I do now when I go to others websites and pages that give me way too many options are the ones I usually leave. I am trying to make the visitor click where I want them to click. It’s tough, but I’m working on it!

  8. This is timely. I am about to work on the homepage of my website and I have to switch from being a programmer to a marketing guy. I’ve read many of these tips a long time ago from books of Steve Krug and Nick Usborne but I have forgotten them already until I saw this article 🙂

  9. I am reminded of Leo over at Zenhabits. He has one of the most successful blogs around (in less than 3 years!) and his landing page is simplicity itself.

  10. Robert, I just saw this today in my Google Reader and love how you laid out the diagnosis. I am hoping that the team takes your advice to heart. Will you be posting on Nancy’s progress and the results? I would definitely like to see a follow up post in the next few months. In the meantime, I am going to be including this post in my Daily Bytes newsletter for today – – it is a collection of pieces that I think can be helpful to those seeking to use the web to build their businesses.

  11. @Wayne – Wow. Mentioning me and Leo in the same breath. Thanks!

    @Mary Ann – I hope they do, too. I’m actually thinking about a post soon regarding my follow-up with previous makeover participants. Watch for it within the next few weeks. Should be interesting. 🙂

  12. Good points on the redesign. I hate it when SEO clients bust my balls because they are getting more traffic but not any more leads than before. It’s very hard to tell them their design stinks and might be hurting their ROI. It don’t matter how many people I bring to the site, if the design is off nobody will buy from it…

  13. I am trying to rework my page now, Roberta. I agree that a simple image of a mom (or dad!) with Lunchsense would be a striking visual that would get the point across.

    For their “offers, discounts” section, they could do a play on words: Lunchsense = Lunch cents?

  14. My landing page has the requiste photo image and briefly states what my work is about, but I’m not sure that it expressly invites people in to read the blog, write a mother memoir, or buy my guidebook. I’ll use your prompts and try to figure out what I’m doing right or wrong…it’s never easy.
    Thank you for great ideas and suggestions.

  15. SEO, attractiveness and persuasion: three insanely difficult things to pull off in one home page! For me it’s a never-ending case of trial and error, followed by more trial.

  16. So many helpful tips and I am sure I break all the rules. I don’t sell anything but do want readers to read more than just the first paragraph. I’m glad I found you by way of technorati top 100.

  17. I love how opinionated you are in this series. It’s exactly the type of hard-hitting critique clients need.

    Many people could take your Top 10 points and apply them to their own landing pages. Having a checklist of best (or worst) practices is great for workflow.

    The strongest takeaway for many people should be the process of how you connect your critique with the business goals of the site’s owner.

    Nicely done.

  18. I have long felt that these are required reading for any copywriter or web designer. Thanks for all your hard work with them, Roberta. 🙂

  19. Great article Roberta.

    I always look forward to these make-overs and there always seems to be information to take away and apply to my websites 🙂

    This month my key points for me, are to revisit my sales process and what can be made simpler. Maybe blog articles addressing my services from different angles, and key phrases, will bring more prospects into the sales funnel…

  20. Thanks to everyone for their kind comments! I’m always glad when folks get essential takeaways they can use for their own sites and pages.

    One of the points Oli mentioned is important and underscores the approach I take with all the makeovers and that is alignment with whatever your goals are for your landing page or site. Without the alignment, every makeover would write and read the same way. All mechanics and technique without a strong marketing message core.

    I’m also a big believer in seeing the page as the key driver in the process of conversion. As you see here, I looked at the main elements: homepage, navigation, interior page and shopping cart. A made-over homepage without a made-over shopping cart experience is all intro without the close. No close? No conversion.

  21. I been following your posts with great interest over the last couple of month…your free content is SUPER and i learned a LOT. Thanks fo all the work…keep it coming 😉


  22. Very good information.
    I really appreciate your site’s content and all of the great information included in the posts.

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